Email list building is the foundation of effective email marketing. This continuous process of reaching out to your target audience and sparking their interest in your product or service feeds your revenue stream.
The goal of this article is to show you specific steps to take in order to build a strong email list and maximize your email marketing in 2021.
If you want people to sign up for your newsletter, you must make it worthwhile for them to put in the effort and time. That is why I would advise you to treat your newsletter as if it were a product. I’d say develop a great product and communicate the benefits of using it.
When it comes to newsletter design, there are a few rules to follow, but in my opinion, they can be boiled down to the 3 followings:
Focus on the people who are likely to become your customers. Constantly learn about their information needs and develop the right content that corresponds to their daily challenges.
Help solve real-life problems with your content. Put your resources into content that is valuable for your target audience.
Use your newsletter as a two-way communication channel to improve your email marketing, for example, by sending emails that people can respond to, asking questions, running surveys, organizing webinars, and so on. Remember that the closer you are to your customers and potential customers the more you know about their information needs.
A fragment of email form REUZEL presenting selected customer reviews
Did you know? elfoMAP email list management tools, which include signup forms, landing pages, webinars, funnels, live chats, and many other useful features, make it easier to grow and manage your email list.
Once your newsletter is ready, you can advertise it and run promotional campaigns through the various channels available (just like you would do with a product).
Here’s how Foundr Magazine promote their articles on Twitter.
A signup form at the right side of elfo blog landing page
An example of a co-organized webinar from webex
A checkbox allowing visitors to add their email address to an email list at registration from American Giant
A lead magnet is something valuable for your target audience that you offer in exchange for contact information. The lead magnet’s purpose is to incentivize subscription and increase the number of targeted leads captured via a web form.
Lead magnet examples:
Example of a free ebook created from Printful.
There are of course other types of “freebies” or “opt-in bribes” you can offer.
The key point here is that if you want to grow your email list, you must create content that your target audience will be willing to exchange their email addresses for.
Why should anyone sign up for your contact list? I’m sure you can quickly answer this question at this point, but do you communicate clearly to people who haven’t heard of your brand yet?
Go beyond the “sign up to our newsletter” by simply providing a few reasons to do so.
A pop-up inviting website visitors to enter a contest from magic spoon
Come up with different incentives, like a loyalty program, discount, exclusive merch, or contest and test which one proves to be most effective.
A landing page, also known as a “lead capture page” or a “squeeze page,” is a single web page designed to build contact list. Create a landing page for your newsletter.
Example of a short squeeze page containing only two fields – name and email address – and offering a free ebook from Masala Body
There are many ways you can build landing pages but the most convenient one is to use a landing page creator.
Landing page creator available in elfoMAP comes with mobile-optimized free landing page templates, intuitive drag and drop editor, and multiple other features.
Conversion tips: keep your landing page simple by providing a single call to action. Create A/B variants of your landing page. Run tests and see how content type, copy, or design changes influence performance.
A web form, also known as a signup form, is an HTML form that is placed on a website to allow visitors to sign up. There are various forms to choose from, such as a subscription form, download box, scroll form, fixed bar, lightbox, or an exit pop-up.
Add a fixed bar or a pop-up form to the pages with the highest conversion rates, such as the product page and the about us page. People who are interested in your offer will be able to sign up and receive more relevant information. You can create a web form from scratch or use an email list builder, like the one built into elfoMAP.
There, you’ll find various templates to choose from as well as an easy-to-use editor that will allow you to customize your web form to match the style of your website.
Consider the quality-to-quantity ratio when designing your web form. If you want to reach a specific target audience (for example, to generate B2B leads), you may need to create a longer web form that requests more information: company name, company size, position, etc.
Example of a long webform designed to collect email subscribers from Insight
If your goal is to reach a larger audience (for example, potential ecommerce customers), you may ask only for basic information such as name and email address.
The general rule is that the longer the form, the fewer people subscribe. The shorter the web form, the more subscriptions you get, but you have no idea how many people meet your criteria. The trick is to know what you want and to ask only for information that will help you achieve it. This will help you balance the quality/quantity ratio.
Visitors to your website and blog have already expressed an interest in your products or content. Use surveys to get people to subscribe to your content if they like it.
A webinar, also known as an “online seminar,” “web conference,” or “online meeting,” can be an excellent way to build an email list of high-quality contacts. The concept is simple: you provide valuable information to anyone who signs up for your contact list.
Carefully planned webinar content will certainly attract your target audience. To maximize reach, promote your webinar through other online marketing channels.
Pro tip: Partner up with people in your industry with same target audience.
Looking for a more efficient way to generate leads? There are 2 kinds of a list building funnels:
1. Lead magnet funnel
Lead magnet funnels allow you to host your lead magnets, create landing pages, autoresponders, and promote them with Facebook Ads all in a matter of minutes.
Pro Tip: To begin collecting email subscribers with lead magnet funnels, you do not need a lead magnet. They include a collection of pre-made templates and content upgrades that you can use in your own campaigns.
2. Standard opt-in funnel
Even if you don’t have a downloadable opt-in incentive, these list building funnels can help you set up a full lead generation campaign. They can be used to promote your newsletter, an email course, a monetary incentive, or a resource vault.