Email is still one of the best ways to communicate with and market to your audience. It remains an essential communication tool used by the majority of the population and is how most customers prefer to receive communications from brands. However, email’s strength as a marketing tool depends on the quality of your audience list. An engaged audience is interested in your newsletters, with a substantial portion opening, reading, and clicking them. The key is building that perfect subscriber list. We’ll explain the proven strategies for building your best email audience list in this blog.
A Visible and Present Email Signup
You might only just be starting your email newsletter and need to build your subscriber list or you’re looking to grow it to a more substantial following. To get more users, you will need them to voluntarily sign up and explicitly consent to receiving your emails. Provide an email signup that is always accessible to users. The standard place to put an email signup is in your website’s footer. This will provide a visible but unobtrusive signup form on every page of your site. No matter what page a user visits, they can see the option to sign up. Another option is at your point of sale (POS) online and in-person. Your online checkout can include a simple checkbox where users can provide their consent to receive email signups. As customers check out in your brick-and-mortar store, you can similarly provide an opportunity for them to sign up by offering digital receipts.
A Website Popup
Another standard method for collecting emails is a website prompt that offers users an email signup form. This ensures every visitor learns about your email list in case they do not see the form in your website’s footer. Be sure to delay this popup to at least 30 seconds or one minute after someone has been browsing your website. Also, the popup should be easily closed and not obscure the entire webpage. If a popup is too immediate and obtrusive, it will only annoy new visitors to your website. Imagine someone asking you to buy a car before getting a test drive or even seeing the interior. Give users a moment to recognize your business’ value proposition so their interest is piqued. They will then be more likely to want to sign up for your newsletter when prompted.
Enticing Sign Ups
It can help to incentivize users and customers to sign up to your email newsletter. A prevalent but effective strategy is to provide a one-time discount to those who subscribe to your newsletter for the first time. This is great for those already browsing and/or shopping on your site, where the footer and popup can notify them of this discount. To attract other users, we recommend hosting a giveaway or contest where signing up to your newsletter is a requirement for entry. With an enticing prize, users will happily agree to provide their email. Note if you are a service-based business providing a discount will also work, or alternatively, you could provide a sampling of what you provide, such as a free template or one module of a course you provide.
Collect Pertinent Information for Your List
You want to make your signup process simple and fast, otherwise users may abandon it and never join your list. However, there is some essential information you want to collect. Besides the necessary email and explicit consent, you will also want to collect their first and last name. This will help specify the customer in your email system, and you will be able to automatically send emails personalized to their first name in the body text and subject line of future emails. Such personalization gets their attention and can increase open rates by up to 50%.
Further Personalization for the Best Email Audience
More information about your email subscribers will allow you to craft even more personalized emails. This can include automated communications, such as product recommendations. You don’t and can’t collect that data from the start. Instead, that is information you can gather based on their purchases or browsing behaviour on your website. Email platforms can connect to your ecommerce to unify this information. Another method for obtaining some more of this information is to provide voluntary surveys that help you collect valuable information.
The Best Email Audience is a Clean Email Audience
A lot of this has focused on growing and expanding the information in your email list. However, a bigger email list is not always better. Be sure to regularly clean out your email audience of any disengaged members. Subscribers who don’t open or click your emails will negatively impact these rates, but more importantly, won’t give you a proper sense of what email content is resonating. Set up automations that both sunset and try to win back these subscribers. In either case, you will have a reengaged subscriber or cleaned your list to be more effective.
All these strategies are essential to building your best email audience. Just like the perfect garden, the truly best email list needs to be constantly maintained with sowing, fertilizing, pruning, and weeding. If you’re wanting to start email newsletters, expand your audience, or set up crucial automations, contact us about our expert email services.