Tags: email list

15 Ways To Grow Your Email List

15 Ways To Grow Your Email List

Practical Marketer • February 24, 2017

In 2018, like every year before it, your list is the lifeblood of your email marketing efforts. While your list is not a numbers game, it’s always quality over quantity, growth is an important part. We’ve all seen signup forms on most websites we frequent. Many of us have an inbox full of emails we don’t want or, at the very least, don’t open. That can be avoided if you onboard subscribers to your list in the right way and follow best practices for list growth. Here are the factors to consider to grow your list the in 2018. Touchpoints Telling you to put a signup form on your homepage is not groundbreaking advice. It’s every other place a potential subscriber may frequent that you need to be considering as well. Do you have a blog? Put one there to let your readers subscribe to receive your latest posts in their inbox. It even adds variety to the forms of communication in which you send. Your Facebook page should also have a signup form. While I don’t need to sell you on the powerhouse Facebook is in terms of active users, driving traffic and more, there are some ways you can maximize your efforts. Promote your signup form on Facebook. According to the Bit.ly blog, the highest traffic on Facebook occurs between 1:00PM-3:00PM, but engagement may be higher in the evenings. Also, Thursdays and Fridays see 18% higher engagement than the rest of the week. Get the biggest bang for your buck and run ads during those times to maximize eyes. If you have phone support or are ever on the phone to talk to customers, you can simply ask. Even if only to be polite, most people will agree to be added to your list if you ask while they’re on the phone with you. The same applies for chats. For businesses that have customers coming into a brick and mortar location, there are a couple options to gain new subscribers. If your POS system allows for you to add subscribers to your list, you can offer while you’re ringing a customer up. You can also put a computer or tablet in a place that is easy for customers to access and set up a signup station there. Businesses have also used SMS effectively in this situation. Place a sign in your store telling your customers to text a number with their email address to be added to the list. Why is it so important to get them at that moment? According to eMarketer, 81% of online shoppers who have received an email campaign based on previous shopping habits were more likely to purchase again after receiving a targeted email campaign. Events are another great opportunity for list growth. Stay connected with your booth attendees or people you network with by adding them to your email list. Be sure you ask or use another method that allows them to opt in. Timing Like many things in life, timing is everything when growing your list. You want a potential subscriber to see a signup form at the exact moment they’d be most likely to subscribe. Create a popup signup form to appear upon entry to homepage or blog page. Have you ever clicked on an ad for a product or service from Facebook, and shortly after landing on their homepage, have a popup signup form appear with a deal for when you subscribe? It’s effective because you were already intrigued by the product. Getting a discount may make you even more likely to purchase it. According to one case study reported on by the Crazy Egg blog, popups drove 1375% more subscribers than one in the sidebar. An exit-intent popup is a newer, and more stealth, way to attract subscribers. It’s also more of a hail mary approach. The game is almost over and you’ve got one last shot. There are tools out there that create a popup signup form when a site visitor mouses over to leave your sight. If they’re already leaving, a last-ditch effort can be effective when done right. Don’t sound desperate, but consider why they’re leaving. They may not be ready to convert now, but some solid email campaigns down the road could change that. Location. Location. Location. The placement on your site is everything. For signup forms, timing is everything. Consider each situation your site visitors may encounter it when creating to form. On your blog page, it may be after they’ve read most of the post and are into your content. It could be on your Contact page because they want to keep in touch with you and have a dialogue. Put yourself in the customer’s shoes and don’t forget to consider mobile readers. Copy Equally as important to how and when someone encounters one of your signup forms is what they say. Carry your voice through to your signup forms. Your email communications will go a long way to carrying your brand voice through all your engagements with your subscribers, but it starts with the signup form. Here’s one on the Benchmark Blog that we use: I touched on this briefly earlier, but offering a promotion, exclusive educational resource or another incentive to entice an individual to subscribe is a highly effective tactic. However, make sure it’s something that makes sense to your brand. Don’t devalue yourself but an offer that will not bring in the type of customer you want. The trick will also be keeping them on your list once they’ve cashed in on your incentive, which brings me to my next point... Deliver on your promise. Whatever you write in your signup form copy, it’s important to back it up with your email campaigns. So, write what will be exciting to a potential subscriber and then make sure it’s even better than they could have expected upon delivery. That means if you say it’s a monthly newsletter, not to send more than once a month. If you said it’s to get additional educational resources, don’t come through with a sales pitch. If you do this, you will reduce list churn and you list will grow as a result. Segmentation List segmentation isn’t as much a growth hack as much as it is a list churn reducer, but it will help your list grow nonetheless. Delivering more targeted, personalized content will ensure happy subscribers. The signup form on your homepage may be a different one from the one on your blog. It allows your site visitors to decide the type of content they want to receive. You can even allow them to check a box for which list they’d like to subscribe to right there in the signup form. If they’re getting the type of email communications they want, they’re going to stick around. Create a Preference Center. When someone goes to Unsubscribe, they can be taken to a Preference Center. You can catch them before they get all the way out the door. There, they can choose to opt-in to specific types of content or even the frequency with which they would like to hear from you. They may not want daily or weekly emails, but once a month would keep them around. List Hygiene Like segmentation, list hygiene is a long play. It will not result in immediate list growth. In fact, initially, it will be quite the opposite. Cleaning your list of bounces and serial unopens will help your list growth in the long-run. It will help keep you in good standing with ISPs and give you good deliverability. Those are key factors in running successful email marketing efforts. That means your active subscribers will stay around longer and help your list grow long-term. For example, try cleaning out the subscribers who haven’t opened your monthly newsletter in the past 6 months. After that much time, they’re not likely to start now. You can also try a re-engagement campaign, after looking to clean your list. You might be able to reactivate those inactive subscribers. One tactic that often works is to tell them you’re going to remove them from the list unless the opt back into receiving your campaigns. Everybody wants what they can’t have! Here are some additional thoughts and ideas on List Segmentation and Hygiene from a recent Facebook Live. Be sure to Like Benchmark on Facebook to see more Live events in the future:


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New Year’s Resolutions for the Savvy Email Marketer

New Year’s Resolutions for the Savvy Email Marketer

Beyond • December 21, 2010

Be honest, how many of you out there really make a New Year\'s resolution with conviction? And how often does that conviction follow through? These hopeful resolutions are often crushed under the weight of our own priorities. Sure, you need to exercise more, but have you allotted a resolution for freeing your schedule? Sure, you could read a book every month, but have you made a resolution to find a book you love? I guarantee you\'ll exercise more when there is a solid goal attached to that resolution. I will work out until I\'ve dropped ten pounds. I will read this book so I can understand why my daughter wants to be a vampire. That\'s motivation. This year, Benchmark Email is providing you with a guide of your own, New Year’s Resolutions for the Savvy Email Marketer. You’ll find it at the bottom of our manuals section. We’ve not only made the resolutions, we’re giving you expert advice on how to follow through and accomplish these goals. For the New Year, check out these resolutions that will teach you how to: - Grow Your Email List - Understand Your Metrics and Put Them to Use - Segment Your List for Target Demographics - Clean Your Email Lists - Get Social - and much more! At Benchmark, we believe in the value of setting goals and following through. But what is more important is fostering the community that can make that happen. By making these resolutions and giving you the steps necessary to achieve them, we will optimize your email marketing and you will have made a New Year’s Resolution you can keep - every year.


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Email Party with Permission – The Weekly Wrap

Email Party with Permission – The Weekly Wrap

Beyond • December 10, 2010

You\'ve probably heard the saying, \"He who dies with the most toys wins.\" Check this week\'s wrap to find out why the one with the biggest list isn\'t necessarily the winner. It was another busy week. There are all sorts of holidays, new features and tips and tricks to keep you occupied until those holiday vacation days at the end of the month. But there is one party you can have before then... Time to Have a Party! An Email Readability Party! Readability is important for the success of an email campaign. With such a wide variety of technology between desktops, laptops, tablets and smart phones, it is harder than ever to design an email campaign. That\'s why it\'s Time to Have a Party! An Email Readability Party! When Bigger is Not Better The biggest list is not always the best list. You want the people who want to hear from you on there. Good list hygiene is important. Find out When Bigger is Not Better. Permission to Contact? It\'s How You Ask That Counts Permission shouldn\'t just be an issue of yes or no. Tell potential subscribers why you want to contact them and let them choose how often they\'d like to receive emails from you. Remember, email marketing works best when you have a good product, a good message and a good (and willing) customer. Do you have Permission to Contact? It\'s How You Ask That Counts. \'Tis the Season We\'ve got all your holiday email templates for you. Before you get to the present-giving ones like Christmas, celebrate culture and togetherness with Kwanzaa and those who defend human rights on Human Rights Day. Bells and Whistles: Check Out These Great Features! Discover how to Manage Multiple Email Accounts with Benchmark\'s Sub-Account Feature. Be sure to take advantage of our Features Request forum. Suggest great ideas like: Clean List Feature which Adds Polish to Your Email Campaigns. HTML Tips & Tricks - Resizing Headers You don\'t have to know how to use HTML to use Benchmark Email. Some people like to. Here\'s some simple HTML Tips & Tricks on Resizing Headers, if you\'d like to give it a shot. The Skype Conundrum It\'s a wide array of digital tools that comprise our office toolbox, and Skype, a boon to estranged co-workers, is at the top of the pile. But if you\'ve noticed a bug with Skype\'s auto-fill function, rest easy; you\'re not alone. This one\'s a simple fix. Find out how to solve The Skype Conundrum.


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Support Update: The Skype Conundrum

Support Update: The Skype Conundrum

Beyond • December 6, 2009

It\'s a wide array of digital tools that comprise our office toolbox, and Skype, a boon to estranged co-workers, is at the top of the pile. But if you\'ve noticed a bug with Skype\'s auto-fill function, rest easy; you\'re not alone. This one\'s a simple fix. The Problem A client, let\'s call him Bob, is creating an email list. When he gets to his customer\'s contact information, he wants to enter a telephone number. But as he types the number, the box automatically inserts a Skype contact option. This might not be so bad, except the number does not translate through his test emails. In fact, it just repeats the Skype multiple times, highlighted, with random characters appearing next to the phone numbers like some sort of hieroglyphic train wreck. Obviously, Bob (and the rest of us) would like to enter contact numbers without this hassle. The Fix I have good news and bad news. The good news is, this isn\'t a Benchmark malfunction. The bad news: you need to reinstall Skype. Originally, there was a check box choice when Skype was downloaded that could prevent this issue. But the problem can easily be solved by following the instructions below. Step 1 Uninstall Skype. Once you\'ve gone through that process, reinstall it, and uncheck the Google boxes. Step 2 Continue the download. Step 3 Once you\'ve downloaded Skype, go to your Skype Options and click on the Advanced Settings tab. There is now an option to remove Skype highlighting for phone numbers. Just uncheck the box that says \"Use Skype to call callto: links on the web.\" Skype should no longer automatically insert the numbers and you, and Bob, are back in action.


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How to Overcome Email List Fatigue

Beyond • September 12, 2009

Email list fatigue has become a real topic of debate among email marketers. Some customers may not receive your emails because of spam filters. Some do receive your emails but do not open them because their mail account is inactive. But what about those people who don’t read your emails anymore because they are no longer interested? Such customers do not wish to break all ties with you; however there is a definite drop in their interest level. This phenomenon is called ‘email list fatigue.’ Though it is not possible to avoid this issue, there are ways to counter its impact. So, how does one deal with email list fatigue? For a start, try to identify your inactive customers within a certain time period, a year for instance. This period is sufficient to gauge the amount of interest your clients have shown in your emails. The number of emails sent during this period depends on your emailing frequency. Let’s assume you send one email in a month; this means you would have sent out a total of 12 emails in a year. Now, take a look at your customer data. Consider those addresses which have received all 12 emails. From these addresses, find the number of users who have opened your emails and clicked on links. The customers who haven’t received or opened your emails are inactive customers. The point of identifying such customers is not to remove them from your list but to try and reactivate them. Take a look at some techniques that you can employ to reactivate inactive customers and counter email list fatigue. 1. Supply them with fresh content Fresh and high quality content is a must when you seek to rekindle interest among disinterested customers. Put yourself in their shoes and come up with ways to evoke interest among them once again. 2. Limit the number of sales pitches It is acceptable to make subtle sales pitches with great content, once in a while. However, avoid making sales pitches on a frequent basis. An overdose of sales pitches will result in killing your customers’ interest in your emails. 3. Follow a frequency schedule If you send more than one email per month, there is a possibility that your customers may feel overwhelmed. The best thing to do is send emails when you have something worth communicating. Make sure you send a newsletter at least once every month. If you fail to do so, your clients may forget that they had subscribed to your emails. 4. Use the same name and address in the \'from\' field: Your clients will look the name and address in the ‘from’ field and decide if they want to read your email or even open it. They will not open the email, if they do not know the sender. So, avoid changing the details in the ‘from’ field. If you must change it, then inform your clients accordingly. 5. Make the subject line creative Your subject line is the deciding factor when it comes to the opening or deletion of your emails. For this reason you need to create a subject line that will capture the imagination of your customers. If you can’t come up with a creative line, consider hiring a professional to create it for you. 6. Let customers unsubscribe if they want to Let customers unsubscribe from your campaign, whenever they want to. For this reason, you should provide an unsubscribe link in all your emails. There’s no point in keeping disinterested customers on your list. 7. Give customers special offers from time to time Give your customers new and special offers at regular intervals. You may offer them a discount on products and services or even a free trial. For instance, if you have a book store, you can give your customers a discount on the latest releases or bestsellers. 8. Keep taking new subscriptions Regardless of how active your list is, don’t stop the inflow of new subscriptions. This is because peoples’ interests change very swiftly. New subscriptions will ensure that your list doesn’t become dysfunctional due to a lack of interest on the part of your subscribers. 9. Change the day and time of sending If you haven’t had much luck by sending emails on a particular day and time, change both of them. It may or may not work but it’s worth a shot. 10. Change the format You can also alter the format of your emails. If you have been sending your emails in HTML format, and they don’t seem to be doing the trick, you can consider using the text format for a change. Of course, the content and links you provide need to be a lot more specialized. 11. Keep track of the emails Create a separate list for the most important domains. Keep a track of how your emails have been faring in all those domains. If they are unable to make it past spam filters, try to develop other versions, which will get past spam filters. 12. Send your clients postcards You can request clients to revise what they want in the emails. In return, you can send your clients postcards offering them something valuable. 13. Understand the needs of your subscribers It is possible that all inactive clients may have something in common. They could all be women or senior citizens. If that’s the case, try and identify their needs or preferences. For instance, if you publish a newsletter on fitness for males, you could include content for females and categorize it into different age groups so that none of your subscribers feel left out. 14. Form joint ventures cautiously Form joint ventures only with those companies whose clients are interested in what you offer. If you form joint ventures with companies whose clients have no interest in your offerings you will just end up with a new batch of inactive customers. It’s not possible to completely avoid the issue of email list fatigue but the techniques listed above should help you deal with its effects. Once your customers start responding to your emails, add their addresses to the list of active customers. In doing so, you will know for sure how many of them are yet to become active again. So, give these tips a try to combat email list fatigue! Good luck!


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