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How to Build Your Email Marketing List

Email marketing is still one of the most effective ways to reach your customers. Studies show people WANT to hear from brands via email more than via other platforms. Email also has the highest return on investment.

Your email list is always changing. Of course, a few people are going to unsubscribe here or there, and you’ll get a bounce or two as people change jobs. But even with those losses, your list should experience growth over time. If not, something is wrong. Though that “something” might be any number of factors, here are some ways to focus on building your email lists.

Build Your Email Marketing List

  • Don’t buy lists. In the U.S. it is legal (as of now, anyway) to send one spam email. This is NOT true for other countries, especially since the GDPR. While buying a list is tempting to boost your count quickly, many of the email addresses on purchased lists aren’t valid. Further, are these people really in your target audience anyway?
    email marketing

    Image by Maria Elena.

  • Add an email signup form to the end of blog posts. Make it easy for people to sign up for your emails/newsletters by putting the form in prominent places. You can debate pop-up boxes on your website versus many other options. Regardless, put the form in the sidebar of pages and at the end of blog posts.
  • Ask customers to sign up in other ways. Maybe it’s on the paperwork they fill out, on a customer survey you send later. Your front desk person might ask. You might post it on a sign near the front desk. Brainstorm all sorts of ways to make sure people know you have a newsletter and offer them a chance to sign up. If you have events/tables/booths, make sure to have a way for people to sign up there, possibly in exchange for a prize or the chance to win.  
  • Make the content worth it. If your content is useful or interesting, people will forward it, mention it, and soon you’ll have more people signing up. Caution: If you promise people offers and special deals, you’d better deliver those. People tend to see one offer and expect them consistently.
  • Segment your lists. Offer people different newsletters or emails to receive. Just because Customer Jane wants to sign up for sale alerts doesn’t mean she wants to be on your monthly “featured products” list. If you send her too much, she’ll probably unsubscribe from both. While this approach is more challenging in B2B situations, segment whenever possible. You might segment based on location, past purchases, location in the buying cycle, etc. Then, give people options for unsubscribing, too, so that they can choose only to unsubscribe from one of your three emails.
  • Keep the emails simple. Remember, most of us read emails on our phones. Your emails need to be a single column. (This is less about getting subscribers and more about keeping them, but it’s still good info!)

These are just a few ways to get started on your email list. If you have questions about marketing, contact us for a free consultation.

Oh, and hey, sign up for our email newsletter! 🙂