As marketers it is paramount to grow your permission-based email list of customers and prospects in order to build loyalty and to promote cross-sell and up-sell opportunities. It is vitally important to have an integrated plan that encourages customers and site visitors to sign up for email promotions and newsletters from all touch points, online and offline.
Here are 10 best-in-class ideas for growing your customer base for your email programme.
1. Optimise website sign-up placement
Above the fold, attractive and eye-catching creative, with text box for easy subscription.
Not just the home page but every relevant page.
2. Pop-up sign-up
‘Smart’ pop-ups: use your web analytics and set business rules to capture truly engaged visitors.
Test the programme to determine lift over regular site sign ups.
3. Invite a Friend
Special campaign or content, with an incentive to invite other people to the programme.
Include option to invite friends at subscription confirmation page.
4. Give-away promotions and other incentives
We all know that with strong incentives, you’ll achieve higher signups of lesser quality. Test a beta program. Set goals and metrics to understand the pro’s and con’s of this tactic.
5. Retail point of sales (POS) and call centers
Promote the benefits of your email programme at every consumer touch point.
6. eAppend, co-registration, rental lists
Test and retest, as performance varies.
7. Look at possibilities of co-branded emails, and other strategic relationships with non-competitive partners
8. Test email sign-up as part of your banner advertising mix
9. Mobile marketing: This can be part of a broader mobile programme, or as simple as text to sign up for newsletter/email programme.
10. Social media: Promote benefits of email programme and link to sign up page.  |
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