In a digital world, where 72% of U.S. adults prefer communication with companies through email, how do you capture new email addresses?
Acquiring emails for our list is a continuous task. We have to work to not only retain the list we have, but to also grow it to build a larger audience of prospects and customers.
In fact, 63% of marketers reported “growing and retaining subscribers on our list” as a marketing goal, according to the MarketingSherpa Email Marketing Benchmark Report.
But with so many tactics and strategies out there, where do you begin?
In the Benchmark Report, we asked email marketers several questions about the different tactics out there. This MarketingSherpa blog post will break down the five most effective list building tactics, as reported by your peers.
Tactic #1. Registration during purchase
The most effective tactic according to respondents was gaining email addresses during the checkout process. This make perfect sense. After all, you already need an email address from customers during the online purchasing process. You’re not technically asking for anything they aren’t already giving.
It simply requires adding a small checkbox for customers to check if they’d like more information, promotions or discounts. This could be why 52% of marketers said it was also a very or somewhat easy tactic to implement.
However, I caution you to think about how you implement this. You don’t want to prevent customers from purchasing because of a confusing or required registration or list sign-up.
To learn about the two registration options — front-end vs. back-end — read the MarketingSherpa Blog post, “E-commerce: Why a forced checkout registration is never a good idea.”
Tactic #2. Website registration page
The second tactic is viewed as the easiest, with 85% of respondents saying it’s very or somewhat easy.
There are many ways to add a registration form to your site, whether it’s a form on the homepage or a landing page all its own.
Even if you already employ this tactic, it could be worth it to reassess your current strategy. Kodak revamped its strategy, including updating its capture page and adding more opt-in requests, to increase email subscribers by 33%.
According to the Benchmark Report, 29% of marketers found white papers and other premium content is effective for registering new email subscribers on their sites. This could be for one-off downloads or to access a library of premium content. To see how a free paywall can grow your list by using content you already produce, see how Copyblogger grew its email list by 400%.
Tactic #3. Online events
Online events, or webinars, are no exception to the rule that providing prospects with content is a great way to achieve a value exchange. Customers get valuable information in exchange for their email address.
Webinars can require a significant amount of time, planning and resources, so it’s not a surprise that only 31% of marketers say they are very or somewhat easy to execute. However, as the third most effective tactic — with 37% saying it’s very effective — they might worth the investment.
Partnering with another company could be a great strategy for webinars. One, you have another set of hands to help with the webinar creation and execution. Two, you’ll have access to another email list, potentially filled with new customers.
You can create buzz around the event through social media, blog posts and even paid advertising. HubSpot attracted 25,000 sign-ups, which turned into 10,000 attendees. The team was then able to turn 3,500 of those attendees into new leads. Learn how the team achieved these results in the MarketingSherpa case study.