Growing Your Email List Starts at Home: 6 Tips to Do It Right

June 11, 2012 By Bertrand Van Overschelde

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Unsubscribe and bounce rates for email range from 15 percent to 30 percent per year. To make forward progress with your email list size means minimizing the natural leakage and adding new emails. The top two methods to organically grow your email customer base are through a sign-up form on your website and/or by gaining permission during the purchase process. While not all site visitors may be ready to buy, they may be ready to take that step of getting to know you better.

Even with the growth of social channels, email is one of the most effective marketing channels. In 2011, the DMA estimated an ROI of $40.56 for every $1 invested. With such proven results, it’s no surprise marketers are under ongoing pressure to increase the size of their opt-in email lists.

It’s Not Just Called the ‘Home Page’ for Any Old Reason!
Some of the simplest strategies for attracting qualified fans, followers, customers or subscribers begin where they first interact with your brand, product or service online—your website. Here are a few easy-to-implement tips that will help you start each relationship on a more positive note, helping you increase the number of people you consistently communicate with:

1. Sign Post Your Sign Up
No one can sign up if they can’t find the option to; yet many websites bury their mailing list options on the “About” or “Contact” pages. You’d be surprised at the increase in registrations you’ll get if you make the option obvious. For best results, keep the subscribe button in a place where people are most used to seeing it – generally either on the bottom or the top right of a webpage.

There’s also no rule that says you can only ask once. Include the subscribe option on multiple pages and in multiple locations, then test to see which position works best—without sacrificing purchase conversion.
 
2. Demonstrate the Value of Your Relationship
Many consumers are reluctant to give out their email addresses or personal data, so it’s important to offer a compelling reason why they should share information about themselves. Be clear about the benefits they can expect to receive from your communications, and remember that a good value proposition is one based on desire and exclusivity.

For example, if asking for date of birth, let them know they’ll receive some sort of birthday surprise. You needn’t be shy about asking for information—just be respectful, keep consumers informed and don’t make it a requirement.

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