how to build email list


how to build email list

Building an Email List :

One of a small business’s best marketing assets is a healthy email list. While proper management and use of your email file will drive revenue immensely, it is often a challenge to create the email list itself. With inbox clutter on the rise and customers becoming more sensitive toward any unwanted communication, marketers should develop their subscriber lists with relevance and care.

Fortunately, there are a number of simple and effective ways of creating an email list, including traditional online and offline tactics, as well as emerging strategies, such as paid search, direct mail, events and special offers. The challenges involved in maximizing list growth through every customer touch point are:

Using these tactics responsibly
♦ Complying with all legal requirements
♦ Respecting subscriber preferences

Direct Mail  Make The Most of This Longstanding Channel :

Advertise email sign-up in all catalogs, directory ads and direct-mail order forms. A simple checkbox accompanied by a field for writing in an email address on bills, rebate cards, subscription renewals, etc. is all you need to grow your list considerably.

When using this tactic, make sure to reach out to new subscribers as soon as you possibly can. Chances are that a significant amount of time has passed since they mailed the form, and its crucial to keep your brand fresh in their minds and continue the dialogue.

Email Sign-Up Boxes  Enable Customers to Sign Up for Email :

Placing a clear and conspicuous form on your website will help facilitate email sign-ups for your website visitors. This common acquisition practice is not only effective, but it is also very easy to implement. There are a few important things to consider when employing this tactic:

Keep the look and feel of all website sign-up boxes consistent and clean. This makes them easy to find, familiar, and appear more reputable to your audience.
Account Registrations and Online Ecommerce Forms  Incorporate Email Sign-Up into Your Forms
Site registration is the most common and effective means of acquisition for marketers. Jupiter Research found that 77 percent of marketers deem site registration effective in terms of both list quality and quantity. So make sure to incorporate email sign-up into all account registration and ecommerce forms on your website.

Customer Requests and Downloads  Provide Email Sign-Up Opportunities for Potential Customers
When your website visitors request online price quotes, catalogs, pamphlets, company information or research papers, ask for (or require) their email addresses. This list-growth practice is particularly useful for business-to-business marketers, catalogers, financial organizations and other businesses that may not have ecommerce websites.

Save any new documentation as a PDF for download, and require that individuals enter their names and email addresses in order to access it. The value of the information you are offering is directly proportional to the amount of personal data your customers are willing to provide, so make sure the tradeoff is fair. A highly anticipated white paper or report can garner a high number of new email subscribers who are openly expressing interest in your brand, so don’t leave this opportunity unaddressed.

Point of Sale  Make Email Acquisition Part of the Checkout Process :

For retail stores, asking customers for their email addresses at the point of sale (POS) is a proven technique that is quickly gaining momentum. In-person and in-store events were ranked second in acquisition quality and quantity, according to a 2007 Jupiter Research study.

Send a Welcome Email Offering a Free Gift with Any Purchase :

To encourage customers to give store associates their email addresses, consider offering a free product with their next purchase. An email can be sent to confirm the email address and can include the free offer coupon. This validates the email address and encourages customers to shop again.

Call-Center Representatives (CSRs)  Request Customers’ Email Addresses While on Customer Service Calls
Customers are highly receptive during customer service calls. You have their full attention and should use it to your advantage by requesting email addresses. You may be surprised at how many will comply.

Conclusion :

By following responsible best practices to build a permission-based house file, marketers create a win-win situation for both the customer and the brand. Companies gain long-term, profitable relationships with their customers, and customers receive offers for products and services that are meaningful and relevant to them.

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