No marketing strategy is complete without a targeted email marketing contact list. If you haven’t built one yet, it’s time to get started! This guide will give you some key information that will help you on your way:
1. Offer a subscriber incentive
To get people to subscribe to your newsletter or mailing list (which will allow you to take their email address to market back to) offering an incentive or bonus is often really effective. For example, you could offer people a discount if they subscribe, or a freebie piece of value-driven content. By doing this you are giving people a reason to open your email and this sets yours apart from the dozens of others they receive every single day.
2. Have more than one place where people can subscribe for your marketing emails
Give people plenty of opportunities to see your calls to action (CTAs) by popping one in a few different places on your website. Three or four is plenty, as you don’t want to overdo it, but some good locations to consider are:
● Contact page
● About us page
● Landing pages
● Blog page
3. Use a double opt-in process
By using a double opt-in process you allow your email service provider to send an email of confirmation to your new subscribers to confirm that they definitely want to be on your list. Doing this shows your customers that you’re using permission-based email marketing, and stops bots from popping other email addresses on your list and messing things up.
4. Utilise your social media pages
Social media is a really useful way of interacting with your audience and getting more email sign ups. The informal tone of social media platforms such as Facebook, Instagram and Twitter means that you can engage with your audience in a more relaxed and colloquial way, mentioning your subscriber incentives regularly and offering many more CTAs than you can get away with on your website. A study by PwC found that 37% of consumers found inspiration through social media when shopping – that makes it a good place for you to go customer-shopping!
5. Send out group emails
You can target your marketing emails to specific consumer groups by sending group emails. It’s a really effective way to contact lots of people at once, but each group email needs to have a purpose, and the people in the group receiving it should be audiences you know will enjoy the content you are sending. This will improve your click-through rate and will avoid you sending the same thing to everyone on your list when perhaps half of them aren’t the right targets.
6. Don’t overdo the info requests
Limit the amount of information you ask from people in order to sign up to your email marketing list. Keep it simple – name, email address and phone number. People are more likely to sign up if you only ask for a few details, improving your chances of new leads. Asking for too much will put people off as they might not have the time to fill in the form or they might be wary of giving away too much personal info straight away.
7. Send regular emails and don’t send spam
You should email the people on your email marketing list regularly, but not too much. You want to keep them on your list, and by annoying them with too many emails might push them to unsubscribe. You need to keep them engaged, but not irritated. The recommended regularity of correspondence will vary from business to business, but the best way to determine how often you should email is to run a test campaign. It may be additional work and effort, but the results can be really worthwhile. There are several anti-spam laws in place these days, and so while it may be tempting to spam your subscribers, it’s really not wise to. Try to only provide your audience with useful content and try to avoid selling them something in every single email. You want them to feel you have something to offer in return for their interest and time, not that you simply see them as pound signs.
8. Monitor, tweak and refresh
Building an email marketing list is not a one-off job. You can’t ignore it once you’re done and expect it to continue to be effective. Closely manage your list and check for bounced emails. By keeping on top of it in this way, you’ll make sure your conversion rate stays up and the amount of unsubscribes you have stays down.
We hope you find these tips useful and that they set you well on your way to building a solid email marketing contact list. If you need any more information or would like to arrange a free strategy call with us, please contact us.