How To Build & Grow An Engaged Email List
When it comes to digital marketing, your business needs a multi-platform strategy, and email is still a must. All you need is a small budget, engaging campaigns and an email list – and you will be ready to roll. But what if you don’t have any subscribers? Should you buy an email list? With consumer data privacy acts like POPIA and advanced SPAM filters, sending unsolicited emails is definitely not an option in 2024. Apart from damaging your business reputation; communicating to a list that’s not your own, can be a waste of time and energy.
The ideal approach is to build and grow an email list from scratch. The journey may be longer but the reward of having a targeted group of people that want to hear from you will surely be worth the effort. In this article, we offer a number of email marketing tips to help you build and grow a subscriber list that will look forward to your emails.
Table of Contents
What Is Email Marketing?
Email marketing is the sending of bulk email communications to a subscribed database of people. This practice includes building subscriber lists, creating engaging content, segmenting audiences, automating campaigns, and analysing performance metrics. When executed effectively, email marketing provides a direct, personalised way to reach your audiences, build brand loyalty, and drive conversions.
The Value Of An Email List
An email marketing list is a database of email addresses belonging to people who have Opted In/Subscribed to receive communication from your business. It’s an important asset for any marketing strategy because it provides direct access to an engaged audience interested in your content, information, products or services. Unlike social media followers, you own your email list, giving you more control over the communications with your audience.
10 Reasons Why Email Marketing Is Relevant In 2024
Digital marketing has branched out considerably over the years. Between all the new and trending platforms, it can be daunting for business owners to choose where to focus their marketing efforts.
Here are 10 reasons why email is still worth prioritising:
1. It offers a high return on investment (ROI)
Email marketing’s high return on investment stems from its low cost and high effectiveness. This ROI outperforms most other marketing channels, making it an attractive option for businesses of all sizes.
2. You can talk to your subscribers directly
Unlike social media posts that may get lost in crowded feeds, emails land directly in a subscriber’s inbox. This direct line of communication ensures your message has a higher chance of being seen.
3. You can personalise your communication through segmentation
Modern email marketing platforms allow you to divide your list into segments based on various criteria. This means you can tailor content based on past purchases, browsing history, demographic information, and more.
4. It is highly measurable
Email marketing provides a wealth of metrics to analyse. You can track “Open” rates to gauge subject line effectiveness, “Click-through” rates to measure content engagement, “Conversion” rates to assess ROI, and much more. This data allows for continuous optimisation of your email strategy.
5. It has the power to build customer relationships
Regular email communication keeps your brand top-of-mind for customers. By providing valuable content, exclusive offers, and relevant updates, you nurture relationships over time. This ongoing engagement can turn one-time buyers into loyal, long-term customers.
6. It is very cost-effective – every business can afford it
Once you have an email list, the cost to send an email campaign is minimal, especially compared to paid digital advertising. Depending on your list size and email service provider, you can pay anything from R1.00 and up per email.
7. It is a great way to boost website traffic
Each email you send is an opportunity to drive traffic to your website. By including relevant links to your site content or product pages, you can encourage subscribers to engage further with your brand.
8. It can effectively generate sales
Email is a powerful sales tool. You can use it to promote products, offer discounts, cross-sell related items, or re-engage customers who haven’t purchased in a while.
9. You can create automated campaigns
Email automation allows you to set up triggered emails based on specific actions or timeframes. This could include a welcome series for new subscribers, abandoned cart reminders, or birthday offers.
10. It’s mobile-friendly
With over 40% of emails opened on mobile devices, email marketing naturally aligns with mobile usage trends. Properly designed emails can provide a seamless experience for users checking their inbox on smartphones or tablets.
7 Tips To Build And Grow An Email List From Scratch
How to build an email list and grow it from scratch takes time. However, if you implement various strategies you could speed up the process considerably. Remember: The goal here is quality over quantity.
Try these tips:
Tip 1: Create valuable lead magnets like guides or whitepapers
A lead magnet is a valuable piece of content that can help solve some of the problems your audience could be experiencing. This could be an in-depth guide, an industry report, or a useful tool. Ensure its substantial enough to justify an email exchange.
Tip 2: Add sign-up forms on your website
Place sign-up forms in prominent locations like the top of your sidebar, after blog posts, or in the footer. Use compelling copy that highlights the benefits of subscribing. You can also develop a dedicated landing page that focuses solely on the benefits of subscribing to your list.
Tip 3: Market your subscriber list on social media
Regularly promote your email list on platforms where your audience is active. Share snippets of your newsletter content to give followers a taste of what they’re missing.
Tip 4: Incentivise your subscribers
Provide a compelling reason to sign up immediately by offering a Discount Code, or Free Shipping on the first order. Make sure the incentive aligns with your business model and target audience.
Tip 5: Host webinars or online events
Plan informative sessions on topics relevant to your audience. Promote these events across your social channels and offer free access through an email registration. Follow up with attendees post-event, providing additional value to encourage them to stay subscribed.
Tip 6: Obtain sign-ups at physical events
If you attend trade shows or host physical events, have a tablet or sign-up sheet ready to collect emails. Remember to train your staff to be able to explain the benefits of subscribing.
Tip 7: Leverage other marketing material
If you have physical marketing materials like flyers, business cards, or product packaging, include a QR code that leads directly to your sign-up form. This bridges the gap between offline marketing and digital list building.
Best Practices To Improve Engagement With Your Email List
You’ve got the list, now what? Share emails worth staying subscribed for, by following these best practices:
1. Write compelling subject lines that truthfully represent what your email is about
Subject lines can affect open rates. Use curiosity-inducing phrases to pique interest, include numbers or statistics but always ensure you deliver on what you claim.
2. Share valuable content
Don’t just sell! Provide valuable and topical content that your audience could find useful. Share industry news and updates to keep readers informed. Create how-to guides and tutorials that solve common problems. Offer expert insights through interviews or guest contributions. Share detailed case studies to show real-world applications of your products or services, etc.
3. Make use of relevant visuals to break copy-intensive sections
Visuals break up text and make your newsletter more engaging. Use high-quality images that complement your content. Maintain consistent branding with headers and colour schemes. Incorporate videos or GIFs to demonstrate products or explain concepts. Make sure your layout is clean and mobile-responsive.
4. Make your emails personal
From addressing emails personally, to sending tailored product recommendations, creating a personalised and engaging email experience can be very rewarding. But don’t hesitate to humanise your brand either by sharing company updates or milestones, showcasing team-building activities or events to give a glimpse into your company culture.
5. Share exclusive offers
Make subscribers feel special by offering deals not available elsewhere. This could be discount codes, early access to sales, or subscriber-only products. Free resources like e-books or templates can also be valuable exclusives. Emphasise the exclusive nature of these offers to reinforce the value of being on your list.
6. Include your customers in your campaigns
Showcase real customers to build trust and community. Feature success stories or testimonials to demonstrate your product’s value. Include a Q&A section addressing common customer queries, which can also assist in reducing support inquiries.
7. Make use of interactive elements
Boost engagement with interactive content. Run polls or surveys to gather opinions and make subscribers feel heard. Embed social media feeds to showcase your broader online presence and encourage cross-platform engagement, etc.
8. Make it easy for customers to take action
Guide your readers on what to do next through clear Call To Actions (CTAs). Use action-oriented language like “Shop Now” or “Learn More.” Make CTAs visually distinct with buttons or bold colours.
9. Request feedback from your readers
Continuously improve by asking for subscriber input. Request opinions on newsletter content to ensure you’re meeting reader needs. Encourage replies with questions or suggestions to foster two-way communication and make subscribers feel valued.
10. Always include an “Unsubscribe” button
While it may seem counterintuitive, making it easy to unsubscribe can actually improve your list quality. Clearly display the “Unsubscribe” link.
Email marketing is a potent strategy for businesses of any size. With Email Only Hosting, you can start engaging subscribers even before your website launches. This service maintains your professional image, ensures reliable email delivery, and safeguards your Sender reputation, providing a solid foundation for your email marketing efforts.
![Strip Banner Text - Look Professional From The Start With Email Only Hosting. [Sign Up Now]](https://www.domains.co.za/blog/wp-content/uploads/2024/07/email-list-3.png "Look Professional From The Start With Email Only Hosting. [Sign Up Now]")
KEY TAKEAWAYS
– Do not use a purchased email list, rather build your own verified email list.
– Building an organic email list takes time, but yields a targeted audience eager for your messages.
– Email marketing is a strategic, cost-effective tool for direct customer communication and business growth.
– An email list provides direct access to an engaged, owned audience for targeted marketing.
– Email marketing is essential in 2024 for its high ROI, direct communication, personalisation, measurability, cost-effectiveness, relationship-building, website traffic boosting, sales generation, automation, and mobile-friendliness.
– Engage subscribers with valuable, personalised content and interactive elements to maintain a quality email list.
– Email Only Hosting enables effective marketing and professionalism, even without a website.
FAQs
How do I effectively build and grow my email subscriber list?
Offer valuable content (lead magnets) like exclusive tips, e-books, or discounts in exchange for email addresses. Use clear and compelling sign-up forms on your website, and promote your email list across social media channels. Consider using pop-ups or exit-intent forms to capture visitors’ attention.
Where can I get people to subscribe to my email lists?
Your website should be the primary source. Use social media platforms to promote your email list and content. Attend industry events or webinars and collect emails. Partner with complementary businesses for cross-promotions. Consider using paid advertising on platforms like Facebook or Google to target potential subscribers.
Why are email lists important to your business?
Email lists provide direct access to interested customers, allowing for personalised communication. They offer higher conversion rates compared to other marketing channels, help build customer loyalty, and provide valuable data on customer preferences.
What is a good email list size?
A good size depends on your industry, business size, and goals. Quality is more important than quantity. A engaged list of 500 subscribers can be more valuable than an unengaged list of 5000. Focus on growing a list of interested, responsive subscribers rather than aiming for a specific number.
How long does it take to build an email list?
Building a substantial email list typically takes months to years of consistent effort. The speed depends on factors like your industry, marketing efforts, and the value you provide. Some businesses might see rapid growth in a few months, while others may take longer to build a significant list.
Is an email list important?
Yes, an email list is crucial for most businesses. It provides a direct line of communication with customers, helps nurture leads, drives sales, and builds brand loyalty. Plus, you own the list.
What is a mailing list?
A mailing list is a collection of email addresses gathered from individuals who have expressed interest in receiving communications from a business or organisation. It’s used to send newsletters, promotions, updates, and other relevant content to subscribers.
Is email marketing effective nowadays?
Yes, email marketing remains highly effective when done correctly. It offers personalised communication, high ROI, and the ability to segment and target specific audience groups. With the right strategy, email marketing can outperform many other digital marketing channels in terms of engagement and conversions.
What is the most important thing for email marketing?
Providing relevant, valuable content to your subscribers is crucial. This includes understanding your audience’s needs, personalising messages, maintaining a consistent sending schedule, and respecting subscriber preferences. Additionally, maintaining a clean list and following email marketing best practices are important for deliverability and engagement.
What type of email newsletters do people love reading?
People generally enjoy newsletters that provide clear value, such as exclusive insights, helpful tips, industry news, or special offers. Personalised content that addresses specific needs or interests tends to perform well. Visual appeal, concise writing, and a mix of educational and promotional content are also important factors.
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Chantél Venter is a creative writer, strategic thinker, and a serious gesticulator. She’s passionate about storytelling, small businesses and bringing color to the world – be it through her words or wardrobe.
She holds a four-year degree in Business and Mass Media Communication and Journalism. She’s been a copywriter and editor for the technology, insurance and architecture industries since 2007 and believes anybody can run a small business successfully. She therefore enjoys finding and sharing the best and most practical tips for this purpose.