My 9 Insider Tips to Build Your Email List For Low or No Cost!

Whether you’re an entrepreneur, corporation or online publisher, the power of the lead is critical in growing your business … and your email list. Leads, also known as prospects, are typically the entry level point of the sales funnel. 

Whether you’re an entrepreneur, corporation or online publisher, the power of the lead is critical in growing your business … and your email list. Leads, also known as prospects, are typically the entry level point of the sales funnel.

A popular business model by many online publishers is to bring in leads at the “free” level (i.e. report, e-newsletter, webinar, white paper, etc.), add those names to their house list and typically over the course of 30 to 90 days (the bonding time) that lead will convert into a paying customer. This practice is known as lead generation, name collection or list-building efforts.

Today, I’m going to share with you some proven online marketing methods I’ve used and had great success with at some of the top publishers in America. And bonus … many of these tactics are low- or no-cost. Here’s my list, in no particular order:

Power eAcquisition Polls. In my last blog post, I wrote about using polls for lead generation. Incorporating a poll on your website or having a poll on another site is a great way to build your list. It’s important to spend time thinking about your poll question—something that is a hot topic, controversial and relevant to the locations where you’re placing your poll. You want to pull people in with your headline and make the poll entertaining. Your answers should be multiple choice and have an “other” field, which encourages participants to engage with your question. I’ve found this “other” field as a fantastic way to make the poll interactive. Many people are passionate about certain subject matters and won’t mind giving you their two cents. Then, to show appreciation for talking the poll, tell participants they are getting a bonus report and a free e-newsletter subscription (which they can opt out of at any time). And of course, make sure to mention—and link to—your privacy/anti spam policy. After you kick off your list-building efforts, make sure you start tracking them so you can quantify the time and resources spent. This involves working with your webmaster on setting up tracking URLs specific to each website you’re advertising on. It also means looking at Google Analytics for your website and corresponding landing pages to see traffic and referring page sources.

Teleseminars or Webinars. This is a great way to collect qualified names. Promote a free, relevant and value-oriented teleseminar or webinar to targeted prospects. You can promote it through several organic (free) tactics, such as LinkedIn Groups/Events, Facebook Events, Twitter, online press releases, affiliate marketing/joint ventures. Remember, this is for lead generation, not bonding. So your goal is to cast a wide net outside of your existing list, create visibility and get new names. Your value proposition should be actionable, relevant information that your target audience would find useful and worth giving their email address for. The trick is to promote the event in as many places as possible without incurring advertising costs; then your only costs may be the set up of the conference call (multiple lines, 800#) or webinar platform. And, in case you were wondering, I have been involved with teleseminars with non-toll-free numbers and response rates were not greatly impacted.

Co-registration. Co-Reg is another way to collect names, but involves a nominal fee. Co-Reg is when you place a small ad on another publisher’s site after some sort of transaction (albeit a sales or lead-gen offer). So, for instance, after someone signs up to the AOL Travel eNewsletter, a Thank You page comes up with a list of sponsors the reader may find interesting, as well—other free e-newsletter offers. The text ad is usually accompanied by a small graphic image representing the sponsor. The key here is to pick publishers and Co-Reg placements that are synergistic to your own publication and offer. Another important note is to make sure you follow up quickly to these names so they don’t forget who you are and go cold quite fast. I suggest a dedicated auto responder series for bonding and monetization. Co-Reg efforts can cost you around $1 to $3 per valid email address.

Frienemy Marketing. This includes JVs (joint ventures), affiliate marketing, guest editorials, editorial contributions and reciprocal ad swaps (for leads generation or revenue sharing). This tactic is extremely effective and cost-efficient. The key here is having some kind of leverage, then approaching publishers who may want your content or a cross-marketing opportunity to your current list (note: This only works if you have a list of decent size that another publisher will find attractive). In exchange for content or revenue share efforts, you and the other publisher agree to reciprocate either e-news ads or solo emails to each other’s lists, thereby sending a message to a targeted, relevant list for free. Well, if you agree on a rev share, it’s free as far as ad costs, but you are giving that publisher a split of your net revenues.

SONAR Marketing. I’ve written about this many times, but can’t stress it enough. Content is king and you can leverage it via what I call “SONAR.” It’s an organic (free) online strategy that works with the search engines. It’s a comprehensive method of repurposing, reusing, distributing and synchronizing the release of relevant, original content (albeit text, audio, video) to targeted online channels based on your audience. SONAR represents the following online distribution platforms:

S Syndicate partners, content syndication networks and user-generated content sites
O Online press releases
N Network (social) communities
A Article directories
R Relevant posts to blogs, forums and bulletin boards.

SONAR works hand-in-hand with your existing search engine marketing (SEM), social media marketing (SMM) and search engine optimization (SEO) tactics.

Search Engine Marketing. It’s a shame more marketers don’t see the value of SEO or SEM. In order to drive as much organic traffic as possible to your website, you need to make sure your site is optimized for the correct keywords and your target audience. Once you optimize your site with title tags, meta descriptions, meta keywords and relevant, keyword-dense content, you need to make sure you have revised your site to harness the traffic that will be coming. That means adding eye-catching email collection boxes to your home page (and it’s static on all your subpages), relevant banners and obvious links to e-comm webpages. You don’t want to miss a single opportunity to turn traffic into leads or sales.

Smart Media Buying. To complement your free online efforts, you may want to consider targeted, low-cost media buys (paid online advertising) in the form of text ads, banner ads, blog ads or list rentals (i.e. e-news sponsorships or solo emails). You’re paying for the placement in these locations, so you must make sure you have strong promotional copy and offers for the best results possible. High-traffic blogs are a high-performing, low-cost way to test new creatives. I like BlogAds.com network and you can buy placements a la carte and search by genre.

Pay Per Click (PPC). Many people try pay per click only to spend thousands of dollars with little results. Creating a successful PPC campaign is an art—one that I’ve had success with. You must make sure you have a strong text ad and landing page and that the ad is keyword dense. You must also have a compelling offer and make sure you do your keyword research. Picking the correct keywords that coincide with your actual ad and landing page is crucial. You don’t want to pick keywords that are too vague, too competitive or unpopular. You also need to be active with your campaign management, which includes bid amounts and daily budget. All these things—bid, budget, keywords, popularity and placement—will determine the success of the campaign. And most campaigns are trial and error and take anywhere from three to six weeks to optimize.

Viral Marketing. Make sure you have a “forward to friend” feature in your e-newsletter to encourage viral marketing. It’s also important to have a content syndication blurb in your newsletter; this also encourages other websites, publishers, editors and bloggers to republish and share your content, as long as they give you author attribution and a back-link to your site (which helps in SEM).

The following, in my personal experience, doesn’t work for quality list building …

Sweepstakes and Giveaways. You’ve seen the offers: Win a free TV, iPhone or similar in exchange for your email address. This gets the volume, but the leads are usually poor quality or unqualified (irrelevant). The numbers may look good on the front end, but when you dig deeper, your list is likely compromised with deliverability issues (high bounce rates), inactives and bad emails. This is because the leads are not targeted. The offer wasn’t targeted or synergistic with the company. With lead generation efforts, it should be quality over quantity.

Email appends. According to Wikipedia, email appending, also known as e-appending, is a marketing practice that involves taking known customer data (first name, last name and postal address) and matching it against a vendor’s database to obtain email addresses. The purpose is to grow one’s email subscriber list with the intent of sending customers information via email instead of through traditional direct “snail” mail. The problem with this, in my direct experience, is that on the front end your list initially grows, but these names are not typically qualified or interested. At one company where I worked, we tracked a group of email append cohorts over the course of a year to see what percent would “convert” to a paying customer. Nearly 75 percent of the names dropped off the file during that year and never even converted. Email appending is a controversial tactic, with critics claiming that sending email to people who never explicitly opted-in is against best practices. In my opinion, it’s a waste of time and money.

13 Things You Must Do This Year To Boost Your Biz! Part One

OK, so 2011 was a tough year for a lot of business owners. Perhaps you got caught in the maelstrom of economic uncertainty and your business paid the price. Maybe you neglected your business by cutting down or eliminating marketing efforts. Or maybe you got duped by so-called “online gurus” who promise the world with their wonder products, all to fall short of their promises.

[Editor’s note: This is Part One of a two-part series.]

OK, so 2011 was a tough year for a lot of business owners. Perhaps you got caught in the maelstrom of economic uncertainty and your business paid the price. Maybe you neglected your business by cutting down or eliminating marketing efforts. Or maybe you got duped by so-called “online gurus” who promise the world with their wonder products, all to fall short of their promises.

Boosting your business doesn’t have to take a lot of time, or money. Certain marketing tactics are tried and true because they work year after year, decade after decade. They’re proven. And they get results. Best of all, I’m going to reveal them to you … all for free.

Today, I going to go over some proven winners to help create visibility, drive website traffic, increase sales, generate leads and produce buzz. These are low-to-no cost tactics that fit most any budget and most any business niche. All you really need is the manpower to implement them. And the few that do involve a budget are extremely cost effective. So, without further ado, here’s numbers one through six:

1. Affiliate Partnerships/Affiliate Marketing Plan. (Includes joint ventures, also known as ‘JVs). This tactic is having other people market (promote) for you in exchange for a commission. It’s extremely effective and cost efficient. On the JV site, the key is having some kind of leverage when approaching publishers with a similar list size and interest as your own list. In exchange for content or revenue share efforts, you and the other publisher agree to reciprocate either e-news ads or solo emails to each other’s lists for cross-marketing purposes. You have an agreed upon, competitive affiliate split (net commission on each sale) and forward payment either monthly or quarterly. Or, you can agree to reciprocate efforts and both agree to promote to each others’ lists and keep whatever sales (or leads) you each get from the efforts. It’s also a best practice to advise deliverability and performance stats. On the affiliate marketing side, many online affiliate programs are robust and offer real-time access to a control panel where affiliates can download creatives, check status of payments, and view campaign stats. Creating an affiliate program and marketing plan for that program can be turn-key. There are several off-the-shelf programs and softwares, such as DirectTrack and WordPress; as well as online networks such as CJ.com (Commission Junction), Clickbank.com, Linkshare.com. What’s most important as with any affiliate marketing plan is the PR. That is, getting the news out and marketing the program itself to as many targeted locations as possible. If you have a product to sell, not having an affiliate program is simply leaving money on the table.

2. Content Syndication Plus. A recent article by Forbes, which was actually featured here on TargetMarketingMag.com, mentioned 2012 was going to be the year of content and social marketing. Content is king and you can leverage it via the SONAR Content Distribution Model:

  • (S) Syndicate partners, content syndication networks, and user generate content sites;
  • (O) Online press releases;
  • (N) Network (social) communities;
  • (A) Article directories;
  • (R) Relevant posts to blogs, forums, and bulletin boards.

SONAR works hand-in-hand with your existing search engine marketing (SEM), social media marketing (SMM), and search engine optimization (SEO) tactics. If you have original content … you can do SONAR marketing!

3. Search Engine Optimization. In order to drive as much organic traffic as possible to your website, you need to make sure your site is optimized for the correct keywords and your target audience. Once you optimize your site with title tags, meta descriptions, meta keywords, and alt attributes/alt tags, you need to make sure you enhanced your site to harness the traffic that will be coming. That means adding eye-catching email collection boxes to the home page; relevant cross-marketing banners; obvious links to get to product pages; keyword-dense, search-friendly and consumer-friendly content pages; a site map; and more. You don’t want to downplay the importance of SEO. Site already optimized? Great. But remember that you need to review your analytics and visitor usage patterns and keywords on a timely basis, as algorithms and search behavior are always changing.

4. Online Lead Generation Polls. Incorporating a lead gen poll on your website, or having a poll on another site or e-newsletter (via a media buy or ad swap) is a great way to build your list. It’s important to spend time thinking about your poll question—something that is a hot topic, controversial, and relevant to the locations where you’re placing your poll. You want to pull people in with your headline and make the poll entertaining. Your answers should be multiple choice and have an “other” field which encourages participants to engage with your question. I’ve found this “other” field as a fantastic way to make the poll interactive. Many people are passionate about certain subject matters and won’t mind giving you their two cents. Then, to show appreciation for talking the poll, tell participants they are getting a bonus report and free e-newsletter subscription (which they can opt out of at any time). And of course, make sure to mention—and link to—your privacy/anti-spam policy. After you kick off your list-building efforts, make sure you start tracking them so you can quantify the time and resources spent. This involves working with your webmaster on setting up tracking URLs specific to each website you’re advertising on. It also means looking at Google Analytics for your website and corresponding landing pages to see traffic and referring page sources.

5. Viral Marketing. Make sure you have a “forward to friend” feature in your e-newsletter to encourage viral marketing. It’s also important to have what I call a “content syndication blurb”—both on your website and in your e-newsletter. This blurb simply states that anyone can republish your free content, as long as they give attribution to the author and publication, as well as provide a back-link to the original article. This encourages other websites, publishers, editors and bloggers to republish—creating buzz and back-links, both of which help SEO. You can set Google Alerts for your articles (buy using keywords of article title, author, topic) and then see when the article has been picked up by another site. You can also look at your site’s back-links, as well as referring traffic sources, to see which sites you didn’t push the article out to, but republished it from a viral standpoint.

6. Cost-Effective Media Buying. To complement your “free” online efforts, you may want to consider targeted, low-cost media buys (paid online advertising) in the form of text ads, banner ads, blog networks/ads, or list rentals (i.e. e-news sponsorships or solo emails). You’re paying for the placement in these locations, so you must make sure you have strong promotional copy and offers for the best results possible. Blog ad networks and online ad networks are a great, cheap alternative and they have a wider reach. Networks to consider: BlogAds.com, Advertising.com, ValueClick.com, BurstMedia.com, and FastClick.com. You can also find a full list of sites. Make sure you’re savvy as to what comparable rates are (CPMs, CPCs) and try never to pay rate card. It’s all about the power of negotiation.

Stay tuned for the next article which will feature more tips (#7—#13!)

Is Cuil Cool?

Perhaps the biggest announcement in the interactive space this week was from Cuil (pronounced COOL), a technology company that unveiled its search offering, also called Cuil. An old Irish word for knowledge, Cuil was developed by a team with extensive history in search.

Perhaps the biggest announcement in the interactive space this week was from Cuil (pronounced COOL), a technology company that unveiled its search offering, also called Cuil. An old Irish word for knowledge, Cuil was developed by a team with extensive history in search.

According to its press release, the company is led by husband-and-wife team Tom Costello and Anna Patterson. Costello developed search engines at Stanford University and IBM; Patterson got her training at Google where she was the architect of the company’s search index and led a Web page ranking team.

They refused to accept the limitations of current search technology and dedicated themselves to building a more comprehensive search engine. Together with Russell Power, Anna’s former Google colleague, they founded Cuil to let users “explore the Internet more fully and discover its true potential,” according to a company statement.

Cuil reportedly combines the biggest Web index — 120 billion Web pages — with content-based relevance methods, results organized by ideas, and complete user privacy. This is supposed to give users a richer display of results. It offers organizing features, such as tabs to clarify subjects, images to identify topics and search refining suggestions to help guide users to the results they seek.

The conversation about the search engine reached fever pitch in the blogosphere this week, with some experts saying Cuil should be taken seriously, and others saying it is a poor search engine with little relevance and technical issues.

I guess we’ll have to see what the future holds for the search engine. If Cuil does take off, then marketers may need to rethink their search engine optimization strategies. At present, however, it’s probably best to cool your heels. There are too many issues that will need to be addressed if Cuil is to make any sort of impact on search engine optimization.