If you’ve been doing business online for any length of time chances are you have a database of opt-in email addresses from customers, vendors, newsletter signups etc.  Here’s a way to use those email addresses to increase your inbound links and take your campaign viral.

The Set Up.

I get a copy of the Washington Post delivered to the house every Sunday.  I’ve been getting it for several years and renew my subscription via their website each January to ensure uninterrupted service.

Last week they sent  an email asking me to become a  Facebook Fan so I could connect with Washington no matter where I was.  Here’s what the ad looked like:

I  like the Washington Post but not enough to take the time  to become a Facebook Fan so I ignored the message and went back to work.  Too bad for them, not only did they lose an opportunity to gain a new Fan but they also missed the opportunity to use that ad as a viral magnet for links and traffic.  

Strike One.  A Fan I Am – Not.

Keep in mind I’m a long-time subscriber to the paper which means they have my full contact information on file as well as my subscription history.   If that email had been incentivized with an extension on my subscription or discount on classifieds I probably would have taken the time to become a Facebook Fan.  But, the “incentive” to “connect to Washington” wasn’t enough to motivate me since I’m already connected through my subscription.  They should have come up with something better for current customers.

Strike Two.  Just Bad Links For You.

If I had designed that ad I would have offered an incentive to link as a way to stimulate the Facebook sign ups and increase my inbound links.  I doubt the Washington Post is concerned with their inbound link counts but since this is a link building blog and we’re learning what NOT to do , I’ll add this lesson to the mix:  if you’re going to email your customer base and ask for something, ask for a link while you’re at it.

People link when there’s something in it for them so think about what you can offer in exchange for a link.  It would have been nothing for the Post to give me a 60 day extension on my subscription or a discount on classifieds in return for a link.   Granted, a lot of their customers don’t have websites but  I’m betting there are a good number that do.  To add a simple link request line and a small incentive to an opt-in mailing list  just makes sense and is smart marketing. 

Viral Opportunity Lost

Of the three strikes, I think this was their biggest.  The Washington Post  lost an opportunity to attract links, build brand and drive traffic  when they didn’t add a viral element to the email.   Adding a simple line like “pass this along to friends and family”  and including  a small incentive is often all the encouragement people need.

Use What You Have To Build Links

If you search on the term “email flyers” you’ll see a number of companies offering tools to create email ads like the one pictured above.  But unlike the Washington Post ad, be sure you include

• A  benefit statement.  Tell your prospects what’s in it for them
• An incentive.  Give them something special for doing what you ask
• Ask for the sale.  Ask for the link and suggest they pass the ad along
• Use loyalty.  Use your email list or partner with another company in your niche and use theirs. 

Keep the ad short, dangle an incentive to link and ask people to pass along the offer.   If you do, the links will come leaving you more time to read the paper.