I usually focus on the “whys” of building an email list, but today I thought I’d focus on the how. Building an email list requires marketing, and the primary function of marketing is to drive visitors to your website so they can sign up. And once you get to this point, it’s time to put the “Know, Like and Trust Factor” into action.
Here are a few useful ideas for building your email list.
1. Make it as easy as possible. The best way to make signing up easy is to include a signup box on every page, and it’s best to have the box on the same location throughout your site. Include a brief call to action so that your visitors will know exactly what they get.
2. Keep it simple. Many small business owners make the mistake of asking for too much information in their email list signup forms. With every piece of information you ask for, you increase the chance that the person will just surf away without signing up. So start with the bare minimum-name and email address-and ask other questions later.
3. Have a good squeeze page. When arriving at a website through one of your online marketing channels, most people make the decision to stay or go within the first few seconds. Design your squeeze page with this in mind. Make it clear and simple so your visitors are easily oriented. Include only one call to action.
4. Have an irresistible offer. If you are offering the visitor something, make your offer clear and results-oriented. Remember, people aren’t going to be concerned about who you are or your process. They mainly want to know what value they will receive. That’s what will compel them to take action.
5. Put your offer in your email signature. Make sure all the emails you send out include a link back to your landing page. Include the link in your email signature along with your compelling offer. This way, everyone you reach out to will have a clear understanding of what you offer.
6. Provide genuine value. No one wants to receive an email or newsletter that is short on actual content, so be sure to pack your mailing with useful things. I like to recommend the 80/20 rule. Basically, 80% of the content of your email or newsletter should be pure content with no sales or calls to action. The other 20% is reserved for your sales pitch or call to action.
7. Ask your subscribers to forward. A newsletter is all about building business. Your current clients already know about the value of your content, but what about new people? A good way to bring in new subscribers is to recommend that your current subscribers forward your email to others, especially if they find it helpful.
8. Use an opt-in box with your contact form. If you have a contact page on your website, be sure to make it very easy for anyone contacting you to sign up for your newsletter. Odds are good that if they’re reaching out to you, they probably want to be included on your list.
9. Monitor your unsubscribe rates. Many business owners like to ignore their unsubscribe rate, but it’s actually a useful stat to follow. If you think you are providing great content but your unsubscribe rate suggests otherwise, then it’s time to make some tweaks. Doing so quickly can limit any damage.
10. Remind subscribers to confirm. With permission-based marketing, subscribers need to not only sign up but also confirm their subscription by clicking a link in their email inbox. Most people will have no trouble with this, but it helps to provide a reminder. Send every person who signs up to your list to a thank you page that reminds them they’ll need to confirm their email address. This will increase their likelihood of following through.
If you have all these steps in place, then it’s time to move on to the marketing phase of your promotion.
