{50c70c77-faeb-4034-9f07-3d60eca4ac30} return path 50 ways to grow your email list

8/13/2019 {50c70c77-Faeb-4034-9f07-3d60eca4ac30} Return Path 50 Ways to Grow Your Email List

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Share it!50 Ways to Grow Your Email Listpage: 1

50 WAYSto grow your email list
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Who Should Read This?Beginner

Beginner content is intended for marketers just

starting out or for those who just need

a refresher.

IntermediateIntermediate content is intended for marketers

with some experience in the subject matter

including strategies and tactics.

Advanced

Advanced content is for marketers who have

an advanced level of understanding of email

marketing and are looking for advancedstrategies and tactics.

Casey is currently a Response

Consultant for Professional

Services at Return Path. Caseys

agency experience has involvedstrategic consulting with high

visibility brands including Disney,

Mars and Adecco to develop,

implement and refine email,

mobile and social programs that balance a high ROI with

a positive, meaningful brand experience for consumers.

Her approach unifies the goals of her clients with the

wants and needs of the end user, ensuring that both havemore rewarding and positive interactions.

50 Ways to Grow YourEmail ListWritten By Casey Swanton

This e-book:
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5: Introduction

6: The BasicsBuild a Foundation for Positive Subscriber Experiences

11: Bread & ButterThe Website Opt-in

15: Beyond DigitalGetting the Brick and Mortar Involved

17: Out Of The BoxMaking Print and Outdoor Media Work Harder

18: Client Services CaptureMaking the Most of Each Touch Point

19: Get SocialTying Email to Social Media

22: Theres An App For That?Collecting Email in Mobile

23: Searching For SubscribersSEM and SEO

24 : Mixing It UpCross-brand Strategies

Contents:


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Return Path Products

Professional Services

Customized consulting solutions from

email intelligence experts that drives emailperformance, produces measurable results,

and improves your program ROI.

Insight.EQ

Make your email programbest in class by

seeing how subscribers engage with yourbrand, how content renders, and side by side

benchmarks on key metrics.

Placement.EQ

Maximize inbox placement with superior

accuracy and visibility into active subscriber

data, seed lists and sending reputation.

Protect.EQ

Protect your users and your brand by gaining

full visibility into known, unknown and

potentially fraudulent email traffic.

Certification.EQ

Boost inbox impact by increasing delivery

speeds and bypassing email filters with the

most respected whitelist in the industry.

Secure.EQSecure trust in your brand by monitoring and

blocking phishing and integrating the latest

email threat intelligence into your security

program.
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Increasing both the size and quality of a

subscriber email list is usually a top priority

for marketers, and with good reason.

Not only does the email channel typically show a high ROI when compared to otherdirect marketing channels, it offers marketers a means to further engage and inform their

subscribers. Additionally, email can be integrated with other channels to augment outreach

efforts and enhance overall campaign performance.

The following recommendations can help increase the number of successful email sign-ups

by increasing exposure for the email program and making it easy for email prospects to find

and complete the opt-in process.


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Include clear permissioning and a link to the

privacy policy on all opt-in pages and forms.

Setting expectations with new subscribers is

essential for growing an engaged and happysubscriber base.

By ensuring that subscribers understand what

types of emails theyll be receiving from the very

start, theyll also be less likely to mark future

messages as spam!

2Leveraging a splash page that focuses on the

email opt-in is a great way to grow a subscriber

base for major launches, new brand awareness

strategies, upcoming key events and anyother promotion that depends on building

anticipation as well as an email list.

3


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Give prospects an easy way out of the

subscription process and back into your website

content if they chose not to opt in. This soundscounterintuitive, but prospects who have a

positive brand experience are more likely to opt-

in down the line.

Additionally, these same site visitors may choose

to opt-in on another page once they have

had more time to explore your content. See

number 12 to ensure that you close the loop forprospective subscribers!

Create a simplified, mobile-friendly landing page

that includes an overview of email program

benefits, an opt-in, and basic navigation back tothe main website. This ensures that a greater

audience will be easily able to opt-in.

4 5


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Make it easy to opt in by including a limited

number of required fields that are clearly

identified as such.

If your brand strategy requires a high level

of data, consider adding a secondary page

or section where users are able to volunteer

additional information or adjust preferences.

6Keep your opt-in form design simple and

intuitive and youll see a lower

abandonment rate.

7

Clearly spell out how your email program can

benefit your subscribers and customers and set

expectations on what kind of messaging

theyll receive.

8


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Offer email-exclusive deals, information and

opportunities to increase the value of your email

program for subscribers.

Have an optimized triggered welcome email in

place to confirm the opt-in and welcome new

subscribers to your program. While this wont

help grow your list, its an important step to

start things off on the right foot and stave off list

attrition!

9 10


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BREAD

& BUTTER:The Website Opt-inMake the email opt-in on your home page

noticeable and easy to find! The longer that

site visitors have to search for it, the fewer will

successfully complete the process.

Put an email opt-in call-out on your content

pages or within website headers or sidebars that

are consistent across all pages of your website.

The example below from Ford allows subscribers

to sign up for email once theyve already had

a chance to explore areas of the site that are

relevant to them.

11 12


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Include an email opt-in on shopping cart

checkout pages, but try not to pre-check the

sign-up box.

Ensuring that the opt-in is voluntary and

intentional can help reduce the chance of spam

complaints and opt-outs down the line.

13For sweepstakes and contests, include a benefit

statement, clear permissioning and a checkbox

to opt-in to receive promotional emails.

14

For any sign-up forms for webinars, demos or

other online events, call-out your email program

and provide a way to opt-in.

15


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Make sure that your website footer includes anemail program call-out and/or link to your opt-in

page.

Include a clear, motivating call-out within theemail creative that encourages and/or allows

your subscribers to forward an email to their

friends.

16

Make sure that your content is worth sharing!

If you have great offers, tips, information, images

or content, your subscribers will be more likely

to spread the word.

17

18

If possible, for all emails that are forwarded

through calls to action within the content, add a

banner or call-out to the template that includes

motivating copy and a link for the friend to sign

up to receive emails.

19


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Include an opt-in link in the footer or content of

all commercial emails so friends are able to

opt-in even if the email was forwarded through

the forwarders email client.

Feature a prominent forward-to-a-friend link

within your welcome email series to capitalize

on new and engaged subscribers.

21

20Consider sending an email that highlights

sharable content and/or the multi-channel share

features that are available for subscribers to

spread the word about your brand, products or

offers. For true Refer-A-Friend programs, create

motivating, user-friendly landing pages.

22

Include a call-out to join your email program on

transactional emails for customers who are not

subscribed to your email program.

23


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Turn in-store customers into email subscribers

by informing shoppers of the benefits of the

email program and offering them an option to

opt-in at the point of sale.

Take some of the pressure off of your in-store

employees to spread the word by including

signage and point of purchase call-outs that

briefly highlight the benefits of your

email program.

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BEYOND DIGITAL:Getting the Brick and Mortar Involved


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If youre already sending email receipts, modify

the template to include a call-out for your email

program and a link to the opt-in form.

26

Include an email program plug and benefit

statement on printed sales receipts.27

If you have a loyalty program in place, ensure

that it is tied into your email program.

Allow members to opt-in to receive standard

sales emails in addition to loyalty program

communications.

29

Leverage QR codes as a quick way for savvy

in-store customers to jump right to your mobile

friendly opt-in page.

28


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On print advertising pieces in magazines and

newspapers, call-out the benefits of the emailprogram and include both the website address

and/or a QR code

30Promote your email program to customers and

prospects on your physical mailing list. Ondirect mail pieces, call out the specific benefits

of an email subscription or online membership

and provide simple, clear instructions on how to

opt in.

31

Plug your email program on printed collateral

and brochures.32Highlight the benefits of the email program

on advertisements displayed in spaces with a

captive audience, like public transportation ads.

Provide a link or QR code that directs visitors to

the mobile site or mobile opt-in page.

33

OUT OF THE BOX:Making Print and Outdoor Media Work Harder


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Provide your call center with scripts that briefly

highlight the email program and allow callers to

opt-in to receive promotional messaging.

34Add a descriptive link about the email program

in the email signatures for client/prospect facing

representatives. This strategy works great for

B2B or for brands that leverage one-to-one

lifecycle or customer service email programs.

35

CLIENT SERVICESCAPTURE:Making the Most of Each Touch Point


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GET SOCIAL:Tying Email to Social Media

If you have a presence on Facebook, create an

email opt-in tab that calls out the benefits of the

program and allows visitors to join your list.

36Do not require Facebook visitors to like your

brand before opting in to receive emails. Across

all age groups, email still has a commanding

lead on how people would like to receive

promotional based messages. Requiring a likeand an email address may contribute to page

abandonment and the loss of an opportunity to

contact the visitor across both channels.

37


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For Facebook, customize the text, image andlinks that are published to the site when a

subscriber shares email content and offers.

Ensure that the messaging that is displayed is

engaging and actionable for friends.

38 Within your social profiles, ensure that websitelinks direct users back to a relevant landing pagethat contains a benefit statement and opt-in for

the email program. This can be accomplished

by updating the footer, header or side bar to

contain an email program call-out and opt in

form.

39

What to do

What notto do


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Promote the benefits of your email program on

the social sites that you have presence on and

provide a link to the opt-in page.

40

If your brand is very active on Pinterest or your

website sees frequent traffic from the site,

ensure that the sidebar, header or footer on all

of your content pages contain an easy to locate

email opt-in.

Make opting in easy for interested visitors

as pinned images can often link to deep sitecontent.

42

Call out specific email exclusive offers on social

sites and provide links back to the opt-in page.

Ensure that these pages offer navigation back to

main content pages to allow visitors to further

explore your brand and your site.

41

On all Pinterest-friendly content, ensure that

when the pinned image is clicked, users are

linked back to a content page that contains an

email program opt-in.

Pinterest Image links torelevant web page with emailopt-in

43


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If you have a mobile app, add an email opt-in

option within your app settings, intro screens or

content pages.

Already linking to an email account and

sending transactional messages? Include a

permissioning statement and checkbox to

opt-in to receive promotional emails and extend

the opportunity by including an opt-in link

within the email content.

44 45

THERES ANAPP FOR THAT?Collecting Email in Mobile


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SEARCHING FORSUBSCRIBERS:SEM and SEO

Call-out your email program on SEM ads,

especially if you have an offer for new

subscribers. Not only will you get more email

addresses, you may capture more sales from

prospects who are shopping around for savings.

If your brand leverages search ads, include a link

to your email program opt-in.46 47


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MIXING IT UP:Cross-brand Strategies

If your brand is involved with, or contributes to

altruistic causes and your logo is featured on

their site, request that the logo be a live linkthat directs traffic back to a relevant site page

that contains an option to opt-in to the email

program.

If your brand is included in another companys

promotional email, ensure that the landing page

includes an opportunity to opt-in to theemail program.

48

If your brand is cross-promoted on another

brands preference center or opt-in form, make

sure that permissioning is very clear or use a

double opt-in process.

This can help increase subscriber trust and

reduce the chances of spam complaints and opt-

outs down the line.

49

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returnpath.com

About

Return Path

Return Path is the worldwide leader in email

intelligence. We analyze more data about

email than anyone else in the world and use

that data to power products that ensure that

only emails people want and expect reach the

inbox. Our industry-leading email intelligence

solutions utilize the worlds most comprehensive

set of data to maximize the performance and

accountability of email, build trust across the

entire email ecosystem and protect users from

spam and other abuse. We help businesses

build better relationships with their customers

and improve their email ROI; and we help ISPs

and other mailbox providers enhance network

performance and drive customer retention.

Information about Return Path can be found at:

USA (CorporateHeadquarters)[email protected]

[email protected]

[email protected]

[email protected]

[email protected]

[email protected]

United [email protected]
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