Increasing the number of contacts in an email list is a
near-universal goal for email marketers. However, many marketers make the
mistake of buying lists as a shortcut to the end goal of reaching their quota
or in the hopes of increasing their reach and engagement.
It may seem like more email addresses will result in more
leads, but purchasing lists has the opposite effect. Purchasing an email list
actually damages brand reputation and decreases the chance of engaging with the
right customers.
So how can you grow your list the right way? Not purchasing
existing lists is the first step. But there are many other ways to grow your
email subscriber base organically. Here are three to get you started:
1. Give customers multiple opportunities to sign up
Share your email
sign-up form in multiple places, and always communicate what value a new
subscriber will get for signing up. One of my favorite places to promote an
email list is on a thank-you page. If a customer has engaged with your brand
and you are sending a thank-you, use that opportunity to continue the
relationship by sharing an email newsletter they easily can sign up for, and
communicate the value they’ll receive by signing up.
At each opportunity, make sure you are optimizing your
opt-in pages. Make it as easy as possible for new subscribers to sign up — and
remember, less is more. Gather as much data as you can and need to personalize
their experience with your brand while keeping the signup process short and
sweet.
Lastly, always thank your new subscriber for signing up.
2. Begin with a strong welcome email
First impressions are important, and welcome emails are the
best way to introduce a new subscriber to your brand and engage them right off
the bat. Send a welcome email that is thoughtful, personalized, and shares
helpful tips or provides an offer. When you provide value, the subscriber is
more likely to remain on your list.
3. Continue to deliver valuable content
To keep subscribers engaged and interested in receiving your
email, send consistently new, interesting content. This year, 269 billion
emails are expected to be sent every day. There’s little chance for success
with uninspired copy.
The best way to fight through the noise is to provide
compelling content that showcases your brand’s expertise and provides offers to
your subscribers.
Forget shortcuts; take the scenic route
Organically growing an email list takes time, but by
following some of the tips above, you’ll begin to see an increase in
subscribers and engagement. Taking the shortcut and purchasing a curated emaillist, on the other hand, won’t increase your subscribers’ engagement.
Take the scenic route, and put your subscribers in the
driver’s seat by allowing them to opt in to receive your newsletters or other
promotional mail.
Always put your subscribers first. When your subscribers are
the ones who decide when they receive your messages, they’re more likely to
engage with your brand.
Article From: marketingland.com
