Building an Email List to Grow Your Business

Many forms of marketing are seen as intrusive and invasive by customers and can be a real turn-off. While, on some platforms, aggressive tactics can be effective, they can also easily backfire.

To round out your digital marketing portfolio, it’s wise to factor in permission-based marketing.

This is where you reach out to people interested in your business and want to hear from you, most commonly through opt-in email marketing. It should be presented as a service providing value to customers – and be used as such.

By filling in an opt-in form to receive a discount, lead magnet, or another incentive, your recipients agree to receive emails, newsletters, or other forms of digital communication from you.

But, of course, it also allows you to communicate directly with quality leads through targeted email marketing campaigns that deliver effective ROI.

A vital key to business growth

Email marketing remains one of the most effective ways to reach your audience. Let’s look at a few benefits:

Encourage new business – If your contact signed up for a free item, say – an information pdf - you can follow them up with an offer leading to a sale: the new customer!

Build personal relationships - Personalisation is becoming not only a competitive advantage but also something that customers now value and expect.

Promote visits to your site – Any time you can direct subscribers to your homepage is a sound investment. Whether it’s to a specific blog or a promotional offer landing page – engaging in a way that shows you understand their needs and interests is solid business practice.

Seek feedback from your customer - By asking for feedback and listening to your audience, you can adjust your strategy and improve your service.

Growing Your Email List

In 2020, approximately 306 billion emails were sent and received every day worldwide. (1) What can you do to get in on that action?

How you sign up for an email list of subscribers can make all the difference. Ideally, it would be a smooth, simple process offering a benefit.

> Your Own Email Contact Details

At a very minimum, you should have your own email address linked to your site. So, if someone contacts you that way, you have their details to reply to. Chances are, though, that’s not going to yield a large database.

> A Simple Enquiry Form

A next step up could be setting out an inquiry form. Presenting an invitation to engage, it wants to be easy to find without intruding on your site visitor’s experience. Learn more on how to take your business online and to the next level.
> A Subscription Form

A small step up from that again is the promise of a regular benefit – say, “Sign up to receive an announcement of our latest informative blogs and exclusive offers.” Again, subscription forms are best received if they are noticeable without being intrusive. Benefit-driven response takes us to…

> A Lead Magnet Form

At its core, a lead magnet is anything of value that you can exchange for a prospect’s contact information – usually an email address. The most common lead magnet that you’ve probably seen is a free guide or report that’s delivered in PDF format.

The right lead magnet will create a strong positive relationship with a prospect and prime them for more of what you have to offer. (So, don’t be stingy, or it can have the reverse effect…). Learn more on this here.

> Big Ugly Pop-Up

Does anyone happily welcome a Big Ugly Pop-Up (let’s call it a BUPU…) when they open a web page?

If it was nothing more than a blatant attempt to harvest your contact details, there’s a very high chance you’d abandon the page altogether. Would you be thrilled or peeved if this BUPU completely covered the page you just opened?
If you’re going to use a BUPU, you’d better make sure it has a truly compelling proposition, or your visitor will be out there.

Overview

Once, just getting an email at all was pretty exciting, so the prospect of a newsletter was attractive to share details - now, not so much.

What’s more, people know that details are of value to you, so they have to feel assured that there’s something valuable in it for them.

The more means to contact a customer you can collect, the better – name, email, phone, address, birthday – but start asking for everything you and they’ll quickly feel like it’s too much and opt-out.

So, building an email list is definitely an initiative that needs to be considered carefully in its execution – but, done right, it can offer unlimited business growth potential.

As attracting prospects’ attention becomes increasingly challenging, wouldn’t it be nice if, instead of chasing customers, they welcome you in their inbox?

Why not consider joining us by clicking here. Let's start your journey together.

1 Source: Statista

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