So, you’ve decided to finally embrace the world of email marketing, except that you have one problem; you don’t have an email database. While this may seem like a marketer’s worst nightmare, it provides plenty of opportunities to build a rich and engaged database.
Follow these steps to ensure you build the most successful database possible:
1. Give people a way to sign up
Simple as it may seem, countless websites are missing one critical element; an email opt-in form. To get your audience to sign up in the first place, they need to have the capability to do so. We recommend adding a sign-up form at the checkout, but also having a clear pop-up that allows them to sign up. Because let’s face it, not all your customers will make it to the checkout.
Try adding a discount code or gift for those who sign up to entice more opt-ins.
2. Leverage sign-ups via social media
You don’t only have to collect emails on your website. Try nifty social media campaigns, such as a lead generation campaign, which funnel emails into your email database. Competition ads work best here, as more people are willing to hand over their email and SMS details if it comes with the prospect of winning.
3. Encourage new users to bring a friend
Referral campaigns are some of the strongest for new businesses. Entice further sign-ups by encouraging your existing customers to submit a friend's email to the marketing list. Providing them with a referral offer, such as 15% off at the checkout instead of 10% can make them more likely to refer. Remember, even the smallest offers can have the biggest impacts.
4. Test out opt-in forms
Running with multiple opt-in forms allows you to see where which creatives, language or discounts appeal most to your customers. This is a fantastic way to prevent potentially lost time with otherwise unsuccessful opt-in forms.
5. Don’t be scared to push the limits
Your website sign-up form doesn’t need to follow the generic ‘rules’ of forms. For example, instead of having a ‘No thanks’ button for those who aren’t interested, you can change it to ‘I don’t want a discount.’ This change, though slight, can cause customers to second-guess their decision, which may push them over the line.
6. Build landing page-specific signup forms
For some businesses, the home page is not the most visited. For this reason, building forms specific to landing pages may improve their chances of conversion. In an example of a cookie business, changing the background from chocolate chip to red velvet, based on the landing page, can make a major difference as it shows that you are attentive to your customer’s interests.
7. Let your customers choose
Many customers are wary about signing up for email lists as they don’t want the burden of eternal email spam. You can help calm their anxieties by letting them choose what they will opt in to. This may include new updates, promos or behind-the-scenes content. Just be sure to stay true to their selections to maintain their satisfaction in the long term.
8. Add an opt-in to your email signature
If you spend a lot of time emailing your clients and customers, it may be worthwhile to add an opt-in link to your email signature. This gives your customers the choice to access more information about your business.
9. Use a lead magnet
Many of the strategies above may be more relevant to e-commerce businesses. Fortunately, there is plenty that service-based companies can also do to ensure their list grows exponentially. We recommend testing a lead magnet, which allows you to provide a free downloadable for the cost of a customer's email.
10. Collect emails when you’re out and about
Whether you’re chatting to a customer, at a trade show or speaking with your newest business prospect, grabbing their email address can allow you to grow a richer and more engaged database. Just be sure to ask their permission before adding them to your list, as consent is a requirement of email service providers.
Need help to grow your database?
The Email By Design team understands that growing a database is no easy feat. Chat with us today to start growing your database so you can reap the profitable benefits of email marketing.
