There is a great amount of value in an email list for a company, but it can be challenging to get targeted prospects to subscribe.
There are lots of reasons why companies can’t seem to get email communications to customers to work for them. The good news is that there are some quick and easy fixes.
Before I get into suggestions on how you can build your email list, an important item is your frequency.
You should be sending email to customers no less than once a month. If six months pass from the time the joined your list until they hear from you, they may well report you as spam, because they don’t remember opting in.
Speaking of spam, be sure your emails are CAN-SPAM compliant, so you don’t risk getting in trouble with the FTC. If you use a vendor like AWeber for your email, they have that all in place for you.
Here are two ways you can build your list…
- Lead generation: give customers an incentive to join your email list. The incentive could be an ebook, white paper, free tool, or resource that appeals to your audience. Set it up so they have to provide their email to access that special offer.
- Online contest: create a contest to give away your product or service to some lucky prospects, and make the entry an opt-in to your email list. Check with a lawyer to be sure you are in compliance with laws.
As far as the current subscribers, you should be providing useful and interesting content of some sort with each email, whether it’s a discount code, relevant articles to your company, or information on new releases.
Otherwise, they will either not bother reading future emails or unsubscribe from you.
Finally, be sure your email is easily read on a mobile device. Otherwise, you’re turning away a substantial portion of your audience.