Email marketing has always worked best when you follow best practices. Ongoing concerns regarding data privacy and new regulations (GDPR, anyone?) should have, if nothing else, focused your mind on these best practices. With this said, there has never been a better time to invest in email marketing.
Any investment in email marketing will only yield significant returns if you invest in your subscriber list. This shouldn’t be seen as a one-time-only investment. Email marketing is a work in progress, meaning the investment should never end.
Time to Rebuild
If you’ve left your email list to stagnate or be completely wiped out by concerns regarding new regulations, it’s time to start rebuilding.
Thankfully, most of the things you’ve done in the past to build out your list will still work — with just a little tweak here and there to ensure you are following best practices.
5 Ways to Rebuild Your Email Marketing Subscriber Lists
Here are five ways to rebuild your subscriber list and start seeing a real return on your investment in email marketing.
- Email Subscription Forms: These should be everywhere, so don’t think about hiding them behind a “newsletter” button on your site that nobody will click on. Remember to explain to your potential subscribers how they will benefit from receiving your emails. Note: You might find pop-up or toaster-style subscription forms a little annoying — but they really do drive subscriptions. If you’re not sure if they will work for your business, test them (you should be testing everything you do in marketing).
- Content Creation: Nothing will drive people to your website and highlight your email subscription forms quicker than compelling and useful content on your corporate blog. Your blog should be the beating heart of your website, meaning your content output should be regular and strong. Once you’ve come to grips with your content blog, you might want to look at podcasting or YouTube — channels where you can easily repurpose your content.
- Social Media Investment: Social media will help you start conversations with your clients and prospects (remember, social media isn’t just a broadcast tool) and drive traffic toward your website, blog content, podcast, YouTube channel, etc. “Listening” to social media conversations around your brand, your competitors’ brands and your industry as a whole will also give you greater insight into how you can better serve your clients’ needs.
- Online Purchases: This is an area where marketers previously employed “assumed consent,” meaning they would automatically add customers to their lists after making a purchase. This is no longer sufficient for consent. A simple tick box and brief statement regarding how you intend to keep your clients in the loop via email marketing turns “assumed consent” into “consent”.
- Trade Shows/Retail Premises: It’s time to replace the goldfish bowl you used to collect business cards in with a tablet computer and a simple email registration form, complete with consent statement. While the goldfish bowl approach (often accompanied with a competition) required very little effort from your trade show or store employees, it wasn’t great at driving highly targeted subscriptions and did little to encourage conversation, which is hardly a great way to start a relationship.
How are you rebuilding your email marketing lists? Share your comments below:
This post first appeared on the iContact Email Marketing Blog.