List Building: Why Build an Opt-In Email List of Prospects
Internet marketing has changed a lot in the last couple of years. In the past, a person could put a product together, place it on his website or sales page and put it in front of a huge amount of traffic. This traffic would convert only a small percentage, but the marketer was able to make a lot of money doing this.
This method is totally obsolete now and you would go broke trying to follow that method with today’s sophisticated buyers. Studies show that it takes a potential buyer between 7 to 10 times of seeing a product, before they are ready to purchase. Today’s internet marketers need to build a relationship, a bond, a trust with their potential customers. This trust is built on giving honest, quality information that can help the potential customer solve a problem they are having.
So using this information we could try and send a potential customer to a well written sales page in hopes they will make a purchase. Most likely they are going to hit the back button and you will never see them again.
Knowing now that potential buyers are far more sophisticated than they were just a couple of years ago, we will want to set up a lead capture page and start list building. The lead capture page will offer something useful, something that a potential customer will want. This could be an Ebook, Ezine subscription, newsletter, a free course, etc. All they have to do is leave an email address and a name and they are sent to your autoresponder where you have a series of emails that will be sent to this person as often as you want. Once set up, your business will virtually run on autopilot. You now have a customer for life, as long as you provide useful information and are not trying to sell a new product with each email. This also gives them the opportunity to make the all important 7-10 visits to your site that can lead to a purchase.
The important thing to remember is that once they give you their name an email, for whatever compelling thing you are offering, they will be sent an email from your autoresponder asking them to confirm that they want the information before they are sent any further emails. This is called a double opt-in. Without the double opt-in, you could be considered a spammer and you can get into a real lot of trouble to say the least. So don’t spam- enough said.
So, why build an opt-in email list of prospects? I think you can see now how important list building is. To maintain this meaningful relationship you must carefully craft every email to what your list is looking for or they will opt out of your emails.
Once we establish that we can be trusted to deliver good quality information, then our list will recognize our name and email address and be looking forward to reading our content and will be willing to act on our recommendations.
We are now in a strong position to send them to our product website and expect a better response and a higher conversion rate than if we had sent them directly to our product website without building a relationship. Besides, building a list of responsive customers, I believe, is the most stable and long-term revenue generating technique there is on the Internet today.
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I know there are many discussions out there on the opt-in. Single Opt-in vs. Double Opt-In. Which is better? What should I use? Is it important? I get this question all the time when I coach clients - especially if they are beginners or migrate from an email marketing platform to another.
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