First things first — you need to set up your “infrastructure” for list building. That is pick an email marketing service provider, create a set of incentives and design on-site subscription forms.
Let’s take a look at each step.
1. Choose an Email Marketing Provider
An email marketing service (ESP) is the software you use to manage all the list-building steps — subscription form design and setup, email collection, and subsequent campaign dispatches.
- Create custom subscription forms for different pages
- Segment your subscribers’ list into smaller groups by demographics
- Design and schedule different types of promotional emails
On top, you get tools to analyze the effectiveness of each campaign, so that you could know:
- How many people open your emails
- Which email signup forms bring the most sign-ups
- Who are your most active subscribers and what they like
- Which types of emails generate the most website click-throughs
Top-Rated Email Marketing Software
- Sendinblue: Ranked as the most intuitive by first-time users despite having a host of advanced email marketing features such as personalization tools, custom email automation rules, and a fully functional sales CRM.
- Constant Contact: Provides drag & drop email design tools, excellent audience segmentation functionality, and an email automation suite. A great choice for small businesses.
- GetResponse: Best suited for eCommerce businesses and marketers relying on webinars to build their email list.
2. Brainstorm Incentives for Subscription
Why would anyone subscribe to your email list?
A 2021 survey by HubSpot shows that people subscribe to an email list to:
- Be notified about promos & discounts
- Receive informational and educational content from the brand
- Learn about company announcements
- Get a bit of everything from above
As the data suggests, most people subscribe to a newsletter when they see value in it.
So your first goal is to analyze what type of ‘value’ could incentivize your target audience to subscribe to your newsletter.
Freebies
Our brain is inherently attuned to craving free stuff.
A series of experiments by MIT researchers found that when consumers are given a choice between a free low-quality candy and paid gourmet chocolate, most went for the freebie.
Why? Because the promise of “free” instantly makes us happy, plus tricks our brain to deem the ‘free’ product more attractive even if it’s of lower quality.
The same physiological mechanism prompts people to enter online giveaways or provide their email in exchange for another freebie.
Here are several tantalizing freebie ideas to use for email list building:
- Content: free eBooks, guides, checklists, reports, templates.
- Toolkits and resources bundles
- Free samples
- Podcasts or audio-recordings
- Complimentary gifts
Discounts and Promos
New customers view email as an acceptable ‘bribe’ to pay for access to savings.
That’s why nearly every online retailer incentivizes newsletter sign-ups with first-order discounts.
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