Product Launch and Business Growth Blog » Email Marketing

ATTENTION: The key to New World Order of Marketing

Rick Braddy — Mon, 16 Nov 2009 23:05:12 +0000

Well, seems like I’m spending way too much time on David Meerman Scott’s blog these days, but there’s just so much there to learn from … like the key to reaching millions of people online … (drumroll)

ATTENTION

You have to get people’s attention online. To get their attention, you can:

Beg for it
Bug people for it
Buy it, or
Earn it

Watch David’s video from a keynote speech he gave recently on The new rules of B2B marketing and PR (it’s well worth the time to watch and listen) to learn how:

David Meerman Scott keynote at BMA 2009 national conference from David Meerman Scott on Vimeo

Wow! Wish I could’ve been there… Thanks for sharing this with us, David!

How Successful Email Marketing Is Done

Rick Braddy — Sun, 15 Nov 2009 03:22:42 +0000

Check out this video on how successful permission-based email marketing is broken down into 4 essential steps:

Quality Opt-in Database – build an opt-in database of quality leads, using double opt-in best practices
Timely and Relevant Messages – use good lead nurturing techniques with timely and relevant content and messages, developing a relationship and trust with your prospects
Segment your Database – segment your lists into targeted, topic-focused sub-lists with similar interests
Advanced Email Software – use an advanced email auto-responder system that manages ISP relations for you and run your email marketing campaigns using these integrated systems.

Watch the video for more details:

It’s really not too surprising that the average ROI on email marketing investments is about 57 to 1; i.e., $57 returned for every $1.00 invested into email marketing.

Finally, for a better idea of what kind of ROI you can expect from your next email campaign, try this free email campaign ROI calculator.

B2B Lead Generation

Rick Braddy — Sat, 14 Nov 2009 23:25:37 +0000

Here’s a few excerpts from an excellent post by Brian Carroll, CEO at InTouch and author of Lead Generation for the Complex Sale and the Start with a Lead blog. For more information on the source article, check out the Lead Generation Checklist blog post.

In this particular post, Brian summarizes the 6th in an an 8-part series called the “Lead Generation Checklist”, a comprehensive approach for helping organizations optimize their lead generation processes. Brian outlines a complete system for companies to use in generating leads, as discussed below:

To be successful at generating leads for a complex sale, marketers can’t rely on one specific tactic but rather they need to leverage a portfolio of channels. To illustrate, I created a mind map of what multi-modal lead generation looks like (click image to enlarge).

It begins with a mindset that sees lead generation as an ongoing conversation – with human beings – that’s both multi-modal and iterative. This isn’t about doing random acts of marketing hoping something sticks.

Here are a few tips for creating a mult i-modal lead generation approach that will positively affect your bottom line:

View your Lead Generation Program as you would your financial portfolio. If you can’t measure channels or programs in terms of return on investment to the organization (leads generated, business closed, opportunities in the funnel) then the company should not be expected to invest in them. Maintain an assortment of researched and/or proven best-fit channels that can be drawn upon whenever needed.

Assess the number and mix of channels required. The model above shows a vast number of ways to generate leads for the complex sale. As you look over it, ask yourself a few questions: Which of these channels are we using? Which are our competitors using? Now think of what you know about your prospect’s buying process. Identify the gaps.

Adopt a flexible and iterative approach. Your program should allow marketing and sales to retrofit messages whenever a prospect’s position in the buying process changes. What worked yesterday may not work today. Complacency is not part of the marketing game. Well-performing or under-performing tactics should be quickly identified and dealt with accordingly. If a tactic fails to deliver, be ready to modify it or replace it.

Understand the synergies of various tactics for best ROI. Do you know how your tactics are performing? Are they working together in a complementary way to connect each step in the customer’s buying process? Try to detail a lead generation calendar for the year that maps out anticipated programs and tactics by month and quarter. Employ an effective closed-looped feedback system to structure information from the sales force than can be converted to actionable tactics. Collect sales feedback regularly and as rapidly as possible.

Not only do the disciplined integration and maintenance of a history of touches in the database aid relevancy, they open doors to tactical personalization.

Test and improve every tactic in your portfolio. The best way to maximize your budget resource is get more out of what you’re already doing. I don’t know a CEO or CFO that doesn’t already think this way, so why should marketers be any different? When was the last time you looked at your program and asked, “how can I make this a channel perform better?” Are you testing how you can optimize your lead generation results?

We know that in the complex sale most contacts do not become immediate leads so once dialogue has begun, other tactical modes should be set up to keep the conversation going. Remember, every touch should represent and communicate value. The tactics you choose should ultimately help your future customers (aka leads) form their opinions, directly or indirectly, as they proceed through the buying process.

Email Lists – The key to sustainable online profitability

Rick Braddy — Fri, 13 Nov 2009 21:15:40 +0000

In the traditional sales world, sales people used to use a Rolodex (remember those?), business cards and a call log – and of course, their telephone. Many still do today. Of course, modern CRM systems have automated this process nicely. The Rolodex was the “list” back then… today, CRM software has largely displaced the Rolodex.

In my last several blog posts, I stressed the importance of building a relationship with your list of subscribers. Don’t have a list of subscribers?

Oops! You probably aren’t turning a profit online if you aren’t building and nurturing your list – are you?

Today I had a nice discussion with a work at home mom about her attempts to make money online. She had invested around $5,000 in affiliate marketing and advertising based on some “make money” course she saw on TV… well, I’m always saddened to hear these kinds of stories, when good people are taken advantage of by scams or incomplete sales processes…

I explained to her that the only way to turn a consistent profit in an online business is with a list of customers, subscribers and prospects. The reasons for this is actually quite simple. It’s simple economics.

It costs too much to advertise and bring a visitor to your website. On the first visit to a website, 99% are probably not yet ready to buy whatever you’re selling. Well, it’s impossible to turn a profit when only 1% or fewer people buy from you, given the cost of bringing visitors to your site.

Instead, it’s a proven fact that in order to run an advertising-driven, profitable online business, you must build a list of subscribers – who you then can develop a relationship with over time and market to them on an ongoing basis.

It seems simple enough, yet I’m still amazed at how many small business owners and entrepreneurs don’t do this properly. There’s tons of great information freely available on how to develop landing pages that get visitors to register and there’s certainly no shortage of email auto-responders to choose from (arguably there’s too many of them to choose from today).

So what’s the issue? Why are so many companies and people starting out still missing this critical piece of the online profit puzzle?

Perhaps it’s because they lack the content – the so-called “money magnet” needed to attract the right kinds of people to register and subscribe in the first place. Money magnet is a term that’s been used in a variety of ways, but I first heard the term applied to online marketing by Frank Kern, a very experienced and successful Internet marketer.

A money-magnet is anything you can give away for free or nearly free that attracts the right kinds of prospective customers to register and become a subscriber. Now I realize this is online marketing 101 stuff, but like I said, there’s so many people who are skipping right past the basics to put a gorgeous looking website up and then wonder why it’s not making money, that apparently it needs to be stressed more.

I outlined the entire process for building a profitable online business in a post earlier this year called “A PROVEN ONLINE SUCCESS FORMULA“, where I go into quite a lot of detail on proper goal setting and putting the necessary online selling machinery in place.

Incidentally, all of this is spelled out in even greater detail in the Online Leadership Guide, which comes with some very cool free tools and a mini-course you should check out (it’s very affordable, at only $19.95). Incidentally, this is a decent example of a money magnet and landing page.

So if you’ve tried Google AdWords or other online advertising and are disappointed with the lack of sales results, if you weren’t using a proper landing page with an enticing money-magnet free offer for your visitors to register and learn more, go back and fix your front-end “lead generation” process and start building your list.

Several earlier posts discuss the importance of developing a relationship with your subscribers, giving them even more value for free, then eventually *some* of them will be ready to buy – and when they are ready, some will buy from you.

Done properly, your subscriber and customer list become your more valuable online business asset – much like that Rolodex was to a salesperson in the offline world. Invest in building your list and the relationship with those on your list, and I promise you’ll be amazed at how much it will help you.

If you’ve been in business for a while as a small business, chances are you already have a “list” of sorts – a mailing list in the making inside your Gmail contact manager, Outlook or other mail client. This is, in effect, your mailing list – all your contacts. If you’re like me, you have hundreds of business cards squirreled away in a desk drawer somewhere.

Getting these entered or scanned into your contact manager will begin to round out your business contacts. Keep in mind that these folks would probably accept a personal email from you, but would consider advertising or other forms of direct promotion as spam, so be careful how you use these resources.

If you are a more established medium to large corporation, then you most likely have a corporate CRM system, which is a primary list source for you. You also probably have lists scattered all over the place and you may need to do some list consolidation, de-duping and cleansing. It’s well worth the effort, as these lists are pure gold when used properly with a focused email marketing strategy.

Finally, keep in mind that one of your best sources for lists is leveraging lists of your partners through cooperative marketing campaigns, whereby your partners promote your offer to their lists, bringing lots of qualified traffic to your landing page and building your targeted list.

Ultimately, you’ll need to break out from your core contacts and build focused lists of prospects in each of your target markets. It does take time, but done properly, it is well worth the effort and investment.

It’s good to be King

Rick Braddy — Wed, 11 Nov 2009 05:43:19 +0000

It’s been said that on the Internet “Content is king.” Well, if content is king, then relationships go cha-ching!

Of course, cha-ching is the sound of the cash register ringing—the sound of making money.

Another popular online marketing adage is “The money is in the list”—meaning if you have a list of prospects and customers, the money is in farming the list.

In reality, the “Money is in the relationships,” including relationships that are embodied within mailing lists.

No relationship = no money.

Great relationships = great money.

These “Circles of Trust”, as illustrated at the top of this post, are where the real money is made. Get inside one of these major circles, and you’re in the money. And the more of these circles you become a part of, the easier it becomes.

Tapping into these circles of trust is probably the biggest untapped potential for social networks to create tangible value for online businesses.

One of the fastest and most reliable ways to make money online is to build relationships and then turn them into money. Sounds simple enough…

RELATIONSHIPS = MONEY

For example, let’s say you have a friend or business associate that has a newsletter and blog in your target market. Let’s assume this person has built a following of 30,000 newsletter subscribers and 20,000 regular blog readers per month.

These aren’t uncommon numbers on the Internet; in fact, these are relatively small compared to many people I know personally.

So, you convince this person that it would be in her subscribers’ best interest to know about your new product. As an added incentive, you agree to pay her a 20% commission on every sale you make from her subscriber base and blog. Never mind exactly how we will track those commissions (it is easy) for now.

I am going to use this concept of a “Trust-O-Meter” (below) to depict how much trust a prospect has developed in us. The following Trust-O-Meter shows how much our associate’s audience trusts her:

Like a thermometer, the Trust-O-Meter represents the level of trust and relationship strength, in a simplistic way, so we can conceptualize it better. As we see above, our friend’s audience not only trusts her, they like her. We might even consider extending the scale further to the right by adding “Respected” (not shown here).

Why Affiliates and Bloggers Are Trusted

Continuing the affiliate example above, since most of her audience has been with her for some time, they have not only developed a high degree of trust in her, but they also like her. Going beyond trusted to liked is a sure way to make more sales—a lot more sales.

So, we were introduced by our friend and associate to her audience. What is our Trust-O-Meter reading with them at the start?

Because we were introduced by a person the audience (those on the affiliate’s list) both trusts and likes, we get the benefit of the doubt and begin in a semi-trusted state with her audience.

We will have to earn the rest of their trust…

Together, you and your friend come up with a strategy for communicating and involving the subscribers:

An initial email and blog entry that introduces you to her community
A free teleconference where she interviews you about a hot topic of interest
A recording of the free teleconference posted on the blog site and a brief email note sent to the subscriber list
A free giveaway item you provide that is relevant to her audience
A “special offer,” a time-limited discount on buying your product!

Assuming your product can interest the majority of the 50,000 audience your associate has just introduced you, guess what just happened from the above steps?

First, a foundation of trust and respect existed between your associate and her subscribers and readers. Second, she introduced you to them. You are no longer considered a stranger, so you instantly became semi-trusted.

Next, your free teleconference gave those who attended an opportunity to learn firsthand what kind of person you are and to ask you questions and see how you responded. In effect, you became an authority who is operating at nearly the same level as your associate, and perhaps even at a higher level in your particular area of expertise.

Incidentally, everyone who actually registered for and attended that teleconference just became qualified leads for your product, since they invested some time with you.

Next, everyone else who listens to the recorded teleconference audio also trusts you more (assuming you didn’t blow it during the interview by trying to sell something!) Notice how you have moved up in the Trust-O-Meter!

Next, you gave away some of real value to her audience. This shows what a stand-up kind of person you are, someone who cares and is trying to help.

Finally, she pitches the special offer for your product to the subscribers and audience. In this pitch, your friend is effectively endorsing you and your product, which confers an even greater amount of her trust equity onto you.

I call this “transitive trust,” since her audience now implicitly trusts you primarily because you have been endorsed and approved. Why do you think companies pay so much to get celebrities to endorse their products? Because they are both trusted and liked by so many.

Now, let’s run some numbers to put this example of ours into the proper perspective.

Out of 50,000 subscribers, only 50% are even mildly interested in what you have to say or offer them, leaving 25,000 potential prospects.

By the time she makes these 25,000 the offer, around 40% have enough interest and familiarity to open the email and learn more (This is your email “open rate.”) That is 10,000!

Out of those 10,000, about 25% click through to get more details on this special offer— that is 2,500 qualified prospects that now show up at your website (instead of her blog).

Let’s assume your offer is truly special and motivating to the buyers who have an immediate need and budget, and now trust you enough to buy from you. Let’s assume that 20% end up buying your product over the next 30 days as a result of this campaign.

So you make 500 sales! About 1% of her total subscriber base ended up buying your product. Not bad for a brief campaign with this associate of yours. Let’s say your product sells for $100. You just generated $50,000 in sales.

Let’s say your product sells for $995. You just generated $497,500 in sales! Now you are talking!

What just happened here? You went from zero to half a million in sales and 500 new customers in a matter of a few weeks. That is what happened. What other business do you know of where those kinds of results are possible? It happens somewhere on the Web every single day.

The truth is, this happens in online businesses all the time. In fact, I’ve seen product launches orchestrated with multiple partners who have large subscriber bases sell many thousands of units in less than 24 hours—generating millions of dollars in just hours.

All of this is only possible when you have the right relationships in place.

Remember what I said: Relationships go cha-ching! It’s so true.

And, it’s good to be King!

Crossing the Chasm of Doubt

Rick Braddy — Mon, 09 Nov 2009 14:22:41 +0000

TRUST

The number one reason people don’t buy from us online (besides price and no need) is the fact that we’re strangers and they don’t know us and don’t trust us.

We’re all taught from childhood not to trust strangers. This carries over into business, because most of us have been burned at one time or another by someone we didn’t know.

The old saying that “trust must be earned” is very true.

Big brands like Amazon.com or EBay do not face this same barrier, as they’ve already earned their trust in the market. Unless you have the wind of an established brand blowing behind you, you will certainly have to face and overcome this trust issue. Even if you have a brand, it may not be enough to carry you, especially in new markets.

The other reason people do not believe or trust you is because they realize you are trying to sell them something. In addition, they often have developed an instinctive distrust for sales people because of experiences buying things (and being “hard sold” on things that turned out not to be in their best interest or of value to them).

Lack of trust and belief is probably the single biggest cause of online selling failure (probably offline, too). Fortunately, you can do plenty about this.

When people do not trust or believe us, there is a gap or chasm between us and them. Notice my use of the term “us and them” here. They do not trust us.

To maximize our online sales, we must change this “us vs. them” perspective. We do this by building an online relationship – that eventually blossoms into a customer relationship.

Every relationship begins with a Chasm of Doubt between the two parties. This chasm is often filled with fears, anxieties, questions, misperceptions, and other forms of doubt.

There are those risk-takers who will simply leap right across this chasm, but more often than not, they are the exception instead of the rule.

To attract the big, mainstream part of almost any market, we must convince risk-averse people that they can safely do business with us.

Consider the following picture of the chasm. How many people will put themselves at risk to jump across it?

It is as if we are standing on one side of the canyon or a large gorge, and our prospect is on the other side looking across at us.

He can see us and hear us but isn’t ready to try to jump across this dangerous-looking chasm to join us on the other side, where we can help.

Yet to sell to him, we must somehow help him across this Chasm of Doubt onto our side, where we can have productive conversations about his desires and his needs and how we can best help and serve.

So how are we going to help our prospects cross to our side?

By building a metaphorical Bridge of Trust across the Chasm of Doubt – by removing the perceived risks of being on the same side with us – and avoiding the risky-looking jump we see here.

This “chasm” has been written about before, so this isn’t really new. Remember Jeffrey Moore’s famous “Crossing the Chasm”? Another place I saw this concept being applied to email marketing was Michael Cheney, an accomplished Internet Marketer, who portrays this chasm in his River of Doubt metaphor.

To get across this famous chasm, we must build a ”Bridge of Trust” and get our prospects to start walking across the bridge to reach us on the other side – one-step at a time.

You might be wondering: what can we use to build such a bridge?

Trust is built one step at a time.

It begins by being honest and sincere about helping the prospects get the results and achieve the positive outcome they seek.

Each step of the bridge must be built. We provide the prospects with something that causes them to consider us as trustworthy.

They then take a step closer to being on our side of the Chasm of Doubt.

Here are some examples.

We offer the prospect something valuable for free (perhaps a free offer that attracted them to us in our original advertisement), and then we deliver it to them.

We ensure they will be satisfied with what we give them. Gift giving has long been a good way to help build a relationship, and it is no different online.

Next, we give them something else that is completely unexpected for free, like a free video, report, or something else even more useful. These gifts must not be self-serving, with embedded sales messages, links to buy your product or service, etc. Real gifts aren’t Trojan horses – they’re honest to goodness useful, valuable things that can be appreciated.

By giving useful, free stuff to our prospects, we are accomplishing several important steps:

We’re demonstrating that we are trustworthy by trying to help them
We’re proving that we are interested in them and their needs
We’re showing them that we actually do have something valuable to offer them
We’re helping them along the path toward solving the ultimate problem (our product can fully resolve)
We’re staying in front of them and keeping our company/product in the foreground (vs. not following up with them at all and allowing them to slip into the ether).

Another way to gain their trust is to confide in them by letting them in on something special, telling them a secret, or even sharing something personal with them. When people confide in you, they are signaling that they trust you. Therefore, you should trust them in return.

Think of all the ways you would go about building a relationship with someone and evaluate whether that same approach could work in building bonds of trust with your prospect.

Sometimes it is easy to forget all the stuff we learned when selling to people in the offline world—how our sales people go about their process of selling.

It begins by establishing rapport, finding common ground and establishing some nominal amount of trust that the sales person has your best interest at heart.

It is no different online. Our brand (if we are an established company) helps to bridge the trust gaps somewhat. If you’re like most small businesses, you don’t yet have an established brand in the eyes of your prospect, so that’s not going to help.

Instead, we must invest the time and effort required to develop the relationship and bonds of trust with our market. Then when our email arrives in her inbox, she will open it and actually read it more often than not. When we recommend something, that recommendation will be taken seriously and not pre-judged as just another sales pitch.

So if developing these relationships is this straightforward, why don’t more companies do it? Because it takes time, work and a sincere interest in our market and customers. It takes doing things that aren’t in our own selfish interests and instead investing our time for someone else. And that’s not nearly as much fun as building more stuff to sell…

So the next time you’re wondering what you can do to increase sales in your market, step back and ask yourself this question.

Which side of the chasm is my market waking up on today?

To see how you can begin to develop these relationships online, check this post out.

Email Marketing Campaigns

Rick Braddy — Fri, 30 Oct 2009 22:15:48 +0000

We just posted some packaged email marketing campaigns that make running a discount, special offer or holiday campaign a snap…

These email campaigns are available as do-it-yourself email marketing campaigns and packaged email marketing campaigns (where we develop a custom campaign specific to a customer’s needs).

The DIY campaigns include:

Complete strategy, tactics, advice and task-specific content to construct and conduct a discount email marketing campaign, designed to:
Drive additional sales from your prospect and customer lists
Position your discount campaign as a “thank you” to subscribers
Optionally anchor the email campaign to a special event or holiday

These should be timely for the Holiday season!

New Product Launch Email Campaigns Now Available

Rick Braddy — Wed, 28 Oct 2009 03:44:19 +0000

Well, it’s been a long time in the making, but they’re finally here!

New Product Launch Email Campaigns

We decided to make these product launch solutions available for targeting Business-to-Business (B2B) separately from Business-to-Consumer (B2C). There’s a widely understood difference between the tone and approach that must be taken when marketing to B2B audiences, which is way different than B2C, so we felt it important to optimize for each audience.

There are several kinds of solutions for running your product launch campaign available at this point:

Do-It-Yourself Campaigns – we provide step-by-step instructions for the launch sequence and an email content outline
Custom Launch Campaigns – these are affordable, fixed-fee “packaged solutions”, where we customize the launch content for a customer’s product and particular launch

These launch campaigns are ideal for new product introductions, as well as relaunching existing products or new version releases.

We’re working on a couple of additional mini-launch campaigns, which will be available later this week. More on those later…

So check them out here: Product Launch Email Campaigns

Enjoy!

Rick

P.S. Check out this new product launch process article to learn more about the online launch strategy and process to use in new product introduction events.

Email List Segmentation and Sub-lists

Rick Braddy — Sat, 13 Dec 2008 20:11:24 +0000

A proven Precision Marketing method for increasing email marketing results, while also reducing unsubscribes and spam complaints is proper use of list segmentation techniques and sub-lists. This powerful technique will also boost customer and subscriber satisfaction, and your email open and action rates.

A lot has been written about email marketing and permission marketing, but I continue to see many who ignore one of the cardinal rules – staying on topic with opt-in subscribers.

For example, a customer buys a product and joins the “customer list” to stay on top of product updates and “related information.” So, does this customer expect to receive:

A customer newsletter? (yes)
Product update notices? (yes, only as needed)
A notice about new product releases of the product they bought? (yes)
Invitations to attend free webinars related to the product? (yes)
Complementary reports that are relevant to the product’s usage? (yes, occassionally)
Customer surveys? (yes, but only rarely)
Offers for the company’s other products? (not exactly)
Offers for 3rd party products by partners of the company? (no)
Invitations to join other email-based conversations that may be of interest? (yes, occassionally)

In reality, what the customer expects to receive is determined by the “reason why” they chose to opt-in in the first place – and what they were told to expect as a result of joining the “customer list”.

Too often, marketers seem to (conveniently) forget why their subscribers joined each mailing list in the first place. We get so caught up in what we want to say and do that we neglect the rights and interests of our most important subscribers of all – our customers.

Instead of respecting the customer’s rights, we begin “broadcasting” to them – about anything and everything we want to. The operative term is “we want”. We sometimes ignore what the customers want, and selfishly prioritize what we want higher, and then justify it in various ways (we need the revenue, they’re “our customers”, they need to know about this, etc.)

So what happens as a result? Many of “our customers” choose to unsubscribe… and many others simply stop opening just about all of our emails, looking at the email subject line to pick out the ones that are relevant. Worse, some of them start pressing their “Spam” button, which begins to train the spam filtering systems to re-route our emails into the junk mail folder!

Clearly, there has to be a better way. As marketers we have a legitimate need to communicate with our customers and subscribers about a broad range of topics, but how can we do this without offending them?

The answer: Sub-lists.

Instead of continuing to “broadcast” to your opt-in lists, create more topic-focused sub-lists, or “email list interest groups“. A sub-list is a new list that customers and subscribers choose to subscribe to in order to access the kind of information we’re offering. For example, we could create sub-lists for (using the examples above):

A customer newsletter sub-list
Product update sub-list
Free webinars sub-list
Complementary reports sub-list
Customer survey sub-list
New product announcement sub-list
Third-party product announcement sub-list

We use sub-lists as a means of segmenting our audience, by letting them choose which kinds of communications they are actually interested in receiving from us.

Seems simple enough. So why don’t more companies do it?

Good question. Perhaps it’s out of ignorance, or lack of concern, or even laziness… there are lots of excuses, but few legitimate reasons. It’s definitely more work to get subscribers to opt-in to these sub-lists, but there are enormous benefits for taking this approach:

Virtually eliminates unsubscribes from the main mailing lists
We can communicate more frequently to members of these sub-lists about their topics of interest
It’s much less likely it’ll be considered as spam (since they asked for it)
The audience on each sub-list is much more receptive to what we have to say

There are many practical uses for sub-lists. One of my favorites is setting up a sub-list around a new product launch, where a series of “pre-launch” emails is sent to those who have expressed a genuine interest in the new product that’s coming soon.

So how do we set up these sub-lists and entice people to subscribe to them? There’s several methods I’ve found to work:

Offer these various lists at the time the customer or subscriber joins originally (where applicable)
Provide subscribers a convenient place to update their subscription choices (on a web page)
Use a landing page and offer to provide incentives to subscribe (as with any list)
Send a one-time email to your main lists, make them aware of the opportunity (e.g., new product or “hot topic” area associated with a new product), soliciting customers and prospects to learn more

There are many ways to segment your email list audience. Whatever the actual mechanisms you choose to use, give careful consideration to your communications strategy and develop a “sub-list taxonomy” that’s right for your business. Then you’ll know who is actually interested in your various sub-topics, and can feel free to communicate with them regularly with confidence – and target the best audiences with each message you send.

Product Launch and Business Growth Blog » Email Marketing

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