Building a high-quality email list is the cornerstone of effective email marketing. We show you how to grow your list correctly and get a better return on investment.
Email marketing is undoubtedly one of the most powerful tools for businesses, delivering the highest return on investment when done correctly. But your success hinges on the quality of your email list. When you have a well-curated list with engaged subscribers, that always outperforms a bloated list of unresponsive or unchecked contacts.
If you’re looking to build an email list that increases your email marketing ROI, these five strategies will help you get there.
1. Optimize your sign-up forms for conversions
Building your email list starts with designing the right sign-up forms. If people aren’t subscribing, your marketing efforts will never reach the full potential. Here’s how to ensure your forms are working for you:
- Keep it simple: A long, cluttered sign-up form can discourage people from subscribing. Ask for only the essentials— just a name and email address, and perhaps one other piece of information that you can use, such as a ZIP Code to determine location.
- Use compelling CTAs: Instead of a generic “Subscribe,” that doesn’t tell the person what they will get, try something more engaging like “Get Exclusive Deals” or “Join Our VIP List and Get a 25% off Coupon.”
- Place forms strategically: Position the sign-up forms on your homepage, blog posts, landing pages, and even within checkout pages to maximize visibility. You need more than one sign-up form to capture email addresses wherever your customers may land on your platforms.
2. Offer irresistible lead magnets
People are more likely to give you their email address if they get something they care about in return. Lead magnets can be a great method to attract sign-ups, and they can take many forms, including:
- E-books or guides: Provide an in-depth resource on a topic your audience cares about, or some other “freebie” like an audio/video download or white paper.
- Discounts and special offers: A 10% or 15% discount or exclusive promo code can be a great incentive, especially if a customer is on the hunt for a product to fit their needs.
- Webinars or free courses: Educational content adds long-term value and positions your brand as an authority. You can even consider going big, like offering a free video series or tutorials that can only be accessed if someone subscribes to your emails. It’s a great way to build your email list.
- Exclusive content: Members-only articles, early access to products, or behind-the-scenes insights can make people eager to join your list. Emphasize the value and that it’s only available if they sign up.
Make sure your lead magnet is highly relevant to your audience and clearly communicated on your website and social channels.
3. Use segmentation to keep subscribers engaged
Not all subscribers are alike, and treating them the same can hurt your engagement rates. The answer is to segment your email list. Segmentation allows you to send targeted emails that are relevant to different groups within your list. Catering to these segments almost inevitably leads to higher open and click-through rates.
Here are ways you can segment your list:
- Segment by behavior: Separate subscribers based on actions they’ve taken, such as past purchases or engagement levels.
- Segment by interests: Let users choose what type of content they want to receive – and how often – during the sign-up process.
- Segment by demographics: Grouping by location, age, or industry can help tailor messaging that resonates.
- Send personalized content: Emails that use a recipient’s name and reference past interactions see significantly higher engagement.
4. Clean your list regularly to improve email deliverability
A large email list doesn’t mean much if your audience never opens your emails. Moreover, your contacts are going bad, that leads to high bounce rates, which cause your emails to go to the spam folder.
That’s why maintaining email list hygiene is essential.
- Remove inactive subscribers: If someone hasn’t opened an email in three or four months, consider sending a re-engagement campaign or removing them from your list.
- Validate email addresses: Use email validation tools like ZeroBounce to check your list and an email verification API to ensure new subscribers enter only valid, nonhazardous email addresses.
- Monitor bounce rates: If your bounce rate is high, it may indicate outdated, caustic or fake email addresses that you need to remove.
- Allow easy opt-outs: Make it easy for disinterested subscribers to unsubscribe. This helps you keep your email list full of only engaged readers, which is how you can most boost ROI.
5. Use referral and social proof to grow your email list
Your best subscribers can be your biggest promoters. Encouraging referrals and showcasing a little social proof can bring you high-quality leads who are more likely to engage with your content. There’s nothing like the words of someone they know.
- Launch a referral program: Offer incentives for your email subscribers who refer friends, such as discounts or exclusive content.
- Feature testimonials and success stories: Show those positive reviews from satisfied customers It’s a wonderful way to build trust.
- Use social media: Promote your email list on social media platforms by highlighting the value people get when they subscribe.
- Try influencer collaborations: Partner with influencers in your niche to promote your list to their audience. You can do the same for them.
How do you measure your success?
Growing an effective email list isn’t about adding as many people as possible. Instead, think about it in terms of attracting and keeping the right subscribers. To measure how your email list is performing, keep a close eye on your metrics. Monitor your open, click, and unsubscribe rates – and keep your bounce rate under 2%.
To increase your metrics, remember to:
- Optimize your sign-up forms
- Offer well-thought lead magnets
- Segment your audience
- Keep your list clean
- Make the most of referrals
You’ll build a high-quality list that gets good engagement and boosts your email marketing ROI. Implement these strategies, and you’ll see better results in no time.
Bio: Paul Leslie is a Content Writer at ZeroBounce, the Inc. 5000 email validation and deliverability platform. Paul loves to write about email marketing and help companies get more out of the campaigns they send.
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