Email Acquisition

You can attract additional visitors to your website and build up your mailing list by using permission based opt-in mailing lists. These lists consist of individuals that have opted in to receive third party offers on topics that interest them. By selecting an appropriate list and developing a compelling offer, you can reach likely prospects that otherwise would not visit your site.

Site ROI can help you with acquisition email in the following ways:

• Locating and selecting appropriate lists
• Determining an appropriate offer to send to recipients
• Developing landing page(s) and registration forms for offer recipients
• Coordinating the mailing with the list broker
• Evaluating mailing results

Selecting an Effective List and Developing a Compelling Offer

List brokers offer a wide variety of opt-in email lists, which can be subdivided into a number of categories based on subscriber demographics. For example, you can rent a list of new homeowners, which can be further divided by ZIP code and family income. Selecting a list whose members are likely prospects for your company's products or services is the first step in email marketing.

The email you send to the list should contain an offer that will make recipients want to click through to your site to get more information on your company. Once they click through, the landing page should encourage them to complete the registration form in order to receive the benefits of your offer.

Testing and Refining Your Email Campaign

Developing an effective acquistion email program involves testing multiple lists and multiple offers to determine the combination that provides the best results. For example, rather than sending a single email to each member of a list, you could use two emails, each with a slightly different subject line and text, each sent to a different random sample of the list. Based on the number of people that clicked through to the landing page, and the number of people who registered from each email, you then use the more effective offer in a mailing to the remainder of the list.

Site ROI can assist you in developing ways to test your marketing ideas, tracking the results of your mailings, and optimizing your email marketing campaign to produce the best results possible.