How to Build a Subscriber Database

Developing an opt-in list is done by compiling email addresses of recipients; each having given you permission to email them with information that pertains to what they opted to receive. This basically allows you to create your own list of "hot" prospects to email to over and over again!

People subscribing not only get an instant reply or a series of follow-ups thereafter, but they can also get, say, newsletter issues, product announcements, special offers and so on.

Building a quality, "targeted" list of prospects is the most important thing you can do for your business. How many times have you let your visitors slip away, never to return?

How to Capture Email Addresses
The best way to generate repeat visitors (and hopefully in turn sales) for your site is to ask (and capture) their email addresses. The easiest way is by offering an opt-in subscription to some kind of publication.

At minimum, you should publish a periodic email newsletter to inform visitors of new product updates or website changes. However, make sure your newsletter provides value of some sort - perhaps some kind of thought-leadership article for your industry - in order for people to view your newsletter as more than simply promotion.

As you're mapping out your content strategy, you should begin building your opt-in list right away, and do whatever you can to capture people's email addresses and their permission to email them.

Here are some of the types of contacts to include in your subscriber database:

• Current and new customers;
• Prospects (people asking for more information);
• Subscribers (to a newsletter, for example);
• Other people's customers. (be careful with this one)

Very importantly: avoid SPAM!

Why is it so important? Realize that the money is not in the one-time sale (as it is with spam) but in the lifetime value of a customer. People who buy can do so again and again...if you keep them informed, interested and persuaded!