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Email marketing list growth strategy

In my last blog I talked about 4 basics to developing a simple email marketing programme. Number one was data – not that sexy I know (or at least to some it’s not). However although we all bandy around the rather cheesy statement of content being king, in the case of email marketing it is in fact data that build the kingdom. So cheesy I love it.

Put very simply, the larger your list the larger the revenue potential of your email programme. So, although we can labour over every subject line, image, CTA and automated workflow – very few people have the time. So when list growth generates an organic increase in revenue what’s the point if we aren’t exploring the quicker win of talking to more people?

Now, we definitely aren’t suggesting you adopt bad practices by tricking people into signing up in an underhand fashion or acquiring data down back alleys from a man called Stan – never a good idea. What we are saying however is simply think wider about ways to encourage list growth within your target audience.

Here are a few thoughts -   

  • Generate interest with signup benefits – Do you tell people why they would want to sign up – what’s in it for them?
  • Incentivise the exchange of an email address with a discount, a industry white paper, a free a golden egg … whatever you have at your disposal (within reason). It’s rare you get something (an email address in this instance) for nothing.
  • Get the timing right  - ask people to sign up as soon as they are engaged with you, or just after they have established the value of your product or service.
  • Integrate touch points – web, social, offline – are you exploiting all of your existing channels?
  • Make it easy – please don’t ask for postal address, telephone number and date of birth, unless there is a darn good reason to do so and you’ve explained the benefit. People are more likely to handover just an email address.
  • One of the biggest (and simplest) things to remember is that if you don’t ask, or if you are too shy about asking you won’t get. Ask more often, ask in more places and ask more effectively.
  • Finally, adopt a test and learn approach, what works for one, might not work for another. Learn from others but don’t copy – understand what works best for your business.

In categories: Business thoughts
Author: Sarah Robinson
Date published: 12.11.2014

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