An email database is a fast, effective marketing and sales tool. Though returns are not as robust as direct mail, email marketing is much more cost efficient. Businesses can see up to $44 for every dollar they spend on email marketing. And a user-friendly, feature-rich database lets you provide valuable information to customers, prospects and others with ease. Your database offers significant financial return on investment by helping to build trust, authority and loyalty. But over time, subscribers to your list change email addresses or your message simply gets lost in the shuffle. It can be difficult to maintain your database, let alone expand it. Give these tips a try, and watch your subscriber list grow and thrive.
1. Create unique, specific content.
Build on past content and provide information readers can’t easily find with a little research. Your newsletter and other email content must stand out by providing fresh perspectives on topics users want to read about. Drilling down to a specific area is one way to help ensure that subscribers look forward to seeing your company’s name in the ‘from’ field of their next email.
2. Write a call-to-action that converts.
In the same way that run-of-the-mill content is unattractive, a boring CTA won’t win new additions to your email subscriber list. Pretend you’re a visitor to your site, and write a pithy line that would make you want to provide your own contact info.
3. Target your newsletter to mobile users.
If users aren’t able to easily access and read your content from any device, many — maybe even the majority — are likely to ignore it or unsubscribe.
4. Update your content.
While new content keeps your site fresh, updating existing articles and blog posts is a good engagement tool as well. Regular readers can build on knowledge previously shared on your site and in your newsletter. New subscribers will benefit from both the existing info and the new additions.
5. Get accurate data analysis.
Find out what works and, just as importantly, what doesn’t. Track email click-throughs and bounce rates, then adjust your content, delivery frequency and other factors. Well-designed, intuitive software also analyzes your subscribers’ behaviors so you can adjust accordingly. You’ll hang on to existing subscribers, and they’ll be likelier to share your content.
6. Get new email subscribers with a contest.
Contests breathe new life into your email list by offering a strong incentive to subscribe. Just be sure the prize is in line with your target market’s needs; you can even have different contests and prizes for different market segments. It should also be valuable enough to get them to enter their email addresses; token gifts and throwaway content won’t do the trick. Whether it’s a high-dollar gift card, a certificate for valuable services or admission to a top conference, expand your email subscriber list with prizes they’ll really want.
7. Offer discounts for new email subscriptions.
Promote these exclusive offers on all the social media platforms you use. Always include an email list opt-in when you join a new social network.
8. Unleash the power of automated emails.
Use email database software that makes it easy to regularly deliver stellar newsletter content. Automated delivery, easy-to-use templates and insightful analytics help you provide messages targeted to your audience’s wants and needs.
9. Offer free e-book downloads.
E-books attract new subscribers, especially with titles related to other content on your website or in your social media posts. Tackle a specific need with several pages of solid, actionable insights that will make them glad they gave up their contact info.
10. Create a webinar.
Record a webinar based on a compelling, timely topic, and promote it via your website and social media accounts. Attendees will have to opt in to access the live or recorded session. Incentivize sharing by offering bonus content that complements topics covered in the webinar.
Here are nine more ways to get email subscribers.
1. Get email subscribers from your LinkedIn contact list.
Add gated content — specifically a link to industry-related content or an e-book — to your company’s page. Or when posting to LinkedIn groups, add a signature link connected to a landing page. The page on your site could be targeted at group users and contain a form to capture email addresses.
2. Connect your email signature to a landing page.
A signature link can also be a powerful tool when embedded in everyday emails. Use routine messages to vendors, customers and other contacts to grow your email list. Add a compelling message with an email newsletter opt-in; these contacts are likely already familiar with your company and may be more willing to add themselves to your list.
3. Add an email signup to YouTube videos.
Craft a compelling YouTube video. Add a call-to-action at the end, and include a URL for a landing page with a sign-up form for your email newsletter. Add a link to the form in your summary below the video.
4. Promote your email newsletter at networking events.
Trade shows and local business expos aren’t just for product demos and swapping business cards. Gather email addresses or add QR codes to your marketing communications strategy materials at networking events, and watch your database grow.
5. Keep your email sign-up form simple.
You’ll risk alienating potential subscribers by asking for too much information. Consider starting out with just the name and email address.
6. Offer free marketing tools.
Build a tool to help subscribers grow their businesses or improve day-to-day operations. Whether to optimize their marketing campaigns or streamline daily processes, develop a solution that provides real value. Visitors will gladly supply their email addresses in exchange for a great app, info-packed e-book or other effective business solution.
7. Get email subscribers by guest blogging.
Guest blogging is a great way to market your brand and gain subscribers. Include a signature link and CTA directing readers to opt in to your email database.
8. Include social media buttons in your email newsletters.
Make it easy for readers to share your content via Facebook, Twitter, Instagram, email and other platforms. The more valuable the content, the likelier readers are to share it.
9. Target emails to various market segments in your customer base.
Use templates included with your email database software to craft a custom experience for each market segment. You’ll provide the kind of value that keeps them coming back for more — and spreading the word to friends, colleagues and employees.