Create Multiple Opportunities for Email Sign-Up
When building your list, did you:
Any of the above are quick ways to tarnish your brand and sender reputation. They’re a big “no-no” in the email acquisition world because, while they can seem like quick wins, they can actually cause longterm damage to your email program. Instead, you should focus on the tips to the left. We’ll walk through them, below.
Thank You Page
Every time a visitor completes a form on your site, they should receive a “thank you” message. This is an excellent opportunity to include a call to action that encourages the user to sign up for your email list. Make sure to include information about the list and the value gained from joining it.
Your blog may be one of the most visited areas of your site, so it’s another great place to include a call to action. Whether it’s on the sidebar or in the top navigation, make sure the opportunity to sign up for your email list is visible.
Include sign-up calls to action on your homepage and subpages, where appropriate. You can include them in your top navigation, in the footer, and on the sidebars to keep it visible to visitors at all times. Also, you can test using tasteful pop-ups to put your call to action front and center.
Include an opt-in field (i.e. checkbox) within your landing page forms to opt users into your list. This gives visibility to your email offerings and provides a value add to customers who have already engaged with your product. It’s important not to pre-check the box (see pre-selected opt-in below)–instead allow potential subscribers to choose whether or not to opt in.
Lead Nurturing Emails
If you’re using lead nurturing to stay in contact and convert potential users over time, encourage those recipients to sign up for a relevant newsletter or provide a link to another offering they’ll find useful.
Collect In Person
Bring an iPad to events and ask people to sign up for your email lists in person and at the register (if you’re a retailer). Just be sure to have them enter and submit their own information to show consent.
Building a quality, engaged email marketing list takes time. Notice that none of the options above include shortcuts.
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Quality subscribers (those who opted in to your emails and those who open, click, forward, and reply to your emails) are way more valuable to you than a BIG list of uninterested subscribers. Those uninterested subscribers can do real, long-term damage to your email marketing program. They’re the ones who are more likely to unsubscribe or mark your emails as spam.
If you take the time to build your email list the right way, you’ll encounter fewer obstacles with your deliverability and you’ll cultivate a strong group of brand advocates who will champion your email program. So when your boss tells you to send an “email blast” to as many people as possible, remind them that the numbers you want to concentrate on are your email engagement numbers, not your list size.
Do You Know the 6 Types of Email List Opt-in?
Send a Stellar Welcome Email
The adage, “You never get a second chance to make a first impression” is especially true when it comes to email. The welcome email sets the tone for every email delivered to your subscribers’ inboxes thereafter. So be sure to start off on the right foot by keeping your email well branded, friendly, and helpful.
Show how much you know about sending welcome emails with the true/false quiz below!
Welcome Email True/False Quiz
Don’t worry about addressing your subscriber by name, there’s time for that later.True False
During your sign-up process, you’ve probably asked for your user's first name—use it! Or at the very least, test using it to see how your subscribers react. Creating a personal connection with your subscribers is always a best practice, and addressing them correctly is one great way to do that.
Show your appreciation by saying “thank you.”True False
Manners matter in email too! Your subscribers showed confidence in you by opting into your email program, so show your gratitude by thanking them for choosing you. It’s a simple phrase that can make a big impact on how your customers view your brand.
Include introductory info like FAQs and onboarding videos.True False
Spark user engagement with your welcome email. If you have a service or product that needs a little explaining or requires a next step to get started, use your welcome email to give them a few tips on how to get there. Here at SendGrid, we direct new users to integration information, a getting started checklist, and other resources to help make getting started and enjoying the product as easy as possible. It’s important to find ways to incorporate quick and easy “getting started” steps to encourage engagement and help foster higher retention rates from the get go.
Don’t be pushy and wait to deliver your welcome email.True False
Don’t hesitate to acknowledge receipt of your new user’s request to subscribe. Users expect immediate confirmation when they sign up for something and when they don’t get it, they could think something is wrong. Be sure your first impression is a good one and let them know you not only received their request, but that they’ll start receiving value from that decision right away.
Provide incentives.True False
You want to get customers using your service or engaging with your brand right away, so encourage them to get started with a special offer. If you’re a retailer, you may want to offer a coupon within your welcome message to entice your new subscribers into becoming paying customers. You can put a time limit on the offer to help ensure a faster sale, but the main point is to get subscribers to click through and start browsing your site for something they want. It’s a great way to get subscribers familiar with your brand and to encourage a sale.
Don’t ask for more information.True False
Use your welcome email to ask your new subscribers to set their email preferences if they didn’t do so at the point of sign up. You want to properly set expectations around the frequency and content of your emails, so there’s no better way to get that information than by asking for it up front!
Welcome Email Example
So you’ve taken the quiz, but do you want to see a stellar welcome email example? Here we’ve provided an example our SendGrid Team sends to new subscribers.
Still struggling with your welcome emails? For more on welcome emails, view our presentation: Email Marketing 101.
Before you press send, make sure that what you’re saying is something your subscriber wants to hear.
Personalize Your Messaging
Before you press send, make sure that what you’re saying is something your subscriber wants to hear. Segment your email list by location, demographics, and past purchase behavior to give your subscriber the most personalized experience possible.
Cultivate Brand Ambassadors
Your content should focus on how you can fulfill your customer’s needs, so make sure every email you send provides value. Most importantly, refrain from telling them how great you are, but instead make your email messages all about them. If your brand helps them accomplish something or be something better, they’ll turn into ambassadors for you without you even asking.
Use Strong Permission Practices
Don’t take the easy way out by purchasing or renting email lists. Only send to those who have specifically opted into your email program.
Remove subscribers who have been non-responsive for the past 6 months (or less, depending on your industry). This will ensure that you are only mailing to active and engaged subscribers. For more details on how to clean your email marketing list, and for more specific schedules for removing inactives, reference our blog post.
Focus On High-Value Customers
Evaluate who is the most engaged, who purchased the most often, and who has the highest order value. Once you identify your highest value customers, tailor your communications accordingly.
Test Before You Send
Testing your campaign with a small group of subscribers before deploying to your entire email list is a great way to ensure maximum response from your users and to catch email delivery problems prior to it affecting your campaign on a larger scale.
Monitor Your Email Engagement Rates
SendGrid’s Marketing Campaigns allows you to create segments based off of your engagement (open and click) data. Information like this will help you better tailor your email campaigns to keep your subscribers happy and active.
Get Started With SendGrid
SendGrid helps you focus on your business without the cost and complexity of owning and maintaining an email infrastructure. We help with all technical details (from domain authentication to DKIM) and offer world-class deliverability expertise to help your emails reach the inbox. And with a full-featured marketing email service that offers a flexible workflow, effortless list segmentation, and actionable analytics, all of your email needs are met in one reliable platform.