grow your email list like a pro

Grow Your Email List Like a ProPresented by: Kimber S. Powers, Marketing Training Specialist at VerticalResponse (A Deluxe Company)

Here’s What We’ll Cover• Basics of List Building

• Sign up form tips and tricks

• List Maintenance Basics

• Resources

• Q&A

Why Should I Worry About an Email List? • Your emails help to build and establish a relationship with your

recipients

• Reach more targeted customers

• Email addresses go stale

• A quality list will get you further than a ‘pay for hire’ list

• Segmentation for your campaigns

Examining The Life Span of a List

“28% of email addresses becomeunreachable on average, within a 12-month period. It is crucial to compensate for list churn and substantially grow your email lists”.

- MRSS/Advocacy Institute

Building Your Email List• Remember, it starts with just ONE email address

• Most SMBs average 6 months to reach 100+ contacts (9 months for NPOs)

• Popular ESPs require that you use ‘fully opted-in’ lists only

• Print or Online Sign-up Forms are best tool for capturing ‘Leads’

What is a Lead? • A person who has proactively expressed interest in your

business/service

• Three Types of Leads: - Cold

- Warm

Treat Your List ‘Participants’ Well• Mail regularly – at least once per month

• Send what you promise!

• Adopt an email privacy policy - Fear that their email addresses will be sold is one of the reasons people don’t give out their email addresses.

• Respect all unsubscribes - It’s better to lose a subscriber than to be marked as a spammer.

Let’s Quickly Talk About Spamming

• CAN-SPAM - Don’t use deceptive subject lines. The subject line must accurately reflect the content of the message.

• CASL - Your subject line must pertain to the content in the email. No part of the email message can be misleading or false

Start with a Welcome Email for Your List• Creates a nice ‘intro’ to your business

• Gives them an overview of what they have signed up for and what to expect

• The perfect place to include an intro promo or discount on products/services

• Can be automated and sent to new sign-ups at any time

Tips From the Pros: Let’s Build a Winning Email List

Tip#1 Make Your Sign Up Form

Easy to Find

Best Places for a Sign Up Form• The top side bar of your website or blog (link and/or form)

• In the top navigation bar (link and/or form)

• The footer of your site (link and/or form)

• A tab on your Facebook page (link and/or form)

• At the end of every blog post (link)

• On your “About Us” page (link and/or form)

• All of your social sites (link)

Tip#2Be clear about what

subscribers are getting

What Are You Offering?

• Newsletters – Most Popular!

• Promos

• Sales & Discounts

• Events

• Webinars/Demos

• Informational Updates

• Videos

• Print materal

Tip#3Only gather the essentials

The Ideal Sign Up Form

The Email-to-Website Matrix

Hitting All the Links

•Give your recipients lots of opportunity to get to your website

•Allow your recipients to read long articles easily

•Make them social by including a link to post on Twitter or Facebook

CTAs for Your Sign-up Routes• Urge the reader of a message to

take an immediate action.

• Clear and concise

• Send people where they would expect to go

• CTA Buttons• Increase click throughs

• Increase sales

• Stand out

• Buttons.verticalresponse.com

Examples & Inspiration

Summary

• List building is necessary for a good email strategy

• Start slow and focus on quality

• Remember to ease your subscribers in with a welcome email

• Make your sign up form easy to find

• Clearly define what subscribers will be getting by signing up

• Don’t overload your forms

• The email-to-website roadmap makes a difference

• Get inspiration from your favorite brands

Resources• https://ww.deluxe.com/blog/twelve-ways-to-effectively-build-your-email-list/

• https://ww.deluxe.com/blog/75-email-newsletter-content-topics-you-can-use-asap/

• https://ww.deluxe.com/blog/blast-off-25-tips-to-maximize-email-marketing/

• http://www.verticalresponse.com/blog/how-to-build-your-email-list-guide/

• http://www.verticalresponse.com/blog/15-hygiene-tips-to-keep-your-email-list-clean-as-a-whistle/

• http://www.verticalresponse.com/blog/change-up-your-newsletter-get-more-clicks/

• http://www.verticalresponse.com/marketing-resources/guide/10-steps-to-build-your-email-list-the-right-way

Upcoming Webinars• May 12 – Social Media for Your First Year in Business

• May 18 - Writing Compelling Small Business Content 101

• May 19 - Design a Winning Mobile App for Your Business

• Jun 2 – Getting to Know Google Analytics 101

Register at www.deluxe.com/blog or www.verticalresponse.com/more

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