The marketing world has spoken, and the word on the street is that it is time to stop buying lists, and start building. Buying email lists is no longer as effective, as often the lists are not good and they target all of the wrong people.
In fact, email marketing to third party lists is no long even considered an effective strategy by most marketers, and it’s time for you to make the change, too.
Cue the time of the opt-in list. While building a list of real, interested and engaging clientele may seem like a daunting task, it can definitely be done. With a little bit of smart work, you will have built yourself a marketing email list that is actually worth its weight in broadband.
Here are our top list building strategies designed specifically to build a marketing email opt-in list.
Before we start, remember that the first step is always to make a plan. Know what you are trying to sell and the brand you are trying to create. Also, be certain of the audience you are trying to reach, so you do not waste time chasing the wrong tail, as it were.
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Strategy 1: Content is King
If your buyer is going to buy into whatever it is you are selling, you have to prove that there is actually something to sell. Whether it’s a service or a good, people need to hear about what it is you are offering, how it’s being used and why it’s the right choice for them.
Blogging is a great way to get this started, as it offers a platform to get a good amount of high-quality content onto the internet where potential customers can find it.
This is not another opportunity to hodge-podge together some random information, but instead it is a great chance for you to show off your product and build your brand.
Offer clients useful information, such as industry reports or guides that will not only boost your search engine ratings but will give clients real information to put a product to a name.
Strategy 2: Social Media is Queen
Hand-in-hand with creating content that the public actually wants to read, is sharing that content in a way that people easily find it. In today’s day and age, this means social media.
Although a daunting task on its own, establishing a presence on social media platforms will create interest among people who may not have even heard of your company before.
Use a variety of content, such as your brand new and informative blog posts, infographics and videos that will engage users and get them interested.
Furthermore, do not be afraid to pay a little bit for advertisement. The more people you can get to engage with your content, the more you will be able to convince to stay.
While it may seem like a waste of money, the number of clicks can translate into site visits, turning into subscriptions and eventually revenue. Remember – you have to give some to get some.
Strategy 3: Give Opt-In a Chance
Now that you have all of your content, and it has been spread out so that potential clients can easily find it, it’s time to get your opt-in list going.
One way to think about it, is that the content will bring them in, and the opt-in list will help them stay. There are two methods that are effective in getting people to sign up for your marketing email list.
The first method is to ask. Simply put, offer visitors to your site the chance for exclusive discounts, promotions and news that is only available via your marketing communications. Then, ask if this is something they want. The key is to offer something that people want – such as free stuff and information on discounts. If what you are offering is worth their while, they will say yes.
The second method is to require it. While this sounds a little harsh and demanding, there are ways to do it that make it seem like a sweet deal. Also known as “gating” content, this method asks for simple information in return for the premium content that you have so carefully built up specifically for this purpose. In exchange for demographic information, users are granted access into relevant and useful industry information.
Strategy 4: Make it Easy
The best way to guarantee that nobody will join your opt-in email list is to make it take longer than five seconds. We have all heard about the short attention span of basically everybody, and you would be foolish to think your potential clients are any different.
Ask only information that you need to know. Unless you are a private detective agency, you probably don’t need their mother’s maiden name. Basics like first name, last name and email are usually all you need.
If you do need more information, or want it for your own analytics, ask it on subsequent visits, or different pages. Remember it shouldn’t take more than approximately 5 seconds for people to sign up.
Furthermore, allow customers to opt in and out of certain marketing information. Some clients may only want to know about your monthly discounts, while others will want to know about all of the great new content you are creating.
This is not difficult to manage as the marketer, and it is a good way to make sure people who are subscribed, stay subscribed.
Remember, building a sustainable marketing email opt-in list is not going to happen overnight, and it is going to take some planning and execution. However, it is well worth the time to replace that third-party email list with people who may actually consider investing in what you have to offer. If you believe in your brand, selling it will not be hard if you target the right audience.