Using Incentives to Turn E-Mail Marketing Contacts into Subscribers
3 of 9 in Series: The Essentials of Building Your E-Mail Marketing Lists
Your e-mail marketing contact list is an asset — hopefully containing e-mail addresses belonging to loyal customers who spend money as well as referral sources who love to tell others about you. Offering an incentive in exchange for an e-mail subscription is really the least you can do to thank and reward your most valuable contacts, and can reward your business:
Increase sign-ups: The number of people willing to share their contact information with you is likely to increase if they feel that they’re getting something of value in return.
Increase loyalty: An incentive rewards your subscribers and can increase loyalty, repeat business, and referrals.
Giving e-mail subscribers immediate incentives
Some incentives, such as ongoing discounts, can be an inherent part of being on the list — and are, therefore, available immediately upon the subscription. Immediate incentives abound and may include
Discounts or reward points on every purchase
VIP access to special events, front row seats, and so on
Access to members-only information
Free trials, gifts, or additional services
Giving e-mail subscribers future incentives
Some incentives aren’t immediate bonuses, but become available sometime later. For example, a clothing store has a biannual 48-hour sale and only e-mail list subscribers can save 50 percent if they order within the 48-hour period. The subscribers have to wait for an invitation to take advantage of the incentive.
Future incentives are limited only by your own creativity and can include
Early shopping hours during the holidays
Invitations to periodic private events
Random rewards, such as prize drawings