The web is full of information about building an email list with different tips and tricks to try and capture sign up’s.
What most of the information is missing though is how to build a useful email list.
A useful email list is one that when you send an email the recipient takes some form of action (that you’ve asked for in the email).
This could be buying the product you are selling, visiting the latest blog or guide you’ve shared a link for, replying to book a consultation etc.
To build a useful email list you actually have to remember what email is generally for in most non-marketers day to day lives – one to one communication.
Most email marketing though is like a person with a megaphone in the street shouting about their product or service always pitching the new idea.
This is not what normal one to one communication looks like.
Rightly so, most recipients of these kinds of marketing emails want to unsubscribe or mark as junk and avoid the email blasts at all costs.
So if you are going to send useful email you need to do it in a manner that is useful to those receiving it and that they anticipate and want to actively receive in their inbox.
Once you’ve got the right information going out to your email list you also need to look at how you are getting sign up’s and make sure that it fits with your overall strategy for the type of customer you want to attract.
Lots of businesses offer the bribe of “10% off your first purchase if you sign up to our emails” this could be quite effective at getting people who want to make a saving to sign up but if that is what motivates them to sign up then they won’t pass the test of someone wanting to receive the email and anticipate it coming.
This will also lead you to build a list of people just looking for discounts and marking everything you send as junk, leaving you as unread or unsubscribing once they have used the voucher code.
With your sign up’s you need to look at your target segment and then build a sign up value proposition strong enough that they are eager to hand over their email address to you and get whatever information you can share with them.
This will look different to each company but for example if you sell products for after schools clubs you’ve a better chance of getting engaged sign up’s if you provide a free resource about the best games any kids worker can play with 6 year olds than if you provide a 10% off discount code. (Better still why not add the discount code at the back of the resource so that they can get a surprise when they read through it!)
Whatever your value proposition for getting sign up’s it’s best to focus on what adds value to your target customers life and will make them want to hear from you again and again.
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