E-mail advertising and marketing is an indispensable a part of virtually any enterprise. For this reason a big, engaged record of e mail contacts is 1 of your biggest advertising and marketing and gross sales property. However if you wish to construct your e mail record (whether or not you might have a small record or are ranging from scratch), crucial query is the best way to get e mail addresses within the first place.
Furthermore, how do you gather the proper e mail addresses? As a result of which contacts you might have in your e mail record is simply as vital as what number of you might have. You want potential clients, not simply anybody with a Gmail account.
If you’re constructing an e mail record, you should be sure that 3 issues are true:
- You might have a strategy to attain folks
- You might have a strategy to gather their emails
- They’re the proper folks
This text gives you 15 confirmed methods to construct an e mail record that frequently grows and converts with these ideas in thoughts. We’ll cowl some extremely low-lift methods to gather emails and a few extra refined advertising and marketing methods.
Desk of Contents
Must you purchase e mail lists?
It’s not a secret which you could buy e mail lists, and whereas this may sound like a great way to get began, it can in the end make it tougher to construct a sturdy, thriving e mail viewers.
The primary purpose you shouldn’t purchase e mail lists is fairly easy—spammy lists for gross sales don’t work for professional gross sales and advertising and marketing. The contacts you get most likely gained’t be high quality leads. They’re unlikely to interact. You’ll spend invaluable money and time making an attempt to market to those contacts (who could or might not be actual folks) when you would be participating with actual potential clients.
The second large purpose to not purchase e mail lists is that they may solely injury your repute. When folks obtain unsolicited emails from manufacturers they’ve by no means engaged with, they really feel used and manipulated, which most likely isn’t the picture you’re going for.
Furthermore, bought contacts who didn’t decide into communications usually tend to mark you as spam, which might destroy your e mail deliverability with Gmail and different e mail suppliers.
Lastly, sending unsolicited emails to bought contacts could even be unlawful, relying on the place your viewers is. The European Union’s Common Information Safety Regulation (GDPR), as an illustration, can levy big fines towards companies that misuse private knowledge.
Briefly, shopping for e mail lists is ineffective, damages your repute, could destroy your e mail deliverability, and is doubtlessly unlawful. Simply don’t do it.
15 methods to gather e mail addresses and construct an e mail record
Listed here are 15 methods to gather e mail addresses and construct an e mail record that may develop your small business:
- Provide a charming lead magnet
- Add a signup button in your Fb enterprise web page
- Acquire e mail addresses with Fb Adverts
- Use pop-ups to make your kinds extra outstanding
- Attain out to folks individually
- Share your hyperlink on social media with compelling visuals and snippets
- Ask for e mail addresses
- Create unimaginable e mail content material
- Ask folks to share your emails
- Add a hyperlink to your signup type in your e mail signature
- Host reside occasions and produce your kinds
- Provide content material on a platform like YouTube or Pinterest, then hyperlink to your web site
- Optimize your type design and opt-in copy
- Add a subscription bar to your web site
- Companion with different folks in your trade
- Use GetProspect and LinkedIn
(If you happen to’re simply getting began, 1, 5, 9, and 15 are nice. If you happen to’ve been round a bit, have a look at 3, 8, 13, and 15. Sure, 15 is all the time good).
Already an ActiveCampaign person however want a number of pointers? Lock down the necessities with our Getting Began Information.
1. Provide a charming lead magnet
“I want that now! Please give it to me, wow!”
That’s the response you’re going for when making a lead magnet.
A lead magnet, additionally referred to as an opt-in provide or “carrot,” is something you give your viewers in alternate for his or her e mail handle. It’s 1 of probably the most tried-and-true list-building ways on the market.
You’ll discover that a number of different methods to gather e mail addresses require having a lead magnet.
We put collectively an enormous submit on the best way to create nice lead magnets, together with examples of all completely different sorts of lead magnets, like:
- Checklists
- Studies
- Programs
- Movies
- Ebooks
- Spreadsheets
- Templates
And so forth.
These days, everybody has a “CAN’T MISS ULTIMATE GUIDE TO 725843x YOUR RESULTS.” As a result of lead magnets obtained so standard, your lead magnet must be higher than these printed in 2009.
If you make a lead magnet, listed below are the issues that make it nice:
- It solves a heavy, emotional downside (not crucial downside, only a heavy and emotional one)
- It solves that downside quick (select an issue with a short-term answer, even when it’s not what folks want long-term)
- It solves that downside relatably (folks have to see themselves in the issue you’re fixing)
It’s simpler stated than finished, however these are the inspiration. A lead magnet that will get folks to join your e mail publication is 1 that individuals suppose will give them a fast win.
Right here’s an instance from Peter Nguyen of The Important Man.
Lead magnets assist handle one essential factor: If you wish to gather e mail addresses, you should resolve issues.
An amazing lead magnet guarantees to resolve a medium-sized downside shortly (10 minutes to 2 days). That is what will get e mail opt-ins. Tweet this!
2. Add a signup button in your Fb enterprise web page
This one’s fast. Add a publication signup type to your Fb web page.
Right here’s what we’ve got on our web page at ActiveCampaign.
I’ll be frank: you aren’t going to get a ton of signups out of your Fb web page.
But it surely’s nonetheless price doing. So far as easy methods to gather e mail addresses go, that is 1 of the simplest. And if somebody is actively searching for a strategy to subscribe to you, it’s best to make it simple.
Quick win you may need missed – add a join button to your small business Fb web page Tweet this!
3. Acquire e mail addresses with Fb Adverts
Earlier than we get into this one, it’s vital to notice: Solely do that if you have already got a strategy to flip subscribers into consumers (merchandise, gross sales funnel, and many others.). In any other case, you would waste some huge cash.
Why are Fb Adverts such a standard e mail assortment instrument for small companies?
- They’re comparatively cheap.
- You possibly can see outcomes quick.
- You possibly can reliably attain people who find themselves prepared to purchase from you.
The most important problem for lots of small companies is reaching folks. When you may’t spend a ton of cash and have to generate gross sales shortly, there aren’t many promoting choices on the market.
Fb Adverts provide a quick, easy, efficient strategy to goal individuals who could be fascinated about your product. It’s a extremely widespread strategy to get leads and gather e mail addresses.
Right here’s the play-by-play:
- Create a chunk of invaluable content material that solves an issue to your target market
- Use a Fb Advert to ship folks to a touchdown web page, the place they provide you their e mail
- Ship new subscribers their content material (with e mail templates like this), together with a welcome collection that tries to promote them your product/service
For some merchandise, you may ship folks on to your retailer (that is particularly widespread for e-commerce companies).
Right here’s an instance of an ecommerce Fb Advert with a CTA sending folks straight to the product itemizing:
On this instance, Ten Thousand sends anybody who clicks the advert straight to the shop web page for his or her shorts.
Right here’s one other instance from the identical Fb Information Feed, driving individuals who click on to obtain a case research.
You get taken to a touchdown web page designed to gather e mail addresses while you click on on this advert.
We might quibble in regards to the type design right here, however the level is that this:
- Fb Adverts are a strategy to gather e mail addresses while you want leads on demand.
- Fb Adverts are trackable, so you may see what you make based mostly in your spending.
- Fb Adverts push folks to enroll or purchase straight away or enter folks into nurture sequences.
Fb Adverts are a trackable strategy to get leads on demand – so you may see precisely what you make based mostly on how a lot you spend Tweet this!
Be aware, Half 2: Fb Adverts will get much less environment friendly over time since you’ll attain your most leads together with your first few campaigns.
If you happen to’re trying to put outbound advertising and marketing into apply, take a look at our “How To Launch A Product” weblog submit, which affords a step-by-step course of and 20 free templates. Use these articles to arrange to your subsequent product launch and stand above the remaining.
4. Use pop-ups to make your opt-in kinds extra outstanding
Do you might have a signup type in your web site? How simple is it to seek out?
If including a pop-up makes you uncomfortable, don’t fear—you may add pop-ups that aren’t scammy or excessively annoying.
The typical pop-up type converts at 3.1% – a good way to gather e mail addresses Tweet this!
We put collectively a full submit on how pop-ups have an effect on your conversion charge. If you happen to don’t wish to be annoying, you may strive:
- Triggering pop-ups after 30 seconds as an alternative of instantly
- Triggering pop-ups after a 50% scroll (so folks solely see them after studying some)
- Triggering pop-ups based mostly on exit intent
If you happen to don’t use a pop-up, you’re lacking 1 of the perfect methods to gather e mail addresses.
Knowledgeable perception: Andy Crestodina on type prominence
There are quite a lot of methods to make your signup type outstanding. Some:
- The popup …couldn’t be extra outstanding. It forces the customer to take care of it
- The sticky header or footer …it stays of their visual view
- The in-line CTA …injected into the content material, it’s within the circulate to allow them to’t miss it
- Giant parts
- Excessive on the web page
- Contrasting colour
There are “Legal guidelines of Visible Hierarchy” that decide how visually outstanding any factor is. Usually, extra outstanding issues usually tend to convert. In the event that they don’t see it, they gained’t click on it.
You possibly can see this chart (and 27 different net design ideas) on Orbit Media’s web site
5. Attain out to folks individually
What do you do in the event you don’t have already got an e mail record or different viewers? Many individuals take to on-line boards or begin specializing in search engine optimisation/paid advertisements straight away. Rand Fishkin, founding father of Moz and Sparktoro, argues that this can be a mistake since you ought to deal with the people who find themselves best to succeed in.
It’s simpler to succeed in individuals who already know you. So while you’re first beginning, don’t be afraid to ask folks one-on-one.
Earlier than you go down the rabbit gap of paid advertising and marketing – have you ever talked to folks you already know? Tweet this!
You possibly can attain out by way of e mail or some form of messenger. Embrace a hyperlink to your signup type or touchdown web page. Acquire e mail addresses 1 at a time—till you attain a vital mass and may transfer on to greater ways.
To study extra about the best way to write a touchdown web page that converts, take a look at this information.
You don’t wish to pester your pals or household, however asking as soon as isn’t a lot of an imposition—and it’s what number of e mail lists get began.
6. Share your hyperlink on social media with compelling visuals and snippets
When eager about the best way to promote your content material, it’s typically finest to fake that social media doesn’t exist.
Social media clearly does exist. So what’s the purpose?
It’s too simple to get trapped in the concept blindly selling content material on social media does one thing. As a result of it “feels” such as you’re doing one thing worthwhile, it makes it tougher to develop different promotion concepts that could possibly be extra helpful.
Social media can ship visitors to your web site and e mail publication. You possibly can gather e mail addresses (type of). And sure, some issues go viral via social sharing.
However social media solely works in the event you do it nicely. And even when it really works, the chance to seize emails is often a lot smaller than different channels (like natural search, on-line communities, or touchdown your content material in another person’s publication).
Right here’s what social media is nice at:
- Connecting with folks you wouldn’t in any other case have the prospect to attach with
- Asking inquiries to a various viewers
- Collaborating in fascinating conversations (which might additionally result in connections)
Right here’s what undoubtedly doesn’t work on social media: sharing tons of hyperlinks to your content material with out together with any purpose for somebody to click on on it (or sharing different folks’s stuff).
If you would like opt-ins from social media, you should have conversations that individuals WANT to be a part of Tweet this!
Sadly, that is additionally how most content material creators use social media.
If you consider the most well-liked accounts you comply with, you’ll most likely discover that they don’t submit many hyperlinks or use many hashtags—and in the event that they do submit hyperlinks, they often do a reasonably good job of introducing the hyperlinks with good copy.
Right here’s how you should utilize social media to construct an e mail record:
- Share content material from related folks in your house
- Take part in related conversations
- Publish your perspective on current occasions
- Sometimes share hyperlinks to your stuff. Write nicely.
Ramit Sethi, founding father of GrowthLab and IWT, does this nicely.
Ramit offers particulars, and the main points are intriguing. Teasing the content material of his emails makes folks wish to join.
7. Ask for e mail addresses
It’s important to ask for e mail addresses.
It is advisable to have outstanding kinds. Your weblog posts ought to embody a call-to-action (CTA). Heck, your small business playing cards might have a brief URL to your finest weblog submit (or your publication).
This appears so apparent that it’s virtually not price mentioning. However so many individuals are so uncomfortable asking for something that they don’t!
And in the event you by no means ask folks for his or her e mail addresses, you gained’t gather e mail addresses.
If you don’t get opt-ins – are you asking folks to enroll in the proper locations? Tweet this!
If you happen to’re nervous about asking for e mail addresses as a result of it feels “spammy,” keep in mind:
- You don’t drive anybody to enroll, and so they can all the time unsubscribe.
- It’s not spammy to offer folks issues that may assist them.
Your content material is sweet. The stuff you provide is sweet. You’re doing folks an amazing service by giving it to them.
8. Create unimaginable e mail content material
“Create good content material.” Sufficient stated, proper? (And yeah, that is the commonest piece of recommendation on the market).
It’s not sufficient.
Your content material must be knock-your-socks-off good. Everybody and their third cousin twice eliminated have an e mail record these days—you want your record to be the 1 that individuals open, click on, and skim week after week.
Sadly (or happily, for you), most content material isn’t unimaginable.
Most emails go on for too lengthy, are uninteresting, or don’t actually resolve the issues they are saying they’re going to.
Your emails function the primary product your contacts obtain, the factor they get earlier than ever deciding to buy. That’s why you should consider your emails as property and merchandise in themselves.
Give it some thought. If you happen to have been strolling down the road and a restaurant gave free samples, you may cease to strive it. But when what you style isn’t good, you’ll most likely by no means go inside and grow to be a buyer.
Underrated e mail record progress tactic – make your emails simple for folks to share with their mates (who then decide in) Tweet this!
So how are you going to make unimaginable content material?
- Begin with a deep understanding of your viewers’s issues. You don’t must be a supergenius author to resolve their issues.
- Use a compelling angle and an fascinating hook that connects 2 seemingly unrelated issues to make your level.
Content material advertising and marketing skilled Jimmy Daly calls this sort of content material “movement-first.”
If you would like your emails to attach, they should pack a punch. Daly has different recommendation on what makes content material “good” right here.
Don’t overlook: creating unimaginable e mail content material additionally means sending emails that look good to the person on any machine and with any e mail service supplier. Gmail is the most important, however contemplating different e mail suppliers could make sense for giant e mail lists.
Anybody can sprint off a fast e mail to a listing. Laboring over unimaginable content material offers you the proper to make use of the subsequent tactic…
9. Ask folks to share your emails
When you might have unimaginable content material, you earn the proper to ask folks to share it. Additionally, they’re extra more likely to truly share it while you ask.
Asking folks to “smash that like button and subscribe” is a meme as a result of so many YouTube personalities do it in such a teasable manner. However when your content material is unimaginable, you earn the proper to say issues like, “If you happen to’ve been having fun with this content material, I’d actually respect it in the event you might ahead this e mail to somebody you suppose it’d assist.”
Heck, go forward and take these actual phrases.
Josh Garofalo, a wonderful copywriter who writes for tech companies, does exactly this in his copywriting publication.
Josh doesn’t promote his e mail record all that a lot as a result of he doesn’t must.
The quickest strategy to get referrals to your e mail record – ask for them Tweet this!
Folks share the content material as a result of it’s superb.
How will you already know when your content material is superb? Folks will inform you by replying to your emails and sharing your content material.
10. Add a hyperlink to your signup type in your e mail signature
This takes virtually no work. It most likely gained’t get you tons of of e mail subscribers in a single day, however it’s really easy there’s no purpose to not do it.
Any time you ship an e mail, you might have a possibility to advertise your content material.
Simply add it to your e mail signature.
E-mail signatures are nice as a result of it’s an area that isn’t used for a lot else.
Your e mail signature is a missed alternative. Why not put one thing fascinating there (in addition to simply your identify)? Tweet this!
There are even software program companies designed to make it simple for complete groups to vary their e mail signatures directly.
A hyperlink to your publication (or an particularly nice piece of content material) is a simple manner to make sure that everybody you e mail is aware of about your content material.
11. Host reside occasions and produce your kinds
Nobody stated you should construct your e mail record on-line.
Offline networking and reside occasions are 2 of probably the most ignored strategies to gather e mail addresses. However they make sense—if somebody is motivated sufficient to depart the home, they’re extra more likely to be an engaged e mail subscriber.
Underrated e mail tactic – host reside occasions and gather e mail addresses there. These individuals are extra more likely to comply with up with you. Tweet this!
Simply ask Leslie Chen, who used Meetup to get her first 1,000 e mail subscribers.
Platforms like Meetup make it simpler to create reside occasions. Different widespread examples are:
- Instructing an offline class: Organizations typically carry audio system to run small workshops. There’s even a espresso store by my house that does this.
- Networking occasions: There are various common meetups on the market—something from a small advertising and marketing meetup in a bar to massive trade conferences. Smaller meetups are extra intimate and sometimes provide extra alternatives to construct relationships.
- Talking: If you happen to do any talking, embody a CTA on the finish of your presentation.
Some folks use a easy pen and paper to get their offline signups. If you happen to use ActiveCampaign, you can even use our iPad Types App (which works even with out the web).
As increasingly advertising and marketing strikes on-line, don’t overlook that offline channels can nonetheless be highly effective.
12. Provide content material on a platform like YouTube or Pinterest, then hyperlink to your web site
Generally a weblog submit isn’t one of the simplest ways to make your level.
When video or audio are key components of your content material, it may possibly make sense to host it on different platforms (like YouTube or podcast websites).
On the identical time, you don’t wish to be on the whim of these platforms. If YouTube out of the blue decides to vary its algorithms, you would wind up lacking out on views.
So ship folks out of your content material to your e mail record.
That is precisely what Vanessa, an ActiveCampaign buyer, does for her enterprise Communicate English with Vanessa.
Vanessa’s movies have hundreds of thousands of views, and she or he has over 400,000 subscribers on YouTube.
When you’ve got a distribution channel that works, you NEED a strategy to get your viewers’ e mail addresses (to maintain the convo going) Tweet this!
YouTube makes a ton of sense for Vanessa as a platform—in spite of everything, folks wish to hear English whereas studying English. However she wished to have extra on-demand entry to her viewers (and the power to promote to them straight), so she constructed an e mail record.
How? A easy CTA in her movies.
As Vanessa says, “A easy strategy to ship them issues and arrange college students with tags is so useful.”
An e mail record, rising via her lead magnets, is an easy strategy to ship folks issues. She makes use of YouTube + lead magnets to gather e mail addresses.
13. Optimize your type design and opt-in copy
If you’re list-building, it’s simple to get caught up in getting extra visitors to your web site.
However you additionally want to have the ability to convert that visitors into precise e mail subscribers. That’s the way you gather e mail addresses. No conversions = no subscribers.
That’s why opt-in copy and type design are criminally underrated methods to develop your e mail record. Finished nicely, they allow you to get extra out of the people who find themselves already coming to your web site.
We’ve written a bunch of content material on how one can enhance your conversion charges via copy and type design. Listed here are a number of the finest ones:
There’s a ton in these posts, so listed below are some fast ideas:
- Be clear, not intelligent. Folks ought to perceive precisely what you provide inside 5 seconds.
- Get particular. The extra particular a profit you provide, the higher your conversions.
- Use the phrases your viewers makes use of to explain their very own issues.
- Make kinds outstanding, transient, and simple to know
- Add emotion. Emotion drives folks to take motion (particularly awe, worry, anger, and envy).
Most typical purpose for small e mail lists – decide in copy that makes it laborious for folks to know what they get Tweet this!
Right here’s a terrific instance of an opt-in copy from Darya Rose of Summer time Tomato.
If you happen to can nail down your opt-in copy, you’ll get extra e mail subscribers—even in the event you don’t improve your visitors.
14. Add a subscription bar to your web site
Ever seen 1 of those guys hangin’ out on an internet site?
Including a bar like this to your web site is fairly easy. Use an e mail seize instrument like OptinMonster or SumoMe, and you may add the bar to any web page you want.
It’s price noting that the conversion charge on bars like this (and in addition sidebar CTAs) are typically comparatively low. Right here’s a click on map from Oli Gardner’s analysis at Unbounce.
Despite the fact that clicks shall be low, it’s price doing as a result of the individuals who full this e mail signup are your most motivated subscribers. They’re the those that subscribe not simply since you’re providing some information however as a result of they’re actively on the lookout for extra of your content material.
Good rule of thumb: if somebody is particularly searching for you out, it needs to be simple for them to subscribe. Tweet this!!
Simple to arrange as soon as + extra e mail addresses = easy, worthwhile list-building tactic.
15. Companion with different folks in your trade
The quickest strategy to gather e mail addresses is to piggyback on somebody who already has an viewers.
If somebody already subscribes to content material just like yours, they’ll most likely be fascinated about your content material. Plus, phrase of mouth is highly effective—if somebody you belief recommends content material, you’re extra more likely to truly test it out.
Author Michael Ellsberg referred to as this the Tim Ferriss Impact—as a result of 1 submit on Tim Ferriss’ weblog bought extra of his books than an op-ed in The New York Occasions.
Author Ryan Vacation agreed, saying:
“I’ve finished quite a lot of media through the years, however I’ve by no means acquired as many emails from an look as I did from Tim’s podcast. And so they have been all so good!”
What does it imply to piggyback? It implies that somebody influential mentions your web site, and other people join via your type. Or it implies that they embody a hyperlink to you on their web site or publication, and other people join via your type.
Discover that no matter what the partnership seems to be like, you should be sure that folks join via your type—as an alternative of buying and selling e mail lists. Choose-in e mail lists are important!
If you wish to piggyback on one other platform, there are some things you are able to do:
- Say one thing extremely nicely. Influential folks gained’t share dangerous content material. This goes again to the purpose of creating one thing unimaginable.
- Share the influencer’s content material, and tag them.
- Point out and quote the influencer in your content material.
- Have interaction with the influencer on social media with out selling your self.
After some time, you’ve earned the proper to ship an e mail. However you aren’t selling your self simply but—your preliminary e mail needs to be a easy “I like your work.” With out asking for something.
Influencers get dozens of chilly pitches a day. However since they’ll acknowledge your identify and also you aren’t asking for something, you’re extremely more likely to get a response.
Ultimately, you may ask for a 10-minute telephone name. After which the floodgates open, and also you’ll be drowning in alternatives:
- Co-hosted webinars
- Podcast appearances
- Visitor posts
- Different co-created or co-promoted content material
After all, all this will get simpler after getting an viewers of your individual. However these partnerships are nonetheless highly effective.
Conversion XL began as a small conversion optimization weblog. Because it’s grown, it’s attracted greater and greater names.
CXL commonly hosts webinars with advertising and marketing influencers. It’s a win-win—the influencer will get to broaden their attain, and CXL will get promoted by way of the influencer’s e mail record and social media.
Partnerships are nice as a result of they allow you to get entry to a related viewers. With entry and a trusted suggestion, you get a contemporary supply of e mail subscribers.
“ActiveCampaign is significantly punching above its weight as an all-in-one e mail advertising and marketing, automation, and CRM platform. By way of options, it competes with the most important names within the trade, and its pricing is predicated on options, not the scale of your contact record (like most software program choices).” -Aaron Brooks (Enterprise Harbor) on why ActiveCampaign is the proper e mail instrument for giant contact lists.
16. Use GetProspect and LinkedIn
One other supply for gathering emails is Linkedin. Utilizing GetProspect’s LinkedIn E-mail Finder Chrome Extension lets you discover emails from LinkedIn. It’s a helpful instrument for entrepreneurs, salespeople, and enterprise house owners who wish to develop their buyer base and improve conversions. The numerous benefit of this product is safety. GetProspect ensures that your knowledge shall be saved secure and confidential. All the e-mail addresses you discover with the extension shall be saved to your GetProspect account, the place you may handle your database and export it for additional use.
What’s one of the simplest ways to get emails?
These are a number of the finest choices to gather e mail addresses. On the identical time, 15 methods is quite a lot of methods. Listed here are a number of recommendations on getting began.
How do you have to select what to deal with?
- If you happen to don’t have a terrific lead magnet but, do this. It is going to show you how to convert extra leads from each different channel.
- Optimize type copy and prominence you probably have lead magnets and a few visitors. Changing extra of the those that go to you’ll show you how to develop quicker.
- In case your record of e mail addresses is small, attain out and ask for shares. It’s simpler to develop after getting a much bigger record (extra folks to advertise you). Early on, spreading via private networks is quick.
- You solely have to nail small optimizations as soon as. E-mail signatures, subscription bars, establishing Fb web page signups, and pop-ups are all one-time setups, regardless that their influence isn’t essentially big.
- Solely put down cash if you can also make cash. Adverts (on Fb or elsewhere) are solely useful if you have already got a funnel that you should utilize to get gross sales.
- The place do your leads come from? Take a look at this submit on e mail acquisition to study extra about getting folks to your web site (in spite of everything, you may’t get subscribers in the event you don’t have guests!).
In a sentence: Give attention to the most important alternatives for the stage your small business is at.
