Even today, advertisers, marketers, and businessmen rely a lot on their email lists. Time and again, research has shown that email is one of the most valuable assets to any kind of business, providing a great return on investment. The biggest reason you should set up an email list today is that it works! That is because, in an era where the big sharks and unicorns can destroy businesses in one fell swoop, you should turn to things that you can control.
But the challenge is, you don't just want a huge list; but also an engaged one. Engagement is an equally important metric in play here. Otherwise, what's the point? People may build a 6 digit email list which might turn out worthless even after all that time and money.
When people sign up to a list, it is a powerful signal of their potential to develop an intent to buy, and that is why you create a customer journey through your emails. But then, that's a totally different article in itself.
You might have heard that a smaller yet engaged list is far better than a huge list that isn't committed. How about we find the best of both worlds? We, at Mailmodo, have curated a list of the top strategies that are being used in the industry and even in-house, so you can build a huge list that is very committed.
Let's dive into the greatest list-building strategies that experts use to increase their subscribers.
1. Share quality content on your blog regularly
People focus so much on increasing the subscriber count that they forget about the most crucial part, which is adding value to the visitors. Even if they do, they keep beating around the bush a bit too much instead of being straight up informative. Making it interesting and readable is important to you while making it informative and educational is important to your visitors(and eventually to you too, see the point?).
2. Add an exit-intent popup to the blog
Catch viewers on their way out! On average, about 70% of the visitors who land on your page will bounce off an never come back. This one simple but often ignored step can cut down the bounce rate by at least 5%, which doesn't sound like much but it is. We call it baby steps! You detect when users are about to leave and prompt them with a compelling opt-in form.
3. Include an opt-in at the end of articles
Any reader that has managed to reach your opt-in at the bottom of the article has already primed, so you'll be missing out if you don't make this a ritual. Your headline, which is referred to as a hook, grabbed their attention. And even your quality content has appealed to them by then as light does to the moths, else why would they still be there? Unless of course, they're content writers, scrolling for content ideas on the world wide web.
Those who have made it to the bottom of your content are bound to be focused. They're engaged and looking for further direction. Here, you direct them right to your email list.
4. Use lead magnets, but make them relevant
They have a variety of names. Some call them ethical bribes, while others choose to call them giveaways. Regardless of what we call it, they should be compelling enough and placed at the right spot for the reader to want to sign up. The most important part to note is- promise only what you can deliver. Otherwise, you will end up with less engagement and blame it on the list for having poor quality.
Be it an eBook, a pdf checklist, infographics, a video or an email series or newsletter, your CTA(Call-to-action) is a major player in getting their attention. We recommend spending 40% of the time on the lead magnet and 60% on the CTA buttons. Make sure they have good contrast with the background to make them stand out.
5. Don't hesitate to use gated content
If you're delivering nothing but pure value to the customers, you won't hesitate in locking the best of your content midway. You can blur or fade the rest and place a CTA on top asking the viewer to Sign Up to view the rest. For convenience, you can offer to sign up via some popular channels like Facebook and Gmail. If you get the placement right, you're sure to see a good number of sign-ups here.
6. Use a double opt-in
A two-step opt-in or a confirmed opt-in filters viewers who are not so committed and have a lower intent. The logic here being, if they're going so far as to authenticate the opt-in, you're sure to see much higher open and click-through rates. What more? You're even complying more with the email laws, ticking two boxes at the same time off your list. Now, they do need to go through an extra step, but it's best for both sides in the long run. Imagine being unsubscribed or being marked as spam(if they're not able to find an unsubscribe button easily) by a huge chunk of your list.
7. Make it a smart squeeze page
A squeeze page is a landing page designed specifically with the sole aim to make the viewers enter their email address at one point or the other during their stay on the page. Be sure not to make it intrusive or distracting at all; else it will reduce the perceived quality of your content.
Try having different types of opt-in forms and CTA buttons. No two opt-in forms should look similar or make the viewers feel like they're being lured in. Else they will run away instantly thinking you're just desperate to trap them. The best places to include sign-up forms are header, footer, sidebar, about page, contact page, and a sticky top bar.
8. Create a compelling offer
Offer a bonus to you reader: coupon codes and discounts go a long way. Make them feel special; don't be afraid to let them have a few options to maximise the chances. You can even include a few social proofs right below to induce a bit of FOMO.
There can be a ton of ways, but not all are equally effective. These are our handpicked favourites, and we recommend to implement them all if feasible. Combined, these simple strategies will reap you benefits greater than the sum of their parts. Multi-million dollar businesses have been built just on the strength of email lists. For the top players, 90% of the income comes from these lists. Even in 2020, their email list is still their #1 business priority- and asset.