In 2020, active email accounts exceeded 4 billion. It shows that nearly half of the world’s population has email accounts, compared to a global population of 7.9 billion.
Email is a valuable tool when it comes to marketing. 90% of engagement comes from email. Email marketing reaches customers directly and gives them something extra. It will (hopefully) send them high-quality content like informative articles, offers or discounts, and a touch of fun. Here’s what we’re going to cover
Email marketing was rated as the most effective form of marketing in 2018, with 18% of businesses rated it “excellent” and 29% “good”, as shown in the chart below.
Let’s say your company sells video conferencing equipment. For customer loyalty, you can offer them special email list coupons or special offers. You can also provide blog posts on related content that may be of interest to them. In this way, it is a perfect example of marketing that provides value to your customers and not just trying to sell to them.
Types of Growth
We all want to grow our mailing list. The more people we email, the more likely we are to convert those customers or leads into sales. Simple. But does this allow us to consider the quality of our mailing list? Depending on the method you choose to expand your mailing list, you may find that customers aren’t as interested in your content as you would like. Now why?” It’s time to start asking.
Inorganic and Organic Growth
Email mailing list growth can be inorganic or organic – and no, it’s not a pesticide reference. Inorganic growth is paid growth – perhaps through paid social, paid advertising, or a merger on the larger plan. In the context of a mailing list though, it focuses on buying customers.
This can result in customers not interested in your offer being on your mailing list. In the worst-case scenario, you may be investing in bulk email services for the benefit of customers who never want to spend money on your brand.
Alternatively, you can focus on organic growth. This refers to any growth that comes internally and by increasing output. You are not buying new customers. You are attracting them and giving them a reason to be emotionally invested in your company.
The result of organic growth is that your email marketing campaigns become more successful as they target only the most relevant customers. For example, if you are a company that advertises cloud-based communications, organically acquired customers will undoubtedly welcome free conference calls for a specified period of time in exchange for signing up for their email list.
How to Grow Your Email List Organically
Growing your email list organically takes effort. You can’t just throw money at the problem – you have to throw content instead.
The method you use will vary from business to business, so it’s critical to know customer expectations and what type of content will be most valuable to them.
Starting now, let’s dive straight into the various ways to start growing your email mailing list.
The first thing you should do is evaluate the customers on your mailing list. Don’t some of them constantly open emails? If so, remove them from your list. This will help you start from a fully engaged mailing list and focus on the needs of your specific clients.
Even if you don’t already have a large email list, chances are you’ll find a way to communicate with your customers, both current and potential. Using your social media following can be a solid place to start. You can add links to the bottom of posts, account bios, and even temporary posts like Instagram Stories to encourage subscriptions.
This is also a great way to get your affiliates involved if you use affiliate marketing. (If you’re not using affiliate marketing, remember: This is the best method for acquiring new customers. It allows a mix of your current loyal customers and social media influencers to vouch for your company and promote your products.)
👉 Sign up for Tapfiliate’s free trial to start following ROI from influencer and affiliate marketing campaigns
You can ask your affiliates to promote their subscription link and show their audience how your email marketing is providing them with high-quality content. If your affiliates have a large following, this can be an excellent way to drive leads to the top of the lead generation funnel and hopefully eventually convert.
Start a Blog
Blogging is a great way to provide value to your customers. A 2020 survey found that 24.7% of businesses find their blogs highly effective in driving marketing results, with more than half finding that they have a positive impact.
This can work in two ways – first, it helps customers find you. With content that has a greater online presence and is SEO-friendly, customers can find offers and content tailored to your business. Once you impress them with the quality of your content, you can promote your email subscription.
Ways to encourage sign-ups are often in the form of Calls to Action (CTAs) or pop-up surveys. This is a great way to make signing up easy for the client. You can also try personalized CTAs, which a 2018 study found to be up to 202% more effective than a non-personalized CTA.
Your copy is very important in CTAs and surveys. More and more, we see them using humor and wit to make them stand out from the crowd. If this fits your brand, it’s worth testing to see if it impacts clickthrough rates.
If you’re not sure what type of content to post on your blog, it might be helpful to look at your contact center analytics. Are customers calling with repeated questions and complaints? Perhaps you can browse these trends and tackle them online. This also helps reduce the number of incoming calls you receive on a daily basis.
You can also incorporate your blog into your email marketing strategy – by linking articles and posts in your emails, you can help your customers stay aware of the content you offer.
Optimize Your Website
Does your website advertise how to join your mailing list? If not – why not?
Pop-ups and overlays can be a reliable way to draw attention to your subscriptions. While they don’t trigger huge amounts of engagement (a study in 2019 found the average to be around 3.03%), they are a tried-and-tested technique for engaging with customers.
Make sure you optimize your popups. Consider how effective the design and copying are and make some adjustments if necessary.
Offer incentives to customers on subscription. This could be a coupon or free product or even access to exclusive content. It’s worth noting that incentives can increase the risk of fraud – be sure to monitor customers who are constantly creating new email accounts to take advantage of the benefits you offer.
Track Your Success
Keep track of your progress and adjust accordingly. If you think an acquisition method is particularly effective, analyze why and generally change your approaches.
In summary, growing your email list depends on two factors: keeping your customers aware of the opportunity and giving them a good reason to seize the opportunity.
By continuing to create valuable content, your customers will continue to subscribe, allowing you to maximize conversion rates.