E-mail List Building Basics
A strong Web site also plays a crucial role in getting the maximum result out of communications to your e-mail file.
“People don’t have the time or patience to fight their way through a difficult landing page. If the potential customer can’t find what they’re looking for within three to five mouse clicks, they’re going to check out your competitor’s Web site, and they’re not coming back. So the best e-mail list in the world won’t help you if your site isn’t up to par, because no one on your list will stay on the site long enough to buy, and no one will come back,” he explains.
Using his three-to-five-click theory, Siano dispels the notion that the total number of views is the goal of search engine marketers. You can have a million people click on your Web site every day, he says, but if no one buys, or they get bored and move on, how have you benefitted? Better to have fewer eyes with a higher percentage of buyers.
Conversions, after all, are why you’re on the Web in the first place. Getting them to buy, then keeping them as loyal customers is the goal of every marketer. Tweak your Web site for information and functionality, and put some teeth into your list building efforts.