Getting more email subscribers is job #1. Email is and has long been the number one producer of return on marketing investment for businesses large and small.
Acquiring the contact information of someone who has expressed at least a mild interest in what you do and has given you permission to tell them a great deal more about what you do is the first, and perhaps most important, task.
There are few businesses today that can get by on traffic and eyeballs alone. Today’s marketer must get access, permission and time on the screen. Today’s marketer must have multiple opportunities to build enough relationship capital to convert trust into a sale.
Email marketing, combined of course with advertising, referrals, public relations and a total online presence is the complete package.
List building is an essential element of email marketing today and takes a strategic approach in line with its importance.
It’s no longer enough to slap an email sign-up form on every page of your website and call it done. You must focus attention to detail and expand your thinking on list building to get your “value exchange” or “reason I would give up my email address” in front of more of the right people at just the right time.
Below are five tactics for list building today:
1) Feature with content
There is an assumption in this post that you are producing high quality, educational content – the kind that draws links and readers. Now you’ll want to explore ways to promote your list sign up as people engage with this content.
Many WordPress theme frameworks today (Genesis and Thesis) allow for what are being called “feature boxes.” These feature boxes make it easy to place a sign up box at, say, the end of each blog post or top of your blog home page. Placing your email offer where people are reading and enjoy your content improves uptake.
2) Content partner share
One of the most important ways to entice email subscribers today is by offering long format content in the shape of an eBook. Generally, this is content that deeply tackles one subject in a way that’s appealing to your target client.
Once you’ve gone to the effort to produce this content reach out to other businesses, the ones that know they should be offering content to their customers, and allow them to promote your eBook by way of a special co-branded sign-up landing page.
3) Thank you suggest
Once someone signs up to receive your offer it’s good form to redirect them to a “thank you” page that gives them assurance that all is well, what to expect next or other details.
Consider partnering with three or four other “high quality” content producers that you would recommend to your readers and suggest subscriptions to these partners on your thank you page.
If each of the partners involved performs this action you’ll see more subscribers by way of referral.
If your content, such as an eBook, is attractive enough you may find that advertising is an effective way to create list sign-ups. Of course this assumes that your conversion and measurement activities are such that you at least have some idea of what an email subscriber is worth long-term to your business.
You can effectively promote an eBook through Facebook Promoted Posts or by purchasing solo ads in newsletters related to your market.
5) Endorsement swaps
One of the most powerful ways to quickly add subscribers is for another list owner, one that has built trust with their subscribers, to send a mailing endorsing your eBook or newsletter content.
Now, while this is obviously a great tactic, it’s one that requires many things. No list owner will risk their reputation endorsing low quality content and neither should you. This is a tactic that takes time as it’s best done with partners that you have established a very trusting relationship with either by way of reputation in your industry or by directly working on other projects.
Build these relationships, create some killer content and approach your partners with the idea of sending an email offering their great content to your list while they do the same.
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