According to the Marketing Sherpa Benchmark Report, here are the top email list building tactics:
- Whitepaper or other premium content (29%)
- Webinar (19%)
- Exclusive access/offer (19%)
- Discount or coupon (19%)
What do these tactics have in common?
Content and incentives are the two key areas where you should place your focus.
It makes sense that content would be one of the most effective ways to build an email list. If you have useful information your subscribers want, they will sign up for your emails. And they will continue to open and read your emails as you keep sending the content they expect and want. Content marketing is a concept that has been getting a lot more attention over the past couple years. It is not new in the sense it has been recently invented — only the term itself is a newer invention. As the Content Marketing Institute explains it, “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience…”
I sign up for emails or follow companies on Facebook, LinkedIn, and Twitter, if I can get something free or know a discount coupon will be included! It is human nature. People like to receivee incentives. And there are some effective ways for sending dynamic coupons to your subscribers.
For example: if you are a clothing retailer and you’re having a one-day only sale this Saturday, the coupon within your email might say, “Save 50% this Saturday on all Tank Tops!” When your subscribers open that email and view the coupon any time before or during the sale, they will see that specific offer. If your subscribers view that offer on the Sunday after the sale, the email can contain a different offer such as “Save 15% on Sandals.” You do not have to send out another email with a different offer or honor a coupon that is no longer valid with dynamic coupons. Dynamic email content tools can help you save time and avoid any frustrated customers who otherwise would have walked into your store with that expired coupon from their email.
Other email list building strategies:
- Offline events
- Registration during purchase
- Online events
- Facebook registration page
- Email to a friend/Forward to a friend
- Paid search
- Blog registration page
- Co-registration programs