Tip: Surprise your customers with unexpected value. If you sell products, include an "unadvertised bonus" with every order. If you sell services, get into habit of doing something extra for every customer or client without charging for it.

Let Customers Know How Much You Value Them

Let your customers know you are always thinking about them. Communicate with them regularly. For example, create some special deals just for your existing customers. And announce new products or services to them before you announce them to general market.

Tip: Convert your customers into publicity agents. Develop an incentive for them to tell associates and friends about value of your products or services. An endorsement from them is more effective than any amount of advertising - and it is much cheaper.

For example, reward them each time they refer someone who becomes a customer. Your reward can be as simple as a credit toward their next order from you.

You are in business of satisfying customers regardless of what products or services you provide. The satisfied customers you create will help you build your business by becoming repeat buyers and by referring new business to you from their friends and associates.

Bob Leduc spent 20 years helping businesses like yours find new customers and increase sales. He just released a New Edition of his manual, How To Build Your Small Business Fast With Simple Postcards ...and launched *BizTips from Bob*, a newsletter to help small businesses grow and prosper. You'll find his low-cost marketing methods at: http://BobLeduc.com or call: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV

Single Opt--In Discussion --------------------------------

An argument in favor of single opt--in states it is simpler to subscribe to a single opt--in list than double opt--in list. Even though single opt--in method has more un-subscribes, net number of subscribers is generally higher than with double opt--in method.

An argument against single opt--in method states that new subscribers may be:

* Tire kickers only looking for fr^ee bonus, * Not really interested in your mark^eting efforts, * Can not remember signing-up, * Did not sign-up due to someone else signing them up or * There was a typographical mistake in sign-up process.

How many of single opt--in subscribers fall into this “problem” category? Depending on reporting source it ranges from 0 to 30 percent. Malice or typo mistakes can be mitigated in confirmation process if recipient does not confirm. As a result, you will probably lose these people in short order through unsubscribe process. However, most serious consequence is sp^am complaint. This can cause you significant grief and wasted time defending yourself against ISP that wants to shut you down.

Double Opt--In Discussion ---------------------------------

Depending on your situation, you may need or want to start using double opt--in method. This does not mean you trash all your current single opt--in subscribers and ask them to double opt--in. You should be able to continue your e-mail mark^eting to these individuals if you have a healthy business relationship with them. Consider double opt--in method if you are in early stages of building your list or want to increase to your existing list.

The double opt--in method may be your best solution to problem of single opt--in subscribers that don’t want to be on your mailing list. The confirmation process is your protection against individuals claiming you are sending them unsolicited e-mail. The double opt--in method establishes that:

* The e-mail a^ddress is good. * The responder is owner of e-mail a^ddress. * The responder wants to join your mailing list.

Some significant reasons to use double opt--in include:

* To attract interested and responsive subscribers in your targeted niche. * Improve chances your subscribers will see your message. * A^dvertisers will place a higher value on your receptive subscriber list. * Ability to more effectively market your products and services to your list. * Documented proof that subscribers requested to be on your mailing list. * Reduce probability your ISP will shut you down due to a sp^am complaint.

An argument against double opt--in is that number of individuals completing confirmation stage is lower than those signing-up in initial subscription stage. This is usually due to:

* Faulty typing by subscriber. * Malice by subscriber. * Problem with input processing at point of sign-up. * Wrong or incomplete information at sign-up becomes a surprise during confirmation. * The request for confirmation looks like a legal document.

As a result, it should be expected that recipient will not complete confirmation phase. The list operator should make confirmation request as short and simple as possible.

Conclusion --------------

In conclusion, there is no easy answer to single versus double opt--in issue. You need to weigh pros and cons of each method, perform tests on each method and then select method that is right for your business.

It’s possible that you could wind up with a hybrid solution. In other words, use single opt--in method for your directly controlled programs like mini-courses and your newsletter and use double opt--in approach for your co-registration programs.

There is no silver bullet in determining best method to handle sign-ups. You need to experiment. Whatever you do, don’t shoot yourself in foot. You want to build your business and not destroy it.

I wish you best of success in your online business activities.

============================================ Copyright © 2004 F. Terrence Markle – All Rights Reserved Get FR^EE e-mail course on list building “How To Build Your Own Opt--In Mailing List” at: http://www.QuikSystems.com/OIC/OpInCourse.htm ============================================