Building an email marketing list is a crucial step for any business looking to engage with its audience directly and effectively. This comprehensive guide will walk you through each step of the process, from choosing the right email marketing software to leveraging content marketing for list growth. By following these strategies, you can create a robust email list that will serve as a valuable asset for your marketing efforts.
Key Takeaways
- Choosing the right email marketing software is the foundation of your email marketing strategy.
- Creating compelling incentives can significantly boost your signup rates.
- Optimizing your call-to-action (CTA) is essential for converting visitors into subscribers.
- Strategic placement of signup forms can increase the visibility and effectiveness of your opt-in opportunities.
- Leveraging content marketing can help you attract and retain a highly engaged email list.
Choosing the Right Email Marketing Software
Having the right email service is the best way to grow and manage email lists over time. It’s best to look for a tool that stores contacts in a customer relationship management (CRM) software. This will help you keep track of customer information such as preferences and behavior. It also makes it easier to integrate email with other digital marketing channels (e.g. SMS, WhatsApp, chat).
No two businesses are exactly alike, so it’s important to test various strategies for building your email list to find what works best. Once you have a solid collection of targeted, relevant prospects, you can begin refining your email marketing to achieve your specific goals.
Creating a Compelling Incentive
Creating a compelling incentive is crucial for building an email marketing list. Offer incentives on the platforms you use that give visitors something for agreeing to share a valid email address. These could include coupons, discounts, free items, and enrollment in a loyalty program. A discount may include a gamification option, such as giving them a "free spin" to determine the discount.
Types of Incentives
Sometimes folks need a bit of persuasion to join your list, especially if they’re new to your brand. Offering incentives can really push visitors to sign up by offering them something in exchange. This could take the form of a one-time discount, free shipping, or another exclusive offer of your choice. Whatever you choose, it should be time-sensitive and conditional so that visitors are encouraged to sign up right away.
Crafting an Irresistible Offer
What’s something your customers want? And, how does it tie into what you’re selling? Maybe it’s a template for how to do something with your product or a timesaving checklist that will save your reader headaches. It can be valuable content like a free ebook or case study, as well as a physical freebie. Other ideas for incentives include exclusive content or coupons.
Examples of Successful Incentives
For this strategy to achieve its full potential you’ll need to offer your existing subscribers something in exchange for their assistance. This could be a discount or other exclusive offer. In the example above from Fitness company Onnit, customers get $20 for each person they refer. That’s a pretty sweet deal.
Optimizing Your Call-to-Action (CTA)
Craft call-to-action (CTA) copy so that visitors see the value of your incentive across your email opt-in forms. Experiment with CTA copy like “subscribe,” “download,” and “get my ebook” to see which performs better. You can even make this part of your list-building strategy and try A/B testing different graphics and language.
Timing is everything. Your call-to-action works best if you catch visitors when they are, in fact, ready to take action. Figuring out when your visitor is ready to convert depends on your website viewers’ behavior, so you’ll want to conduct A/B testing to determine where you need to place your CTA. Does it work best towards the bottom of a blog page, when it slides out to the right, or does it get higher conversions at the beginning of the page, sliding out from the left?
The CTA persuades readers of your content to do something. In this case, you want to craft a strong CTA that encourages them to have a reason to submit a valid email address they regularly use. With that information, you can tailor messages directly to them to market your products and services.
Ultimately, it will vary depending on your page’s content and your viewers, but a scroll box is a subtle and useful option to help you catch your viewers when they’re most ready to convert.
Strategic Placement of Signup Forms
After you create a signup form to collect email addresses, you should place it where it will reach the most website visitors. Try to position it on high-traffic pages of your website. Your blog homepage, headers, and footers are typically good places. Another common placement for your email signup form is on the sidebar of your website.
Implementing Exit Intent Pop-ups
Exit intent pop-ups are a powerful tool to reduce the possibility of an exit or bounce by capturing a visitor’s attention and offering a valid reason for them to stay on the page or submit details. According to Conversion Sciences, 10-15% of potentially lost visitors can be saved with a well-crafted exit intent pop-up. These pop-ups are served using exit-intent technology that monitors user interaction with a website page and can detect when someone is about to leave.
What is Exit Intent?
Exit intent technology tracks user behavior to determine when a visitor is about to leave your site. This is typically indicated by the movement of the mouse towards the browser’s close button or the back button. When this behavior is detected, a pop-up is triggered to capture the visitor’s attention one last time.
Design Tips for Exit Intent Pop-ups
- Clear and Compelling Offer: Make sure your offer is clear and compelling. Offers and discounts work well, but depending on your niche, you can offer much more than just that.
- Eye-Catching Design: Use bold colors and eye-catching designs to grab attention.
- Concise Copy: Keep your copy concise and to the point. Highlight the benefits of your offer.
- Strong Call-to-Action: Use a strong call-to-action that encourages visitors to take the desired action.
Measuring the Effectiveness
To measure the effectiveness of your exit intent pop-ups, track key metrics such as conversion rates, bounce rates, and the number of emails collected. Use A/B testing to determine which designs and offers work best. Here’s a simple table to help you track these metrics:
| Metric | Before Exit Pop-up | After Exit Pop-up |
|---|---|---|
| Conversion Rate | X% | Y% |
| Bounce Rate | X% | Y% |
| Emails Collected | X | Y |
Implementing exit intent pop-ups can significantly improve your site’s performance by capturing potentially lost visitors and converting them into leads or customers.
Designing High-Converting Landing Pages
Landing pages are crucial for collecting email signups, often featuring a single call to action to avoid distractions. In 2024, the average landing page conversion rate across all industries was 7.12%.
Promoting Signups on Social Media
Promoting your email signups on social media is a powerful way to grow your list. By leveraging the reach and engagement of social platforms, you can attract more subscribers and keep your audience informed about your latest updates and offers.
Creating a Referral Program
Creating a referral program can be a powerful way to grow your email marketing list. Referral programs work by rewarding customers who successfully refer new people to your business. This strategy leverages the power of word-of-mouth marketing, which is often more trusted than traditional brand communications.
How Referral Programs Work
Referral programs typically reward both the referrer and the referee. For example, you might offer a "Give $20, get $20" deal, where both parties receive a $20 incentive. The reward is usually issued once the referee submits their details or makes a purchase. This dual incentive encourages participation from both existing and new customers.
Incentivizing Referrals
To make your referral program attractive, consider offering exclusive discounts, free shipping, product samples, or branded swag. For SaaS companies, in-app credits can be a compelling incentive. The key is to offer something valuable enough to motivate your customers to refer their friends.
Tracking and Measuring Success
It’s crucial to track the performance of your referral program to understand its effectiveness. Use referral management software to monitor key metrics such as the number of referrals, conversion rates, and the overall ROI. This data will help you refine your program and maximize its impact.
Build an effective distribution plan that includes promoting your referral program on your website, sending email newsletters to your customers on the latest referral rewards, as well as leveraging email signature software to promote your referral program in your employees’ email signatures.
Interactive Signup Methods
Interactive signup methods can significantly boost your email marketing list by engaging users in a more dynamic way. Discover the benefits and learn to create interactive emails with interactive elements like polls, gifs, quizzes, AMP forms, and calendars.
Using Chatbots for Signups
Chatbots can streamline the signup process by providing instant responses and guiding users through the steps. They can be programmed to answer frequently asked questions, making the experience more engaging and efficient.
Gamification Techniques
Gamification can be a powerful tool in your marketing toolkit when used effectively. This may sound silly, but it works. Gamification techniques like quizzes, contests, and reward systems can make the signup process more enjoyable and encourage more users to participate.
Interactive Content Ideas
Interactive content can include elements like polls, surveys, and quizzes that engage users and encourage them to sign up. These methods not only make the process fun but also provide valuable insights into your audience’s preferences.
This type of sign-up form helped the University of Alberta massively grow its email subscribers by almost 500% in just one year.
- Polls
- Surveys
- Quizzes
Encouraging Offline Signups
Building an email marketing list isn’t limited to online methods. Encouraging offline signups can be a highly effective strategy to grow your list, especially if you have a physical presence or attend events. Here are some ways to do it:
Using QR Codes
Grow your email list by collecting email addresses offline, for example at in-person events or a brick-and-mortar store. QR codes for marketing are a convenient way to bridge the gap between offline and online and grow your email list. You can turn any signup form into a scannable QR code.
Collecting Emails at Events
Consider organizing meetups and gather like-minded people for discussions. Use a registration form for this. All means of list building are proper if only they are done ethically. Make sure you use a strong CTA to incentivize in-person signups. For example, “Sign up for our mailing list for a chance to win a $25 gift card,” or “Subscribe to our newsletter for 25% off your first online purchase.”
Offline to Online Strategies
You can easily recreate this in your checkout process, with a transparent opt-in request at checkout. Remember it’s better to get signups the honest way rather than tricking visitors into handing over their information. Segment these lists by location or event, so that you can send emails tailored to each audience’s needs.
Offline signups can be just as effective as online methods when done correctly. They offer a personal touch that can be very appealing to potential subscribers.
Building Partnerships for List Growth
Collaborating with other brands is another great way to boost your subscription rate, especially if you’re building your email list from scratch. You’ll want to identify brands that share a similar audience and (ideally) aren’t your direct competitors. For example, if you’re a dietician with a good following on social media, you could partner up with a popular chef, fitness coach, or nutritionist.
Once you’ve identified your potential brand partner, you’ll need to figure out how you’re going to collaborate. The easiest way is to promote each others’ newsletters to your audiences. But a more impactful way may be to do a shared campaign, e.g. video, ebook, or a webinar.
Start creating valuable content, promote it like it’s a highly-valued product, and you’ll soon see your contact list grow.
Strategized customer loyalty and referral programs can also help when growing your email list from scratch. Programs that offer rewards can encourage brand new subscribers as well as nudge existing subscribers to upgrade, generating more lifetime value.
Leveraging Content Marketing
Content marketing is a big, complex topic, and there are lots of content options that will inspire prospects to give an email address, including podcasts, webinars, and videos. Entice visitors with valuable content to encourage them to join your email list.
Conclusion
Building an email marketing list from scratch may seem like a daunting task, but with the right strategies and tools, it can be a highly rewarding endeavor. By following the steps outlined in this guide, you can create a robust and engaged email list that will serve as a valuable asset for your marketing efforts. Remember to choose the right email marketing software, create compelling incentives, optimize your CTAs, and strategically place signup forms. Additionally, leveraging social media, creating effective landing pages, and using interactive elements like chat and QR codes can significantly boost your list-building efforts. Regularly refine your strategies to ensure your email list remains relevant and engaged. Start building your email list today and set the foundation for successful email marketing campaigns.
Frequently Asked Questions
What is email marketing?
Email marketing is a form of digital marketing that involves sending emails to prospects and customers. It helps businesses promote products, share news, and build relationships with their audience.
Why is building an email list important?
Building an email list is crucial because it allows you to reach a targeted audience directly. It helps in nurturing leads, driving sales, and maintaining customer relationships.
How do I choose the right email marketing software?
Look for email marketing software that offers features like automation, segmentation, analytics, and integration with other tools. Popular options include Mailchimp, Constant Contact, and ConvertKit.
What are some effective incentives to encourage signups?
Effective incentives include discounts, free trials, exclusive content, and downloadable resources like eBooks or whitepapers. The key is to offer something valuable to your audience.
How can I optimize my call-to-action (CTA)?
To optimize your CTA, use clear and compelling language, make it visually appealing, and strategically place it where it’s easily noticeable. A/B testing different CTAs can also help determine what works best.
What are exit intent pop-ups and how do they work?
Exit intent pop-ups are triggered when a user is about to leave your website. They can capture the visitor’s attention with a special offer or reminder, encouraging them to stay or complete an action like signing up for your email list.
How can social media help in building an email list?
Social media can drive traffic to your signup forms and landing pages. You can use posts, ads, and stories to promote your incentives and encourage followers to join your email list.
What is a referral program and how does it help in list building?
A referral program incentivizes your existing subscribers to refer new people to join your email list. It can include rewards like discounts, freebies, or exclusive content, making it a powerful tool for growing your list.