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 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.

How ‘Frienemy Marketing’ Can Save Your Online (and Offline) Business

With the economic climate as crazy as it’s been, now more than ever businesses large and small are looking for creative ways to increase visibility, sales and leads. One effective way is to leverage the relationships with your ‘friendly’ competition. By friendly, I mean synergistic and respected formidable adversaries with a like-minded community of followers to your own.

With the economic climate as crazy as it’s been, now more than ever businesses large and small are looking for creative ways to increase visibility, sales and leads.

One effective way is to leverage the relationships with your ‘friendly’ competition. By friendly, I mean synergistic and respected formidable adversaries with a like-minded community of followers to your own.

You can look to this niche for opportunities to help grow your list and add extra revenues to your bottom line. Even better, this can be done for virtually no out-of-pocket cost.

This is a great way to leverage your content and increase market share, enhance brand awareness, grow sales and leads, and establish credibility with a new, yet synergistic list.

As a consultant, and even back in the days when I was leading the marketing efforts at top publishers, it’s important for me to be “strategically creative” and deploy as many no-cost online marketing tactics as possible for greater return on investment (ROI).

I like to concentrate on the marketing and editorial relationships I have forged with fellow publishers and aggressively pursue ad swaps, guest editorials and joint ventures (JV). I’ll explain a little more about these three opportunities in a moment.

With “frienemy marketing,” the idea is to develop synergistic relationships that are mutually beneficial—to look for areas of deficiency in your competitors and think of ways your company can fill the void.

One potential partner may have a great front-end product (e.g., a low cost e-book) but no up-sell (e.g., a higher-priced related kit containing DVDs, CDs and workbooks). Another potential partner may have an innovative back-end product but no cost-effective front-end product to bring new customers in the door. Still others may have large, qualified lists but need editorial to bond with their lists.

Some tips to keep in mind when looking for partnerships with friendly competitors:

Do your homework. Find out, in advance, who will be at industry events that you’ll be attending. (Check the program for speakers, vendors and participants.) Sign up for their e-newsletters. Read their promotional emails. Maybe even purchase some of their products.

Look at EVERY opportunity as a way to maximize your company’s brand during presentation breaks, lunch time and cocktail parties. When you go to industry events, don’t eat dinner alone in your hotel room. Go to functions. Mingle. Network. Have a genuine conversation with a potential partner … then, if there’s a synergy between your two companies, exchange business cards.

Before you contact a potential partner, get familiar with his products and target audience and figure out how your company may be able to dovetail with his product line or marketing efforts.

So, once you’ve made the connection, now what? You need to look at potential marketing and editorial opportunities …

Ad swaps are a form of revenue sharing. Typically, this can be a text or graphic ad two publishers place in each other’s e-newsletters and each keep 100 percent of the sales they get from their respective ads, no strings attached. Other things to know: Both list sizes should be close in circulation size, hence the reciprocity. You both keep any sales or email addresses collected, and call it a day. Know your “opportunity cost”—the “cost” you will incur for running an outside ad to your list instead of your own ad. If you normally sell ad space in your e-newsletter, this cost could simply be the flat rate fee you typically charge. Or, if you know the average revenues an issue brings in, you could calculate the potential “missed opportunity” of letting another ad run to your list on a given day. You should also agree to share important information with your partner. Before his ad runs in your e-newsletter, point out any creative issues. Provide your partner with your e-newsletter’s sent and deliverability sizes, open rate and ad click rate. Exchanging performance data is critical to a long and mutually beneficial relationship. It has to be a win/win situation for the partnership to work.

Guest editorials are offering content (editorial) that is relevant and targeted for an external publication and reciprocate. This is a great way to get introduced to a new list with the “implied” endorsement of the publisher. His endorsement gives you credibility. And if you provide his readers with good, solid, useful information, they will bond with you quickly.

This is a soft-sell approach that may or may not yield results on its own. At the end or beginning of the article is an Editorial Note or Byline, which can have author attribution, back-link to your website and short sentence for cross-selling, which help with sales, traffic generation and link-building efforts.

Joint ventures are similar to affiliate relationships, with the difference that instead of an affiliate program that is openly marketed, this relationship is more personal—it’s usually a company that you’ve built and cultivated a relationship with and are looking forward to a variety of ongoing business ventures down the road. There’s more of a vested interest. This is a quick and cost-effective way to make money with your list even if you have not yet developed any products.

To determine the viability of a potential JV product, there are several strategic marketing variables to consider. I like to think of them as “PPPGS”:

P = Product quality
P = Price point
P = Performance (when promoted to your potential partner’s house list, as well as to outside lists)
G = General market demand
S = Subscriber interest (when promoted to your list, as determined by feedback, surveys, etc.)

Remember, with “frienemy marketing” you’re looking for long-term partners, not one-hit-wonders. So carefully select the people you approach, making sure their products, brand and message make sense to your business … and, together, you can reap the unlimited profit potential of this underutilized business builder.