The top three tactics for building your email subscriber lists are often heard, but often overlooked by businesses.

The #1 method for building an email lists is to allow users to opt-in during registration, with 61% of businesses saying this is a very effective method according to the new 2012 Email MarketingSherpa Benchmark Report. Yet this method was only the 6th most used in a list of ten.

Typically e-commerce businesses use this registration email opt-in (59%). But other industries who want to sell their offerings, or spread the word, are not taking advantage of this tactic:

Professional or financial services – 31%
Software industry – 28%
Education or healthcare – 26%

Nonprofit organizations and educational industries could apply this tactic each time they have event or workshop registrations. Tell people with a quick, smart, creative description as to what they’ll get with your email newsletter, compel them to act, and offer the opt-in check box — either online or in print. Organizations that support, nourish, and educate people about their health, their environment, and their economic well-being could use many of these cost-savings methods to get their message out to their audience.

Two other effective tactics:

2) Make your email signup form available whenever you offer an online event like a webinar. If your organization offers a technical or professional service or provides educational material, this tactic seems more effective for you.

3) Anytime someone needs to register to your website, offer your email subscriber opt-in checkbox; and each time compel users to sign up.

Don’t forget face-to-face methods. While hosting or sponsoring an event on-site, talk to people about your email newsletter and provide a sign up form the old-fashion way, print.

And don’t be discouraged; it is daunting to build your email list. But remember, as much as you may believe in your organization’s offering or cause, email newsletters aren’t for everyone. A few people will truly be interested and sign up, and that’s who you want to sign up, no more and no less.

Email Research: Top 3 tactics to grow your list by Adam T. Sutton January 17, 2012


Tags: , ,

Published by

I mold my approach to art and the written word by observing the light and seeking out information, by following color, form, time, and sources. I'm continually learning new ways of working and reminding myself to pay attention to the sights and sounds, and to always take notes.