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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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PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

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The Guide is brought to you by the email marketing experts at DMIQ and their extensive research into one of the largest email campaign archives in the industry. On top of latest trends, it features 19 best practice chapters from today's email marketing thought leaders. You will learn how to create a relevant email program to nurture leads and drive sales, how to best use call-to-action visuals in your emails, and how to use social email to improve marketing effectiveness.

You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
•	The Strategy (and Tricks) for Improving Open Rate and Response
•	6 Tests to Improve Email Program Results
•	5 Best Practices for the Gangbusting Email Campaign
•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
•	…Just to name a few!

This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

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<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

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