So you’ve got people coming to your site – either through search engines or social networking or something cool you did in the real world… But what now?
You want their email so they come back and develop a relationship with you and eventually become real clients?
You need to offer them something that they’ll want badly enough to give you their email:
Free Taste to Capture Clients’ Emails
One option is a ‘free taste’. It’s something like an e-book or an mp3 – some gift that is exciting enough that people would want it. This is very effective because if you spend a lot of time creating this you can make it really exciting for a visitor to your site…
…However, there is a caveat I should warn you about. If your free taste is massively more prepared and exciting than what you can create on a regular basis then you have a problem. This is because your regular content will not excite people who have subscribed (being so different from the content that actually convinced them to give you an email address).
You’ll end up with a load of people receiving your emails but not actually opening them. Really, this happens, they don’t bother unsubscribing on the whole – they just delete them and looking at your stats becomes extremely depressing!
I’ve made this mistake myself, so people, please benefit from my experience and do not create something as a free taste that you cannot live up to!
This is pretty simple – you just offer to send them what’s in your blog but via email… This is good in theory because if they like the blog post that brought them there then they’re likely to like the stuff you send them.
The problem is, visitors to your site are only going to give you an email in exchange for something that they couldn’t have had otherwise.
So if they can get your blog posts via facebook/rss/twitter or by visiting your blog then why would they give you an email for it?
Another solution is to give extra content to your list. If you can find a succinct way to advertise this then it can be quite effective.
The disadvantage is that you need to create extra content – and quality stuff at that, otherwise it won’t hold peoples’ attention. Effectively you’ve just consigned yourself to running an extra blog…
What I’ve been building up to here is a compromise. Sure, offer some sort of prepared free taste and sure offer extra content. But make the free taste something you can live up to and make the extra content modest enough that you can keep it up without killing yourself writing twice as much! That way you’re offering something more that will get peoples’ emails and get them engaged with the awesome stuff you have to offer!