We have been focused on email marketing lately and today I want to share my biggest piece of advice when you find yourself in the situation of having to move your email list to another email marketing system.
This happens to the best of us – we start with one system and it outgrows us or is too much and we need to scale back. Either way, you are looking at moving your list of emails to a new system. Yes, Moving Day for business! MOST systems will not permit you to import names without getting what is referred to as an Opt-in Verification.
This means that, once you are ready to import your spreadsheet of names and emails, you can BUT, in order for the name to be confirmed as a new list entry, the subscriber has to be sent an email which indicates a message of “In order to stay on my list” or “In order to receive the item,” please click the following link. This click is the “Opt-in”.
This is how the email marketing companies ensure you have done your due diligence and have permission to market via email to those subscribers. The issue business owners find is that, on average, only about 40% of subscribers will click that link. Meaning if you had 1,000 names before, you will probably end up with 400 after a move or import to a new system.
Now, this is fine in some ways because you want people reading your information and newsletters. If they don’t, honestly, I would rather them unsubscribe. Having a list of quality people interested in your articles is more important than numbers of people.
So, what is the best way to import names in a list to your email marketing system?
It is NOT to send out a generic email message that people need to click to stay on your list…
Recently I received one and it was worded in this way (I did copy it word for word):
Hello Kathy,
Thank you for signing up! Before I begin sending you emails, I want to make sure I have your permission.
To confirm your request, please click here.
Clicking the link above will confirm your email address and allow you to receive the information you requested. If you do not want to receive any communication, please ignore this message.
Thank you,
Default User (Yes, it said Default User!!!!)support@theemailsystem.com (fake domain but really what was there – an email address for the system not her business)
If you no longer wish to receive our emails, click the link below:
Unsubscribe
Now, I knew who this person was and was shocked at the email I received. Unbelievable! I was really hoping it was a mistake, but nothing ever followed this – not one of those “Oops” emails. Nothing.
Who would click the link? You have no idea what is happening, why all of a sudden you got this email and, most importantly, it gives me no good reason why I should click the link. No explanation or detail on why, other than receive my emails. People reading it might question it – as I did.
Yet, this is quite typical of a standard email list import message set up in most email marketing systems, so people use it instead of taking time to create a custom message.
Stop and think … you want this message to entice people to click – to have them eager to stay on your list. You don’t want a generic note to say “I want to send you more emails and fill up your inbox with God knows what, so just click yes.” Nothing was clear in this message of why I should click the link, plus it was also noticeable that the email was sent with little thought or planning.
Always put yourself in your client’s shoes and look at the process from their eyes.
Every email marketing system has ways to customize what you send out and that is what you need here…a plan to take the generic message and make it your own. It may take a few extra days to get it approved because it will be a custom message (some do this and some do not) but it’s worth the wait.
Taking the time to make a custom message allows for you to put your personality into it – to let people know what is happening and why you would appreciate their click on the link.
You can also add a bonus in, such as a special report, ebook or other free gift of sorts to offer your subscribers once they click the link – a reason to stay on the list. Some people have offered a random draw for a one-hour coaching session or to win a program. Anything to make your message stand out helps.
Don’t simply use what is there for you – that is the easy way out. Take time and make a plan of what you can offer, how you want the message to be worded and then test it all out. Only then should you click that “Import List” button and await the response.
You have been building trust all along with your email marketing, doing a move that is planned and thought out will ensure the people on your list see that. They will understand your message and appreciate what is in it and, odds are, more will click that link than not.
To help you do a review of your own business and online presence… download this free Marketing Foundations Checklist and check what you have in place and what needs addressing. Then block time to start addressing each one… improve them and you will improve your marketing results.
Stop Struggling and Start Thriving! My passion is helping to guide people just like you, private practice and service-based business owners, who are often frustrated with all their wasted time spent on marketing that gets you nowhere. You can learn strategies to attract a steady flow of clients and build a thriving and profitable practice. Get started with some of the free resources on my Pepper It Marketing website, especially this Guide to Streamline your Marketing. I also offer several self-study training programs to help you attract more clients so you can Build a rewarding and profitable private practice and still have time to LIVE your LIFE!