TAKE ADVANTAGE OF ALL TOUCH POINTS
The first thing on the checklist for growing your email marketing list is to consider all the points of contact with your prospects. At each touchpoint, you should ask prospects to join your subscription list, subscribe to your service, and / or sign up for a helpful resource, such as a whitepaper or webinar. Here is a checklist of places where you should ask your contacts to subscribe to your email marketing list:
Email signatures: Create an email signature such as: “Three Reasons to Sign Up for Our Email Marketing Tips Newsletter”, with a link to the subscription home page. Ask all employees to include it in their corporate signature.
All transactional emails: If you are confirming an order, paper download, or anything else, always ask people to join your subscription list or sign up.
PRODUCT REGISTRATION / WARRANTY FORMS.
BILLS. Add your contact information from your list to each invoice. Are you sending electronic copies of sales invoices / receipts? If so, this is a perfect place to include a link to your registration page.
WEBSITE. Each page should have an invitation to subscribe and a link to your email marketing sign up page.
SURVEYS, CUSTOMER SATISFACTION SURVEYS.
Call center. Ask sales and support staff to ask customers and prospects if they would like to subscribe to your newsletters and correspondence.
Registration home page content
We have seen many clients whose registration home page is a lone form with a dozen contact fields. Make sure the registration home page has the following content:
Make Your Case – Clearly summarize the benefits. It sounds easy, but 3 out of 5 sites don’t explain the benefits of signing up.
Provide a link to a previous newsletter or two, or links to a few pieces of teaser content. This allows your potential subscribers to review your newsletter before signing up and determine if it is something they would be interested in.
INCLUDE 1-2 CUSTOMER TESTIMONIALS
Don’t include a long list of links to other pages. This is a distraction and your goal should be to drive potential customers to sign up, don’t provide other distractions.
Can you offer a relevant incentive? A free massage or t-shirt are good options, but you will only get people who like free t-shirts and massages. If you offer paid content or reports, consider offering free access to subscribe.
Use Double opt-in, also clearly state on your registration page that a link will be sent to the person’s email. This increases the likelihood that people will enter a valid contact email address and reduces the likelihood that someone will enter a spam address.
Keep it simple
Ask what you need: email, first / last name, maybe company and phone. Ideally, include checkboxes or a note field so that people can indicate their specific interests (or provide a note). Most email service providers make it easy to ask potential customers to increase their profile later.
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BE A JOKER – USE TEASER CONTENT
A more viral approach is to make a limited amount of your content available without signing up for your email list. Then include information on the benefits of joining your email marketing list, along with the sign-up links. Chances are, your document will be downloaded and spread to many more people it wouldn’t have otherwise reached, allowing for greater “visibility and influence.” You may have fewer direct records overall, but you will get broader visibility. Try combining the viral transmission approach with the standard registration for other content.
If you’re producing podcasts and webinars, be sure to include a plugin with contact information, sign-up page access, and benefits.
If you’re creating contributed content, press releases, or blogs, here are some opportunities to work on a bit of cheeky self-promotion. Just don’t “over-message” or over-sell:
Include information and a link to your newsletter in press releases – a good option for smaller businesses. Include your company newsletter and other resources in the copy of the press release.