Email marketing helps you raise awareness and keep your products and services top-of-mind for your subscribers. But since the average email list naturally degrades by about 22.5% every year, it’s becoming more and more important to proactively grow your list.
But, how do you get your emails into the right inboxes and increase subscribers? For many companies, the easy way out is to simply purchase a list to build your numbers back up. Let us be the first to tell you – this is a bad idea. A purchased list will give you a short term lift in subscribers, but your deliverability will almost certainly drop. Plus, you could hurt your IP reputation, which could stop active subscribers from receiving your content since your emails will bounce or be directed to spam folders. So, how can you build your list with actively opted-in and engaged subscribers? Let us count the ways.
Give your audience a reason to subscribe to your email lists. Offering discounts, like a flat rate or a percentage off a purchase is a good way to do this, but incentivizing your audience to opt-in doesn’t have to break the bank. Appeal to your audience’s desire to know what’s going on by using calls to action (CTAs) that encourage them to stay in the loop. Or, use gated content to gain subscribers. Asking website visitors to sign up for a free copy of a whitepaper or ebook can help you show your value to consumers and spread your message.
If visitors are on your website, chances are they’re interested in what you do. Capture them at this stage by using a pop-up or footer sign-up form. To get the most out of your form, follow these tips:
Having strong website CTAs and an intuitive preference center will boost your subscriber list, but don’t rely solely on your website. A well rounded marketing strategy uses every platform you have, and building your email list is no different. Use social media to promote contests and giveaways that involve a subscriber signing up for emails. Add a sign-up CTA on your Facebook page, and tease gated content on Pinterest or Instagram. You can even use YouTube end cards to encourage viewers to subscribe to your newsletter.
Once you have subscribers, the best way to keep them is having great content. Great content will vary widely by industry and audience personas, but focus on making your content engaging and shareable. If your current audience loves the content you’re sending them and it’s easy to share, they’re more likely to forward it on to new potential subscribers.
Could your email marketing use a boost? Let’s explore your options and grow your audience!
As the Email Marketing Specialist, Megan Farquharson assesses, builds, and maintains high-quality email programs for Fruition’s clients. She continues to delve deeper into the world of email, and loves the variety it provides – it lets her do a bit of everything, including graphic design, copywriting, data analysis, research, and coding. At Fruition, Megan helps businesses create automations, maintain good list hygiene, boost their sender reputations, and improve their ROI. In her spare time, Megan runs a Tang Soo Do martial arts studio in Aurora with her brothers and travels the world.
President & Founder, Tru Family Dental
Marketing, Dependable Cleaners
President & Founder, Family Travel Association