Your email list is one of your most valuable assets as a digital marketer. Here's how to convert more people to impact your bottom line.
Your email list is one of your most valuable assets as a digital marketer.
You’ve worked hard to get contacts signed up, and you probably consistently curate an appropriate amount of mailings to keep recipients updated.
However, too many marketing professionals fall into the trap of complacency when they have a routine, which can mean you aren’t giving your email list the attention it deserves.
To keep nurturing that list to make sure your email marketing campaigns are always effective, you have find ways to maintain steady growth.
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Luckily, it can be fairly easy to do. Follow these six tips to maximize your email list growth:
Let’s face it—people love prizes, and they love to win. Holding a contest or giveaway is an excellent way to make sure your customers are excited and eager to join your email list. Invite anyone to participate in your contest just by having them provide their email address – they’ll love a chance for free stuff, and you’ll get more email address to add to your list!
A great way to attract a new email audience is by partnering with another business. This can be based around a contest or promotion, like consolidating sample items into a giveaway pack.
Obviously, you should both have target the same kind of audience, and you might want to consider companies that have a similar voice and style to yours. You’ll get the benefit of a new set of eyes, and so will your partner company. Since you target the same audience, you won’t have to search around platforms finding the right demographics – you’ll literally have a whole new customer base with the click of a button.
Social media is great for engaging with your audience, but it can be tricky to convert those follows and likes to email addresses. You want to make it easy for people to sign up for your email list if they want (networks like Facebook make this easier than others) but more importantly, you need to work on making sure your content feeds readers to your email list sign-up.
Publicize a special discount code through social media – you’ll have a greater chance of it being shared and you’ll help funnel your social follows into sign-ups. You already have an audience on social media, so find creative ways to get them on your email list for more conversions.
Make your Content Shareable
If your newsletters are compelling, your readers will share them with others. Some of the components that go into shareable emails are:
- Relevancy: A trending topic can be a great way to make your emails shareable. Make sure the topic is relevant to your audience, and they’ll appreciate you as a dependable source of info.
- Meaning: If you can educate your readers or give them tips on topics that they care about, they’ll be more likely to share with others who are similar to them.
- Readability: Keep emails short and to the point to make sure you’re truly capturing your reader’s attention. Verify that your emails look attractive on a mobile device since people like to access info on the go.
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Customer referrals are always an ideal way to make your business look respected to new audiences. Create and share valuable information and you’ll acquire new contacts who are eager to hear more.
Have a new product to launch? Getting a new company off the ground? Rebranding? Get audiences excited by building up suspense through teaser ads or content, and then create a microsite or landing page that features a place for people to learn more by giving their email addresses. People love feeling like they are part of an exclusive list, so consider offering a “first look” or special discount for those who sign up early.
Many companies have started using this technique to build up customer lists, sometimes well before they are even ready for product launch! Another benefit? You can begin to have an idea of the market’s response to your offerings based on how many people show interest.
You should be sending more than just newsletters and company updates to members of your email list. Make sure your email content is personal and proactively addresses your customers. Try having responders personalized and attached to a real person’s name; this will make readers feel like your company is reachable and that you care about them.
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If you send lots of regular emails, consider taking a hint from Fab.com, who carefully monitored their readers’ opens and clicks, and proactively unsubscribed those readers who regularly left items unopened from particular lists. Many a customer was impressed by this consideration! If your readers think you care about them, you’ll increase your brand’s reputation and customer loyalty.