As with any new skill, list building comes with its own language. When I first started marketing online, and had to start my own list, I actually tried to write the software to do it myself…and that was only after thinking I could do it manually from Outlook.
Well, I’m glad I realized quickly that those approaches would never work.
But when I began using an email service provider, I did find that I had a lot of new words to learn. So let me make this part of your list building education easy for you, and just lay out for you the words you’ll need to k now.
List — It’s what it sounds like, though what you may not k now is that a mailing list really only has to have one important element: the email address. Everything else is optional.
Email Service Provider — A company that manages your list for you, that stores the database, makes the opt-in forms for you (see below), and sends out the email messages for you. Popular ESPs for internet marketers are www.AweberAutoresponder.com, www.ConstantContact.com, and www.IContact.com.
Opt-In — Refers to the process of subscribing to a list. You will hear the phrases “subscribe to a list” and “opt into a list” used interchangeably.
Single Opt-In — Most marketers use a single opt-in method. That means that when someone types in an email address into a form and clicks the subscribe button, they are added to the mailing list. No other confirmation is done. Single opt-ins are susceptible to mis-use, for example, if a person types in the email address belonging to someone else ask to be added to that list.
Double Opt-In — This method of opting into a list causes a confirmation message to be immediately sent to the person whose email address was entered. Once the confirmation link in that email is clicked, the person is then added to the list. Some people think that the confirmation emails look like spam, and therefore won’t be clicked. That’s true often enough. However, double opt-in lists are more valuable and reliable than single opt-in lists because you k now the people on those lists have asked to be added to the list.
Opt-In Form — Also called an Subscription form, your ESP will help you make a form for you to put onto your website. You can place this form on a squeeze page, blog, or sales page — almost anywhere. The form can also be placed in a page, or in a standard popup, or in a hover pop.
Squeeze Page — This is a page designed specifically to “squeeze” a name and email address out of the visitor. The idea is that you are making an offer so compelling, that the visitor is very compelled and eager to request your free information. I don’t like the term “squeeze page” because it sounds like something is being taken from the subscriber, when in fact you are giving them something of value.
Thank you Page — Once someone opts into your list, you should give them a confirmation message. It’s usually done on a page that indicates they’ve been added to the list. Saying “Thank You” is a nice touch.
Autoresponder — An autoresponder is a system that automatically sends out email, at a certain time, at the request of a subscriber. Most autoresponder systems can also send out a series of messages at intervals you specify. For example, you can tell your autoresponder to send out an email the day someone subscribes, the next day, then every other day for two weeks, followed by weekly for two months. Whatever sequence and intervals you prefer, you can have your autoresponder system deliver the emails.
Pre-sales Autoresponder — Autoresponder messages are often sent in response to some offer made to someone who you hope to get as a customer some day. These pre-sale messages are designed to deliver on the promise made when someone opted into your list, and to also encourage and persuade the reader to buy your product.
Post-Sales Autoreponder — Often neglected or unused, Post-Sales autoresponders are sent to paying customers. The idea is to encourage them to use your product, to not return your product, and ultimately to buy other products from you.
Broadcast — While autoresponder messages are sent on a schedule based on the date someone subscribed to the list, an email broadcast goes out to all of the members of a list at once. For example, if you are running a weekend special on your product, you’d send out a broadcast announcing the special, with a link for more information.
Spam — Spam is the bane of our marketing existence. Technically speaking, spam is “unsolicited commercial email”, or UCE. That means that it’s mail sent to someone who didn’t ask to be sent mail from you, and the message usually contains an advertisement of some sort. You’ve received spam before, and so you k now it when you see it. But you should also k now that if you add someone to your list who did not ask to be added, the mail you send him is also Spam.
Permission — In order to prevent your messages from being called Spam, you must receive permission from the recipient to get your messages. Permission is given when someone opts into your subscription form.
Those are the most important list-building terms you need to k now. There are some other words you’ll want to k now, too, but you’ll pick those up in our upcoming webinars.
Our next one is this Thursday at 12 Noon PST, 3pm EST, and it’s one of the best webinars we offer in the Coaching Club — our Open Coaching Call.
During an Open Coaching Call, you can call in with your marketing question and get an immediate answer. You can also submit your question in the Ask Mark page in the Coaching Club. Either way, you can get your question answered during the webinar.
It’s like having a professional marketing consultant by your side to answer your most important marketing questions. Make sure you’re there this Thursday.
Here’s the link to register for the call:
See you Thursday.
To Your Success.