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Return path 50_ways_to_grow_your_email_list

  1. 1. 50 WAYS to grow your email listpage: 1 50 Ways to Grow Your Email List Share it!
  2. 2. 50 Ways to Grow Your Who Should Read This?Email ListWritten By Casey Swanton Beginner Beginner content is intended for marketers just starting out or for those who just need Casey is currently a Response a refresher. Consultant for Professional Services at Return Path. Casey’s agency experience has involved Intermediate strategic consulting with high Intermediate content is intended for marketers visibility brands including Disney, with some experience in the subject matter Mars and Adecco to develop, including strategies and tactics. implement and refine email,mobile and social programs that balance a high ROI with Advanceda positive, meaningful brand experience for consumers. Advanced content is for marketers who haveHer approach unifies the goals of her clients with the an advanced level of understanding of emailwants and needs of the end user, ensuring that both have marketing and are looking for advancedmore rewarding and positive interactions. strategies and tactics. This e-book:page: 2 50 Ways to Grow Your Email List Share it!
  3. 3. Contents:5: Introduction 18: Client Services Capture Making the Most of Each Touch Point6: The BasicsBuild a Foundation for Positive Subscriber Experiences 19: Get Social Tying Email to Social Media11: Bread & ButterThe Website Opt-in 22: There’s An App For That? Collecting Email in Mobile15: Beyond DigitalGetting the Brick and Mortar Involved 23: Searching For Subscribers SEM and SEO17: Out Of The BoxMaking Print and Outdoor Media Work Harder 24 : Mixing It Up Cross-brand Strategiespage: 3 50 Ways to Grow Your Email List Share it!
  4. 4. Return Path Products Placement.EQ Protect.EQ Maximize inbox placement with superior Protect your users and your brand by gaining accuracy and visibility into active subscriber full visibility into known, unknown and data, seedPlacement.EQ sending reputation. lists and Insight.EQ Certification.EQ Protect.EQ potentially fraudulent email traffic. Placement.EQ Insight.EQ Certification.EQ Protect.EQ Secure.EQ Certification.EQ Secure trust in your brand by monitoring and Boost inbox impact by increasing delivery blocking phishing and integrating the latest speeds and bypassing email filters with the email threat intelligence into your security most respected whitelist in the industry. Certification.EQ Protect.EQ program. Insight.EQ Professional Services Make your email program best in class by Customized consulting solutions from seeing how subscribers engage with your email intelligence experts that drives email brand, how content renders, and side by side performance, produces measurable results,Q Insight.EQ benchmarks on key metrics. Certification.EQ Protect.EQ and improves your program ROI. page: 4 50 Ways to Grow Your Email List Share it!
  5. 5. Increasing both the size and quality of a subscriber email list is usually a top priority for marketers, and with good reason. Not only does the email channel typically show a high ROI when compared to other direct marketing channels, it offers marketers a means to further engage and inform their subscribers. Additionally, email can be integrated with other channels to augment outreach efforts and enhance overall campaign performance. The following recommendations can help increase the number of successful email sign-ups by increasing exposure for the email program and making it easy for email prospects to find and complete the opt-in 5 50 Ways to Grow Your Email List Share it!
  6. 6. THE BASICS: Build a Foundation for Positive Subscriber Experiences Regardless of which methods you employ to 1 grow your list, make sure that your approach is subscriber-centric and user-friendly. A primary goal of building an email list should be to create a rewarding and satisfying subscriber experience from the initial opt-in to the re-engagement email and 6 50 Ways to Grow Your Email List Share it!
  7. 7. Include clear permissioning and a link to the Leveraging a splash page that focuses on the 2 privacy policy on all opt-in pages and forms. 3 email opt-in is a great way to grow a subscriber Setting expectations with new subscribers is base for major launches, new brand awareness essential for growing an engaged and happy strategies, upcoming key events and any subscriber base. other promotion that depends on building anticipation as well as an email list. By ensuring that subscribers understand what types of emails they’ll be receiving from the very start, they’ll also be less likely to mark future messages as spam!page: 7 50 Ways to Grow Your Email List Share it!
  8. 8. Give prospects an easy way out of the Create a simplified, mobile-friendly landing page 4 subscription process and back into your website 5 that includes an overview of email program content if they chose not to opt in. This sounds benefits, an opt-in, and basic navigation back to counterintuitive, but prospects who have a the main website. This ensures that a greater positive brand experience are more likely to opt- audience will be easily able to opt-in. in down the line. Additionally, these same site visitors may choose to opt-in on another page once they have had more time to explore your content. See number 12 to ensure that you close the loop for prospective subscribers!page: 8 50 Ways to Grow Your Email List Share it!
  9. 9. Make it easy to opt in by including a limited Keep your opt-in form design simple and 6 number of required fields that are clearly 7 intuitive and you’ll see a lower identified as such. abandonment rate. If your brand strategy requires a high level of data, consider adding a secondary page Clearly spell out how your email program can or section where users are able to volunteer 8 benefit your subscribers and customers and set additional information or adjust preferences. expectations on what kind of messaging they’ll 9 50 Ways to Grow Your Email List Share it!
  10. 10. Offer email-exclusive deals, information and Have an optimized triggered welcome email in 9 opportunities to increase the value of your email 10 place to confirm the opt-in and welcome new program for subscribers. subscribers to your program. While this won’t help grow your list, it’s an important step to start things off on the right foot and stave off list attrition!page: 10 50 Ways to Grow Your Email List Share it!
  11. 11. BREAD& BUTTER:The Website Opt-in Make the email opt-in on your home page Put an email opt-in call-out on your content 11 noticeable and easy to find! The longer that 12 pages or within website headers or sidebars that site visitors have to search for it, the fewer will are consistent across all pages of your website. successfully complete the process. The example below from Ford allows subscribers to sign up for email once they’ve already had a chance to explore areas of the site that are relevant to 11 50 Ways to Grow Your Email List Share it!
  12. 12. Include an email opt-in on shopping cart For sweepstakes and contests, include a benefit 13 checkout pages, but try not to pre-check the 14 statement, clear permissioning and a checkbox sign-up box. to opt-in to receive promotional emails. Ensuring that the opt-in is voluntary and intentional can help reduce the chance of spam For any sign-up forms for webinars, demos or complaints and opt-outs down the line. 15 other online events, call-out your email program and provide a way to 12 50 Ways to Grow Your Email List Share it!
  13. 13. Make sure that your website footer includes an Include a clear, motivating call-out within the 16 email program call-out and/or link to your opt-in 18 email creative that encourages and/or allows page. your subscribers to forward an email to their friends. Make sure that your content is worth sharing! 17 If you have great offers, tips, information, images or content, your subscribers will be more likely to spread the word. If possible, for all emails that are forwarded 19 through calls to action within the content, add a banner or call-out to the template that includes motivating copy and a link for the friend to sign up to receive 13 50 Ways to Grow Your Email List Share it!
  14. 14. Include an opt-in link in the footer or content of Consider sending an email that highlights 20 all commercial emails so friends are able to 22 sharable content and/or the multi-channel share opt-in even if the email was forwarded through features that are available for subscribers to the forwarder’s email client. spread the word about your brand, products or offers. For true Refer-A-Friend programs, create motivating, user-friendly landing pages. Feature a prominent forward-to-a-friend link 21 within your welcome email series to capitalize on new and engaged subscribers. Include a call-out to join your email program on 23 transactional emails for customers who are not subscribed to your email 14 50 Ways to Grow Your Email List Share it!
  15. 15. BEYOND DIGITAL:Getting the Brick and Mortar Involved Turn in-store customers into email subscribers Take some of the pressure off of your in-store 24 by informing shoppers of the benefits of the 25 employees to spread the word by including email program and offering them an option to signage and point of purchase call-outs that opt-in at the point of sale. briefly highlight the benefits of your email 15 50 Ways to Grow Your Email List Share it!
  16. 16. If you’re already sending email receipts, modify If you have a loyalty program in place, ensure 26 the template to include a call-out for your email 29 that it is tied into your email program. program and a link to the opt-in form. Allow members to opt-in to receive standard sales emails in addition to loyalty program Include an email program plug and benefit communications. 27 statement on printed sales receipts. Leverage QR codes as a quick way for savvy 28 in-store customers to jump right to your mobile friendly opt-in 16 50 Ways to Grow Your Email List Share it!
  17. 17. OUT OF THE BOX:Making Print and Outdoor Media Work Harder On print advertising pieces in magazines and Promote your email program to customers and 30 newspapers, call-out the benefits of the email 31 prospects on your physical mailing list. On program and include both the website address direct mail pieces, call out the specific benefits and/or a QR code of an email subscription or online membership and provide simple, clear instructions on how to opt in. Plug your email program on printed collateral 32 and brochures. Highlight the benefits of the email program 33 on advertisements displayed in spaces with a captive audience, like public transportation ads. Provide a link or QR code that directs visitors to the mobile site or mobile opt-in 17 50 Ways to Grow Your Email List Share it!
  18. 18. CLIENT SERVICESCAPTURE:Making the Most of Each Touch Point Provide your call center with scripts that briefly Add a descriptive link about the email program 34 highlight the email program and allow callers to 35 in the email signatures for client/prospect facing opt-in to receive promotional messaging. representatives. This strategy works great for B2B or for brands that leverage one-to-one lifecycle or customer service email 18 50 Ways to Grow Your Email List Share it!
  19. 19. GET SOCIAL:Tying Email to Social Media If you have a presence on Facebook, create an Do not require Facebook visitors to like your 36 email opt-in tab that calls out the benefits of the 37 brand before opting in to receive emails. Across program and allows visitors to join your list. all age groups, email still has a commanding lead on how people would like to receive promotional based messages. Requiring a “like” and an email address may contribute to page abandonment and the loss of an opportunity to contact the visitor across both 19 50 Ways to Grow Your Email List Share it!
  20. 20. For Facebook, customize the text, image and Within your social profiles, ensure that website 38 links that are published to the site when a 39 links direct users back to a relevant landing page subscriber shares email content and offers. that contains a benefit statement and opt-in for Ensure that the messaging that is displayed is the email program. This can be accomplished engaging and actionable for friends. by updating the footer, header or side bar to contain an email program call-out and opt in form. What to do What not to dopage: 20 50 Ways to Grow Your Email List Share it!
  21. 21. Promote the benefits of your email program on On all Pinterest-friendly content, ensure that 40 the social sites that you have presence on and 43 when the pinned image is clicked, users are provide a link to the opt-in page. linked back to a content page that contains an email program opt-in. Call out specific email exclusive offers on social 41 sites and provide links back to the opt-in page. Ensure that these pages offer navigation back to main content pages to allow visitors to further explore your brand and your site. If your brand is very active on Pinterest or your 42 website sees frequent traffic from the site, ensure that the sidebar, header or footer on all of your content pages contain an easy to locate email opt-in. Pinterest Image links to relevant web page with email opt-in Make opting in easy for interested visitors as pinned images can often link to deep site 21 50 Ways to Grow Your Email List Share it!
  22. 22. THERE’S ANAPP FOR THAT?Collecting Email in Mobile If you have a mobile app, add an email opt-in Already linking to an email account and 44 option within your app settings, intro screens or 45 sending transactional messages? Include a content pages. permissioning statement and checkbox to opt-in to receive promotional emails and extend the opportunity by including an opt-in link within the email 22 50 Ways to Grow Your Email List Share it!
  23. 23. SEARCHING FORSUBSCRIBERS:SEM and SEO Call-out your email program on SEM ads, If your brand leverages search ads, include a link 46 especially if you have an offer for new 47 to your email program opt-in. subscribers. Not only will you get more email addresses, you may capture more sales from prospects who are shopping around for 23 50 Ways to Grow Your Email List Share it!
  24. 24. MIXING IT UP:Cross-brand Strategies If your brand is included in another company’s If your brand is involved with, or contributes to 48 promotional email, ensure that the landing page 50 altruistic causes and your logo is featured on includes an opportunity to opt-in to the their site, request that the logo be a live link email program. that directs traffic back to a relevant site page that contains an option to opt-in to the email program. If your brand is cross-promoted on another 49 brand’s preference center or opt-in form, make sure that permissioning is very clear or use a double opt-in process. This can help increase subscriber trust and reduce the chances of spam complaints and opt- outs down the 24 50 Ways to Grow Your Email List Share it!
  25. 25. Canada About Return Path Return Path is the worldwide leader in email intelligence. We analyze more data about email than anyone else in the world and use United Kingdom that data to power products that ensure that only emails people want and expect reach the inbox. Our industry-leading email intelligence Germany solutions utilize the world’s most comprehensive set of data to maximize the performance and accountability of email, build trust across the USA (Corporate France entire email ecosystem and protect users from Headquarters) spam and other abuse. We help businesses build better relationships with their customers and improve their email ROI; and we help ISPs and other mailbox providers enhance network performance and drive customer retention. Information about Return Path can be found at: Brazil Australia rpinfo-australia@returnpath.compage: 25 50 Ways to Grow Your Email List Share it!
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