mail marketing is still one of the most effective ways to market your business therefore maintaining a healthy list of engaged email subscribers is critical when it comes to delighting your clients, selling your services and promoting your online offers.
Investing time and energy into growing your email list can also improve your social reach, conversions, click-through rate (CTR) and ROI.
So that’s the why, now let’s look at how you can grow this gold mine.
Why Should You Grow Your Email List?
Email vs Social Media
You may assume that social media may be more of a priority when it comes to marketing than email. However, the reach of email far outweighs social media. Email, with an estimated 4 billion accounts globally, is used almost universally, which means it has a higher reach than social media channels combined.
- Facebook has an approximate user base of 2.6 billion users
- Twitter has an estimated 330 million active users,
- Instagram has 1 billion active users
- LinkedIn has a membership base of 660 million
Therefore the effectiveness of email surpasses social media, especially considering individual users likely repeat across different platforms.
Opening and conversion rates are also higher with email due to having a direct line to audiences.
Growing your email list will expand the reach of your business.
Use Your Website To Your Advantage
On your website you can…
- Include CTA on Multiple Pages: Don’t make people have to search for ways to subscribe. Link to offers throughout your website that encourage email sign ups (don’t forget about the ‘About’ and ‘Contact’ pages). Like we do with our blog posts and throughout the pages on this site.
- Create Hubs: If you combine your popular blog topics into specific hubs, people can easily access the resources they need and subscribe through regular CTAs linked to the posts.
- Identify High Traffic Pages: Create resources to suit the needs of your audience according to what draws the most traffic.
- Use a Double Opt-In: In order to weed out poor quality subscribers, implement a double opt-in so that the user must confirm their subscription request twice, the second being through a confirmation email. Remember you are after quality, not quantity.
Two other options which perform well are …
- Guest Blogging: If you write guest blogposts for other sites, you can reach out to new audiences and draw them in with a CTA.
- Hosting a Webinar: Check out our blogpost here on how to run a webinar, they can be a great way of bringing in new subscribers by way of registering.
- When it comes to CTAs, include trigger words like you, yes, new, stop, how and instantly to encourage action.
- Ensure all web forms are mobile friendly, so that people browsing on the go can also easily sign up to your email list.
Make Signing Up Simple
To attract people to your email list, you not only need to give people reasons to subscribe, but you also need to simplify the process of signing up.
Here are some features you can add to your website to boost sign ups:
- Social Bar: This sits over the top of your content to link your visitors to your social media channels.
- Landing Page: This is a dedicated page visitors land on when clicking on an SEO result created for a marketing campaign.
- Pop-Ups: These focus the visitor’s attention on a specific offer. A word of warning, ensure you perfect the timing, message and targeting of the pop-up as they can quickly become annoying.
- Slider: A slider is a small box that slides into the bottom corner of a page, not as invasive as a pop-up.
- Feature Box: This is a large opt-in CTA that sits above posts and below headers.
- Scrolling Header Bar: This sits at the top of your screen and stays fixed while people scroll.
- Checkout Forms: As people are checking out, add a tickable box for them to sign up as they are purchasing a product or service.
Here are some tools you can use to implement some of these features:
- Sniply: Helps you add CTAs to any page. Pricing ranges between $29 and $299 per month with their most popular plan at $79 per month.
- Unbounce: Platform for designing landing pages. Pricing ranges between $80 USD and $300 USD per month.
- Sleeknote: Allows you to integrate on-site engagement tools. Pricing ranges between 49 and 549 euros (approx $84-$940 NZD) per month (these costs are through their annual billing plans).
- HelloBar: Allows you to add in feature boxes or pop-ups. Pricing ranges between free and $99 per month.
- Sumo: Also helps you add feature boxes and other email capture features. Pricing ranges free and $39 per month.
The most important thing you can do to grow you list? Is to test ... and to measure
Split test your landing page conversions, your paid ad campaigns promoting your content and your email sequence performance.
By doing this, and constantly improving based on the data you will ensure that the efforts you put into growing your email list pay dividends.
Because at the end of the day, your goal in growing your list is to convert prospects to clients. Not thousands of emails in a database.
Here are some more tips to help you attract and retain high-quality subscribers:
- Monitor Bounce Rate: Investigate which emails bounce back and unsubscribe those users so your list is as accurate as possible.
- Segment Mailing List: Your mailing list probably has a specific demographic, but they are even more niche audiences to target within this demographic. If you segment by buyer persona (data from age, location, interests), you can send out more targeted content and improve the CTR of your emails.
- Encourage Sharing: If your subscribers share and forward your mail-outs, this can bring in new subscribers. You can include social sharing buttons in your emails to encourage this.
- Opt-In Campaign: You can also upgrade your list with an opt-in campaign, by creating an engaging opt-in message and send that through to your list of subscribers before removing those who don’t respond.