Most internet marketing professionals agree that the opt-in list is one of the most important aspects of email marketing. Once people sign up, they are far less likely to report you for spam as they have willingly provided their contact information and given you the consent to contact them. This is your opportunity to showcase yourself as an expert, prove how being on your list benefits the subscriber, and build trust that results in a steady stream of revenue. Over time, you may come to view this list as the most valuable asset to your business. However, there are some rules to opt-in list building, and one of them calls for you to reveal your email frequency upfront.
The Importance of the Upfront Approach
Letting your subscribers know how often to hear from you in the beginning adds value to the relationship that will benefit both parties in the end. It lets them know when to expect to receive your mailings, which in turn, increases the chances of them being opened, read and acted upon. It also helps to improve your delivery rates and keep spam complaints to a minimum. By letting subscribers know what is in store from the outset, there will be less confusion in the equation as they are more likely to recognize your brand and the relationship you have built with them.
Sticking to Your Frequency Schedule
Letting customers know when to expect your email communications means nothing if you do not have consistency and stick with your frequency schedule. You must build the type of anticipation that has subscribers anxiously awaiting your mailings every time. So if your sign-up form stated that you will be sending out offers on a weekly basis, be sure that you do so every week. This anticipation will help you create strong relationships that foster loyal customers. Having consistency gives you the ability to make such an impact, that opening your emails may become just as routine for the subscriber as hitting the snooze button on their alarm clocks.
Building Trust Starts From Day One
A success email marketing campaign is one that is built on trust. In order to get it, you must first demonstrate why you can be trusted. What some marketers do not understand is that the amount of respect and the freedoms you provide your audience is critical to obtaining that trust. Telling subscribers how often they should expect to hear from you can help you get it by showing that you value the trust they have instilled by providing their contact information. However, this is only true when providing them with equally valuable content on a consistent basis. Sometimes, all it takes is a little honesty and consistency.
The opt-in mailing list is absolutely critical to the continued success of your business. It is important to always remember how precious an asset it is. Keep this in mind, and you will be able to create a mailing list stocked with loyal customers who shop with you on a regular basis and refer your business to others.
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