50 WAYS to grow your email list

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50 Ways to Grow Your Email List
Written By Casey Swanton Casey is currently a Response Consultant for Professional Services at Return Path. Casey’s agency experience has involved strategic consulting with high visibility brands including Disney, Mars and Adecco to develop, implement and refine email, mobile and social programs that balance a high ROI with a positive, meaningful brand experience for consumers. Her approach unifies the goals of her clients with the wants and needs of the end user, ensuring that both have more rewarding and positive interactions.

Who Should Read This?
Beginner Beginner content is intended for marketers just starting out or for those who just need a refresher. Intermediate Intermediate content is intended for marketers with some experience in the subject matter including strategies and tactics. Advanced Advanced content is for marketers who have an advanced level of understanding of email marketing and are looking for advanced strategies and tactics.

This e-book:
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Contents: 5: Introduction 6: The Basics Build a Foundation for Positive Subscriber Experiences 18: Client Services Capture Making the Most of Each Touch Point 19: Get Social Tying Email to Social Media 11: Bread & Butter The Website Opt-in 22: There’s An App For That? Collecting Email in Mobile 15: Beyond Digital Getting the Brick and Mortar Involved 23: Searching For Subscribers SEM and SEO 17: Out Of The Box Making Print and Outdoor Media Work Harder 24 : Mixing It Up Cross-brand Strategies page: 3 50 Ways to Grow Your Email List Share it! .

Insight. seedPlacement. unknown and potentially fraudulent email traffic.EQ Placement.EQ Protect your users and your brand by gaining full visibility into known. and side by side benchmarks on key metrics.EQ lists and sending reputation. produces measurable results. Certification. and improves your program ROI. how content renders.EQ Q Insight.EQ Protect.EQ Boost inbox impact by increasing delivery speeds and bypassing email filters with the most respected whitelist in the industry. Certification.Return Path Products Placement. Protect.EQ Secure trust in your brand by monitoring and blocking phishing and integrating the latest email threat intelligence into your security program.EQ Insight.EQ Protect.EQ Certification.EQ page: 4 50 Ways to Grow Your Email List Share it! .EQ Insight.EQ Make your email program best in class by seeing how subscribers engage with your brand.EQ Maximize inbox placement with superior accuracy and visibility into active subscriber data.EQ Protect.EQ Certification.EQ Certification. Professional Services Customized consulting solutions from email intelligence experts that drives email performance.EQ Protect. Secure.

Increasing both the size and quality of a subscriber email list is usually a top priority for marketers. and with good reason. page: 5 50 Ways to Grow Your Email List Share it! . it offers marketers a means to further engage and inform their subscribers. Additionally. Not only does the email channel typically show a high ROI when compared to other direct marketing channels. email can be integrated with other channels to augment outreach efforts and enhance overall campaign performance. The following recommendations can help increase the number of successful email sign-ups by increasing exposure for the email program and making it easy for email prospects to find and complete the opt-in process.

Build a Foundation for Positive Subscriber Experiences page: 6 50 Ways to Grow Your Email List Share it! . A primary goal of building an email list should be to create a rewarding and satisfying subscriber experience from the initial opt-in to the re-engagement email and beyond.THE BASICS: 1 Regardless of which methods you employ to grow your list. make sure that your approach is subscriber-centric and user-friendly.

upcoming key events and any other promotion that depends on building anticipation as well as an email list. By ensuring that subscribers understand what types of emails they’ll be receiving from the very start.2 Include clear permissioning and a link to the privacy policy on all opt-in pages and forms. they’ll also be less likely to mark future messages as spam! 3 Leveraging a splash page that focuses on the email opt-in is a great way to grow a subscriber base for major launches. page: 7 50 Ways to Grow Your Email List Share it! . new brand awareness strategies. Setting expectations with new subscribers is essential for growing an engaged and happy subscriber base.

This sounds counterintuitive. page: 8 50 Ways to Grow Your Email List Share it! . This ensures that a greater audience will be easily able to opt-in. See number 12 to ensure that you close the loop for prospective subscribers! 5 Create a simplified. mobile-friendly landing page that includes an overview of email program benefits. but prospects who have a positive brand experience are more likely to optin down the line.4 Give prospects an easy way out of the subscription process and back into your website content if they chose not to opt in. these same site visitors may choose to opt-in on another page once they have had more time to explore your content. Additionally. an opt-in. and basic navigation back to the main website.

7 Keep your opt-in form design simple and intuitive and you’ll see a lower abandonment rate. consider adding a secondary page or section where users are able to volunteer additional information or adjust preferences. 8 Clearly spell out how your email program can benefit your subscribers and customers and set expectations on what kind of messaging they’ll receive. page: 9 50 Ways to Grow Your Email List Share it! . If your brand strategy requires a high level of data.6 Make it easy to opt in by including a limited number of required fields that are clearly identified as such.

10 Have an optimized triggered welcome email in place to confirm the opt-in and welcome new subscribers to your program. information and opportunities to increase the value of your email program for subscribers. it’s an important step to start things off on the right foot and stave off list attrition! page: 10 50 Ways to Grow Your Email List Share it! .9 Offer email-exclusive deals. While this won’t help grow your list.

page: 11 50 Ways to Grow Your Email List Share it! . 12 Put an email opt-in call-out on your content pages or within website headers or sidebars that are consistent across all pages of your website.BREAD & BUTTER: The Website Opt-in 11 Make the email opt-in on your home page noticeable and easy to find! The longer that site visitors have to search for it. the fewer will successfully complete the process. The example below from Ford allows subscribers to sign up for email once they’ve already had a chance to explore areas of the site that are relevant to them.

include a benefit statement. page: 12 50 Ways to Grow Your Email List Share it! . clear permissioning and a checkbox to opt-in to receive promotional emails. Ensuring that the opt-in is voluntary and intentional can help reduce the chance of spam complaints and opt-outs down the line. 15 For any sign-up forms for webinars. call-out your email program and provide a way to opt-in. but try not to pre-check the sign-up box. 14 For sweepstakes and contests. demos or other online events.13 Include an email opt-in on shopping cart checkout pages.

for all emails that are forwarded through calls to action within the content. your subscribers will be more likely to spread the word. information. add a banner or call-out to the template that includes motivating copy and a link for the friend to sign up to receive emails. images or content. 18 Include a clear. page: 13 50 Ways to Grow Your Email List Share it! . 19 If possible. tips. motivating call-out within the email creative that encourages and/or allows your subscribers to forward an email to their friends. 17 Make sure that your content is worth sharing! If you have great offers.16 Make sure that your website footer includes an email program call-out and/or link to your opt-in page.

products or offers. user-friendly landing pages. page: 14 50 Ways to Grow Your Email List Share it! . 21 Feature a prominent forward-to-a-friend link within your welcome email series to capitalize on new and engaged subscribers. create motivating.20 Include an opt-in link in the footer or content of all commercial emails so friends are able to opt-in even if the email was forwarded through the forwarder’s email client. For true Refer-A-Friend programs. 23 Include a call-out to join your email program on transactional emails for customers who are not subscribed to your email program. 22 Consider sending an email that highlights sharable content and/or the multi-channel share features that are available for subscribers to spread the word about your brand.

25 Take some of the pressure off of your in-store employees to spread the word by including signage and point of purchase call-outs that briefly highlight the benefits of your email program.BEYOND DIGITAL: Getting the Brick and Mortar Involved 24 Turn in-store customers into email subscribers by informing shoppers of the benefits of the email program and offering them an option to opt-in at the point of sale. page: 15 50 Ways to Grow Your Email List Share it! .

ensure that it is tied into your email program. 27 Include an email program plug and benefit statement on printed sales receipts.26 If you’re already sending email receipts. 28 Leverage QR codes as a quick way for savvy in-store customers to jump right to your mobile friendly opt-in page. Allow members to opt-in to receive standard sales emails in addition to loyalty program communications. 29 If you have a loyalty program in place. page: 16 50 Ways to Grow Your Email List Share it! . modify the template to include a call-out for your email program and a link to the opt-in form.

clear instructions on how to opt in. Provide a link or QR code that directs visitors to the mobile site or mobile opt-in page. call out the specific benefits of an email subscription or online membership and provide simple. call-out the benefits of the email program and include both the website address and/or a QR code Making Print and Outdoor Media Work Harder Promote your email program to customers and prospects on your physical mailing list.OUT OF THE BOX: 30 On print advertising pieces in magazines and newspapers. 31 32 Plug your email program on printed collateral and brochures. On direct mail pieces. page: 17 50 Ways to Grow Your Email List Share it! . 33 Highlight the benefits of the email program on advertisements displayed in spaces with a captive audience. like public transportation ads.

page: 18 50 Ways to Grow Your Email List Share it! . This strategy works great for B2B or for brands that leverage one-to-one lifecycle or customer service email programs. 34 35 Add a descriptive link about the email program in the email signatures for client/prospect facing representatives.CLIENT SERVICES CAPTURE: Making the Most of Each Touch Point Provide your call center with scripts that briefly highlight the email program and allow callers to opt-in to receive promotional messaging.

email still has a commanding lead on how people would like to receive promotional based messages. Requiring a “like” and an email address may contribute to page abandonment and the loss of an opportunity to contact the visitor across both channels. Across all age groups.GET SOCIAL: Tying Email to Social Media 36 If you have a presence on Facebook. create an email opt-in tab that calls out the benefits of the program and allows visitors to join your list. 37 Do not require Facebook visitors to like your brand before opting in to receive emails. page: 19 50 Ways to Grow Your Email List Share it! .

This can be accomplished by updating the footer. customize the text. ensure that website links direct users back to a relevant landing page that contains a benefit statement and opt-in for the email program. header or side bar to contain an email program call-out and opt in form. image and links that are published to the site when a subscriber shares email content and offers. 39 Within your social profiles.38 For Facebook. Ensure that the messaging that is displayed is engaging and actionable for friends. What to do What not to do page: 20 50 Ways to Grow Your Email List Share it! .

40 Promote the benefits of your email program on the social sites that you have presence on and provide a link to the opt-in page. ensure that when the pinned image is clicked. ensure that the sidebar. 41 Call out specific email exclusive offers on social sites and provide links back to the opt-in page. Pinterest Image links to relevant web page with email opt-in page: 21 50 Ways to Grow Your Email List Share it! . 42 If your brand is very active on Pinterest or your website sees frequent traffic from the site. Make opting in easy for interested visitors as pinned images can often link to deep site content. Ensure that these pages offer navigation back to main content pages to allow visitors to further explore your brand and your site. 43 On all Pinterest-friendly content. users are linked back to a content page that contains an email program opt-in. header or footer on all of your content pages contain an easy to locate email opt-in.

THERE’S AN APP FOR THAT? Collecting Email in Mobile 44 If you have a mobile app. 45 Already linking to an email account and sending transactional messages? Include a permissioning statement and checkbox to opt-in to receive promotional emails and extend the opportunity by including an opt-in link within the email content. intro screens or content pages. page: 22 50 Ways to Grow Your Email List Share it! . add an email opt-in option within your app settings.

SEARCHING FOR SUBSCRIBERS: SEM and SEO 46 Call-out your email program on SEM ads. page: 23 50 Ways to Grow Your Email List Share it! . include a link to your email program opt-in. you may capture more sales from prospects who are shopping around for savings. Not only will you get more email addresses. especially if you have an offer for new subscribers. 47 If your brand leverages search ads.

49 If your brand is cross-promoted on another brand’s preference center or opt-in form. page: 24 50 Ways to Grow Your Email List Share it! . make sure that permissioning is very clear or use a double opt-in process. request that the logo be a live link that directs traffic back to a relevant site page that contains an option to opt-in to the email program.MIXING IT UP: Cross-brand Strategies 48 If your brand is included in another company’s promotional email. 50 If your brand is involved with. This can help increase subscriber trust and reduce the chances of spam complaints and optouts down the line. or contributes to altruistic causes and your logo is featured on their site. ensure that the landing page includes an opportunity to opt-in to the email program.

com Brazil rpinfo-brazil@returnpath.com About Return Path United Kingdom rpinfo-uk@returnpath. Information about Return Path can be found at: returnpath. build trust across the entire email ecosystem and protect users from spam and other abuse.com Germany rpinfo-germany@returnpath. We analyze more data about email than anyone else in the world and use that data to power products that ensure that only emails people want and expect reach the inbox. Our industry-leading email intelligence solutions utilize the world’s most comprehensive set of data to maximize the performance and accountability of email. and we help ISPs and other mailbox providers enhance network performance and drive customer retention.Canada rpinfo-canada@returnpath.com rpinfo@returnpath.com page: 25 50 Ways to Grow Your Email List Share it! . We help businesses build better relationships with their customers and improve their email ROI.com Australia rpinfo-australia@returnpath.com USA (Corporate Headquarters) France rpinfo-france@returnpath.com Return Path is the worldwide leader in email intelligence.

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