How to Build Your Email List for Effective Email Marketing
When it comes to email marketing, I often think that building a good email list is the part most people overlook.
It’s easy to see why. Building and maintaining an effective email list can seem like the least exciting or ‘fun’ part of an email marketing strategy. Besides, you already know you offer a great product or service. Once you’ve emailed the details to absolutely everybody you can think of, success must surely follow!
If you read my blog post on getting started with email marketing, you’ll already be familiar with the potential power of email marketing, especially for small or micro businesses. Not only are there more email accounts than Twitter feeds or Facebook pages, but click-through rates are much higher from email than social media posts.
However, if you really want to harness all that potential power, then you’ll have to roll up your sleeves and start working on that list!If you want to harness the power of email marketing, then you’ll have to roll up your sleeves and start working on that email list! #blog https://littlepiggy.ltd/how-to-build-your-email-list-for-effective-email-marketing/ Click To Tweet
Choose Your Email List Members Wisely
For me, a specific and relevant lead magnet is the best email list-building method around.
Why? Because the people who have downloaded your lead magnet have already expressed an interest in your product or service. By leaving you their contact details, they have also shown interest in hearing from you again.
Your lead magnet should ideally have its own clear landing page on your website. Signpost it by ensuring your social media pages are primed (for example, you could change the Call To Action button on your Facebook business page to ‘Sign Up’).
You could also write a dedicated blog post, include a link in your email signature, or record a live video to promote your lead magnet and encourage more people to download it by signing up to your list.
Another option is to actively ask people to join your list, by using your lead magnet as a ‘freebie’ delivered in the first email they receive from you, or by offering them an exclusive discount.
Targeting the people you know, especially if you’re building a list from scratch, can also work very well. Friends, family and colleagues can help you spread the word by sharing your website and services on their social media pages and encouraging even more email sign-ups. If you employ people, you could even offer an incentive for the highest number of sign-ups!
Always Ask Permission First
Whatever you do, make sure you don’t automatically add people to your list without their consent. Like most of us, I frequently receive marketing messages from people I might have met once at a networking event or trade show. I didn’t ask to receive their messages, and I hadn’t expressed any particular interest in what they offer, yet I was added to their list anyway.
Not only is this very bad business etiquette, it’s in direct contravention to GDPR. Plus, it’s a very good way to annoy people.
Bear in mind that if people report your message as spam – which is easy to do if they didn’t ask to receive it and they can’t see how to unsubscribe – your emails could end up on the dreaded server blacklists.
The Importance of Email List ‘Housekeeping’
If you’ve already spent precious time on building an email list, then it’s time to be honest. How often do you check it?
You’ll need to keep making sure that your messages are informative and relevant, which is why regularly checking and pruning your contact list is essential.
I work with many small businesses who have invested time and money into their email marketing strategies. Some of these businesses are very proud to tell me about the thousands of people they’ve added to their email lists. Yet in some cases, they’ve got a less than 1% click-through rate to show for it.
Whatever the size of your contact list, a low click-through rate means that your messages are simply not relevant to the majority of the people you’re sending them to.
If this sounds familiar, it’s time to go back to the drawing board!
As you build your list, make sure you monitor open and click-through rates for each message you send. Those figures will help guide your future strategy, so you can spend your time on crafting messages that work.As you build your email list, make sure you monitor open and click-through rates for each message you send. Those figures will help guide your future strategy, so you can spend your time on crafting messages that work. #blog… Click To Tweet
A Little Bit About Email List Segmentation
I’m going to cover list segmentation in more detail in a future post, but I’ll leave you with something to think about for now:
When it comes to emails, one size doesn’t fit all.
Sending exactly the same message to everybody on your list means it will only resonate with some, not all, of your contacts. So start by thinking about the different services you offer, or how people originally connected with you.
You can then categorise your contacts into separate list groups, such as those you met through networking, or those who responded to a specific offer or service.
Any questions about email marking, or list building in particular? Feel free to post them below.If you’re looking for more business marketing ideas – and you actually want to put them into practice instead of putting them off! – book yourself onto my two-day business retreat, Mastering Marketing Magic (you will believe that pigs… Click To Tweet