Back to Menu
Connecting You To Opportunity
What can we help you find?
Search|Login|Sign Up
  • Business Topics
  • Business Basics
  • Career
  • Finance
  • Human Resources
  • Marketing
  • Technology
Back to Menu
Hello
  • Login
  • Sign Up

How to Build an Email Marketing List From Scratch

ByJared Atchison,
business.com writer
|
Oct 08, 2019
Home
> Marketing
SHARE THIS

Building an effective email marketing list can help grow your business in numerous ways.

If you have yet to build an email marketing list, you're missing out on a key way to help you achieve your business goals.

Email trumps every other channel in terms of conversions and return on investment (ROI). Research shows that for every dollar spent on email campaigns, you get a $44 ROI. In addition, 91% of subscribers are open to receiving promotional emails from brands. Digging deeper into research, you'll find that you can't go wrong with an email list if you want to grow your business to new heights and cater to customers.

There are nearly four billion email users worldwide, and with so much activity, it's crucial to take advantage of this channel to market to customers. When built to target the right audience, growing an email list can be one of the most effective and lucrative strategies for your business. It provides communication between brand and customer, sends subscribers relevant content and lets businesses collect user feedback. 

Email marketing is important because it turns everyday website visitors into paying customers. When someone signs up to join your email list, it's clear they're interested in your brand. All you have to do next is send them relevant content, cater to their needs and keep them happy. Since it costs five times more to acquire new customers than to retain existing ones, it's crucial to pay attention to email subscribers.

Based on what offer they signed up for, you can then segment your subscribers, send them relevant content and move them down the sales funnel. Building a list from scratch can be challenging, but it's not impossible.

Here are 5 key ways how to build an email list from the ground up

1. Create personalized landing pages

It's better to create separate landing pages for each campaign rather than one landing page for several campaigns. Why? Because people come to your website for different reasons, looking for different things. One generalized landing page is not going to cater to the masses the way you think it will. Instead, it'll drive visitors away because they aren't finding what they're looking for.

Personalization is the key to creating landing pages your visitors want to engage with. If you're a furniture company and you create a landing page for every piece of furniture in your store, then you aren't catering to the small group focused on armchairs. When they don't see offers for armchairs, they'll quickly leave your website. The same goes for any website that doesn't use personalization in its marketing strategy.

By using a landing page creative tool, you can create individual landing pages for each campaign. You can take subscribers who signed up for a specific offer or campaign and segment them according to their behavior on your website. The more landing pages you create, the better, since companies who increase their landing pages from 10 to 15 see a 55% increase in leads.

2. Use a timed popup 

Timed popup opt-ins are effective because they appear to users after they've already spent time scrolling through your content. Unlike static forms, they use the element of surprise to encourage visitors to hand over their information. If someone is already engaging with your content and an opt-in appears, there's a good chance they'll join your email list.

Pay attention to the word "timed." A popup should not appear after one second of someone visiting your website. It's irritating and doesn't give people the chance to consume your content before you bombard them with an opt-in form. Set up your popup so that it appears after a set time, or once a user scrolls to a certain point of the webpage.

Take it a step further by turning your popup into a simple survey. Limit it to no more than two questions followed by the opt-in that collects users' email addresses. You can ask anything that helps you determine how to cater to them better, such as how their experience on your website is or if user navigation is easy. Kill two birds with one stone by collecting user feedback and growing your email list at the same time. 

3. Simplify your forms

According to a recent study, 55% of B2B professionals say their top priority is increasing lead generation. It's a struggle many marketers face as they try to grow their brand and its following. An easy way to collect more leads is by simplifying your opt-in forms.

You need to make it as easy as possible for visitors to join your email list. For new visitors especially, they won't bother dealing with an opt-in that's difficult to navigate or asks for 12 different pieces of information. It might not seem like a big deal, but when you go out of your way to make things complicated, you'll see your conversions remain stagnant. Removing as little as one form field can increase form conversions by 26%, so avoid adding several fields in your forms. 

4. Create a lead magnet

Instead of showing a standard opt-in to visitors, what if you incentivized their reason for signing up? As much as 30% of people will return to complete a form if they get something in return, which is why creating a lead magnet increases conversions.

Lead magnets are free resources you provided your audience in exchange for their email. Visitors gain access to high-quality content while you gain a new email subscriber, which is the perfect start to a mutually beneficial brand-customer relationship. 

Examples of lead magnets include:

  • Ebooks

  • Templates

  • Checklists

  • Guides

  • Whitepapers

  • Webinars

Whatever freebie you offer subscribers, the important thing is that it has value. No one will bother giving you their contact information for content that doesn't have anything to offer. Make sure you teach something new or provide excitement and intrigue so that the subscribers you convert stay for the long haul.

5. Host a giveaway

If you want to increase your subscribers, build buzz around your brand, and heighten its recognition, consider hosting a giveaway. Giveaways are fun and encourage those within your target market to check out your website. 

It's important to find a giveaway plugin for WordPress that works for what you're trying to achieve. Pay attention to the specific features you want so you pick the one that's right for your campaign. 

Choose a giveaway prize that sparks interest in your audience. Offer them something you know they want so they're more likely to enter. 

Set rules that do the work for you. For example, you could create a rule that subscribers must tag a friend in your giveaway post to enter. That way, they spread the word about your giveaway and encourage their friends to enter as well, increasing your subscribers. If you plan your giveaway with a strategy in place, your email list will grow.

Building an email list is something every marketer and business owner must do to succeed. Email is the easiest, most responsive channel for generating leads and sales, and it connects brands to their audiences. When you market your email list to visitors by giving them content they care about and making it easy to subscribe, it makes all the difference in your conversions. 

Jared Atchison
Jared Atchison
See Jared Atchison's Profile
Co-Founder of WPForms, one of the largest WordPress contact form plugins in the market. I have been programming for over a decade and enjoy creating plugins that help people create powerful web designs without touching code.
Like the article? Sign up for more great content.Join our communityAlready a member? Sign in.
We'd love to hear your voice!
Login to comment.
LoginSign Up