The Definitive Guide to Building an Awesome Email Marketing List

Last summer I downloaded an e-book called the Bionic List Building Guide.  It was published by Lyris, a provider of integrated online marketing products (e-mail marketing, Web analytics, search marketing, mobile marketing, etc.).  I tucked it away and promptly forgot about it.  I am very glad I stumbled upon it a couple of weeks ago, because it is full of great information on building an e-mail marketing list.

Here’s what I learned:

E-mail addresses tend to churn 30 percent every year, so it is important to retain your e-mail marketing subscribers while continually adding new ones.  According to Lyris, there are 3 components to effectively building a list:

1. Legally acquiring new e-mail addresses
2. Providing valuable content to retain subscribers
3. Allowing each new subscriber to manage their opt-in preferences—on an ongoing basis

I am going to focus on the first component in this blog post and the second component in my next blog post.  The third component is an obvious one; every e-mail newsletter I subscribe to has an opt-out button.  It’s just standard practice.

Now, here is something new that I learned: Just because you have an e-mail address doesn’t mean you can go ahead and add that person to your e-mail list.  It’s actually illegal!  You must obtain their permission by asking them to opt-in, or subscribe, to your e-mail list.

The e-mail addresses of people who are not subscribers are called raw names.  If you just go ahead and add names to your e-mail list, you violate spam laws and risk damaging your relationship with those people.

Here’s how to convert raw names and website visitors into opt-ins:

Online

Make it easy to subscribe. Provide the opportunity to opt-in by posting a link to your registration page on every page of your website and in your (and your employees’) e-mail signatures.  Make sure the opt-in is positioned prominently on your home page.

At checkout. If you have an e-commerce site, everyone who makes an online purchase should be asked to check a box to indicate his or her desire to receive e-mail updates or an e-newsletter.

Landing pages. Use paid search to have better visibility in search rankings and to attract new subscribers.  Post a link to your opt-in on the landing page.

Use partner e-mail lists. I recently formed an informal but committed partnership with three other marketing-related companies, and we pooled our lists to launch a blog via e-newsletter.  Just be sure your partner has specifically stated to subscribers that they will receive offers from affiliates.

Newsletters. This is an easy suggestion that I really like: consider reciprocal promotions in complementary newsletters.  Start with the companies you partner with regularly, as you probably have similar target markets.

Incentives. Offer opt-in incentives such white papers, eBooks, guides, e-mail-only discounts, free shipping, and/or special reports to significantly increase opt-in rates. Remember, content is king! Do this via Facebook, Twitter, LinkedIn and any other social media channels you use.

Offline

Events. When your company exhibits at trade shows or conferences, have sign up form or scanner available to add names from the show floor.

In print. Publish your opt-in link on all printed materials, especially sales brochures and direct mail pieces.

Just ask. Ask your sales team to ask potential and current customers if they’d like to opt-in.

Presentations. Add your opt-in link on the last slide of your presentation so attendees can jot it down while you’re taking questions.

Point-of-purchase. If you have a retail outlet, ask customers to subscribe as you ring up their orders.  You can also provide a sign-up form or small bowl where customers can leave their business cards next to the cash register.  So many businesses still do this that it must be effective!

Image by Flickr user Ninja M. (Creative Commons)

This entry was posted on Wednesday, February 16th, 2011 at 9:00 am and is filed under Email marketing, Email Marketing, Marketing, Small Business. You can follow any responses to this entry through the RSS 2.0 feed.


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