Is Bigger Better? When it comes to your email list the answer is that it’s less important than having a well managed and growing list. Short term growth accomplished with low value subscribers (folks that really don’t want your email) is very unlikely to create much value.
But what makes a good email list, and how do you get your hands on one? Those are excellent questions, but because of time and space limitations, we’ll break them down into two parts. First we’ll look at the how to build a great email list, and in the next installment we’ll go through and sort your list out to see just how effective it actually is.
5 Tips for building an email list worth its file-size in gold:
Make the prize relevant to what you do, and don’t just blindly give away money or gift cards. They should sign up because they’re interested in something your company does, not because they want to make a quick couple of bucks.
Save the ‘really good stuff’ for after they subscribe. For example, “Fill out the form below, and we’ll tell you the latest about X, Y, & Z in our weekly members-only newsletter.”
Instead, think about offering a small incentive (which doesn’t have to be a discount) or special gift at the time of checkout to anyone who signs up. This is especially powerful if combined into a “small reward now, larger reward in your email” tactic to discourage people from using throwaway and fake emails. Make it clear, make it obvious, and train your cashiers to ask customers about it. After all, if someone has already bought your product, they’re much more likely to buy again. And if you have a brick and mortar retail presence, more and more POS systems are being integrated with email registration so you can segment subscribers channel preference.