Best Practices for Building Your Email List
3. Encourge engagement via social media. Consumers interact with your company online outside of your website. Encourage social media contacts to sign up for your email newsletter, which provides a better and more effective context for direct promotional efforts. Here are some examples:
- a tweet inviting followers to sign up to see the next publication of your newsletter;
- using Twitter to promote the online version of your mailer; and
- embedding your email sign-up form on your Facebook page.
This approach must give your social media contacts a compelling reason to open another channel of communication with you. Ensure your emails contain information or offers that are only sent to email subscribers. Exclusivity is a powerful incentive to join a list.
4. Work with partners. Find related businesses whose products or services are complementary to yours and ask if they'll add your newsletter to their opt-in form. Do trade offers. Add an additional check box to your sign-up form so people can subscribe to your list and your partner's list at the same time.
5. Build your list offline, too. Invite consumers to subscribe to your email program in your brick-and-mortar stores. Let them sign up right then and there via a printed-out subscription list or collect their details via your point-of-sale system. Ask customers if they'd like to subscribe to your newsletter via telephonic transactions (best you use a double opt-in for that).
Do the same when exhibiting at a trade show. Word-of-mouth is one of the strongest marketing mediums. Talk to people to let them know you have valuable information to share. Include subscription information on your business cards. But remember, just because someone gives you their business card doesn’t mean they want to be subscribed.
The only way to keep subscribers on your list is by providing them with relevant, valuable content. Ultimately, the quality of your mailing list (having engaged, interested and interactive subscribers) means much more than the size of it.