An email marketing list is one of the most valuable assets for any digital marketing strategy. It's a database of contacts who have opted to receive communications from your company via email. Building an email list enables you to directly reach your target audience and nurture relationships through ongoing email campaigns and promotions.
Email marketing can generate incredible results for driving traffic, boosting conversions, and growing revenue. However, none of those benefits are possible without first building a robust email list of engaged subscribers.
In this post, we will explore proven techniques to build your email list from the ground up. Let's get started!
Truly Understand Your Target Audience
The first step to building your email list is getting crystal clear on who you’re marketing to. Develop detailed buyer personas that capture your ideal customer’s demographics, common pain points, and reasons to engage with your brand.
Use surveys, interviews, and tools like Google Analytics to gather insights directly from your existing customers. Learn what types of content and offers resonate most with your audience. This level of intimate understanding ensures your outreach and messaging will appeal to those you want to reach.
Craft a Strategic Email Marketing Plan
Every successful email program starts with an effective strategy and plan. Be clear on what your objectives are and how email fits into your broader marketing approach. Set specific goals around growing your list, driving conversions, increasing engagement, etc.
Determine the optimal mix of educational, entertaining, and promotional content based on your audience’s preferences. Map out lead nurturing workflows to convert subscribers into customers.
It’s also important to ensure you have the in-house resources or agency support needed to execute sophisticated campaigns on an ongoing basis. This coherence guarantees that your emails seamlessly integrate into the larger narrative you're telling your audience.
Develop Valuable, Engaging Content
Content is the cornerstone of every email marketing list. If you want people to sign up, you need to consistently offer content that provides real value. Helpful blog posts, detailed guides and eBooks, insightful case studies - these types of assets build trust and get prospects invested.
Talk to your audience to identify the topics and questions they care about most. Then create content that provides solutions, establishes your authority, and ultimately convinces visitors your emails are worth subscribing for. Content that resonates is the fuel for list growth.
Get Strategic About On-Site Opt-Ins
Your website itself presents one of the most significant opportunities for capturing email subscribers. Place opt-in forms, pop-ups and other email signup touchpoints throughout your site. Prominently feature them on high-traffic pages and at the moment when a visitor receives value.
Provide a compelling reason to join your list, like accessing an exclusive offer or asset. Ensure your forms are mobile-optimised. Use exit-intent pop-ups to convert abandoning visitors. By making the sign-up process seamless and rewarding, you'll entice more visitors to sign up for your email list.
Promote Your List on Social Media
Social media is a prime channel for showcasing your content and driving email list growth. Share your blog posts and resources across all social media accounts, highlighting the value subscribers gain access to. Use targeted ads to reach lookalike audiences that match your existing subscribers’ demographics and interests.
Run contests and sweepstakes requiring email signups to enter. Partner with influencers in your industry to expand your reach. Add social share/join CTAs to all of your assets. Consistency, engagement and leveraging partnerships are key to social success.
Entice Subscribers with Exclusive Offers
One of the most effective tactics for growing your list is to offer freebies, special discounts, early access, and other exclusive deals only available to email subscribers.
For example, sending subscribers promo codes for 25% off their first purchase or access to VIP webinars helps convince visitors your list will provide real perks. Just ensure exclusive offers are only available to those who subscribe, adding urgency. Deals and freebies will supercharge signups.
Implement Lead Magnets & List-Building Tools
Dedicated lead generation tactics can rapidly grow your email list. Create free downloadable lead magnets like toolkits, resource lists, calculators, and guides in exchange for an email address. Offer high-value webinars, training, and workshops exclusively for subscribers.
Tools such as HubSpot allow you to not only build high-quality email lists but also automate list-building so it happens seamlessly without manual effort. Just ensure your landing pages are optimised for conversions with strong messaging, relevant lead magnets, and frictionless design.
Leverage The Power of Email Marketing Software
To scale your efforts, you need professional email marketing software. All-in-one platforms like HubSpot and others make managing and segmenting your list intuitive.
For example, they allow you to automate lead nurturing workflows and campaigns and gain access to detailed analytics on open rates, clicks and subscriber engagement.
Choose a solution that aligns with your budget and needs. The ROI from email software is immense thanks to the time savings, organisation, and campaign optimisation they provide. Relying on spreadsheets will severely limit your efforts. Software is essential for list growth.
Start Building Your List from Scratch
If you're just starting out with no existing contacts, don't worry - you can build your email list from zero. Here are some proven ways to start collecting email addresses and growing your subscriber base:
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Incentivise website visitors to sign up through pop-ups and embedded forms. Offer exclusive discounts or content in exchange for their email address.
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Run social media contests and sweepstakes that require an email signup to enter. Give away prizes to generate buzz.
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Create gated content like free eBooks, guides, and toolkits. Gate access behind a landing page signup form.
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Import contacts from your CRM database or other sources if available to build an initial foundation.
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Partner with relevant influencers and brands to promote your list to their existing followings.
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Attend events and conferences to network and directly collect email signups in person.
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Purchase email lists from reputable sources to kickstart your subscriber base.
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Offer current customers incentives to share your opt-in page and grow referrals.
With persistence and creativity, you can build an engaged email list from zero subscribers. It just takes consistency across channels and always providing value.
Promote Signups Across All Marketing Efforts
To maximise email list growth, you need to incorporate email signups into every aspect of your marketing efforts:
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Website banners and popups prompting visitors to join your mailing list
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Social media posts and stories reminding followers to subscribe
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Paid ads focused squarely on capturing email leads
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Email CTAs and links back to website opt-in forms
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Direct mail postcards that drive recipients to online signup pages
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Traditional media ads highlighting the benefits of your email list
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Radio/podcast ads with unique promo codes for list subscribers
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Every piece of content and asset pointing to opt-in opportunities
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Email signatures linking to your subscription page
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QR codes, NFC tags and other smart objects directing to signups
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Retargeting campaigns aimed at previous website visitors
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Reviews and testimonials urging readers to get on your list
This multi-channel promotion strategy ensures signup opportunities are present at every stage of the customer journey. The more exposure, the faster your list will grow.
Conclusion
Building a highly qualified email list takes strategic effort, compelling content, and continual testing and refinement. However, the long-term payoff is well worth it. An engaged, responsive subscriber base that trusts your brand and looks forward to your content is marketing gold.
Use the tactics in this guide to start growing your list. With a consistent focus on delivering subscriber value, your email marketing will thrive.
If you need support building and managing your email marketing strategy, the experts at SpiderDigital can help. Get in touch today for a free consultation on maximising your email marketing results.
