If you were to look at my email inbox right now I have about 18,000 unread messages, not even exaggerating, many of which are newsletters or blog subscriptions. I don’t know about you, but I’m starting to feel this is a waste of my valuable inbox space and when I do finally get around to glancing at them the content inside the messages isn’t too interesting.
Now that I think of it, there are only a handful of useful email newsletters I open religiously. The rest are crap. Right?
One of my favorites comes from the business card retailer Moo.com. Their awesome monthly newsletter is full of inspiring ways to use their products and it also features customer creations. Every time I read it I want to buy cute little Moo cards and make something awesome.
Etsy is great at email marketing too. Again, Etsy does a fabulous job by offering helpful selling tips and merchandising tricks, geared specifically toward current users. The trick is to be helpful and not annoying.
Lead Generation of the Future
I spend a lot of time scouring the interwebs for cool people and businesses to see what works and what doesn’t. In building this business I’ve come across some pretty crafty marketing techniques for lead generation, instead of the typical newsletter. Since I’m a marketer by trade I usually hesitate to hand over my email address so when I do you know it’s gotta be something good. Here are just a handful of ways entrepreneurs and solopreneurs are growing lists instead of using the typical newsy type messaging.
The Contest
Instead of sending out your “news” and tooting your own horn all “me-me-me” style make your content about your audience and invite them to participate in a video, essay, photo or caption contest. People love sharing their story and hosting a contest will get you a ton of names quickly.
The Download
This is your opportunity to get digital products in front of people and hook them.
The Series
By offering a series of emails you’re essentially running a short drip campaign to hold interest over a period of time or determine what resonates with your audience. Some good examples of drip campaigns include interviews, a series of topic-based material or timely recaps of events.
The Sneak Peak
Use this technique to get your audience pumped about a future release. Build momentum by offering a chapter from a book, a snippet of audio, a photo and details of a new product offering, or free services for a limited time only.
The Freebie
Everyone loves free stuff. Period. It usually doesn’t matter what it is. Bonus points for giving away something tangible like a T-shirt.
The VIP
If you’re a VIP (Very Important Person or VAP Very Awesome Person, as well all think we are) you are put in a different category than regular readers and visitors. And who doesn’t want to feel special? The VIP status might give you special access to content, early opportunities to try out products, a birthday gift or something extra at the checkout.
The Deal
The #1 reason anyone ever enters an email address is because they think they are going to get a deal. Coupons or discounts are a sure fire way to generate leads.
The Repeat and Share
So easy! Just ask. During the checkout process ask customers if you can add them to your list. Offer them something special for returning and a reward for sharing or recommending your business to friends or family. LaunchRock is a genius tool for quickly growing lists based on the social share technique. When it first debuted you could only gain access to use the tool if you shared a custom link with three other people in your social network. Pretty crafty huh?
Frankly, I feel like the online newsletter we have come to know is dead. Growing a list doesn’t have to be traditional. Make your regular email something new and different, something that doesn’t clog up inboxes, that your ideal clients consider a Must Open by testing out any of the unique techniques above. Find out what works for your ideal customers and go with it!
Cheers!
