If you’ve been exposed to the marketing world for quite some time now, most likely you’ve heard about the importance of building an email list.
You can turn your attention to other areas of your business but without any email subscribers, you won’t be getting real conversions and sales.
The stats are impressive:
According to McKinsey & Company, email is 40 times more effective in acquiring new customers than social platforms like Facebook and Twitter. For every $1 you spend on email marketing, you’ll generate an ROI of $38.
Reasons why email is so effective
What makes email so powerful, anyway?
- Email is more personal and customizable – Unlike social media, you can custom-tailor your messages depending on your recipient. You’re able to address people by their names and bring up a topic which they’ll find valuable. By speaking directly to your customers in private through your messages during their free time, you’ll build trust.
- Email is cost-effective – You can send email messages to your subscribers at zero cost. If you have a few people on your list, there’s no need for you to sign-up for a paid account on your chosen email service provider. MailChimp allows you to grow up to 2,000 subscribers and send 12,000 emails a month for free.
- Email isn’t dependent on any algorithm – As an open platform, email will forever remain as it is. It’s not controlled by third parties and insusceptible to changes in algorithms. Social media platforms like Facebook frequently make algorithm changes and this is the reason why your brand messages often don’t reach your target audience – unless you’re going to pay for ads.
- Email results are measurable – You can track the results of your email marketing efforts, from your open rate to unsubscribe rate. You’ll be able to use these key performance indicators (KPIs) to plan new strategies for engaging your recipients.
Techniques to grow your email list
1. Add a signup form on your website.
For people to be part of your email list, you need to create an opt-in form or email signup form. Design your signup form in a way that it stands out and looks aesthetically pleasing. Use colors that match your branding. Include a persuasive call-to-action. Only ask for necessary info to avoid overwhelming your visitors. Most marketers include only 2 email fields – name and email address.
Below is an example of a compelling signup form:
2. Place your email signup form in strategic locations.
There are high-converting spots on your website where people are more likely to take action. To boost your email signups, OptinMonster suggests placing your form on these areas:
- Site header – Since your site header is above-the-fold (upper part of your web page), your visitors will be able to see them without having to scroll down.
- At the bottom of each blog post – It would be great to invite your visitor to be part of your community after he has read your interesting blog content.
- Top of sidebar – You website sidebar is another highly visible location. Placing your form on top ensures that it stays above-the-fold. Again, users don’t have to scroll down.
- About page – Your About page is one of the most visited pages on your site. After people discover who you are, give them an opportunity to stay in touch with you by adding a signup form.
3. Offer an incentive.
An opt-in bribe or lead magnet is a free offer or incentive you give to your potential subscribers in exchange for their contact information. The reason why you need to provide a lead magnet is that people don’t usually give their private information without you offering something in return. People need to know what’s in it for them.
Your lead magnet can be either of the following:
- Ebook
- Cheat sheet
- Resource list
- How-to/tutorial video
- Software download
- Content upgrade
Make sure that your lead magnet is relevant to your brand. It should be exclusive, which means that people won’t be able to find it elsewhere.
Here’s an example of a lead magnet that’s relevant and exclusive from Pro Cheer Life:
Final Thoughts
After you’ve collected a handful of email subscribers, don’t forget to nurture your email list. Your list is your most valuable asset. Send people messages that they would love to read and share. Segment your list and choose an appropriate schedule and frequency for delivering your messages. Always A/B test your emails!
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