Growing an engaged email list is one of the most important parts of creating a successful email marketing strategy.
With the new laws surrounding GDPR coming into force on the 25th of May, for a lot of businesses and organizations, it’s going to mean pretty much starting their list again from the ground up.
This doesn’t have to be as daunting a task as it sounds, as there are a number of tactics you can use to grow your email list.
Use a paper sign-up sheet (and let people know what they’re going to receive)
Using a paper sign-up sheet is one of the simplest ways to grow your email list. And it’s also one of the most effective. This is especially true if you have a retail store or a brick and mortar location where you interact with customers face-to-face.
The trick is to make the benefit of your email list clear. What’s in it for your subscribers? Will they receive special offers? Will they be the first to know about your new inventory?
Add a sentence or two at the top of your sign-up form to make it clear.
Make your opt-in form prominent on your website
Many sites downplay email signups in favor of social media icons. Sure, those fans, followers and likes are valuable, but for some businesses you will see a much greater conversion rate from ezines.
Besides, how do those buttons grow the one list you actually own? They don’t! Facebook decides when your fans see your content. Twitter is a constant stream, where your messages easily can get lost in the flood.
You own your email list, so put those sign-up forms where visitors will see them and be compelled to use them.
Make the “What’s in it for me?” crystal clear
The value proposition of your email should hit visitors over the head almost immediately. Show them the answers to “What’s in it for me?” and they’re much more likely to sign up.
There are a few ways to do this, but making sure your blog posts deliver awesome content regularly is a big factor. That’s like a free sample of the email content. If the posts are average, why should blog visitors come back, much less give up their email?
You can entice people to sign up initially be offering a discount, or by running a draw which they will be entered into. Contests, when well-constructed, create a fun and engaging experience for your readers. While there are many forms a contest can take – trivia, content submission, user voting – the key is to ask entrants to register for participation with their email address.
Remember tho – if you don’t want them to unsubscribe straight away, you have to keep up the high quality content!
Use social media
Social media participation can allow you to reach new audiences and make new connections. You should use social media to encourage people to visit one of the channels where they can sign up for your email list.
You could promote one of your lead generation offers on Twitter. Create a Twitter campaign to promote an ebook or a free resource to your followers that requires an email address to redeem.
Use your Facebook Page to promote an offer that requires an email address submission. Promote offers on your Timeline, and be sure to add social sharing buttons to the landing pages and thank-you pages you send them to so you encourage your leads to share those offers.
You could also add a call-to-action button to the top of your Facebook Business Page, then link the CTA button to a landing page that requires an email address for access.
Promote gated content
If you’re not already promoting gated content, you’re missing a very simple and easy method of lead generation. Gated content is simply content that is hidden until the visitor enters their email address. Here’s how this strategy works:
Use social networks and ads to bring visitors to your website. When they get there, block their way with a “gate” requesting their email address before they get to the good stuff. It’s a low barrier to entry, but a worthwhile one for you.
Content gating is typically associated with downloadable content like ebooks or white papers. But it doesn’t have to be restricted to a downloadable asset. Free consultations, product demos, and price quotes are all examples of gated content that isn’t a downloadable asset.