10 Tips: Make Email List-Building Part of Your Existing Marketing Strategy

First, why is it important to keep growing our email lists?

More than half the world’s population; an estimated 3.9 billion people worldwide, use email in 2019. That’s more people than any social media platform: Facebook (2.27 billion unique users per month), Instagram (1 billion), and Twitter (336 million).

Email marketing is the most reliable way to communicate with an interested audience. There’s no algorithm determining whether or not important messages get delivered. As long as clear subscription preferences are set up, communication terms are 100% decided between the organization sending emails and the subscriber.

B2B audiences check email many times per day, so it’s no surprise that decision-makers prefer to get information via email more so than any other channel.

(source: The 2018 State of Digital & Content Marketing Survey – Professional Services Edition, Greentarget, a B2B PR firm)

Here are 10 tips for making list-building part of the existing marketing strategy:

Within Email Campaigns

  1. Ask subscribers to “forward to a friend”
    • Wouldn’t it be helpful if your subscribers promoted your email list for you? Well.. if your email content is valuable, then a prompt to forward or share with a friend will help them help you. Inboxes don’t have a “share” button, so there’s an opportunity to point out the possibility.
    • Creating and sending regular ’email only’ gifts will amplify this.
  2. Retain existing subscribers and boost engagement with segmentation and ‘Welcome’ emails
    • Make sure subscribers know what your emails look like, and have clear expectations. They will be more likely to stay engaged and subscribed. An effective welcome email does a few things:
      1. Thanks subscribers for joining
      2. Sets clear expectations for what will be sent, and when.
      3. Includes an option to change subscription preferences if the default plan doesn’t sound quite right for them.

On the Website

  1. Publish effective lead magnets
    • Lead magnets are often the centerpiece of list-building. If you don’t have lead magnets published yet, publish at least one. If you have a lead magnet, but it isn’t bringing in new subscribers, run some A/B testing until you land on something that sticks.
  2. Include a “subscribe” pop-up on your website
    • Add a tasteful pop-up in addition to the standard subscribe box. Don’t expect website visitors to scroll all the way down to (likely) the bottom of the page to subscribe. Give them the offer where they are, and include a clear description of what’s in it for them.
  3. Ask website visitors for feedback
    • People enjoy offering feedback on things that pertain to them. Use a form or a chat box to ask for an email address, and something like “What questions do you have about my organization?”.

Collaborate with Sales and Client Services

  1. Connect your network with your marketing list
    • Create a ‘New Contact Follow-Up’ email template. Send it to people you’ve met while out-and-about. Include the ask “Can I add you to my email list?”, and other commonly requested information.
  2. Include an email list subscribe link in your organization’s standard email signature
    • We’re used to seeing social media follow links in email signatures. Why not email list subscribe links?
  3. Give past clients their own campaign, and consistently add them to it
    • Part of a solid communications strategy is to nurture relationships with the people who already know and love your organization. Referrals from past clients are likely your top source of new business. That’s already happening organically. Imagine what might happen if you put some effort into building engagement, and maybe even a sense of reciprocity with this group.

Social Media

  1. Occasionally promote your email list with social media posts
    • Your social media followers have indicated interest in keeping up with what you’re doing. Chances are, they haven’t considered joining your email list. Email can be a more direct connection that gives you and them certainty that they’re catching the important stuff.
  2. Link to the email list opt-in on your social media profiles
    • Lead social media traffic toward that closer connection. Include a CTA to subscribe on your Facebook Page. Consider linking to the newsletter subscribe page in your Instagram bio too. Go crazy, get that opt-in URL in your Twitter bio too.

There’s a lot that can be done to make list-building a part of existing online marketing strategies. With some intention, efficient list-building can happen through your organization’s website, social media, and regular email campaigns.

Consistently hold list-building as an important goal, and it will happen faster than you might think. The long answer to this FAQ is yes, Lead Love can definitely help with list-building. Subscribe to Lead Love’s newsletter┬áto see it all in action.

Does it sound like Lead Love can help you turn more contacts into opportunities? That’s very likely. Go ahead and find out – schedule a quick 15-minute phone call.