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It's often easy to neglect your email list when there's a push to grow fans and followers on the social networks. But it's worth working on boosting email subscriptions too since email subscribers often have a strong level of trust in your content and brand. It's also easier to target them more easily with relevant offers based on their preferences and past behaviour. It’s often your email subscribers who convert to sale at a much higher rate than other sources of web traffic; they are most likely a significant segment of your buyers.
It makes sense to focus on getting sign-ups to an email list. "Traffic" is less useful unless you're confident of the source and that you can convert it, to something. Email traffic is a strong source of warm traffic.
We'll look at growing subscribers in two steps. First reviewing all the customer touchpoints when opt-in can occur and second ideas to boost opt-in. I hope these give you some ideas to review your approaches!
Update: Thanks to @tawatson alerting me to this update sharing research on the most popular ways to grow your email list from Marketing Sherpa, I have have added this chart to help you get new ideas to grow your list:
Now onto my suggestions to help you find the best way to grow your list:
An approach that I’ve found is a good way to review all the possible methods of capturing e-mail addresses is for marketers to brainstorm alternative methods for capturing e-mail address by thinking about opportunities for capture which are:
The matrix below can be used to generate ideas. 4 examples of different types of opportunities to capture e-mail addresses are shown.
Next we will consider online and offline opportunities for e-mail capture separately. Many of these apply equally to potential and existing customers.
Here are eight online methods to help build a house list.
Offline opportunities are the full-range of customer touch-points. Here are eight more:
When e-mail addresses are captured offline a common problem is the level of errors in the address – this can often reach a double figure percentage. Plan for this also – staff should be trained in the importance of getting the e-mail address correct and how to check for an invalid address formats. Some call centres have even incentivised staff according to the number of valid e-mail addresses they collect. When collecting addresses on paper, some practical steps can help such as allowing sufficient space for the e-mail address and asking for it to be written in CAPS.
So we have looked at reviewing different touchpoints for increasing signup. What about best practice to get more sign-up on these touchpoints? Here are our ideas to increase your email sign-up rate?
By Dave Chaffey
Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights.
Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
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