The key to any great email campaign is getting your message out to thousands of subscribers that WANT to hear from you. To do this properly, you need to engage in organic and social campaigning for sign-ups. Although you can gain sign-ups from paid search or display advertising, these leads tend to be of lesser quality and they will eventually opt-out, or worse, possibly mark future emails as spam.
1. Make your sign-up form simple by asking only for their email address. If you want more information, give them the option to update their preferences and/or profile.
2. Make the sign-up form easy to find. Don’t bury it in the footer of the Contact Us page. Add it to your homepage, in a very visible location. Many tests have been conducted on webpage usage and fewer than 10% scroll to the very bottom of any webpage.
In addition to collecting sign-ups on your webpage, there are many other ways to grow your list. One that has been very successful for some of Internet Marketing Inc’s clients is through social media and contests or giveaways. Take advantage of the viral aspect of Social by creating a giveaway, advertising it on Facebook, Twitter, etc. and require the user to submit their email (with a clear message they are being opted into your newsletter list). If the giveaway is of great value, then it will be shared with friends and grow virally, expanding your reach beyond your normal fan base.
What About Buying Email Lists?
The question I get asked most – “what about buying or renting email lists?” First, never buy a list. Purchased email lists are proven to be half dead emails, then less than 10% will respond and likely fewer than 5% of those will remain on the subscriber list. They are the type of user that either never unsubscribes or they have a “junk” email account they use for all online sign-ups and they may never open another email. The chance that anyone from a purchased list really cares about your product is very slim. You can also endanger the reputation of your domain and email account. If too many of these users mark your email as spam, it can permanently damage your reputation, resulting in a poor delivery success of all future emails.
Is Renting An Email List A Viable Solution?
Renting lists can prove to be successful, the key here is that you do not own the emails, the service provider sends out the email for you and you have to hope the recipients will engage with you and your offer. If anyone unsubscribes or marks these emails as spam, it doesn’t affect your reputation or your email lists. The results of renting email lists can vary greatly depending on how segmented the list is you are testing (demographic selections) and the offer you present to entice them to engage with you. These new subscribers may end up opting out later, but you will have gained a new subscriber, at least partially interested in your product for a short time. For some, that would be considered a successful email marketing campaign.