In today’s world, growing your email list may seem old hat with social media having shoved its way onto center stage as the marketing platform. While social media is a lucrative venue, expert Joe Pulizzi, founder of Content Marketing Institute, points out that you don’t own the email addresses of those following you on social media.
Who owns them? The social media company. Now, that’s a point worth thinking about since it translates into potential revenue that your company isn’t getting. How much revenue?
Making Money with an Email List
According to Campaign Montior (CM), your company is missing out on a lot of revenue that could be generated by having a large email list.
CM quotes a tweet posted by Noah Kagan, founder of SumoMe, “AppSumo.com is a 7 figure business and 90%+ of our revenue comes from emails.”
What about your company? What percentage of your revenue comes from emails? If your figure is less than 90%, then how much revenue do you believe is being left on the cyber table by not having a larger email list?
Direct marketing to targeted audiences is a tested good business practice. If you don’t own your social media followers’ email addresses and rely strictly on social media by placing your biggest marketing efforts there, then you’re losing revenue and business growth.
Tips on Growing Your Email List
There are several ways you can grow your email list, such as redirecting, popovers, lightboxes and other tactics.
While social media is an effective way to communicate with customers about your event, it’s also a goldmine for building email lists and creating a loyal customer base.
# 1: Facebook Email Subscription Widgets
There are various sign-up/subscription widgets and integrations to choose from to take advantage of Facebook. For example, MailChimp offers a Facebook integration that allows you to set-up a signup form on a Fan or Business page. The only drawback is the signup forms don’t appear on mobile apps, only computers. Still this will give you email addresses you otherwise would miss. It’s worth your time to investigate various signup widgets then decide which one best suits your needs.
# 2: Redirect to Website
Take advantage of captive audiences through social media by redirecting followers to your website. Reasons to redirect followers to your website include:
- Early bird discount for upcoming event
- Recent article content on website
- Freebies, such as how-to downloads or other industry relatable info.
- Industry-related classes
# 3: Popovers
Once on your website, visitors should be greeted with a popover and Call To Action (CTA). The popover is a web form that appears along the top of the landing page.
The CTA is designed to get visitors to sign-up for your newsletter. Welcome visitors with a popover CTA in the form of an offer. Your CTA should motivate visitors to immediately respond. Entrepreneur suggests keeping popover CTAs simple. Sign-ups should only require a name and email address.
Some CTA examples:
- Find out how
- Act today
- Come inside
- Learn more
- Get more information
- Save money today only
# 4: Add Lightboxes
First-time visitors may ignore popovers, wanting to first explore your website. Strategically place lightboxes for “deeper scrolling” signups. Get Response explains that a lightbox is a popover that’s gets attention by the page darkening behind it.
Placing lightboxes throughout your website can greatly increase your email list. Joe Boland, editor for NonProfit Pro tweeted, “Using a lightbox for signup forms increased sign ups by 511% over a simple call to action.”
# 5: Discount and Coupon Incentives
Another great CTA tactic is to offer an incentive. Typically, this is a discount on the visitor’s first order or first event. A time limit is a good CTA tactic and may be appropriate if your event is within a few weeks. It’s also a great way to encourage early registration.
# 6: Event Check-In
When guests arrive at your event, you want to make sure you have their “correct” emails in your database. This should be verified at check-in time. If your event doesn’t require pre-registration and takes additional registration on the day of the event, then be sure attendees’ email addresses are required and checked.
Other Email List Must Dos
Some other necessary housekeeping for email signups can be put in place at the beginning.
# 1: Verify Email Addresses
You want to be sure that your email list doesn’t contain bogus addresses. This is easy to verify by sending an automated response welcoming new subscribers.
Entrepreneur suggests this response email “give people an idea of the type of content they’ll be receiving” and engages the subscriber immediately.
# 2: Ways to Engage Subscribers
Now that your email list is growing, you want to use it effectively. Create an annual email marketing plan that includes:
- Special events, such as sales, contests, etc.
- Special discounts
Five emails per month is considered a standard number of emails to send a marketing email list. Get more mileage by including social sharing buttons embedded in your emails.
#3: Make Growing Email List Priority
You will hopefully never reach the end of growing your email list. For a healthy business, this list needs to continue growing and your company will grow with it.
Take a page out of bestselling author Michael Hyatt‘s book (Platform: Get Noticed in a Noisy World), “I came to the conclusion that building my email list was my number one strategic priority.”