Building a stronger mailing list
How has GDPR affected your marketing? Nearly two years on from the legislation that saw firms put in place new processes for obtaining permissions and which completely overhauled how we manage data, a number of our clients have seen stronger engagement from their email marketing efforts. The reason? They have far stronger mailing lists; lists which contain people who want to be communicated to.
But what are some of the tactics to build an engaged, opted in mailing list?
Firstly, I will be totally transparent, there are no quick short cuts, but there are some simple tactics that you can employ, which overtime will get results.
Content, Content, Content
Content for us is key to your success. If you have quality content that you are sending to your existing subscribers, it can get shared by your recipients. This not only builds reach and awareness among new people, it can encourage them to want to learn more and subscribe to your mailing list.
If you have written a white paper or report, this has value. If it truly addresses a pain point, your target buyers will register their email details in exchange for downloading it.
Gated content – If you have written a white paper or report, this has value. If it truly addresses a pain point, your target buyers will register their email details in exchange for downloading it. This is your most effective way of building your mailing list. But, ensure your sign-up forms adhere to GDPR legislation.
Create bonus complementary content – Some target buyers might need to be nurtured to the idea of trusting you and your firm. Why not engage them with an informative blog post, which ends by offering 5 extra pieces of advice when a reader sign up to your mailing list?
Build a free online tool – Offering a free resource is another smart way of welcoming new sign ups in exchange for their data. For instance, a free talent management diagnostic (if you’re an HR consultancy) or perhaps a free budgeting tool (if you’re an accounting firm). A free diagnostic can add real value to potential clients.
Maximise existing emails
Are you maximising the emails you send every day?
Not everyone you email every day will be subscribed to your mailing list, so maximise this audience by adding a ‘Join our mailing list’ link to your email signature.
Add a link to your email signatures – Not everyone you email every day will be subscribed to your mailing list, so maximise this audience by adding a ‘Join our mailing list’ link to your email signature which takes people to a landing page where they can sign up.
Just because you are harnessing data digitally, be sure to not forget about some traditional techniques.
Offline events – Have you a ‘Join our mailing list’ button as part of the registration process for your offline events?
Use paper sign up forms – If you’re hosting an in-person event, include a ‘Join our mailing list’ option as a tick box at the bottom of your feedback forms. If you’ve just held an engaging event, these people are ripe to get signed up.
It’s likely you have plenty of followers across your social platforms who are not subscribed to your email list. Try out some of these tips across your networks to try and capture the email addresses of those potential clients:
Be direct and ask! – It sounds obvious, but post out on Linkedin and Twitter and invite people to join your mailing list to receive regular thought leadership, invites to events, and the latest news from your firm, etc.
Share your gated content – Share new and/or repurpose existing gated content across your social platforms. If people are genuinely interested, they will complete your forms.
Are you hosting online webinars?
Webinars are a great opportunity to position yourself as a thought leader. They are also a great way to build up your mailing list.
On Your Website
Last but not least, are you fully maximising opportunities on your website?
Although you might be tempted to collect as much information as possible from users, shorter forms are guaranteed to get you more sign ups.
Shorten your lead-capturing forms – Although you might be tempted to collect as much information as possible from users, shorter forms are guaranteed to get you more sign ups. It’s important to make it as easy as possible for people to sign up, remember, you can always capture more data later.
Add mailing list sign up messaging to the footers of your blogs – Blog posts generate vast amounts of website traffic. Don’t just put your sign up forms on to your home page, include them in as many relevant places as possible. Review your Google Analytics to identify your most viewed pages. But, blogs are typically an effective place to start.
Install popups – Pop up messaging on your site can be an effective way of displaying a call to action, that get’s noticed. Exit pop ups for example, give abandoning visitors one last chance to connect with you, asking them to join your mailing list can be effective.
There will be far more ideas, but above are those tactics which are simple, easy to do, and most importantly, proven to work. Remember, there are plenty of people out there interested in your services, you just need to make it as easy as possible for them to join your list.
Keen to find out more about email marketing? We’d be delighted to talk.