48 ways-to-build-your-email-list (1)

GetResponse - World’s Easiest Email Marketing.
48 Ways to Build Your Email List
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Table of Contents
Sign-up form optimization 3
Social media 29
Online marketing 50
Offline marketing 67
Minimizing opt-outs 77
Click here
https://www.digistore24.com/redir/348693/varatharajanrajeswari/

Optimize opt-ins
GetResponse - World’s Easiest Email Marketing. 3
Sign-up form
optimization

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#1 Put your email sign-up form
on every page
If people can’t find your form, they can’t sign up. So add your sign-up form to
every single page of your site. Make it part of both the header and the footer so
people can see the sign-up form eveywhere they go.
The place to be is above the fold
The header area and the area above the fold are valuable real estate on your
website. “Above the fold” comes from newspaper publishing. It means the
visible area above where the printed newspaper folds. It is the part of the
newspaper with the greatest visibility.
Websites have an ‘above the scroll line’, but we call that above the fold, too.
It’s a little different depending on which computer and browser your visitor uses.
For right now, don’t get too worried about where above the fold is on your site.
Just focus on the part of the screen you can see on your home page without
scrolling.
Squeezing in above the fold
Having your email sign-up box in the header or above the fold means you can’t
promote other parts of your site. You’ll have to decide what your priorities are.
Is growing your email list more important than what might otherwise be in that
valuable header space? Maybe it is, maybe it isn’t.
Need some food for thought about using that precious header space for an
email sign-up? I’ve got a case study for you. This study shows how moving an
opt-in box from below the fold to above the fold resulted in 30% more email
sign-ups over the course of a year. The client was an online retailer in the B2C
market.

Sign-up form optimization
They did just one thing to get 30% more opt-ins. They moved the sign-up box
higher on the page. This sign-up box isn’t even in the header area, but it’s still
much more visible than before. Moving the opt-in box did not hurt sales. In fact,
the new page increased sales by 27%. Nice work!
Img.1 ClickZ Case Study
Click here

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#2 Use a sign-up form, not just
a link
You’ll get more subscribers if you include the sign-up form on every page of
your site, not just a link to click through to sign up. A link or linked image is
better than nothing. But having the form right there works better.
With the form right on the page, people don’t have to click through to another
page to sign up. This increases sign-ups.
Here’s what MECLABS Director Dr. Flint McGlaughlin said in a webinar:
“Every time you ask someone to click a new page in the process, you lose
50% of your audience.” — Email Optimization: Improve ROI from Capture to
Conversion.
Use this:
Not this:
Img.2 United Colors of Benetton sign-up form
Img.3 HM newsletter sign-up form

#3 Add more sign-up forms
It’s great to have an opt-in form above the fold on every page, but that’s just a
start. Consider adding a second form to the footer of every page on your site.
Something like this would work well too:
Img.4 Hugo Boss website with 2 sign-up forms

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I conducted a study on a group of 300 small online retailers and found that most
opt-in forms are in the bottom right corner. What’s also interesting, even the
bottom left corner beat the top right position.
Where would you add an opt-in box?
click here

#4 Use an engaging CTA
The words you use on your buttons can make a tremendous difference in
your results. Run a simple A/B split test to see which words get the most
conversions.
You could test these six options:
1) Go
2) Sign up
3) Get updates
4) Sign up for FREE
5) Join
6) Sign me up!
More examples of sign-up CTA buttons:
Img.5 Examples of sign-up buttons

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If testing your sign-up button copy seems like too much of a hassle, consider
this test:
In this button copy, “Send My Free Report” converted 22.9% better than
“Start my free subscription.” That’s a nice bump from just one test. Who
wouldn’t like 23% more subscribers by making one simple change?
Img.6 Sign-up button copy test at WhichTestWon.com
click
cl

#5 Test pop-ups
Pop-ups (also called pop-overs, pop-ins, overlays, hover-boxes and light-boxes)
have a bad reputation. As soon as you mention them, people say, “Oh, those
annoying things.” Then someone asks, “Do those even work? Don’t the pop-up
blockers keep them from showing?”
Pop-ups work well. Many of them appear even when a visitor has a pop-up
blocker installed. You can make pop-ups less annoying. In fact, many of the
best practices for pop-ups — the practices that make them most effective —
also make them less annoying.
Best practices for pop-ups
1) Show the pop-up one time.
Each unique visitor should seed the pop-up just once per visit. GetResponse
gives you an easy way to do this. Just choose how many days you want to pass
after the pop-up appears. In this example, a visitor would not see the pop up
more than once every 7 days.
Img.7 GetResponse Form Builder

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2) Show the pop-up after a visitor has been on your site for
at least few seconds.
This reduces the annoyance factor. In the example above, the pop up is set to
appear after a visitor has been on the site for 20 seconds.
3) Offer a bonus for signing up.
This applied to your opt-in boxes and to your pop-ups, too. Offer something to
entice site visitors to sign up, whether that’s a free trial, an ebook, or a discount.
Here are some more examples of pop-ups, and light-boxes.
Img.8 Pop-up and Lightbox examples

What’s the difference between a pop-up and a light-box?
Great question! The difference is slight, and it’s all in how the area behind the
box appears. If the background grays out, or goes dark, as in these examples,
you’ve got a light-box. If the screen area behind the opt-in box is still visible, it’s
a pop-up.
Img.9 Lightbox example by Mouth
Img.10 Pop-up example by Practical Ecommerce

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#6 Don’t ask for too much
information
A dozen case studies show how a marketer trimmed a sign-up form and got
major increases in email opt-ins. Here are two good examples:
1) HP saw an increase of 186% in email opt-ins when they trimmed form fields.
2) Neil Patel cut the “revenue” field from the form below and saw
a 26% increase in conversions.
Limit the number of fields. If you don’t need certain information, don’t ask for it.
To maximize opt-ins, ask for email address only. They can type their email
address into a form on your home page, click a button, and — BANG — they’re
subscribed.
If you need more information, use “progressive profiling”. In this technique
you request just one or two pieces of information at a time. As you build a
relationship, you ask for more information.
Img.11 Neil Patel’s sign-up form

#7 Offer an incentive to sign up
If you want subscribers, you’ll have to do better than just ask people to
“sign up for our emails”. Visitors need a compelling reason to give you their
email address. Their inbox is already full. They don’t have enough time to read
even 20% of the emails they get every day. If you want them on your list, you’ll
need to sell them on “What’s In It For Me?” (WIIFM).
The simplest way is to write a short report (5 pages or so) on how to solve one
of their main problems.
If you want to do an extra-good job, add these 3 steps:
1) Write a second report that solves a different problem.
2) Split-test the two sign-up offers.
3) Rinse and repeat.
It’s worth spending time to tweak your sign-up offer. Think of all the work you
do to get people to see your opt-in form. If you could get 10% or 20% more
subscribers for all that work, what would that be worth to you?
Here’s how some bloggers lure visitors onto their lists.
Img.12 How bloggers use sign-up forms

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Before we move on, you should know that some marketers have had lots of
success by offering the email newsletter as the incentive. In other words, they
put the whole “email newsletter” and “sign up for our email messages” model
aside. Instead, they offer an e-course. The e-course is a week- or month-long
autoresponder series.
Once people are on the autoresponder, they’re on the email list. The marketer
can send messages until they unsubscribe… and some do. This technique of
emailing people until they either buy or unsubscribe is sometimes called
“buy or die”.
Here’s how Contentrix does it. (Note how they present the course as a $97
value you get for free)
Img.13 Contentrix e-course sign-up form

#8 Include a link to previous
newsletters
Descriptions of our email updates are great. But a newsletter archive shows
people exactly what they’ll get.
A newsletter archive gets you more subscribers, and it gives you a great way
to re-purpose content. Each newsletter edition can be its own page. You can
add a new category to your site to round up all the editions. The newsletters
themselves can be in PDF format or saved as high-quality images.
If that sounds like too much work, we’ve got good news for you. GetResponse
can automate the newsletter archive for you. Just go to your campaign settings
page (click the little gear wheel just to the right of the campaign pull-down
menu). Then go to the Profile tab. It looks like this:
Img.14 GetResponse campaign settings profile tab

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Click the newsletter directory link at the bottom. You’ll see a page that lists all
the email newsletters you’ve sent for that campaign.
Here’s our archive:
Are your newsletters simple enough to be readable as images? If so, create
a Pinterest board or Facebook gallery of past newsletters. Presto – there’s
another way to re-purpose your content, and another way to flesh out your
social media sites.
Here’s an example of a newsletter
archive link in an opt-in box from
PracticalEcommerce.com:
Img.15 GetResponse newsletter archive
Img.16 PracticalEcommerce email sign-up

#9 Include a link to your privacy
policy
This reassures prospective subscribers. Nobody wants to get spammed.
Though it might seem obvious (of course you’re not going to spam them!)
it helps to say so and to put the link to your privacy policy just below
the sign-up form.
Here’s an example from
MarketingProfs.com:
Maybe you’re still on the fence
about taking up space with a
privacy policy link. If so, consider
the results of this case study from
WhichTestWon in 2011. The only
difference between the two forms
is the privacy policy link below
the button. The version with the
privacy link got 19.1% more sign-
ups. Img.17 MarketingProfs newsletter sign-up
Img.18 WhichTestWon sign-up test with or without the privacy policy link

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#10 Add a testimonial
This is a marketing principle called social proof. You must be good, because
others say so. It was described by Robert B. Cialdini in Influence: The
Psychology of Persuasion. Marketers have applied it in hundreds of ways in
countless marketing projects.
Why is social proof used so often? Because it works. Add a testimonial about
your email messages near the opt-in box. It lets prospective subscribers know
others enjoy your newsletter.
You can include a static quote like the one below from Ash Ambirge’s site. Or let
people know how many email subscribers you have, as Social Media Examiner
does.
Img.19 Ash Ambirge’s sign-up form
Img.20 Social Media Examiner
newsletter sign -up
click here

Another way to use social proof would be to put your social buttons, with
interaction counts, next to your opt-in box. That’s not as specific as someone
saying they love your email messages, but it gives you enough credibility to help.
What if you don’t have 390,000 subscribers or great testimonials?
You ask for them. The testimonials, I mean. If you don’t have 100,000
subscribers, the easiest way to get social proof is to go with just one good
testimonial. Keep in mind that you don’t need 100,000 subscribers to be
impressive. If you’re in a niche market, 10,000 subscribers may be enough.
Or maybe it will take just 1,000 or 3,000 subscribers to get a lift for your
opt-in box. The only way to know is to test.
Here’s another example showing subscriber counts and social media accounts.
It’s an impressive dashboard that shows how much influence the Content
Marketing Institute has. And it gives people a clickable way to join whichever
channel they prefer.
Img.22 Marketing Institute social proof sign-up form

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#11 Add a home page opt-in
This opt-in form appears only on your home page. It is sometimes called
a resource box. These opt-ins take up the full width of the top of the home
page area, filling most of the space above the fold.
While it’s a commitment to give that much real estate to an opt-in form, there’s
a good reason for it. Home page opt-in forms work. One blogger reports his
client saw a 500% increase by switching from a top right navigation opt-in box
to a full-width box. Many of the best-converting home page opt-in forms include
a video, too.
Here are some examples of total commitment to getting more email subscribers:
Img.23 BoostBlogTraffic homepage opt-in
Img.24 Dr. Mike homepage opt-in

#12 Test your opt-in box
Other list-building tactics mention testing. This one focuses on it. It may
generate your best results.
You can move your opt-in box higher on the page, and you can write enticing
copy to get people to subscribe, and you can offer a free report. But how do
you know if you’re increasing your opt-in rate? That’s where testing comes in.
For example, which one of these opt-in boxes do you think gets the most
subscribers? (Note: DIYThemes.com used the testing tool Visual Website
Optimizer)
It was Variation #2, the center option. The control one is above.
In other words: test, test, test! Design a few variants of your opt-in form,
changing elements such as: CTA button’s color, headline copy, social proof
or even the entire layout. Once you’ve got the design, publish your forms and
monitor the results.
Img.25 DIYThemes opt-in A/B test
Img.26 DIYThemes opt-in A/B test

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#13 Add an opt-in on the “About
us” page
The “About us” page is one of the most important pages on your site, yet most
of us don’t give it the attention it deserves. It is an opportunity to sell your site
to your visitors. More important, it’s a great opportunity to get visitors onto your
email list.
Add at least two customized opt-in forms to your “About us” page. One should
be toward the top between two paragraphs, and another one below (again
between two paragraphs).
Here’s a nice format for an About Us page:
Headline
Paragraph: Who this site is for
Full-width opt-in form
Paragraph: What we offer
Paragraph: About the founder/owner
Full-width opt-in form
On the next page you’ll see the top segment of the About page from
ChrisDucker.com. As you can see, the full-width opt-in form is not like the home
page opt-in form. It’s a skinny row of two form fields and the opt-in button,
not a square area like the home page examples.
click here

Img.27 “About us” page examples from Chris Ducker

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#14 Add a form to your video
We’ll talk about capturing leads with YouTube annotations later. For the moment
let’s talk about getting more subscribers with videos on your site.
The first thing you’ll need is a media player that lets you embed an opt-in form
in the video. There are four that let you do that: Wistia, Viewbix, OptinPlayer and
HeroCaster.
Wistia is the best-known media player and is also a video hosting service. Wistia
refers to its opt-in feature as “turnstile”. Here’s what their embedded turnstile
opt-in forms looks like:
Img.27 Video player sign-up form example from Wistia

You can “gate” the video, so visitors can see the video only if they enter their
email address. Or you can put the opt-in form at the end, or even in the middle
of the video. Wistia recommends putting the opt-in form about 15 seconds into
the video. That gives people a nice introduction, so they are more likely to enter
their email address so they can view the rest.
Wistia has tested where to place an opt-in form and has gotten as high as an
11% opt-in rate from the example shown above. Be careful about requiring an
email upfront. It can suppress views. Test which opt-in placement works best.
Here’s an example showing a ViewBix opt-in form from Pinterest marketer
Cheryl Stinchcomb’s website.
Img.28 ViewBix opt-in form from Cheryl Stinchcomb

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#15 Add a fixed bar
The fixed bar is an opt-in form that you add to your website in a form of a
horizontal bar that is fixed to the top or bottom of your page. In the last few
years they’ve become very popular among marketers and tech-savvy bloggers.
And there are a couple of reasons for that.
First of all, they have a nice, unobtrusive, but highly visible form. The bar follows
you if you scrool the page up and down and doesn’t cover up much of the
important content.
On top of that, it’s very easy to implement and run A/B Tests on the fixed bars,
which may not always be the case with other popular opt-in methods.
The only drawback (and an advantage at the same time) is the limited space
you get in the sign-up bar. You need to choose the exactly right amount of text
and fields to fill-in so that the form doesn’t look cluttered, but continues to draw
attention and engagement.
Img.29 ProBlogger fixed bar opt-in form

Social media
Social media

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#16 Add an opt-in to your
Facebook page
Facebook is a huge resource for email marketers. If you do only one thing to
build your list, add a custom tab where Facebook visitors can sign up for your
email list. It takes less than 30 minutes using the GetResponse app available
here. The app creates a nice sign-up tab like the one below. The setup for
creating the tab is super-simple. Just make sure you’re logged into both your
Facebook account and your GetResponse account.
Download a pdf tutorial of how to set it up or get a video here.
Img.30 DamNation Facebook fanpage

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Here’s how it looks when you click the tab. This email sign-up form is simple.
You can dress up yours as you like. Use testimonials and other opt-in form best
practices covered in the previous section.
Consider creating a separate campaign for people who sign up for your email
list through Facebook. You may want to treat Facebook subscribers different
than other subscribers. Having them in a separate campaign is the easiest way
to do that, and it won’t create much extra work.
When you’re sending newsletters to your primary list, you can check a box
to send it to your Facebook subscribers, too.
Img.31 DamNation Facebook fanpage sign-up form
click here

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#17 Host a contest on Facebook
You can run Facebook contests to get “likes”. Or you can generate customer
engagement by encouraging comments and photo posting. Either is a
great opportunity to capture email addresses. And we’re all about the email
addresses.
First, you’ll need a third-party app. Heyo is an excellent, easy-to-use Facebook
contest app. It has many extra features and you can download a CSV file with
collected contacts that you can import into your GetResponse account.
There are various types of Facebook contests: sweepstakes, video, photo and
posts. The last three are for generating content and user engagement. We’re
interested in sweepstakes.
Your sweepstakes prize can be something like an iPad or a gift certificate in
exchange for information about the visitor. For example, they enter their email
address for a chance to win. You might also want their first name and their zip
code, especially if you’re a brick-and-mortar business.
Make your offer something that will be interesting to your visitors. It should be
relevant to your product or service and relevant to the interests of your ideal
customers. If you’re a retailer or a service business, gift certificates are excellent.
A travel site might offer a trip. A restaurant could offer dinner for two.
After you pick your prize and your app, it’s still not time to post that contest.
Read the Facebook page guidelines. Facebook takes contests down if they
don’t follow their rules.
A short version of the rules includes:
1) Disclose who is sponsoring the contest.
2) State that the contest is not in any way associated with Facebook.
3) Explain who qualifies to take part.
4) Disclose that you will add them to your newsletter list.
5) Disclose that you may use their name and photograph in promotional
materials later (if you plan to).

Social media
6) Follow all the contest rules that apply to you on a local, state and federal level.
7) Don’t contact the contest winners through Facebook. Let them know they’ve
won through email.
If #5 sounds confusing, check out the official Facebook contest rules.
To build the contest page, you may need the help of a designer. Your contest
page should have a clean, bold design visitors can understand at a glance.
When it’s up (and tested) then promote it. Aren’t you glad you have a way to
segment Facebook users in your email list?
Img.32 Facebook contest examples by RentTheRunAway and Lennar

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#18 Create a LinkedIn group
LinkedIn is more appropriate for B2B companies and consultants. But retailers
and non-profits could use it to their advantage, too.
LinkedIn allows you to create “groups”. Some groups are open, which means
anyone can join. For closed groups, you must apply and wait for approval.
When someone joins a group, the group owner can send a welcome message.
That message can include a prompt to sign up for email updates.
LinkedIn groups can also send automatic group-activity digests. They no
longer send automatic welcome messages, but the group manager can do so
manually.
But the true goal is to drive people to the website to subscribe.
Most people on LinkedIn don’t have their own groups, but that doesn’t mean
you can’t have one. All you need is a topic and the time to fill out the form on
the following page. You grow your list when you send a welcome email. This is
not a way to get 10,000 email subscribers overnight. But it’s a proven way to
build a small, super-targeted, high-value list.
After you’ve created your LinkedIn group, you can invite people to join. This is
a great way for service businesses and high-end retailers to reach prospects
and build a community. Once you get people into the group, you’ll need to give
them regular updates with valuable information. Otherwise they’ll leave.
This is another opportunity to re-use newsletter content. And because LinkedIn
is also a social site, you may get more feedback than in distribution to inboxes.
As with any social media channel, make sure it’s not all about you. Add polls
and industry reports, and encourage group members to post. This means you
may not have absolute control over what happens, but that’s the nature of social
media. You publish information then watch what people do with it. You can’t
have absolute control while sharing ideas and creating a community. Remember
also that effective marketing is no longer just a one-way communication
method.

Social media
This is the form for creating a LinkedIn group:

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#19 Ask blog commentators
to sign up
If someone engages with your blog by commenting, they may want to subscribe
to your email list. The moment they submit a blog comment is a great time to
ask.
GetResponse offers a free WordPress plugin (screen shot below) lets you turn
your blog visitors into engaged readers and buyers. Just follow the installation
guide here and start collecting new subscribers as they leave their comments.

Social media
#20 Use Twitter Lead Generation
Cards
In May 2013 Twitter rolled out new ad formats called Twitter Cards. One of
them is a lead generation card that lets advertisers capture email addresses
from within an expanded tweet. These tweets allow about 50 characters of
description, a large image, and a call to action.
The user’s Twitter name and email address are pre-populated in the form.
The pre-populated email address is a big advantage. Twitter lets you customize
the copy on the subscribe button. When they click it, they subscribe.
Twitter lead generation cards integrate with your GetResponse account. For
setup, go to My Account Integrations and select Twitter ads. Then choose
a campaign for your Twitter leads.
Img.33 Zartis using Twitter Leader Generation Tabs

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Click “Get the Submit URL” for the URL to paste into your Twitter ads. And voila!
Your new subscribers will go into the specified campaign.
Img.34 Zartis using Twitter Leader Generation Tabs
click here

Social media
#21 Promote your newsletter
in your tweets
It’s easy to get followers on Twitter, even if you only tweet a few times a day.
You’ll get even more if you follow other people, especially if they tweet about
the same things you do.
Pitch your newsletters to your Twitter audience. Don’t abuse this, of course.
Only about 20% of your tweets should self-promote. But that still leaves lots
of tweets to sing the praises of your emails.
Img.35 Users tweeting about their newsletters

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You’re not limited to tweeting about something just once. Many top bloggers
tweet about a post 3 to 5 times over the course of a day. Other bloggers tweet
whole sentences from their post, getting as many as 15 tweets out of each post.
You can pull content for tweets out of every article in your email newsletters.
And you can write a dozen or so sentences in each newsletter article that are
short and focused enough to be tweetable. You can even embed a “tweet this”
feature into your email so your readers can tweet sentences from the articles.
Even if your email message isn’t ready to go yet, you can announce the content
you’re working on. Your followers will enjoy teasers about what’s ahead in
the next email. It’s legit to tweet things like this:
GetResponse makes this easy — an automated way to tweet whenever you
send out an email update. To set this up, go to My account Integrations and
select Twitter. Just click the “Connect to Twitter account” button. A prompt asks
you to give the GetResponse app access to your Twitter account so it can post
for you, and you’re done.
Img.36 GetResponse automatic Twitter and Facebook sharing feature

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#22 Promote your email
newsletter on YouTube
YouTube is the second most popular search engine in the world. You and your
content need to be on it.
Videos are a very popular content marketing format. They can be very engaging
and easily digestible. Unlike some other types of content, your audience can
watch videos without much effort or need for specific kind of software.
Even if you can’t bear the idea of seeing yourself in a video, you can do great
screencasts and other video formats. It doesn’t have to be perfect. It just needs
to get out there. If you think your videos have to be perfect, go look at YouTube.
Click around. Your confidence will rise.
But let’s get back to email. A cheap, easy way to get more sign-ups from
YouTube videos is to utilize a feature called YouTube Cards. There are different
types of cards, including Merchandise, Channel, Fan Funding or Video/playlist
card, but the one that is best for generating new leads is the Associated website
card. It’s an easy to implement and non-invasive list building method so you’d
better check it out.
As you can see in the image on the next page, Associated website card lets
you create a small tab that is added to your YouTube video. When the user
decides to click on it, he’ll be directed to another website where there should be
a sign-up form already waiting for them. Be careful however! Make sure to have
it optimized not to lose your chance to convert your visitor at this point, if you’ve
already managed to generate their interest and drive action!

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Img.37 How GetResponse promotes their offer using the YouTube Cards

Social media
#23 Use Pinterest to promote your
emails
Pinterest continues to gain attention and attract new users. In fact, it has
recently outpaced Twitter as far as the rate of growth goes. Although it might
not work for every audience, Pinterest is worth the attention as its users buy and
share even more than Facebook users.
There are two ways to use Pinterest to build your list. The first is to drive traffic
to gated content. You create a pin about a recipe and link the pin to a page that
requires users to enter their email address before they can see the recipe.
The pin might look like this:
Img.38 Pinterest gated content example

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If you click on the image, it goes to this page:
There are two interesting things going on here. First, there’s a pop-up to view
the content. See #34 for how to gate content like this. Second, notice how long
the light-box copy is. This is the longest copy I’ve ever seen on a lightbox —
like a mini landing page.
Another technique is to create a pin about a contest or sweepstakes you’re
running. The pin links to the contest entry page, which requires an email
address.
Here are a few examples of Pinterest contests.
Img.39 Landing page with the gated content presented to Pinterest users

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You can also create an image promotion for your email list, like this:
Img.40 Newsletter sign-up promotion using Pinterest
click here

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#24 Use your Google+ page
Google+ doesn’t offer an easy way to get an opt-in form in front of people,
but there are workarounds. Some people have success creating Google+
Notification circles. After people join the circle, you can send them an email
update every time you post to that circle. It’s better than nothing. But it still
means Google is the intermediary and that you still don’t have the person’s
email address.
At least, you can announce your newsletter on Google+ as Chris Brogan does
below. Note that he’s not just saying “sign up for my newsletter.” He’s saying
he’s put his best content into the newsletter. It’s a way to say to your Google+
audience: “Like what you’ve seen from me so far? Then sign up for my email
updates – there’s even better stuff there.”
Img.41 Chris Brogan promoting his newsletter subscription using Google+

Social media
#25 Create a SlideShare account
This technique is best for consultants and B2B companies because of the
nature of the SlideShare audience. But a non-profit or a retailer could do well
with SlideShare, too.
Slideshare lets you post presentations in PowerPoint, KeyNote and PDF. You
can add audio, too. If you upgrade to a Pro Enterprise account you can also
collect sales leads from your content.
Don’t dismiss SlideShare just because you don’t have any PowerPoint
presentations on hand. Think like you did with Pinterest. Make your information
visual, but this time, put it into a slideshow format.
It’s easy to create a 10-slide PowerPoint deck from a blog post. You’ve got
the cover slide that’s your blog headline. Then the next slide or two describes
the problem or situation. The next 3-10 slides show how you solved the
problem. Your last slide prompts people to sign up for your email list.
SlideShare is big enough to get plenty of traffic. But it’s not so competitive that
it takes a full-scale campaign to get exposure. In other words, it’s a good
balance of ample traffic and low competition.

48
Here’s an example of a SlideShare presentation. See the opt-in box? It’s the
yellow box just above the SlideShare control arrows.
Below you’ll also see the entire form that appears after you click on the yellow
box.

Social media
#26 Include social sharing buttons
Make your email messages easy to share. That includes putting social media
buttons in your email messages. It also includes adding a “send to a friend”
sharing button. While you’re at it, include a subscribe link in the footer of your
emails. That makes it easy for the person who gets the forwarded email to sign
up for your list.
By adding those sharing buttons, you give subscribers the power to promote
your list. You’ve built goodwill by delivering good content and honoring reader
preferences. Give them the tools to share your emails, and they will indeed
share them with their friends. This is one of the most powerful ways to grow
an email list.
In 2013, GetResponse reported that social sharing boosts email click-through
rates by 158%. Their same study, done two years earlier in March 2011, showed
social sharing buttons raised CTRs by 115%. What do you think that stat will be
next year?
click here

50
Online marketing

Online marketing
#27 Use paid traffic to send people
to a landing page
Landing pages are one of the classic Internet marketing tools. They are as
essential to online marketing campaigns as email marketing itself. What’s also
important is that these two elements go hand in hand. They mark a specific kind
of business plan that has worked for years and is here to stay.
The effectiveness of landing pages depends on the amount of traffic they attract
and how efficiently they manage to persuade visitors into taking the desired
action. If you’re planning to improve the first factor, using online advertising
services such as Google AdWords may be of your interest.
Using paid traffic to attract new visitors is a great promotional method. It allows
you to quickly reach even highly specific target groups. This however, requires
for you to devote enough time to setup the page properly, making sure that all
of the elements are in the right place. Typically, it may take about 2 weeks for
a landing page to be fully launched, including some testing and adjustments,
which you’ll surely need to apply.
You should also keep in mind that there many elements affecting how much you
will have to pay for your campaign. These include e.g. your chosen keywords,
the industry you are in, number of competitors, account structure, and how
effectively you’ll design your landing page.
It’s worth remembering therefore that each of your pages should include some
of the following elements:
A headline
A sales letter (sometimes a sales paragraph or a video)
A freebie (such as a free report)
An opt-in box

52
Having set up the page properly remember to direct the newly subscribed users
into your autoresponder sequence. In other words, you should prepare a series
of messages that will be sent to your new audience one after another, in a timed
sequence. Provided that the emails will include evergreen and engaging content
you get the chance to build rapport with your subscribers even if you’re not
running any promotional campaigns at that period of time.
There is another critical step if you want your landing pages to work: testing.
If you use GetResponse Landing Page Creator then be sure to try out the A/B
Testing feature to try different approaches and analyze what really resonates
with your audience and makes them ‘click’. This way you can even cut down the
costs of running promotional campaigns and require less traffic to generate your
desired effects.
Img.42 Landing Page example by Kissmetrics

Online marketing
#28 Write a Kindle ebook
Kindle books have a lot going for them.
They’re on Amazon, which gets massive traffic.
Amazon is a sales MACHINE. People buy on Amazon.
Kindle books are readable on iPads, iPhones and on laptops
and computers.
Amazon offers powerful tools for promotion.
There are dozens of sites devoted to promoting Kindle books,
including free ones.
Nothing builds your authority quite as much as writing a book.
You don’t have to write 200 pages. Most Kindle books are about
50 pages.
Kindle books can become a small but steady revenue stream.
You use your Kindle book to get eyeballs and reputation. It provides proof
of your expertise. And you leverage that into more email subscribers by asking
them to join your list. You can promote your email updates, your website and
your services several times throughout your book.
You could even include content from your email message in your book, and let
people know where the content is from.
Another best practice for Kindle books is to add a page at the end of the book
where you sell your email newsletter. Include an extra-good freebie and show
(not tell) people what to expect when they sign up.

54
When you click through, you’re brought to a page like this:
Notice this email sign-up prompt doesn’t say anything about joining a list.
The marketer just wants to give you a gift.
Img.42 Example from the Kindle book “Email Marketing That Doesn’t Suck”

Online marketing
#29 Promote your newsletter
in your email signature
Lots of people have quotes in their email signature line. Some are funny. Some
are philosophical. Some are both. Yours can have a prompt to join your email
list.
You can write something simple like: “Sign up for weekly updates on how to
grow your email list at YourSite.com”. That’s a fine start.
But you can also do one better: Create a landing page for this signature link.
Send people to a page designed and optimized to get them to sign up for your
list.
Img.43 Setting up the email signature in Gmail

56
#30 Partner with other companies
and websites
There are all sorts of ways to partner with other websites to grow your list. Many
marketers have built their list using partnerships as the sole means. Partnering
could mean letting a related website put their email sign-up box on your site,
while you put yours on their site. It could mean swapping advertising space in
your newsletters or website. It could mean just buying advertising and creating a
sign-up process, like the squeeze page example.
There are several things to consider when you are negotiating a partnership.
The first is tracking. You need to know what works. Even a simple free tool like
Google’s Analytics tags will work. Bit.ly would help too. Anything is better than
nothing.
Track the quality of your subscribers. You don’t want people to just grab your
free offer and never open another email. You’re building an audience; they need
to like you and want more of what you offer. To track new subscribers, add them
to their own campaign inside your GetResponse account. That makes it easy to
send a customized welcome message or series. And it makes it easier to judge
the performance based on open rates and purchases.
You have to be picky about who you partner with. They in turn should want to
know a bit about you. Good sites and companies don’t just turn anyone loose
on their audience. Make sure your site is good enough to pass muster with
the sort of people you want to partner with. Always partner with people who
treat their subscribers and customers well.
click here

Online marketing
#31 Add “send to a friend” buttons
to product pages
Take a look at this chart from the Marketing Sherpa report.
Notice that 58% of marketers say it is “very easy” to get subscribers with
the “email to a friend” tactic. Now look at all the other methods for building an
email list in that chart. Humble little “send to a friend” buttons beat every other
tactic, even signing people up when they’re placing an order.
Too many retailers and content producers have missed this amazing sleeper
tactic for growing an email list. But you don’t have to be one of them.

58
If your website is on WordPress, there are plugins that create a “send link to
a friend” widget. One is named “Send Link to A Friend”. If your site is not on
WordPress, then ShareThis is a better choice.
As you can see from the screen below, this retailer has their send to a friend
prompt below the product videos.
Img.44 TackleDirect using the Send Link to A Friend method

Online marketing
#32 Create a mobile app
Creating a mobile app is simpler than you might think. It’s less expensive, too.
In the last few years dozens of companies have created platforms that let you
create apps. Their drag-and-drop interface makes it about as easy as creating
newsletters in GetResponse. Many app-creation services will help you through
the approval process to get your app on iTunes or Google Play, too.
Prices range from free to over $100 a month. But $29 to $59 a month will
buy you enough features to create apps that generate business and new
subscribers. You can get an attractive layout with the ability to serve several
thousand users. And you can add monetization, analytics, e-commerce and
video.
Your users will be able to do cool things like schedule an appointment, upload
files and fill out an opt-in form. Most platforms offer a free version to try out their
interface. Many give you a way to see your app live on your phone for testing.
About half of all email messages are read on mobile devices. It only makes
sense to give users what they want and create a mobile app. Especially when
it’s something you could do in a few days or less.
Img.45 Mobile apps with sign-up forms

60
#33 Gate your content
You may have seen websites that limit access to content until you’ve signed
up for their updates. The website America’s Test Kitchen from Way to Build
Your List in #23 is an example of this tactic. It’s called gating content. It means
visitors can’t access content unless they provide an email address, Facebook
like, or even money.
A plugin called Opt-in Content Locker lets you gate your content.
And it integrates with GetResponse.
Here’s an example in action. This is before a user has signed up:
Img.46 An example of gated content - step 1

Online marketing
This is after they’ve signed up:
Opt-in content locker takes about five minutes to configure. And you can specify
which GetResponse campaign to add new subscribers to. This means you can
customize the welcome email sequence and mail for these users if you wish.
The plugin is smart enough to allow search engines to see through the gated
content. And it’s smart enough not to ask the user for sign-up on other pages
if they’ve already signed up. The visitor fills out the form on one page, and then
they can see all the content on the rest of your site.
Img.47 An example of gated content - step 2

62
#34 Host a webinar
Many marketers say webinars are the best way to build an email list. If you have
a presentation prepared and are willing to do some promotion, you can use
a webinar to add people to your list. Just sign them up for the webinar, and
you’ve got their email. LinkedIn groups are a particularly good place to promote
webinars.
Whole books are available about how to run a successful webinar. Seek more
information if this format appeals to you.
For starters, consider surveying your existing audience to see what they want
to learn about.
Second, use a popular solution like GetResponse Webinars to manage
the technical side. You’ll save plenty of time setting up your online presentations,
and will be able to focus fully on delivering delightful content for your viewers.
On top of that, they integrate seamlessly with your email campaigns, so you’ll
be able to manage invitations and post-webinar follow-ups with ease.

Online marketing
The good news with webinars is that after you’re done, you’ve got great on-
demand content for your site. Webinars have a lot more going for them than just
getting email addresses. They let your audience know you better and position
you as an expert.
Here’s a nice example of a webinar confirmation page. Many marketers add
people to their email lists when they register for the webinar. But it’s best to ask,
or to at least add a disclaimer to the registration form.
Img.48 Webinar registration example

64
#35 Add a sign-up form into
the shopping cart
Surprised? Did you assume that if someone places an order on your site, you
could add them to your list? Many marketers have drawn that conclusion. But
some customers don’t want to subscribe. We should honor that preference.
Ask for their email address early in the checkout process, not at the end.
If they abandon their cart, you can email them with a reminder that their order
is waiting.
If you use Zen Cart, there’s a plugin you can use to integrate GetResponse.
Head over here to download it. You’ll see installation instructions.
If you use another shopping cart, integration takes a few more steps, but it’s
definitely worth it. Check out the GetResponse Developer Resource Center
to learn more.
This is an example of a ZenCart
checkout page. Notice the opt-in
box just above the submit button. The
retailer is asking customers whether
they want their emails in HTML or text
format.

Online marketing
#36 Guest post on related blogs
If you’ve been online for a few years, you may remember article marketing.
It doesn’t work as well anymore. But the new version of it, guest posting, does
work. In guest posting, you pick a blog you want to write for, then you pitch
the owner of the blog with a blog post idea. When the blog owner says yes, you
write the post and get a byline and a link back to your site.
You almost always get a one-line bio with the link. But instead of a standard
bio, you can pitch your email newsletter. Your link should go to a landing page
designed to sell the benefits of signing up for your list. Target it to the kind of
audience that would appreciate the post you wrote. All the pieces should fit
together.
Guest blogging can be a powerful tool for generating traffic and building their
list. It can position you as an expert just as well as publishing a book or doing
public speaking. Some consultants and professionals use guest posting as their
sole tactic. A well-written blog post can get lots of attention on a popular blog.
It can skyrocket your traffic and your subscriber count.
There are whole books and courses written about how to do guest posting.
In a nutshell, you need to be well-acquainted with the blog you’re pitching. You
should read 10-15 posts on the site and make regular, helpful comments. Then
craft a post idea that will appeal to the site’s owner. Deliver your promised post
within a week of acceptance. That post needs to sparkle. If you are pitching to
a major-league blog, it helps to have built up a series of successful posts with
smaller blogs first.
Feeling confident and up for a challenge? Got interesting ideas you’d like to
share with thousands of readers around the world? Why don’t you write a guest
post for GetResponse? If this sounds like a fun project to you, let them know
through this form how you could contribute to the GetResponse blog.

66
#37 Create an online tool that
requires registration
This is a twist on an old SEO technique called link baiting. You create an
amazing resource on your site. This resource attracts people to visit your site,
and also links to it. The link bait gathers email addresses instead of links. It does
this by requiring registration.
MajesticSEO.com is a good example of this technique. Majestic SEO is
an excellent free SEO tool that requires you to register to use it. Epicurious
requires registration to save your recipes. Sites with great tools can amass huge
email lists by offering a useful resource. Many software websites offer a free
version of their program in exchange for an email address.
You could use your work from the mobile app we talked about earlier; just
re-purpose the app as a web-based version. But it’s better to create something
unique that’s not available elsewhere.
FitDay.com is another example of a free tool that requires email registration
to use.

Offline marketing
Offline marketing

68
#38 Use the fishbowl
Put a fishbowl by your checkout counter or by the reception desk in your office.
It’s the oldest trick in the book for building an email list. The fishbowl is a low-
tech version of the cool Forms on the Go app we’ll talk about in #39.
People still put business cards in fishbowls. If your customers aren’t the sort
to carry business cards, leave them a notepad and a pen to write their email
address on.
You do have to offer something in exchange for the email address. People
are much less eager to sign up for newsletters than they used to be. Offer
something better than just “join our email list”. Raffles work. So do free lunches
(especially if they are for two or more people) and company discounts.
You may have to test some different enticements before you find a winner.
You may also have to work on how to present your email messages. This goes
back to testing which promotion copy works best for getting sign-ups. You must
show how your messages are better than the typical boring email newsletter.
For example, what if you put a printed version of your newsletter next to the
fishbowl? Then people could see exactly what they were signing up for. If it
works online, maybe it will work in person.
You’ve got to get people’s interest. Your emails have to be good enough to be
worth not just reading, but worth mentioning to a friend later. As Seth Godin
would say, you have to be remarkable. Your emails need to be so good that
they will make your readers more interesting people. Then you have to convey
that coolness and value in your list growth efforts, even if it’s through something
as humble as the fish bowl.

Offline marketing
#39 Use the Forms on the Go app
This terrific little app lets you gather information in person, even if you don’t have
an Internet connection. Forms on the Go is a free app that integrates with your
GetResponse account. It’s made by the same company that runs GetResponse
and is available both from the Google play and App Store.
Forms on the Go is a fantastic tool for brick-and-mortar retailers and service
businesses. Street vendors and exhibitors at crafts fairs and farmer’s markets
can use it too. You can bring it to speaking gigs, to trade shows, or to any live
event. And don’t limit yourself to collecting email addresses. You could gather
all sorts of information about your customers. This would let you deliver much
better information and services to them.
Img.49 A screenshot from the Forms on the Go app

70
#40 Use text to join
Text to join lets people send you a text request asking the recipient to subscribe
to your list. This makes it easy for people to sign up for your list when they are
away from their computer. It’s an excellent alternative to fishbowls and printed
email sign-up forms. You can place text to join prompts anywhere: on business
cards, billboards, even envelopes.
Here’s how text to join works:
The text to join provider reserves a five-digit number for each customer’s use.
You reserve a keyword through the text to join provider. Something like “GIFTS”
for example.
Your prospective subscribers send a text message to join your email list. The
text might read something like “GIFTS name@gmail.com” to 45375, for example.
This subscribes them. You now also have their phone number.
Check whether the text to join provider integrates with GetResponse. If so, you
can add new subscribers to a campaign set up just for them.
Two services I’ve tried for text to join are CallLoop and Join By Text. Join By
Text has direct integration with GetResponse.
click here

Offline marketing
#41 Use QR codes
QR codes are another way to make it easy for people to sign up when they’re
away from their computers. Here’s how to set up a QR opt-in sequence:
1) Create a simple email sign-up page that looks great on a mobile phone. All
you need is the email field and the join button. Add a one sentence prompt if
you wish, and maybe one more field... if you must.
2) Create a QR code from within your GetResponse account. Go to My account
Multimedia Studio. Look for the tab on the far right that says “QRCode”.
You’ll see a page like this:
Img.50 GetResponse Multimedia Studio

72
3) Optional: You can have your logo or another simple image embedded into
your QR code. You won’t be able to use the free GetResponse QRCode
generator if you create a stylized QR code, but it’s still an option. QR codes
don’t have to be just little blocks of black and white. They can have complex
colors and images put into them. Just test the new image in several different QR
scanning tools to make sure they work.
4) Put that QR code all over the place.
5) Extra credit. If you are a data-tracking fiend... put a different QR code on
all your different marketing materials. That way you’ll know whether it’s your
invoices or your business card or your door hangers that are getting all those
sign-ups.
Here’s a QR code on the back of a business card.
Click the blue “Add new QRCode” button. Fill out the form something like this:
Img.51 GetResponse QRCode generator

Offline marketing
#42 Add a sign-up prompt on all
printed materials
Now you’ve got different ways to get people to sign up while they’re on the go.
They can text to join, scan QR codes, or use Forms on the Go. So get them out
in front of people. Put the call to action to join your email list on every piece of
marketing material you’ve got.
Here’s a list of just some of the places you could put the call to action to join
your list:
Business cards
Letterhead
Envelopes
Invoices
Packing slips (for you retailers)
All marketing reports and other information you give away (printed or not)
Business checks (dare you...)
Contracts
Door hangers
Receipts
Johnny boards
Menus
Company vehicles
You get the idea.

74
#43 Start a series of speaking
engagements
Public speaking has many of the benefits of publishing a book. You look like
an expert, and if you record your talk, you have a nice piece of content to show
off for years. An added benefit is that you get more feedback faster. Even if
people don’t say a word to you, that’s feedback. This can help you hone your
message so it is more engaging.
As you know, there are entire books about public speaking, and this is a mere
page.
But I have some tips:
1. Keep your talk short. No more than 45 minutes, and 30 may work better.
2. Keep your slides as simple as possible.
3. Give people a handout with links so they can research things you bring up in
your talk.
The best way to do this is to create 3-5 tutorials for beginners. Mention these
tutorials during your talk. You could say something like, “There’s a tutorial
on my website on exactly how to do that. The link to it is on your handout.”
Do that a couple of times, and people will end up going to your site to learn
more. Reference your newsletter at least three times, referring to past articles.
Of course, you can include links to those articles in your handout if you have
posted your past newsletters on your site.
For recording the video, you can get by just fine with an iPad or an iPhone.
Get yourself a $25 tripod for each camera. Buy a noise-canceling microphone
for each camera so the sound is decent.

Offline marketing
#44 Use the phone
At first I thought using the phone to get email sign-ups was crazy. Only
customer service people would do this, and then only if you wanted to torture
them. But then I heard an interview by Perry Marshall with one of his students.
This student helps attorneys with their marketing. He has figured out an
excellent way to get email sign-ups from his sometimes unapproachable
prospects. His brother does the cold calling for the business. He’s a brave soul
who can pound through a hundred calls a day pitching their services. When
the attorneys say “no” and brushes him off, the brother offers the email
newsletter.
Some of them say yes. They receive the newsletter for a couple of months, read
the great content, and learn useful ideas. The other brother (the marketer) calls
back. By then the attorneys have respect for this guy’s marketing skills. They
take his calls. Some of them hire him. The emails are good enough to turn cold
prospects into warm ones.
click here

76
#45 Run employee contests
Your employees are the front line of customer relations. They know your
customers’ pet peeves, wishes and frustrations. You can leverage their
knowledge to build your email list.
There’s nothing like a motivated employee, so pick the right incentive. Then
set up an email acquisition system that works. That means no one can cheat,
customers don’t feel pressured, and the email addresses you get are correct.
You’ve just made a major step toward your list-growth goals.
So what should you offer? Well, you can offer money, like 50 cents per
email sign-up, or $50 per week to whichever employee gets the most email
addresses. You could offer perks, like giving the contest winner an hour off work
with pay every Friday afternoon for a month.
Select a balanced incentive. It has to be good enough to be worthwhile for
the employee. But it should not be so good that your customers start getting
pressured for their email addresses.
The 3 x 5 card below is from a restaurant near me. The waitress asked me to
fill one out. She was especially grateful when I did it because she gets a small
bonus every week for each completed card.
Img.51 Newsletter sign-up form from a restaurant

Minimize opt-outs
Minimizing opt-outs

78
#46 Use surveys
If you solve people’s problems and entertain them a little, they will love you.
They’ll tell their friends and forward your emails and urge others to check out
your site. If not, your newsletter will become “just another newsletter”.
So how do you find out what people want to know? There are question
and answer sites like Clarity and Quora where you can see what people are
struggling with. And there are forums where people ask and answer questions.
And there are social media sites where you can find out what people like and
respond to... or don’t.
Or you can just ask them. That’s where surveys come in. You can create
surveys for free in your GetResponse account. Send your subscribers to the
survey. Or send other streams of traffic, paid and unpaid, to the survey.
Here are three essential rules for writing surveys:
Shorter is better. Aim for no more than seven questions. Five or fewer
is better.
Keep the end in mind. Exactly what do you want to know? Exactly what
are you going to do with that knowledge? Write your survey questions after
you’ve figured that out.
Surveys need incentives, too. What can you offer to spark interest? Would
it be a free report or a chance to win a $100 gift certificate?

Minimizing opt-outs
#47 Segment your list
This is a powerful tool if you know how to use it. You can deliver targeted,
relevant content to each subscriber. That means people will be more interested
in what you send them. Relevancy is a power principle of direct marketing. It’s
what made Google AdWords into a trillion dollar business, and it can make your
emails work, too.
As the data from DMA’s National Client Email Survey 2014 shows, a 760%
increase in email revenue came from segmented emails in 2013, up from 55% in
2012. It’s not only the ROI that is improved. The benefits of segmentation go on
and on, so most marketers know they want to segment. The trouble is they may
not be sure where to start.
Segmentation is best kept simple. If you’ve ever done testing, you know how
test cells multiply every time you add a variable. List segments are like that,
too. Many marketers test only text vs. HTML emails. Other simple segmenting
options are by gender or by order history. The option below shows an interest-
based segmentation.
If you ask for too much information up front, you will reduce opt-ins. But you
can ask their gender and what they’re interested in. That shouldn’t be too much.
Besides, it may be worth suppressing opt-ins by 10% if you can increase long-
term engagement by e.g. 30%.
A step up from segmenting by interest is segmenting by behavior, such as
purchasing habit. I can attest to the power of segmenting by purchasing
behavior. I tripled email response rates for a bookseller by segmenting their list
by subscriber purchases.

80
Segmenting by behavior is harder than segmenting by interest, but it
works better. Consider this chart from Marketing Sherpa. One category
is “segmented email campaigns based on behavior.” Another is “allowed
subscribers to specify email preferences.”
Subscriber actual behavior beat stated preferences by 25% - almost double
the effectiveness.
clich here

Minimizing opt-outs
#48 Use double opt-in
In double opt-in, you ask your subscribers to reconfirm their request to sign
up. You send an email to the address they enter on your opt-in form. The email
contains a confirmation link. People aren’t subscribed until they click that link.
“Won’t that extra step mean you get fewer subscribers?”
Yes, using double opt-in will reduce how many email sign-ups you get. So how
much does it reduce your opt-ins? The estimates vary from 40% (Marketing
Sherpa) to 14%.
That sounds bad until you factor in other things. Like how double opt-in removes
all the fake sign-ups (20% or more by some estimates). Double opt-in also
preserves deliverability rates. It helps emails steer clear of anti-spam advocates
like Spamhaus. Using double opt-in minimizes those problems and many more.
Double opt-in is also called “confirmed opt-in.” Beyond its bad rep, it improves
the quality and responsiveness of your list. It is one of the best ways to combat
list churn, which erodes your email list at a rate of 20-30% per year.
Double opt-in is about list quality. While we’ve been talking about growing your
list for over 80 pages, we need to remember that quality matters. The whole
reason you want a big list is to get big results. The table below shows how
confirmed opt-in wins over single opt-in.
As you can see,
in the end, double
opt-in makes for
a better list.

82
About GetResponse:
GetResponse, World’s Easiest Email Marketing, is a complete email marketing
platform with a suite of innovative features, including drag-and-drop email and
landing page creator, advanced email analytics, email automation and smart list
import.
Its user-friendly interface, best-in-class 99% deliverability and 5-star Customer
Service, make it one of the top solutions available on the market, all at an
affordable price.
The system is fully scalable and can handle everything from small lists for solo
entrepreneurs to high-volume email campaigns delivered with superb reliability
and 24/7 consulting services.
Since its inception in 1997, GetResponse has grown to serve more than
350,000 Customers from 183 countries and now manages and delivers more
than 12 billion permission-based emails per year.
click here

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48 ways-to-build-your-email-list (1)