As a marketer, you know the importance behind the continuous growth of email subscriber lists. What you might not know is that if you’re not making a constant effort, these lists could be steadily shrinking. In fact, according to research by Marketing Sherpa, email lists decrease at a rate of at least 22.5 percent annually.
Another insight savvy marketers know? Quality is just as important as quantity. The expansion of an audience should remain a top priority, but it’s also critical to make sure the audience is engaged with your product or message. We have all experienced a time when someone, somehow, has gotten a hold of our email address and bombarded us with marketing messages. That is not an effective marketing plan. Building quality subscriber lists should be strategic, meaning it requires time, creativity and finesse.
Outlined below are several ways to start building quality email subscriber lists.
Explain the Value of Signing Up
Always be sure to let customers know what they will get in exchange for providing you their email address. This can be done through an effective call to action (CTA). For example, “Sign up today to receive news about our promotions and special offers” is much more effective than simply saying “Give us your email address.” The latter CTA happens a lot in brick-and-mortar stores. For example, a cashier may say to a customer, “Email address?” without explaining why they asked for it. Some customers may provide their email address anyway, but many may see the request as intrusive.
Simplify the Sign-Up Process
It’s good practice to use several attention-grabbing CTAs throughout your website. For example, you can place varying verbiage at the top of your homepage, on the right rail, and in the footer. The different text and formats will allow you to conduct a long-term analysis to determine which one works best.