Melon Corporate Blog
Don’t forget about your offline email list building initiatives
I went to a 3 day festival over the Easter break.
When I left the festival at the exit gate there was a volunteer wishing everyone farewell as they left.
He also had a clipboard and a pen and asked each and every person to fill in their details if should they want to be kept in the loop about the festival via email newsletters.
It reminded me that although it is crucial to have opt in boxes and other online forms in place offline initiatives are just as important.
Following are 3 offline areas that you shouldn't forget about when building your email list.
* Business cards: as you meet people at functions and events the next day send them a "nice to meet you" email and add them to your database. I always mention in the email that I have added them to our once a month email newsletter list. We can all tend to shove the business card in our jacket pocket and forget about it. Even if you meet 5 people a month this can be an extra 60 targeted contacts. I know that I enjoy being kept in the loop about companies of contacts that I have met.
* Events: at any seminar or function that you host always allow people to add their details to a newsletter list. Passing around a clipboard and pen with an explanation as to your newsletter details should work fine.
* Existing hardcopy communication: it is easy to print some postcards and include them in your mailed invoices, statements and so on. The postcards should give a summary of your email newsletter and have a return address and stamp included.
Remind all of your staff of the importance of offline initiatives and provide an easy way (such as a web form) for them to add details of their contacts from business cards or events.
Always remember that in Australia according to The Spam Act you need to have explicit or implied consent from your contacts in order to send them email newsletters or related emails. Most other countries have similar laws.
In general as long as you have some genuine relationship with these contacts you can send them email newsletters - however if in doubt please consult your lawyer.
Be upfront with people as to how their details will be used.
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