Learn to Build Your Email List
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This document provides tips and best practices for building an email list. It discusses the importance of growing an email list over time to compensate for churn. It offers ideas for getting started like using existing contacts and collecting emails on business cards. It provides suggestions for getting permission through opt-in forms on websites and social media. Specific list building tactics are outlined like using postcards, discounts for signups, and incentivizing employees. Do's include prominent sign-up forms and compelling reasons to opt-in while don'ts are buying lists and harvesting emails.
Learn to Build Your Email List
- 1. Jill Bastian Training and Education Manager Learn to Build Your Email List Page | VerticalResponse, Inc.
- 2. Agenda Why build a list? List building basics Ideas to get you started Resources Q&A Page | VerticalResponse, Inc.
- 3. Why Build an Email List? Your emails are helping you to build and establish a relationship with your recipients Email addresses go stale quickly Purchased lists aren’t a good way to start a relationship, plus VerticalResponse policies do not allow purchased lists Page | VerticalResponse, Inc. 28% of email addresses become unreachable on average, within a 12-month period. It is crucial to compensate for list churn and substantially grow your email lists. - MRSS/Advocacy Institute ENonprofit Benchmarks Study (2005 )
- 4. Build It & They Will Come Productive email lists are grown over time. Your list building is an on-going process You can lose up to 1/3 of your list each year, so you must keep adding subscribers Cross-functional cooperation is important Everyone in the company should be involved
- 5. List Building Basics Get Permission Set Expectations Keep it Fresh Three things to keep in mind:
- 6. Getting Started with Your List Start at square one – assess where you are. What are your goals – to grow your list, get more engaged subscribers, expand your reach? Think about what existing resources you have and what new ones you can add.
- 7. Use What You’ve Got Friends First – Send friends, colleagues and customers a message asking them to sign up Go Fishing – Collect Email Addresses in a fishbowl at POS or events It’s in the Cards – Offer on back of your business cards
- 8. Get Permission Use sign-ups forms on your website and blog – Give many opportunities to sign up Use a pop up window – when someone leaves your site to collect their email address
- 9. Get Social Facebook – Use a sign up form on your FB page Twitter – Tweet to your followers to join your list Forward to a Friend –Include a link in all your emails
- 10. Opt-in forms in Your Newsletter Include an opt-in form link in your emails for those who are forwarded your email.
- 11. Use Groupon - If you’re in retail or in a local service business give a Groupon discount. The way it works is that you give your discount ONLY if a certain number of people take you up on it in a given amount of time. Then make sure you ask for their email address in exchange for their discount. Page | VerticalResponse, Inc.
- 12. Let’s Make a Deal Extend special offers & discounts to anyone that signs up Birthday Clubs Free Shipping % off
- 13. Put It In the Mail Use Postcards to collect email addresses for customers that you don’t have an address for. You can buy a list of a geographic area, etc. to send to Send a direct mail offer they can only get if they sign up on your email list
- 14. Get everyone involved. Incentivize your employees to collect valid email addresses End every call or transactional email with “Can we add you to our email list to receive our newsletter?” Include a newsletter sign-up link in the signature of all of your personal emails.
- 15. Downloads – Giving out something free, like a PDF? Have visitors sign up to your opt-in form first. Page | VerticalResponse, Inc. Speaking Events - During your speech weave into your message that people can always get more information about you at your website. Then tell them if they sign up for your newsletter you’ll give them free consultations.
- 16. List Building “Do’s” You’re on the right track if you are… Prominently placing sign-up forms on your website, landing pages and blogs and Social Media Giving people a compelling reason to sign-up Being up front about privacy protection Planning to see churn
- 17. List Building “Don’ts” You’re on the wrong track if you are… Buying a list of bulk email addresses Harvesting email addresses across the Internet Selling/renting your customer database without prior notification and consent
- 18. Resources VerticalResponse Marketing Blog blog.verticalresponse.com Guides page – verticalresponse.com/education-support/guides 50 Ways to Grow Your List VR Marketing Lounge – Lounge.verticalresponse.com Page | VerticalResponse, Inc.
Editor's Notes
- #11: You can add a link in the email by copying the url from the optin form, just click the submit button in the optin form section of your account and then copy the url from the window that opens. I have a screen shot here to show you where the url is but you can get it from the html for the form if you want to look for it in there.
- #12: Groupon has merchant services to help you with marketing, including collecting email addresses
- #15: 20 valid email addresses they get a kicker of $50 Have a contest with your staff Give employees a reason to ask for your customer emails Have a business card bowl or sign up book at checkout or host stand Automatic 5% VIP discount to anyone who is already on your email list