A Free-Reprint Article Written by: Enzo F. Cesario
Article Title:
Brand Management - 5 Opt-in Methods
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Article Description:
A big aid to the success of any online business is those
customers paying attention to the site and its messages,
including e-mail and newsletters. People who are following
your progress on a regular basis are receiving more exposure
to your product, and are more likely in the end to purchase
the services or item you're selling than someone who just
chances across your site. Thus there is an increasing focus
on the opt-in method of list building. Here is a handful of
opt-in methods that can be employed to begin building that
list.
Additional Article Information:
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866 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2010-11-02 10:45:00
Written By: Enzo F. Cesario
Copyright: 2010
Contact Email: mailto:ennzo.f.cesario@thephantomwriters.com
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Brand Management - 5 Opt-in Methods
Copyright (c) 2010 Enzo F. Cesario
BrandSplat
http://www.Brandsplat.com/
A big aid to the success of any online business is those
customers paying attention to the site and its messages,
including e-mail and newsletters. People who are following your
progress on a regular basis are receiving more exposure to your
product, and are more likely in the end to purchase the services
or item you're selling than someone who just chances across your
site. Thus, one of the many metrics set by businesses is a high
number of followers they can reach via such contact methods.
As is often the case however, the numbers alone don't tell the
whole story. Simply buying a list of e-mail contacts and sending
them a message every three days does not count as having a large
audience. That's just spam, and the opinion of spam on the web
is rather well known.
Thus there is an increasing focus on the opt-in method of list
building. By means of enticements, the distributor gets
interested parties to voluntarily sign up for the service. Once
this has been accomplished, it can be reasonably assumed that the
party is interested in continuing the service over the long term.
This means the message is more likely to be put in front of
people that want to see it and are most likely to respond to it.
Of course, different strategies produce different results, and
not everyone responds to the same methods. Here is a handful of
opt-in methods that can be employed to begin building that list.
Method #1 - The Pop Up
This is one of the more controversial options, because it's one
of the catch phrases of the anti-advertising mentality that grows
on the web. People hate pop ups, the perception says. However,
research suggests that pop ups still are some of the most
profitable ways to generate clicks on sites.
There are several ways to approach the pop up option that will
minimize the intrusion. Some mimic a toolbar that slides in from
one side of the page, for example. Others will appear for a brief
period, then recede if not used. The trick is to make it
interesting enough to catch the eye, but not so obtrusive as to
appear irritating or forced. Do avoid bright, flashing primary
colors and strings of exclamation points.
Method #2 - User-activated Pop Up
This is a different take on the pop up methodology. The idea
behind a pop up is that when it appears, it catches the eye and
is hard to ignore. On the other hand, they're irritating when
they interrupt something a user is reading or watching. However,
if a video or article has an embedded link that asks if the
visitor would like to know more, that link can be tied to a pop
up. This script can then show up and since it's tied to one of
their actions, it's less likely to get an irritated or rejecting
response.
Method #3 - The Free Gift
People feel better about giving out their information for a
mailing list if they feel they've been rewarded for it.
Therefore, entice them into opting in by offering them a gift
related to your service. If, for example, your brand is a
publisher of ebooks, offer them one of your older titles as an
incentive. If your brand specializes in small, casual web games,
consider offering one such game for free, or at least a free
trial. The visitor perceives an immediate benefit, and is likely
to sign up as a result.
As a side note, some free gifts can take the form of contests for
prizes. If you are going to go this route, make sure that the
prize genuinely is winnable, is worth the winning and that you
announce the winner, provided, of course, that you have their
consent. Contests are increasingly seen as false options by many
viewers, and the only way to circumvent this perception is to
make it a genuine item that people can win, rather than a crass
deception.
Method #4 - The Squeeze Page
This is a page, based on text or video, that stops the process of
giving information and lets the visitor know that they should
sign up in order to get the full degree of information. This
makes the preceding pages they have viewed a sort of 'teaser'
that gets them interested in the material you have to offer,
followed by an invitation to continue reading in exchange for
some brief contact information.
Video is an increasingly popular option for squeeze pages,
because it's so easy to engage with. You can create a short
video presentation explaining the value of the e-mail list, and
it will stick in the mind much more than a highlighted checklist
made of text.
Method #5 - The Basic Form
The simplest methods often become classics, and why? Because they
work. Many sites still use the old standby of an unobtrusive
simple web form at the end of an article, with spaces for a
person's contact info provided. This has the advantage of being
very simple to produce, very easy for the user to fill out, and
presents a minimum of interruption compared to pop ups or squeeze
pages.
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Enzo F. Cesario is an online branding specialist
and co-founder of Brandsplat, a digital content
agency. Brandsplat creates blogs, articles, videos
and social media in the "voice" of our client's
brand. It makes sites more findable and brands more
recognizable. For the free Brandcasting Report go to
http://www.BrandSplat.com/ or visit our blog at
http://www.iBrandCasting.com/
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