How do you opt-in an existing email list?

Many companies have gathered an extensive contact list over the years. However, many of those contacts never subscribed to the company’s newsletter. Other companies have built up a strong set of data and have now decided to start with email marketing. In both cases, there are effective methods to hook up those contacts with your email marketing program.

The keywords are ‘trust’ and ‘relevance’. So don’t just add them to your email database. Send them a cordial invitation email to confirm their subscription. And by all means, don’t overdo it with commercial messages. It’s better to give your readers a clear and honest reason why your emails are relevant to them.

Not sure how to do that? Try this simple 3-step plan

1) Mention where you know them from and why you are sending them this email. This will stimulate recognition and makes you a reliable sender.

2) Tell them exactly what they ’ll get from you and why that’s interesting for them. Don’t go over this part lightly. Give it your best shot to convince them of the true value of your emails.

3) Make subscribing super easy. Don’t scare your contacts off with extensive surveys or forms. Try to let them register in as few clicks as possible.

Of course not everyone will subscribe to your newsletter. But don’t let that discourage you. As an email marketer, you are focusing on a qualitative database rather than a quantitative one, right?

Conclusion: gain the trust of your potential subscribers by telling them what your intentions are and how those can be valuable for them. You’ll end up with a high-quality database of satisfied readers.

One Comment

  1. Posted August 24, 2011 at 2:28 pm | Permalink

    I would add that if part of your list was built using addresses that were co-registered at your business partners’ sites (where the opt-in forms asked the registrants if they would accept emails from affiliated businesses), that you tell your potential email readers that their addresses were obtained when they co-registered at an affiliated site. Then go on to tell them what co-registration means.

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