Email marketing still has one of the highest ROIs of any medium. It’s a proven method for connecting with customers and building relationships. Despite this, on average email lists degrade over 20% percent per year. As an email marketer, you want to keep your lists healthy and growing.
With already cluttered inboxes, emails from Nigerian princes, and people changing jobs and emails, it can be hard to grow your email list.
Four Ways to Keep Your Email List Healthy and Expanding:
Highly Focused Tools and Resources
Don’t leave your audience empty handed, offer them focused tools and resources that encourage them to subscribe. Offering exclusive white papers, checklists, ebooks, and worksheets provides an incentive to subscribe.
Promote your offer on social or in blog posts. However, make sure the content is relevant to your audience. It wouldn’t make sense for me to include a checklist on how to improve your SEO rank in this blog post. But it would make sense to include a worksheet on how increase email open rates.
Don’t forget to encourage the downloader to forward the resource to their colleagues.
Coupons and Discounts
Thank your subscribers by offering them exclusive coupons and discounts. Offering promotions to your subscribers gives them a reason to opt-in and stay subscribed. Giving your customers tangible value for almost nothing is a great way increase subscriptions.
Who doesn’t like winning free stuff? Creating a contest and giving away a free conference admission, a free massage, or a free swag pack is an effective way to increase subscribers. However, the offer must be relevant and appeal to your audience. A spa giving away a free dinner for two at your town’s nicest restaurant, will grow your list, but only with people who like nice restaurants. Not with people who like spas. Make sure to keep your offer relevant.
Provide value to your audience and show off your thought leadership by hosting a webinar. At registration collect emails and ask them to opt-in. Webinars are a great way to educate your audience and repurpose content. Better yet, try co-host it and reach each other’s audiences. Again, keep the webinar and co-host relevant to your audience.
Always Ask for Permission
Avoid graymail and always ask for permission. Avoid situations where subscribers opted-in—either by choice or automation—but never really wanted the email. For instance, if someone signs up for your webinar using their email, that doesn’t automatically mean they wanted to be added to your email list. Make it clear, and give them the option to subscribe, and let them know what type of content they will receive.
Exclusive Content is Key
The theme here is exclusive and relevant content. Your emails need to include and provide access to exclusive content. There needs to be a reason and incentive to subscribe. Also, the content needs to be highly relevant. No One will opt-in to receive emails that are not targeted or relevant to their lives.