What is a marketing list?
It’s a group of people who have given permission to receive marketing communications from your business.
Without a list, nothing else matters because you’ll have nobody to email.
Most small businesses store their list inside their email marketing platform, such as Mailchimp. Larger organisations often store customer data in their own databases and connect that data to various marketing platforms.
Once your list exists, people can be added in a variety of ways.
You can create forms on your website that automatically add subscribers to your marketing list. You can also collect email addresses offline and import them into your platform, provided the collection process included explicit permission to receive marketing communications.
Now we have a list and a way of adding people to it, the next question becomes:
How do we encourage people to sign up?
Can’t I just buy a list?
Absolutely not.
In business-to-consumer (B2C) marketing, people must give explicit permission before you can send them marketing emails.
Adding contacts without permission can land you in hot water and is likely to result in poor engagement, spam complaints and damaged trust.
Note: The rules for business-to-business (B2B) marketing are slightly different, and there are situations where businesses can contact other businesses without explicit opt-in permission. However, that is outside the scope of this article.
Let’s look at some practical ways to grow your list.
Transactional opt-in
If customers are already making a purchase, booking a table, reserving tickets or completing another transaction, you can include a marketing opt-in checkbox as part of the process.
These customers already have a relationship with your business, making this one of the most natural opportunities to grow your list.
Dedicated email signup form
The most common approach is to include a dedicated signup form on your website.
This can live on your homepage, contact page or a dedicated newsletter signup page.
Email signup popup
You might find this one a little intrusive, but popup forms can be very effective.
Many businesses increase signups by offering something in return, such as a discount on a first purchase or access to exclusive offers.
Feedback forms
Have you ever been asked to complete a feedback card after visiting a restaurant?
Feedback forms can be a great opportunity to collect email addresses and invite customers to join your marketing list.
Many businesses increase participation by offering a monthly prize draw.
Competitions
Competitions are another popular way to grow a list.
Whether online or offline, entrants can choose to opt into future marketing communications as part of the entry process.
Promote your list on social media
Your social media followers are already interested in your business.
Reminding them about your newsletter can be a simple way to convert followers into email subscribers.
QR codes
QR codes make it easy for customers to join your list while visiting your premises.
You can place them on posters, menus, receipts, packaging or point-of-sale displays.
Event registration
If you’re running events, registration forms provide another opportunity to invite people onto your marketing list.
The attendee is already interested enough to attend your event, making this a highly relevant moment to ask.
Loyalty clubs
Many businesses package their email marketing into a loyalty club or membership programme.
Rather than simply asking people to join a newsletter, you can position it as a way to receive exclusive offers, early access, member-only events or other benefits.
Final thoughts
I’m sure you’ve encountered many of these examples in your own life.
Businesses invest significant time and effort into growing their marketing lists because a large, engaged audience is an incredibly valuable asset.
Unlike social media, you own the relationship.
No algorithm change can suddenly prevent you from reaching your audience.
A strong email list gives you the opportunity to build trust, encourage loyalty and drive repeat business for years to come.
If any of these techniques feel too technical or daunting, Buckingham Email Co. can help you put the right foundations in place.