Keep it simple

 

Ask for what's needed - email, first / last name, perhaps company and phone. Ideally include check-boxes or a memo field so people can state their specific interests (or provide a note). Most Email Service Providers make it easy for to ask prospects to augment their profile later.

Be a Tease - Use Teaser Content

A more viral approach is to make a limited amount of your content readily available without requiring registration to your email list. Then include information on the benefits of joining your email marketing list, along with subscription links. Chances are that your paper will be downloaded and passed around to many more people who you would have otherwise not reached - allowing greater 'visibility and influence'. You may have fewer direct registrations overall but you gain broader visibility. Try combining the viral pass-around approach with standard registration for other content.

If you are producing podcasts and webinars, be sure to include a plug with contact information, registration page access and benefits.

Shameless Self-Promotion

If you are creating contributed content, press releases or blogs, here are a few opportunities to work in a bit of shameless self-promotion. Just don't "over-message" or over-sell:

·         Include Information and a Link to Your Newsletter in Press Releases - A good option for smaller companies. Include your company newsletter and other resources in press release copy.

·         Promote Your Email/Newsletter in Articles and Article Attribution - Include a reference and link to your newsletter after the by-line on articles in trade publications.

·         Mention in your Blog(s). A link to your registration page is fair game.

Use "Forward to a Friend" Forms

Virtually every email service provider ("ESP") includes a 'forward to a friend' option, where you can include a link for recipients to forward their email to a friend (or enemy). Forward to Friend forms can help you add 2-4% more contacts to your list.

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