Did you ever receive an email that was so enticing that you clicked on the link, landed on a squeeze page and saw the inevitable opt-in box? first of all a squeeze page, for those of you who aren’t that familiar, is a single sales page with an opt-in box, think of it as a give and take situation (You give me your email and I’ll give you more info about what you’re looking for) The “squeeze page” squeezes out the most probable buyers from an email list, it’s an extremely successful way of having your customers “raise their hands” (heck, if it wasn’t, you wouldn’t see as many of them) The problem is this; Some marketers might regard an opt-in subscription as the end of the permission process but it’s just the beginning, says Stephanie Miller in a post at the Daily Fix blog.

“Permission does not give marketers a license to just send whatever, whenever,” she argues. “In fact, more than just a one-time exercise, permission must be re-earned with every message.”

Here’s how to implement a strategy that continues to request permission from a subscriber long past the initial “yes”:

Send relevant content only when a subscriber needs it. It’s fine, Miller notes, to remain visible with a newsletter sent on the third Thursday of every month. But the frequency of promotions and offers should reflect a customer’s apparent readiness to buyfor instance, if he or she has made a recent purchase or is up for renewal.

Re-engage non-active subscribers sooner rather than later. “If the messages are not resonating,” she says, “stop them, or offer to change frequency or content type.”

Miller concedes that an email program oriented to strong value propositions will likely result in smaller subscriber files and more work for fewer records. But, she says, it’s worth it: “On the surface, it might sound like poor marketing strategy, but actually, it results in a better situation. Subscribers who really want to be on your file are always going to be more engaged and return higher response and revenue.”

The Point: It doesn’t end with “I Do.” Like any human relationship, an email-customer relationship requires work over time.

Source: The Daily Fix