How to Build Quality Email Subscriber Lists

As a marketer, you know the importance behind the continuous growth of email subscriber lists. What you might not know is that if you’re not making a constant effort, these lists could be steadily shrinking. In fact, according to research by Marketing Sherpa, email lists decrease at a rate of at least 22.5 percent annually. Another insight savvy marketers know? Quality is just as important as quantity. The expansion of an audience should remain a top priority, but it’s also critical to make sure the audience is engaged with your product or message. We have all experienced a time when someone, somehow, has gotten a hold of our email address and bombarded us with marketing messages. That is not an effective marketing plan. Building quality subscriber lists should be strategic, meaning it requires time, creativity and finesse. Outlined below are several ways to start building quality email subscriber lists. Explain the Value of Signing Up Always be sure to let customers know what they will get in exchange for providing you their email address. This can be done through an effective call to action (CTA). For example, “Sign up today to receive news about our promotions and special offers” is much more effective than simply saying “Give us your email address.” The latter CTA happens a lot in brick-and-mortar stores. For example, a cashier may say to a customer, “Email address?” without explaining why they asked for it. Some customers may provide their email address anyway, but many may see the request as intrusive. Simplify the Sign-Up Process It’s good practice to use several attention-grabbing CTAs throughout your website. For example, you can place varying verbiage at the top of your homepage, on the right rail, and in the footer. The different text and formats will allow you to conduct a long-term analysis to determine which one works best. Another great way to initiate sign-ups is to use a pop-up window. These in-your-face features get a bad rep for annoying customers, but in actuality are highly effective. According to Market Land, pop-ups can drive up to 1,375 percent more subscribers than other CTA placements. For well-received pop-ups, make sure what you’re offering is right for the specific user. Provide Compelling Content Two decades ago, Bill Gates declared “content is king,” and it remains true 20 years later. The right kinds of content on your website and social media platforms can attract subscribers. The best way to do this is to promote specialized content that your target audience would find interesting, but set it up so that the reader has to provide an email address in order to gain access to the free, downloadable content such as white papers and webinars. Another way to gain more email addresses through content is to create teasers. Upon showcasing the first few hundred words of a whitepaper or the first few minutes of a webinar, require viewers to provide their email addresses before they can access the content piece in full. They key to successful teasers is attention-grabbing introductions that leave readers and viewers wanting to know more. Encourage Forwarding Think about the emails and articles you forward to colleagues, friends and family. You pass them along because you were engaged and identified a shared interest. As you create content, think about the material individuals would want to share with others. Many people forward emails that include unique products, impactful graphics, and interesting tips and tricks. The more unique and informative the content, the more shareable it is. Get Creative The examples mentioned above are just a few ways to grow your subscriber lists, and none of them are difficult to implement. The best way to add subscribers is to come at it from all angles, trying all tactics or a combined few. Whichever strategy you employ, be sure to get creative and be diligent in ensuring the email addresses you obtain are relevant and add real value.

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How to Build Quality Email Subscriber Lists

Neil Berman

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Neil Berman