E-commerce Link: How to Grow Your Email List—the Lifeline for Success
Have you measured your email list churn rate recently? You don't want a leaky bucket with more leaving than joining. Check this twice a year. A growing list of recipients provides you with boundless opportunities. Having a strong and vibrant list of email sign-ups is a lifeline for any marketer. The more people on your list, the more chance to market effectively to them. We'll focus on tactics to make sure your pipeline is growing and not stagnant.
Email Sign-Up on Your Home Page
You know this is important. If someone visits your site for the first time, you hope the site engages them, and it's critical to "do the ask." Promote your email program, hopefully in a visible part of your home page.
Ace Hardware uses an aggressive strategy. The company serves a pop-up promoting email sign-up. The call to action is good: "Be the first to get exclusive offers & expert tips delivered to your inbox." However, I was surprised that all the marketer asks for is an email address and whether the individual has an Ace Rewards Membership number. It seems to me that at the very least the company would want to capture the ZIP code of the sign-up so local stores can promote events.
You may be averse to employing pop-ups, but there are ways to make this less intrusive for your site visitors. Set up the logic so the pop-up is not served immediately. Give them time to digest what your home page is all about and get familiar with your offerings. The pop-up then might show up after a few seconds of site time. In addition, you can program the display so the pop-up only gets shown for the first two or three visits. This makes the use of this technique much more palatable.