Developing and maintaining a high-quality email list can be extremely valuable to your business. Email is still a fundamental part of acquisition and communication, mainly because email marketing has one of the highest ROIs among marketing methods. The ROI for email marketing can be as high as 4400%, which is $44 for every dollar spent on an email marketing campaign. If you’re looking to grow your business, email is 40 times more effective for acquiring new customers than social media. It has a significantly higher click-through rate than social media posts.
You can use several tactics to build a list of people who opt-in to receiving communication from your business. The first step is ensuring that the call-to-action (CTA) to opt-in is clear and prominent on your website. You can also use a pop-up message that appears on your site that offers the ability to opt-in. This tactic is known as on-site retargeting. You can find out more information about on-site retargeting and the best practices for it in this on-site retargeting guide and in this case study showing the results of an on-site retargeting campaign.
Another way to try to get opt-ins is through your standard company email signature. Create a place in the email signature asking people to sign-up for your emails, ensuring that every email you send is an opportunity to build your email list.
When you ask someone to do something, like sign up for your emails, you need to explain what they get from the exchange. Describe the kinds of communications they will receive and why the content has value to them and is relevant. If you’re giving them a free demo, exclusive content, access to tools, etc., put that messaging front and center.
Similarly, you want to try to be as relevant as possible with the CTA you use. You can do this by developing custom landing pages for your audiences. Going to a conference? Create a custom landing page. Are you doing a targeted social media campaign? Create a custom landing page. You want to create landing pages that are highly targeted to the audience you’re trying to reach. Being as specific as possible, you can address each audience’s unique concerns and have a greater chance of converting them.
Buying an email list is not a good idea, and it isn’t a sustainable or ethical way to grow your business. This blog from HubSpot goes into a lot of detail about why you shouldn’t purchase an email list including how you’ll violate rules of consent, reputable email marketing services don’t let you send emails to lists you’ve bought, you’ll harm your email deliverability and IP reputation and more.
While you’re required to offer people an option to unsubscribe, don’t make that their only choice! Many companies miss an opportunity to hang onto valuable contact by making communications with their brand an “all or nothing” approach. Offer additional options to reduce the frequency or type of communication instead of just unsubscribing.
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