How to Build an Effective Email Marketing List
Email marketing remains a powerful tool for brands. In fact, a staggering 87% of them say that email marketing is critical to business success.
If we go by the numbers, it’s not surprising that they say that. After all, for every $1 they spend on email marketing, they get a whopping return on investment of $42.
That doesn’t mean, though, that you can just send emails to just about anyone and expect to reap marketing benefits. The success of your email campaigns is only as good as your subscriber list.
A targeted high-quality email list ensures your marketing emails land in the inboxes of people who are actually interested in your products, making them more likely to engage with your valuable content. When they engage with your content, they’re also more likely to buy in the long run.
So, how do you build an email list for success? Let’s discuss eight ways:
1. Create a High-Converting Landing Page
If you’re looking to build an email list, your dedicated landing page is where the magic begins. Think of it as the gateway to your brand. First impressions matter, and a high-converting landing page can change a website visitor to an email subscriber.
To make your landing page effective, focus on the following key elements:
- Compelling Headlines and Supporting Copy: Your headline should immediately grab attention. Your copy should also quickly communicate the benefits of subscribing to your email list.
Check out this excellent example:
The landing page headline will likely turn heads. Who doesn’t want to get “proven SEO tips” without any hassle, after all? Once the visitor’s attention is on the landing page, the marketer sustains it by further highlighting the benefits they can get in the supporting copy. So if they see they can get ”access to exclusive tips, strategies and case studies,” they’ll finally give in and provide their email address.
- Strong Visuals: Use images or videos that reinforce your message and make the page more engaging. Visuals can also guide the visitor's attention to the email signup form.
- Minimal Form Fields: Keep the form fields to a minimum to reduce friction. Typically, asking for just an email address is enough to get people to subscribe. You can always gather more information later.
- Leverage Social Proof: Include testimonials, case studies, or trust badges to reassure visitors that signing up is a safe and valuable choice.
You might even want to consider using multiple lead generation landing pages, each tailored to different segments of your audience. Companies with 10-15 segmented landing pages can achieve up to a 55% increase in lead generation.
If your email marketing software doesn’t have a feature for creating landing pages, you can use Clickfunnels to create these. There are Clickfunnels alternatives that are more affordable and yield just as excellent results if the tool doesn’t fit your budget.
2. Use Powerful CTAs
A high-converting landing page is only as good as the Call to Action (CTA) that drives it. Your CTA is what nudges your ideal subscribers to take that crucial step, whether it’s signing up for your newsletter or downloading a free guide.
Use personalized CTAs. They can convert up to 202% better than generic call to action buttons.
Also, make sure you again specify the benefit users will get when they click your CTA. For example, if your landing page aims to get users to download your free social media content calendar in exchange for their email addresses, a call to action like the one below may be more effective than a mere “Download” CTA. Why? Because the CTA below specifies the template is “free.”
Use action-oriented words like "Get” or “Download” to prompt viewers to act. Adding a sense of urgency can also boost conversion rates. Phrases like "Limited Time Offer" or "Join Now Before It’s Gone" can encourage visitors to give their email addresses then and there.
Finally, ensure your CTA is prominently displayed and easy to find. It should be placed where the visitor’s eye naturally travels, such as above the fold.
3. Experiment with Pop-Ups
Pop-ups are one of the most effective tools for email list-building. Since they target your actual website visitors, you can ensure those who sign up using them are really interested in what you have to offer.
But the secret to using pop-ups lies in their timing, copy and placement.
Experiment with different types of pop-ups, such as exit-intent pop-ups and in-line pop-ups. Exit pop-ups appear just as a visitor is about to leave your site. Meanwhile, inline forms blend seamlessly with your content.
If you’re using the second, don’t just throw it at your visitors the moment they land on your site. Give them a chance to engage with your content first.
Tailor your inline pop-ups to the content the visitor is engaging with, too. For example, if they’re reading a blog post on SEO, the pop-up could offer a free SEO checklist in exchange for their email.
Placement matters, too. Consider using your inline pop-up forms in your site’s navigation or footer where they can catch the eye without being intrusive.
Take this one from the Moz website for instance. It allows you to scroll and engage with other content on the screen.
Whatever the type of pop-up you use, ensure it’s visually appealing and consistent with your brand’s aesthetics. Avoid clutter and use clear, concise messaging.
Also, test different designs, messages, and triggers to see what works best for your audience. The goal is to create pop-ups that enhance the user experience while still driving conversions.
4. Offer Incentives and Giveaways
Offering incentives and giveaways is a surefire way to entice visitors to part with their email addresses. About 90% of customers are willing to share their emails in exchange for incentives like free samples and discounts.
However, your giveaway needs to be valuable enough to justify the exchange. Think about what would make your target audience excited to share their contact information.
Are they SaaS business owners? Offer an exclusive discount code on your product or a free trial in exchange for their email addresses, like Honeybook does:
The key is to offer something that’s relevant to their needs. This not only helps you build an email list quickly but also ensures that the people on your list are genuinely interested in what you have to offer.
5. Promote via Social Media
Social media is a goldmine for list-building, but it requires more than just posting your landing page link and calling it a day.
To build an email list, you need to engage with your target audience on their preferred platforms. Leverage platforms like Facebook, TikTok, Instagram, or LinkedIn to reach a broader audience and drive more traffic to your landing pages.
Here’s how to effectively use social media channels to build your clean email list:
- Share custom links to your email sign-up forms and gated content across your social media accounts. Use engaging visuals and captions to attract the attention of your ideal subscribers. Don’t forget to include those powerful CTAs we talked about earlier.
- Invest in targeted ads as part of your social media promotion. These can drive users to your email sign-up page. See this example:
Social channels like Facebook and Instagram offer advanced targeting options, allowing you to reach specific target audiences and interest groups.
- Run social media contests that require users to provide their email addresses to enter. Make sure the contests are something only your ideal subscribers will be interested in.
Social media platforms also allow for real-time interaction and engagement. This means you can immediately respond to any questions or concerns potential subscribers might have, further increasing the chances they’ll sign up for your list.
The more touch points you create with your audience, the more likely they are to trust you enough to share their email address.
6. Leverage Your Existing Subscribers and Email Signature
You can ask your existing subscribers to help you build your email list, too. Just ask them to forward your email newsletters to their own email contacts they think will be interested in your content. You can offer them an incentive like a discount on your products or exclusive content in exchange for their help.
Just make sure the emails you ask them to forward to select members of their email network will help you reach your list-building goals.
So, ensure your email content is high-quality. Include a link to your lead generation form, too. But instead of inserting it in your main email body where it can disrupt the reading experience, incorporate it into your email signature. This is a non-intrusive–not to mention, innovative—approach to building your email list, so people are more likely to oblige and give you their email addresses. Make sure, however, that you include a compelling copy that prompts action on that link. Check out this example:
Because there’s emphasis on the fact that the guide in exchange for the email address is free, people are likely to click through.
Also, utilize a trackable link to measure how many subscribers you’re getting through your email signature. Email tracking tools like Lavender, Boomerang, and Streak can help you here. You can use your findings to make adjustments to your signature and ensure it ultimately yields more sign-ups.
A well-optimized email signature can drive a 15% increase in click-through rates. Given the sheer volume of emails exchanged daily, leveraging your signature for list building is a simple, yet effective strategy that can yield significant results over time.
7. Don’t Overlook Offline Approaches
It’s easy to forget the impact of offline strategies when building a healthy email list in this digital age. However, traditional methods can still be incredibly effective when combined with digital B2C and B2B marketing tactics.
Consider these offline approaches to build your email list:
- In-Person Events: Whether it’s a trade show, conference, or networking event in your industry, use these opportunities to collect email addresses. Do not forget to carry your business card to these events. Better still opt for digital versions so you do not run out of them. Platforms like Uniqode help to create digital business cards with a two-way contact-sharing feature and allow adding custom links such as your lead capture forms. With these groundbreaking digital cards, event attendees can easily access your lead capture form on the spot leading to more signups.
- Other Printed Materials: Include your email list sign-up link on other printed materials, such as brochures and posters. Distribute them in places frequented by your ideal subscribers. For instance, if you sell email marketing software, you can give away your brochures and display your posters near a digital marketing company. A simple QR code can make it easy for people to subscribe with their smartphones.
These offline approaches might seem old-school, but they can add a personal touch to your list-building efforts that digital strategies might be lacking.
8. Choose the Right Email Platform
Choose the right email platform that can help you create an effective email list.
For instance, some platforms allow you to create high-converting sign-up forms without knowledge of the code.
If the email marketing platform offers pre-designed forms, even better. You can just use these templates if you don’t have the time to create your lead generation forms from scratch, All you need to do is customize your chosen template to ensure it reflects your branding.
The email marketing software you choose should also enable you to test your forms. This will ensure the landing pages and pop-ups you eventually deploy yield the best results.
Your platform should also offer robust email list management tools that allow you to segment your subscribers. With these audience segmentation features, you can ultimately ensure an effective email list to use for every email marketing campaign.
Prioritize a solution with advanced list segmentation options that allow you to categorize subscribers based on demographics.
You should also look for premium email marketing software that lets you create trigger emails. These types of messages are automatically sent to a select portion of your list of subscribers in response to their actions.
For instance, abandoned cart emails like the one above are sent to specific subscribers who left a product in their website cart but never pushed through with the purchase.
With a targeted subscriber list for every email campaign, you can increase the chances of potential customers taking action.
Conclusion
Creating an effective email marketing list is more than just collecting a bunch of email addresses. It’s about strategically curating a list of engaged and interested contacts who are more likely to engage with your high-value content and take action.
Remember, the key to success lies in combining multiple approaches. So choose the right email platform to create high-converting landing pages and pop-up forms for your lead generation efforts. Also, use email signatures and social media to share your links. Make sure you always use strong and compelling CTAs. As a final tip, don’t forget to combine your list-building efforts with offline approaches.
Implement the strategies highlighted above. You’ll ultimately build a subscriber list that meets your email marketing goals—and reap the many benefits of email marketing!
