But even the best headline will only grab a reader’s eye and get him reading. They won’t close the sale. After the headline you’ll have to describe all the wonderful benefits of your product-you’ve got to get the reader to actually take the action that will seal the deal. That’s the call to action.

6.6.2 Growing your Email lists

A key concern of most marketers is how to build their Email lists without compromising on the subscribers that already exist. After all, Email marketing is about building relationships with your best customers without neglecting others. The process of growing email lists can very easily turn into spam. This is something all marketers need to steer clear of. Most companies are always looking for ways to get their email marketing address lists together. Large companies are trying to get email addresses for their existing customers and prospects, while small or startup companies are just trying to create any list at all.  With careful and meticulous planning, you can build strong relationships with new subscribers. Here’s how:

  Collect only relevant information

While requesting a visitor to sign up, collect information that is relevant to your business. A recent study lamented that most of the corporate probing was unnecessary, given that most companies never act on the information they extract from their customers. It is crucial that you know exactly what you intend to do with the information you’re going to collect. Moreover, you should also be able to prove to your visitors that information you would be collecting from them is actually vital for your business.

  Do not make your customers repeat information

Most customers don’t mind telling their banks the ages of their children if they think the bank will use the information to help them sort through the myriad college savings plans or make them aware of estate planning issues. But nothing irritates customers more than having to repeat the same information to each channel as if it’s the first time they've ever heard the information. This is especially true in the case of Email lists on web sites.

  Focus your list

We have discussed the importance of focusing or targeting customers earlier as well. Current customers are the most important e-mail addresses to collect, much more so than prospects. They’ll be more receptive to your communications and likely to respond, since they’re familiar with your company and its products. Do not run campaigns that attract a high number of visitors that have no interest in your products or services.

  Scrutinize and leverage all available data

Scrutinizing all data that is collected is vital. This is particularly true for bigger companies. Let the rest of the company know what you’re doing-they may know of a quick way they can help you. There have been many cases when employees come and go, unknown projects sprout up and wither before anyone discovers them and multiple, redundant databases flourish.

  Special Offers and Discounts

Special offers like coupons and discounts are classic direct marketing techniques that translate extremely well to email. In order for an offer to be effective, it must provide something of real value to the recipient. Minimal discounts are not enough to get the readers’ attention; you have to offer something of substance. Don’t discount lower than your profit on the transaction, however. Having a time limit on these types of offers is extremely important, in order for the call to action to work.

Apart from using the Internet as a medium, there are also some ways you can use your marketing efforts in the real-world to help build your Email lists.

  Networking Meetings

From your local chamber of commerce, to specialized industry groups, the meetings of many organizations are great opportunities to make contact with new people. You are exchanging business cards with interested prospects or possible referral sources, so make sure that you send appropriate email communications to these people. Start with a personal email recapping your conversation with them, and letting them know that you will be adding them to your monthly email list. Don't just start sending a barrage of email to every person that you come in contact with, however. Make sure that the person indicated some interest in what you have to offer first, or your contact will become quickly unwanted.