Email Marketing as a means to find new customers

Acquiring new customers with opt-in email

One of the ways marketers attempt to acquire new customers is by use of email.

Just about everyone knows that marketing by email has changed dramatically over the years. Non-opt in email is a big no-no. It could be argued that the best use of email is to simply respond when someone requests information. This is a more passive and recommended approach in contrast to sending out email in volume.

Marketing via email is not on our list of recommended options for many marketers because some marketers don't want to do their homework and there are quite a few things to know if you're going to be successful. However, marketers who use legitimate opt-in email addresses will find that email marketing remains as a viable option with unparalleled ROI. This is only true for knowledgeable marketers who understand not only how to select leads but how to set up an email campaign that works in the current environment where spam is a big no-no.

Lead Quality - Perception and Reality

Lets start with lead selection as the foremost ingredient in a successful email campaign.

Most new online marketers are attracted to the low cost of email as a marketing tool. Typically new or inexperienced marketers choose email (and other) lists based on price but choosing any type of leads, including leads intended for use with email, based solely on pricing can be and usually is a mistake. When an inexperienced marketer purchases an email list that offers thousands of leads for less than a reasonable price - let's say $99 for this illustration, they might think they're saving money - right?

The answer is a big NO and Here's why:

Cheap email lists are usually a total waste of time and money because they are typically produced when when someone is looking for a freebie - something that's offered free of charge. An example might be someone who wants to download a free Robert Kincaid Screen Saver. However, to receive the freebie, the respondent usually has to select other things or areas that supposedly are of interest them. So they click on several areas of interest - this is usually required to receive the free item. Do you think the person that originally sought a free screen saver is a good prospect for your home-based business or MLM offer? Probably not and that's the problem with cheap, incentivized leads

Non-incentivized Leads

In contrast to incentivized leads, non-incentivized mlm leads are created when someone responds to an ad or they find a web site as a result of performing research using a search engine. The individual then has an option to request information by completing a form. This is very different from the first case when a person was just looking for something for nothing - wouldn't you say?

Buying vs. Developing your email prospect list

Marketers also have the option to build their own customer lists rather than buy/rent opt-in email lists which are offered by various lead sources and brokers. The last option can make sense but only if you intend to use quality lead lists. Buying leads can help you get started faster but you may be wondering what's the best way to develop your own lead list and if that's the best option in the long run?

Long term goals

Developing your own opt-in email list - a highly recommended option

Although it may be a long term goal and take time, and an investment of capital, marketers who enjoy marketing online using email may discover that it makes sense to develop a way to build their own "private" prospect list in the pursuit of prospects and sales.

Real opt-in email lists can be developed through your own web site, site-based promotions, e-books, ezines, affiliate advertising, placing ads in ezines, classifieds, or writing newsletters. Internet marketing courses can help you learn more about these options.

Your own web site

It may be worthwhile to consider the development of your own web site as part of a long-term marketing goal. The primary reason for developing your own web site is that you can obtain very qualified leads ultimately at lower cost because most consumers use the internet for research and they use search engines to find information, products, and services featured on relevant web sites that interest them.

Given that most web site traffic (98%) originates from search engines like Google, it makes sense to have a web site that can be optimized to appear on the major search engines when customers are performing searches in an attempt to find you - your products and services. And, since affiliate or membership sites will usually not be ranked in natural search engine listings, as part of a long-term stragtegy, you simply must have your own site if you wish to be found without having to pay for PPC advertising.

Obviously, you can do it yourself or pay a web site developer. That's an individual decision. If you have the time and the desire, you might be surprised to discover that you can set-up a web site yourself.

If you can set-up a word processing document using a product like Microsoft word, you should be able to design a basic web site. Of course, if your budget allows, and time is a factor, it might make sense to buy a pre-built site, use a template, or hire a hungry web site designer who is hopefully accomplished at Search Engine Optimization or SEO.

Once your web site is online, you can find low-cost ways to promote your site, and build traffic to your site, and then offer programs, services, or information that ultimately will make it possible to build your own email prospect list.

Although building a web site which can be used to build your own private list of customers is a viable and ultimately a practical and cost-effective solution, for some, this option might appear to be a more labor or time-intensive than is warranted in order to test market a program or service. The primary cost is not necessarily developing a web site but rather involves the cost to promote your website and that will require an time investment or hiring competant SEO talent.

Short-mid term goals

In the short-term and really on an ongoing basis, email marketing does have a place in achieving the success you desire. Let's take a quick look at the cost of marketing by email.

Cost of leads -

We now know that autoresponder leads, formerly known as Opt-in email, offer a low cost per lead but yield a much lower response rate because the quality of contact information is lacking when compared to using better quality leads - like surveyed leads. That's why marketers usually use a minimum of 300,000 auto-responder email address leads per campaign. Given the numbers required to obtain a response, a broadcasting service is often needed which can add several hundred dollars to the cost of an email campaign. So it's clear that buying cheaper bargain email addresses may not be cheaper after all.

Now you can see why we don't recommend using autoresponder email addresses. Given the downside of marketing by email, especially when using cheaper(?) autoresponder email leads, a better option is to use higher quality legitimate leads that often include email addresses. The difference is that you can respond to legitimate inquiries and contact people who are actually interested in your offer instead of attempting to blast to thousands of people who probably aren't interested and just kicking tires.

If you are thinking about buying opt-in leads, we offer personal advice about using email derived from legitimate prospect request leads. Give us a call to learn more.

Cost of sending out your email -

If you prefer to hire a service, you can find quality broadcast services by searching online. The top service, who will conduct a marketing test by email, charges around $1,000 per campaign and results are not guaranteed.

If you are taking the "I've got more time than money approach", or you think spending $400 to $1,000 on a single campaign is a little steep, you can purchase a PC-based program to send email for about $50. However, such programs normally don't allow automated management of opt-out requests, so there can be some follow-up work involved.

If you are marketing to you own customer list, there are several web-based services that are worth a look. Some recommended services include GetResponse, AWeber, and Constant Contact among others. However, before using a service you'll want to make sure you read the fine print which usually excludes the use of non-optin and third-party lists.

There are things to know it you're planning to do it yourself - including the fact that you'll want to be in compliance with the Can-Spam Act. We're developing additional information about email marketing that will be made available upon request, so please be sure to bookmark this page so you can take advantage of new marketing tips as they are made available.

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