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Email Lists Are More Necessary Than Ever Warns Top Business Coach Casey Gollan
Date:8/17/2013

, not to be sold to, says Australian business coach Gollan.

4. Email allows brings individuals back to the business’s site

Capturing the email addresses of visitors to a website allows businesses to connect with them at a later point, and allows an organisation to build a relationship with that person.

A business can direct customers towards particular actions, such as sending them back to the website (increasing page views), making a purchase and increasing sales or sending them to a particular social media profile.

Gollan advises that there are 17 actionable steps to growing your list, but he also lists three ways in which this can be done, courtesy of Derek Halpen of Social Triggers:

1. Include the opportunity to opt-in on the About page.

It may not be the most exciting page on a site, but those who are there go to find out more about a company, or to somehow connect with it.

2. Convert readers into subscribers.

Once site visitors have read something they like, they’re looking for what to do next. If there is no call to action at the end of an article, they’ll likely head back to Google to run another search. Instead, companies should give them the opportunity to opt-in to an email list instead, says business coach Gollan.

3. Keep sidebars simple.

Put the business’s email opt-in form at the top of the sidebar and keep all other sidebar clutter to a minimum.

Gollan goes on to describe how non-profit organization HealthConnectOne boosted their revenue by 50 per cent simply by posting out direct emails.

The emails were to be simple, featuring the non-profit’s logo, a single image, headline, three to four lines of text, a link to donate, and a P.S. statement. Each email
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