Treat your email list like your most valuable asset (because it is)
The backbone of any successful email marketing program is your list of subscribers. It’s your most valuable marketing asset because it’s quite literally your core audience – the people you’re trying to reach and ultimately convert who have already shown interest in what you do, say and sell.
Unfortunately, in the age of distractions, the average email list churns by about 30% every year.
That means almost a third of your audience will unsubscribe on an annual basis. Pretty scary, right? That’s why a smart list building strategy is crucial to your success.
This goes beyond placing a static opt-in form on the footer of your website. While you’re working at the register, on a newspaper ad, or on social media, always look for opportunities to build your email list wherever you interact with your target audience. In addition to multiple opportunities on your website, you should link (in your customers’ mind and in real life) a way to subscribe via social channels, events, brick-and-mortar locations and beyond. It’s all fair game as long as you’re offering something valuable for joining your list and delivering on that promise.
Another important thing to remember about your signup form? Don’t ask for too much information right away. Every field you add to your signup form will cause the conversion rate to drop by 25%.
You can always ask for more over time once people are more familiar with your brand. Plus, if you’re paying close attention to your email metrics, you can discover exactly what types of content your subscribers open and click, so you can gather data that way and tailor their experience accordingly.
And while growth is crucial, it’s even more important to keep your list clean and healthy (aka, full of the right subscribers). That means using legitimate list growth methods – as always, we do not condone buying or renting email lists. Remember, a healthy email list is about quality, not just quantity.
“Go narrow, not broad: The more tightly you define yourself, the easier it is for YOUR people to find you.”
1. Your list will naturally churn, so take steps to overcome it.
2. Only ask for the information you plan to use right away.
3. Aim for quality over quantity when it comes to your subscribers.
Treating your email list with respect and care will benefit you in the long run. It is, after all, your most valuable marketing asset. Want to learn more about Email Marketing for Retailers? Email us – we’re here to help and answer questions.