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5 Tips to Help Grow Your Email Marketing List
Eazi-Apps Support • 14 July 2017
E-mail marketing is one of the oldest digital marketing channels in the book and despite being often neglected in favour of more innovative channels and trending platforms including social media. It is still one of the hardest working and most cost-effective channels at any digital marketer’s disposal. Most businesses appreciate email to an extent and it has a place amongst its marketing mix but is it working hard enough for your business and are you giving it the attention it deserves?
Marketing automation platform Hubspot estimates that your e-mail marketing contact list sees attrition of around 22% year on year. Email addresses change and subscribers remove themselves if they’re not seeing the benefit of your comms etc. All in all, if you take your eye off the ball you’ll almost not notice at all that your email marketing will become less and less impactful. The key is to nurture it year-round.
Don’t fall in to the lazy trap or take your email for granted. It can only continue to perform for you if you keep your contact list growing. Here’s some simple tips to keep on top of it:
- Add a sign-up links to all the right places – Starting off with the simplest of tactics. Make sure your audience have ample opportunities to sign up to your email list willingly. Prominent positioning across your website without ruining the user experience. On all of your employee’s email signatures, your blog pages, everywhere you can capture your audience give them the opportunity.
- Collect sign ups via social pages – The chances are you’re spending time and money sending traffic to your social media pages. This is another great place to offer email sign ups that a lot of businesses miss.
- Provide incentives – Sometimes your audience just needs a little extra persuasion. Offer something in exchange for the sign up. Gated content access, free downloads or a discount code which become available post email subscription. Keep in mind though not to incentivise too heavily. You do want users to sign up with genuine interest in your brand or business and not just for an initial freebie that just anyone would take. You want an email contact lists who have genuine interest in what you have to offer.
- Competition entry – A favourite among eCommerce businesses. This strategy works for social media fan base growth as well. Craft a competition with a desirable brand relevant prize and use email sign ups or social media follows as part of the criteria for entry. Better yet create a competition which requires your audience to get involved or engage it someway. Perhaps via answering a poll or sharing reviews of your products etc. Make the most of the opportunity.
- Provide high quality email communications – We’ve shown a few tips for growing your email list but the real effort should also go in to preservation. The main reason for users unsubscribing is receiving poor quality or irrelevant email content. Make sure you’re providing content that means something to your audience and try to keep that content time sensitive to trending topics that are of interest at that moment in time.
Don’t be too repetitive either. Mix things up. Simple blog updates are fine but throw in some big brand news or some offers/opportunities your audience will be glad they were signed up for. Email is still a very relevant and effective marketing channel if you put the effort in.
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