Email is an important part of any company's marketing strategy. It is a direct channel to communicating with customers one-on-one, without risk of any sudden changes in algorithms or gatekeepers to satisfy. All you need is a lead's email address and you've got a direct line to their inbox.
However, there are right and wrong ways to conduct an email marketing campaign. Ideally, you've collected customer emails with permission, or leads have voluntarily signed up to receive communications from your company. With recent legislature like GDPR and CCPA, failure to obtain consent prior to conducting an email marketing campaign could backfire, leading to dissatisfaction amongst potential customers and possibly even a ban from your email service provider.
So how do you obtain their permission? How can you get customers and leads to sign up for your emails? In a world where open rates are abysmal, you need a lot of prospects to make an email marketing campaign worthwhile. These five tips will help you build an email marketing contact list worth writing home about.
Editor's Note: Need to revamp your online marketing strategy? Fill out the below questionnaire to be connected with vendors that can help.
1. Have multiple locations for email sign-up
Offering customers multiple "calls to action" to sign up for your email list is a good way to ensure more people voluntarily offer their information. Placing an opportunity in an immediately visible place is wise, but you should also cover your bases and place additional call to actions in alternative paths a customer might take to arrive on your webpage. It also serves as a reminder to those visitors who skipped by the first CTA. Don't overdo it, though; try to keep your CTAs to just two to four spots on your website.
Those could be:
- on your home page
- in the sidebar of a blog
- in the content of your about or bio page
- at the bottom of otherwise dead pages
- in your contact page
- in your site header
- as a pop-up
You can also include email sign-up locations in blog posts or on social media. In these places, you can ask for email multiple times in multiple places, as not every customer will see each sign-up form.
No matter where you put your email capture, use a double opt-in strategy. A double opt-in sign-up means your email service provider will send a confirmation email to new subscribers to ensure that they want to be on your list. This extra step ensures that your customers know you are using permission-based email marketing and prevents bots from adding random email addresses to your list. [Need help with email marketing? Check out our best picks for email marketing software.]
2. Offer an incentive to email subscribers
You will build your email list more quickly if you give customers a reason to sign up. In 2017, there were 269 billion emails sent every day, and that number is expected to increase to 319.6 billion by 2021. Why should a customer read your promotional email when there are dozens of others they already must sift through in their inbox? Answering that question is key to running a successful email marketing campaign with a healthy contact list and open rate.
If you want customers to invite you into their inbox, you need to offer an incentive that will prompt them to hand over their email address. The most effective incentive will depend on your type of business. A few options are:
- a coupon for a free drink or dessert at your restaurant
- a discount code for their next purchase online or in store
- free shipping on an online order
- a promo code for a free product included with purchase
- an e-book, workbook, app or other resource
- an online workshop or training course
- an exclusive newsletter
These incentives don't have to cost you much money, but they do need to offer real value to your email subscribers if you want to generate email sign-ups.
3. Use landing pages for email sign-up
Customers are more likely to sign up for your list when they aren't distracted by other possible actions. This makes landing pages a valuable tool for capturing email addresses. A landing page is a web page with a single goal or call to action. In the case of building your email list, a landing page is designed to persuade visitors to sign up.
You can use landing pages anytime someone is directed toward your website from an external source, such as a mention in the media or a bio of you that appears on another website. You can also create them for ad campaigns or social media click-throughs.
When customers click a link to learn more about your business, they are taken directly to a landing page that encourages them to sign up for your list, usually by offering an incentive relevant to the original ad or website that directed them there. If you create different landing pages for different sources, you can customize them to generate more interest. Customers that click on an ad for a product, for example, can be taken to a different landing page than those who found you mentioned in a media feature.
Customized landing pages allow you to take advantage of segmenting, a strategy that divides your email list up based on customers' characteristics and interests. By addressing customers' specific interests and needs, segmented email campaigns generate click-through rates more than 100 percent higher than emails sent to a bulk list.
4. Create an autoresponder sequence
When customers, or potential customers, sign up with their email, they are already interested in your business. They have offered you a way to contact them because they are excited about some aspect of your business, products or services. It's important not to waste that opportunity to make initial contact.
This is the point when it makes most sense to persuade them to use the incentive you offered, visit your store, make a purchase or otherwise interact with your business. However, many businesses collect customer emails, then fail to do anything with them for weeks.
To capitalize on customers' excitement, use your email service provider to set up a series of messages that will automatically be sent to new email subscribers. This series is usually called an autoresponder sequence, welcome sequence or email sales funnel. It is generally three to seven emails long, spaced out over several days or weeks.
The goal of an autoresponder sequence is to guide new subscribers back to your site, encourage them to connect with you on social media or share more about why they should trust your business. Creating an email sequence that is automatically triggered by email sign-ups can increase your click-through rates and nurture an ongoing relationship with new subscribers.
You can also use welcome emails to guide customers in an introductory purchase. These offers, known as tripwires, are very low priced, often less than $10 or only the cost of shipping. Their value is in creating a relationship: 60 percent of consumers prefer to buy new products from a brand they already know or have purchased from. If customers make a tripwire purchase at the end of a welcome sequence, they are more likely to make a larger purchase in the future.
5. Email subscribers regularly, but not frequently
Building your email list doesn't just mean getting customers to sign up. You also have to keep them on the list, which means reducing the likelihood that customers will unsubscribe.
Your autoresponder sequence is your first opportunity to create positive expectations around your email marketing. If you want to reduce the number of customers who unsubscribe to your mailing list, create an autoresponder sequence that offers real value and leaves customers looking forward to seeing your email in their inbox.
The frequency of email marketing is also key to building your email list. A 2016 survey found that 78 percent of customers unsubscribe from a business' emails because they are too frequent. However, if customers don't see an email from you for months at a time, they may forget who you are and unsubscribe.
To maintaining your list, email subscribers regularly enough to keep them interested, but not so frequently that they feel spammed. This will depend on your business and your customers, and you may have to run several test campaigns to determine whether customers respond best to an email every week, every other week, every month or only when you're having a sale.
Running test campaigns may seem like extra work, but it is worth it: Email is one of the most valuable forms of marketing you can use, with an average 122 percent return on investment. Spending time to build and maintain your list will pay off when you have the opportunity to market directly to your customers, with no middle man in between.
Additional reporting by Adam C. Uzialko.