If you’ve been following our blog lately (which you definitely should!), you know how important we stress having an email list. In order to gather your list, you need to create and utilize a landing or lead page, create an opt-in or freebie, share that opt-in/freebie, give people a reason to stay on your list, and utilize email marketing software to easily plan your strategies.
“Out of all the channels I tested as a marketer, email continually outperforms most of them,” —Neil Patel, Crazy Egg and QuickSprout founder
Create an Opt-In
We talked about opt-ins in our recent Email Marketing blog, but let’s go over the basics. Along with opt-ins, you can also use what is called a freebie or a freemium. This is something you are offering of a $250+ value in exchange for a person’s email address. This could be a PDF full of valuable information, a webinar, a video, a training, or a coupon.
To create an opt-in, you need a landing page or a lead page where people can sign up for your email list. Once someone signs up, you want to immediately provide them with the free item.
Make sure to check out some FAQs we responded to about what makes a valuable opt-in.
Share your Opt-In
You can create ads, Facebook ads, and other social media ads out of the opt-in you created. This is another great way to get people on your email list. You don’t see an immediate Return on Investment (ROI) from gathering your email list. But once someone is on your list, they’re that much closer to becoming a paying customer. Remember it’s a long game you are playing with your email marketing strategy.
Read about How to Use Facebook to Build your Email List.
Create a Landing Page
A landing page is a focused page that invites people to sign up to learn more. They’re great for promoting with a clear call-to-action to get people on your email list. There are several landing page builders you can use including Google Sites, Unbounce, Wix, and Instapage. We often use Leadpages, which is great for advertising and selling products/services.
Grow your List Further — Give People a Reason to Join your Email List
We recommend starting out with one opt-in to figure out how it works and what you want from it. Once you’ve got the hang of it, you should try coming up with three opt-ins or freebies you can rotate to meet the needs of your ideal customer.
When someone is considering submitting their email address, they’re thinking, “What am I going to get from this?” You want to make sure the answer is very clear for your ideal customer. We’ve all got spam emails filling our inboxes to the brim. Often you think you need the information you’re signing up for, but end up with countless messages you’ll never read.
To avoid becoming an annoyance to inboxes everywhere, make sure you are actually providing relevant, valuable information and material. Give people a reason to stay on your list. Once a person has received their opt-in or freebie, you want them to stay active. Engage them with attention grabbing headlines and emails full of great material. Give them a reason to keep opening your emails!
Of course you’ll want to sell through your email list, but you have to consciously find a balance. We recommend the give, give, give, sell model. You can offer coupons, tips, exclusive perks, and more.
There are a lot of marketing technologies you can use to maximize your email list’s potential. After using several, we have stuck with ActiveCampaign for years now. It has flexibility, making it easy for businesses of all types to use its features for their own unique needs.
ActiveCampaign has four core elements:
- Email Marketing
- Marketing Automation
- Sales CRM
- Customer Messaging
There is a free ActiveCampaign training course you can take. The course goes over:
- A step-by-step walkthrough of what you need to set up your account and get ready to send emails
- Navigating your account, adding addresses in compliance with email laws, and how to get site tracking set up for your website
- Organizing your contacts, adding new contacts, sorting them into segments based on tags
- Sending your first campaign and learning about the six types of campaigns you can use
- Creating automations and figuring out what you can automate
- How to create and automate your sales pipelines
Email is personal, targeted, and purposeful. You have permission to show up in a user’s inbox and communicate with them one-one-one. It really doesn’t matter what kind of business you are in. If you have a website and want visitors to come back as returning customers, then you need to get them on your email list. Mastering the art of email will pay huge dividends for your business in the long run. It is a slow game, but very worth it in the end.