e-Mail Marketing

When email marketing first came into the  marketing  picture, the emphasis was on building a big list - and fast. It was a common practice to send of mass emai ls to borrowed lists, run competitions in order to get names onto your list and  use  other means of harvesting names. However, times have changed and legitimate  email  marketers are looking to other ways to increase their numbers without sacrificing quality.

It's more important to have a list of quality prospects that want to receive what you have to offer than a large list that is not interested. With this in mind, it's important to find ways to encourage people to sign up for your list while still making sure they are right for your list. Offering incentives is one way to do that.

Email   marketing  incentives are bon use s that are offered in exchange for an email  address. When someone signs up for your list and confirms their registration, they will receive the bonus, which could be an audio recording, a free report, an exclusive discount, free trials or entertainment of some sort (like a funny video).

Some key points to keep in mind while you are planning your incentive:

1. Make sure your incentive is useful .

Your incentive will be more appealing to your audience if it's something they can actually use. 10% off of your highest priced product is not very motivating. In order to be enticing, your incentive must be  use ful to your target market, without being hurtful to your company. For example, 50% off your highest priced product would be very motivating but would cut into your profits too drastically. Select something that is win-win for both you and your list members.

2. Tailor your incentive to your audience.

The right incentive for your list will entirely depend on your market and the way that you do business. Obviously, if you are running a financial planning firm you would not want to  use  a funny, entertaining and slightly offensive incentive. But if your email list is aimed at college-aged kids it would be appropriate. Your data from your previous  email  messages should give you a clear idea of what your potential list members will respond to and what will encourage them to sign up. You can also look to traffic stats for blog posts and other content to see what will be most appreciated.

3. Keep your expectations in check.

Offering an incentive can definitely boost your list numbers but you need to look at the long term size of your list rather than the initial boost that you get when you offer the incentive. When it comes to incentives you sometimes get registrants who are not interested in what you have to offer but will sign up in order to receive the incentive.