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Why Consumers Subscribe and Unsubscribe from Email

13 Jul



Think email marketing is dead?

Think again.. Email marketing is actually thriving.

In HubSpot’s 2020 State of Marketing Report, roughly 80% of marketers said their brand’s email engagement had improved in the last year. Our researchers also discovered that brands make an average of $42 for every dollar spent on email advertising.

Email marketing is still widely used and continues to offer many benefits to marketers. It can boost brand awareness, increase web traffic, delight your audience, and ease subscribers through the customer funnel.

While email marketing isn’t a new strategy,, many marketers still struggle to grow and maintain the size of their subscriber lists.

But you shouldn’t throw in the towel if you’re struggling to build your list of contacts. Like any great marketing strategy, you’ll need to get in the mindset of your customers to determine why they’re likely to subscribe — or unsubscribe — from your email list.


Why Consumers Subscribe to Marketing Emails

1. Deals, Discount Promo Codes, and Coupons

Roughly 28% of consumers say they subscribe to branded emails because they “want to be notified about sales, promo codes, or coupons from a company.”

It’s not shocking that emails promoting deals and sales are the top preference of consumers. By now, many of us have either subscribed to an email like this for personal use, or skimmed our inbox looking for promo codes before a big shop.

Although these emails are primarily for announcing deals or ways that your prospect can save money, you can still also use them for other promotions. For example, while prioritizing a sale, deal, or coupon code at the top of the email, you can also share news about a new product or blog posts at the bottom. Just keep in mind that your subscribers signed up to get the best bang for their buck, then continue to come up with ways to delight them.

2. Links to Valuable Content From the Brand

Not all audiences are looking to get the latest deals on products. Sometimes, people subscribe to emails just for the sake of learning new things. This explains why one-quarter of participants say they subscribe to emails because they want to regularly receive “a brand’s content (i.e. blogs, videos, graphics).”

Although creating an email for your blog posts or branded content might not seem like it will benefit purchases or ROI directly, these types of emails still offer a number of benefits that can impact the bottom line.

For example, those who subscribe will get to see content from you that demonstrates why your brand is a trusted voice in your industry. After seeing and consuming valuable content from you regularly, your company could be the first that comes to mind when a subscriber needs to purchase a product that you sell.

Additionally, although content-based emails might not focus on promotions, this doesn’t mean you can’t include one within the mix of links shared in an email. Aside from subtly including promotions in one of these emails, you could also link to blog or video content aimed at lead generation.

3. Company Announcements

A number of brands choose to use their emails to show audiences the inner-workings of their company. These emails might include press release-styled announcements, information about the staff, or posts from the company’s corporate blog.

While this content might not directly value audiences as much as coupons or educational content, it still helps brands to establish themselves as credible and successful to audiences who are interested in watching them grow.

4. Mixes of Content, Promotion, and Company News

As you get to know your email audience, center your emails around the content you promised email recipients on their subscriber form. But, consider including one or two promotions that break your usual email norm to see if you can diversify your emails a bit more.

For example, if you have an audience subscribed to your company blog’s email, consider subtly including a coupon or discount at the bottom — after your blog content — to see if you can gain conversions.

Why Consumers Unsubscribe to Marketing Emails

Once marketers build out their email list, the next challenge they’ll face is maintaining it.

And, sometimes, even if you have great email engagement or a winning formula for email success, you’ll see a random dip in subscribers. \

Why could this be? Have people gotten bored with your content? Have they found another competing brand with a better newsletter? Are they just over email altogether?

The truth is, a bump in your unsubscribe rate could be due to super simple — and easily fixable — logistical reasons.

1. Email Frequency

While 34% of those surveyed say they most commonly unsubscribe from email lists because “emails come too often. [More than once per day.],” 17% say, “Emails come too often. [More than once per week.]

Despite stats like those above, and the fear that too many emails will result in high unsubscribe rates, most marketers still send multiple weekly and daily emails. According to our State of Marketing Report, more than 50% of marketers send emails between three and eight times per week.

So, how do you stick to an effective email cadence without losing subscribers? Keep reading to learn about a few preventative measures.

Preventing Frequency-Related Unsubscription

If your audience begins to cite frequency as a reason for unsubscribing, or you suspect you might be sending too many emails based on the lower click or open rates throughout the week, consider dropping one to two of your regular emails, or combining two emails scheduled for the same day.

Once you consolidate your emails, see if your unsubscription or spam rates lower, while paying attention increases in engagement metrics like open rate or click-through rates. If you see your metrics fluctuate for the better, you might want to identify more ways to consolidate your brand’s email.

If you absolutely can’t consolidate your emails, make sure that you’re transparent about how many you’ll be sending subscribers on your subscribe form. This will ensure that all subscribers know what type of content and email frequency they’re signing up for upfront and might weed out audiences who will quickly unsubscribe.

2. Low-Value Content

Although content isn’t the biggest driver of unsubscriptions, it still can be a factor.

While 17% of participants commonly unsubscribe from emails that feel “spammy or over promotional,” 9% will unsubscribe if the content is “no longer valuable.”

The result above isn’t that surprising. When’s the last time you unsubscribed from an email that you used to love getting in your inbox?

Luckily, there are a number of tactics you can try to prevent your content from getting too stale or spammy.

How to Prevent Content-Related Unsubscribes

First, do a deep dive into your email metrics.

If you’re seeing low open rates, click-through rates, high skim-to-read-rate ratios, as well as unsubscribes or spam reports related to poor content, it might be time to audit the content you’re sharing in each email, test out new types of content, and avoid any sharing things that might disengage your audience.

Along with looking at hard metrics, you should also consider the content you’re creating for your audience before you hit send. Ask yourself questions like, “Is this email valuable to my audience?”, “Does it over-promote my products?”, “Does the content in this email align with how I marketed this email subscription in the first place?”, and “Is this content on brand?”

If you have a large audience with a number of different interests. You might also worry that some audiences will love the links you’re sharing in your email while others might be interested in other topics. If that’s the case, you can also consider email segmentation.

With email segmentation, you can break your list of contacts into separate lists to ensure that people with vastly different interests are only getting sent content that will interest them.

3. Unexpected Promotions or Content

Along with content that isn’t valuable, 10% of participants primarily unsubscribe from emails that don’t provide content they expected to receive.

Roughly 5% of participants say they most commonly unsubscribe from emails that they “didn’t sign up for” in the first place, while another 5% says they primarily unsubscribe from emails that “don’t offer content, promotions, or coupons” that the brand described when marketing the subscription.

Avoiding Unsolicited Email Content

As an email marketer, it’s your job to understand your audience and send content they’ll engage with. Meanwhile, consumers that sign up for your email will expect you to send them the valuable content they asked for when signing up. When you blast them with emails they won’t like or didn’t ask for, they might trust your brand a little bit less.

For example, if you market a daily newsletter that promises expert tips from thought leaders, blog posts, or coupons, and instead send semi-daily newsletters that promote only products with no discounts, your audiences might not be too happy.

As you manage your email strategy, remember what you promised your subscribers when they signed up. Focus on promoting links that are valuable and align with their interests, as well as your brand.

Because consumers don’t appreciate or trust unsolicited email in their inboxes, we don’t condone purchasing contacts from another company. Not only is this against GDPR mandates, but it could also annoy contacts, cause unsubscriptions, and hurt your IP reputation.

As an alternative, consider co-branded emails. With this strategy, you can market one brand’s email subscription and content in your email while they market your email and content to their subscription list. This way, the brand’s audience can choose whether or not they want to subscribe and might be less likely to remove themselves from your list after signing up.

Tips for Winning (and Keeping) Email Subscribers

Email marketing best practices aren’t always the same for every brand. That means that it will take experimentation and practice to grow and maintain your email subscriber list.

Because building a list can be challenging in the beginning, it’s important to not give up when one or two tactics don’t work. Although you’ll want to personalize your tactics to your audience, here are a few overarching tips to keep in mind as you aim to grow your list.

1. Create email tactics and content that audiences will value.

First, and most importantly, you’ll want to develop and execute on an email strategy that prioritizes valuable content and avoids over-promotion.

For example, you could create an email with a mix of sales, coupons, and promo codes, or focus on promoting your most engaging blog posts. Or, if you have a giant audience with a few key interests, you could segment them by creating separate marketing emails and subscriber lists.

2. Market the most valuable aspects of your brand’s email.

To get people to actually see your valuable email content, you’ll need to market it in order to get subscribers. When you share your email subscription form on your site or social media, point out what your emails will provide to your audience. Will they include blog content, expert tips related to your industry, or special deals? If so, clearly state this in your messaging.

3. Don’t just focus on just your products.

Yes. You are a marketer and shouldn’t avoid talking about great product offerings when you have them. However, too many product details in an email can feel spammy or over promotional.

When you promote your products in an email, try to include other content, such as links to blogs or videos to balance the email out. This will be even more important if you promoted valuable content rather than just product news when marketing your email subscription form.

Want to learn more about email marketing? Shoot me an email at to set up an email marketing tutorial today!

Here’s why you need to make sure your email design is mobile-first

29 Apr

It should come as no surprise by now that if you’re designing emails with a mobile-first ethos and aesthetic, then you’re already late to the game. Nearly 56% of emails are now opened via a mobile device, which means we’ve been living in a mobile-first world for quite some time. The overhead associated with managing templates across devices, domains and brands could be onerous but thanks to responsive email design techniques, brands have numerous options for controlling the look and feel of their emails and minimizing the associated work to create a uniform brand experience across platforms and devices. This may all seem like old hat, but it’s worth reviewing how mobile has changed email and how it will continue to define our inbox experience moving forward.

Keep it small

Remember this number: 102. If your email is more than 102KB in size, then Gmail will clip your message when it arrives and asks the recipient to “download” the rest of it. Why are long emails a problem? Most people put their tracking pixel at the bottom of a message. If the whole message isn’t rendered, then you won’t register an open. Recipients are fickle and may deem a message that isn’t fully rendered from top to bottom as broken and simply delete or mark the email as spam. Mobile is all about portability and speed – messages that lack these two qualities (e.g., requiring the recipient to take an extra step) will be seen as flawed. Thus, keep your messages light and to the point.

One column to rule them all

Single column layouts are often the best and most expedient means of organizing your content and calls to action (CTA) for mobile devices. More than a single column will require recipients to pinch, squeeze and manipulate the email. When you consider how mobile content is consumed – on the go, commuting on a train or a bus, walking to lunch, etc. – making email easily scrollable with nothing more than a thumb swipe is the way to go and makes for longer potential engagement. Embrace one-handed navigation and the simplicity of single columns. If you do decide to use a two column layout, check out this example from Hautelook that uses oversized images in a staggered orientation. The key is that the images and CTAs are large throughout the message, making the two columns a playful back and forth between image and text.

Taps not clicks

This may be stating the obvious, but I don’t see a lot of mobile devices coming equipped with a mouse. Thankfully, we’ve come far since the first Handsprings and Palm Pilots that required a stylus for interacting with the screen. Today, Apple’s human design interface guidelines state 44 square pixels is the target while Android’s guidelines point to 48 as the magic number. The truth is somewhere in between. Whatever size you choose to make your buttons and CTAs, make sure they’re well padded and spaced so that mishaps don’t happen. Jamming a bunch of options next to each other without a little breathing room is certain to wind up causing recipient frustration when opening or tapping the wrong link.

Sometimes mobile is the only screen

The developing world often relies on mobile devices as the only connective tissue between recipients and the world wide web. In the developed world, we talk about second screen viewing, synching across devices, experiences and portability between devices, form factors, etc. In the developing world, the small screen is the primary means of accessing the internet. iOS devices tend to be too expensive for the developing world, so recipients are armed with a wide array of Android-enabled devices of varying quality and size.

If your business exists beyond the borders of the developed world, then researching and testing your content on these cheaper devices is critical to ensure your recipients are experiencing your brand and communications as you intended. The quality of rendering, connection and a screen, along with the ability to download larger emails, will all fluctuate depending on where and how your emails are received. Keeping your emails to 102KB should be strictly enforced for a tighter and smaller overall message size to take into account bandwidth and screens that may not be ideal for reading email.

Time and devices

This piece of advice is always worth repeating: make sure your emails follow the sun. Sending all of your emails to all of your recipients at 8 a.m. PST or EST means your international audience will either be woken up by a buzzing phone (a big faux pas in China) or the email will be at the bottom of their inbox when they finally awake and check their email. Segment and deploy your emails based on where your recipients are. Mobile is the primary means for sending and receiving emails in China, so it’s important for senders to be aware of things like Chinese time – even though it spans five time zones, the entire country functions on a single time zone pegged to Beijing. Therefore, senders need to consider these time zones.

Uniform experiences

Mobile email is the jumping-off point for a wide array of experiences. Pressing a button in an email can open a mobile website or an app. Whatever the intended outcome, make sure that the experience is uniform across your mobile properties. The expectation is that if I follow a link from an email on my mobile device, the ensuing content and presentation will be properly branded from start to finish.

Announce yourself

Mobile email list views in Apple Mail or other email clients make subject lines more or less equal in size and readability. Using no-reply or other email addresses that discourage recipients from replying to unsubscribe, or other forms of engagement, means that the list view seems hostile and unwelcoming. Choosing a friendly from that adequately conveys your brand and acts as an identifying, trustworthy marker in the inbox, promotes the kind of trust and authenticity that breeds greater engagement and improved inbox placement. Ultimately, you want to let the recipient know who is sending the message and, from the standpoint of a subject line, why they’re receiving this message.

The future is interactive

Google recently announced the general availability of AMP for email, and the internet is awash with excitement for the next step in email’s storied evolutionary history. AMP promises to create new unique experiences in the inbox, and other mailbox providers have announced future support for the technology. Currently, Gmail is the only place where recipients receiving AMP messages will have these new interactive experiences. The ability to create micro apps in the inbox means that email will have a much longer shelf life, not to mention a new focus for brands in the coming years. But this is yet another example of email becoming more optimized to match user expectations. The future is more than just mobile; it’s excitingly interactive.

How to Ensure MailChimp Emails Actually Reach Your Users

18 Mar

If your emails are not reaching the inbox of your subscribers then your email marketing strategy will not be successful. The most crucial thing about your MailChimp newsletter and emails are their successful delivery. In order to do that, all you got to do is to authenticate your emails. In simpler words, you have to prove to the servers and subscribers that it is really you who is sending out the emails.

Why is authenticating necessary? Email, as you know, is a playground for spammers who use someone else’s email addresses to push out their own emails. MailChimp has its own authentication methods that you can use for this purpose. It provides a trackable identifier that indicates you are a genuine sender. More and more people are doing this and authentication by email marketers has increased to 67%.

Things You Will Need For the Authentication

You will need the following to carry out this important process:

  • Access to domain registrar.
  • Information regarding DNS to add records like TXT and CNAME to the domain.
  • A custom domain.
  • Time – it can take a day to process it.

Importance of Authenticating

This process is important because it has so many benefits.

  • It is a proof that you are who you say you are and will tell your subscribers the emails are coming from an authentic source.
  • It  shows the exact email address without appending some sort of gibberish link that makes no sense and looks like spam.
  • Mail servers like Gmail, Yahoo and others will trust you and not immediately send your emails to a Spam folder. Therefore your email marketing or newsletter campaign to be successful.
  • The trust will also increase among your subscribers as well.

If you are using MailChimp and still have not verified and/or authenticated your domain, it can truly ensure email marketing campaign will  reach its intended customers. We can help you get authenticated! Contact us for a custom quote today!

Email Marketing 101

9 Apr

Email marketing has become a vital tool for small businesses that want to send regular marketing messages. The initial attractions are obvious – it’s fast and cheap. But that’s not all – email marketing offers sophisticated opportunities to target messages to the right people at the right time and bring in serious business.

Response rates for bulk emails are higher than for direct mailings, thanks to the immediacy of the medium. Results can be measured and used to make subsequent email marketing more tightly focused.

Direct marketing via email is an ideal communication method for any small firm that relies on its websitefor much of its business. Email messages can highlight special offers and new products and then prompt recipients to click through to the website.

Email marketing done badly does present some pitfalls, however. Indiscriminate emailing will be seen as spam. Responsibility and relevance are the watchwords. You must have permission to email the recipient, particularly when new data protection laws come in in 2018, and records to prove you’re doing all you can to protect their personal data. And if you want them to respond positively, you must send messages that are genuinely of value to them.

Building your email marketing list

An up-to-date database is the starting point for your permission-based email marketing strategy. Your contact list must have all the necessary information about recipients so that you can target your messages.

These recipients must have given their permission for you to send them marketing emails by ‘opting in’ on a form or on your website. Make sure you include simple opt-in tick boxes on all your marketing material.

Segment your email list into key groups of people who share specific characteristics. Group your customers according to what they have bought in the past. That way you can send targeted messages about specific product ranges to the right people.

The law on email marketing

You can contact customers who have agreed to receive information from you in the past. The important thing is that they must actively opt in. Sending unsolicited marketing emails, or spam, is illegal. Anyone that has registered with the Direct Marketing Association’s Email Preference Service should be removed from your contact list.

It is illegal to reveal recipients’ details on your emails, so you need to create a mailing group that sends a blind carbon copy (bcc). All commercial emails should be clearly identifiable as such. At the same time, you must not conceal your own identity. Finally, each mailing should include an easy ‘unsubscribe’ option, so people can opt out of future mailings if they wish.

Creating your marketing emails

Whether you send regular email newsletters or occasional offers, the content of your marketing emails must be relevant and useful to the recipient. Send one or two irrelevant messages and your prospects may start deleting all your emails, or even unsubscribe.

To ensure relevancy, target messages to specific segments of your database rather than the whole list. Check out responses to previous emails and also buying habits to make sure your message is reaching the right people.

There are lots of ways to make your email stand out. Grab attention with a compelling subject line, but don’t use exaggerated claims – they can look like junk mail. Keep the text simple, use images wisely and give a clear call to action and a reason to respond. Encourage recipients to click through to your website.

Before pressing ‘send’, always review the email and put yourself in the shoes of the recipient. Is it really relevant or useful?

A good-looking email is essential, but some messages end up getting mangled on the recipient’s computer because of software incompatibility. It’s worth offering both a text-only email as well as an HTML version.

Measuring the response to your emails

Tracking the results of your email campaigns will enable you to establish what’s working and what’s not.

Gather key information such as: how many emails were delivered, how many people clicked through and how many people opted out. Give each email campaign a code in order to calculate the campaign response rate.

Response rates for email marketing are often higher than for other direct marketing methods. The average rate is about 4%. If you send emails to a large mailing group, you could be inundated with enquiries. Make sure you can you handle them and fulfil the orders.

CAN-SPAM Act: A Compliance Guide for Business

17 Jul

Do you use email in your business? The CAN-SPAM Act, a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.

Despite its name, the CAN-SPAM Act doesn’t apply just to bulk email. It covers all commercial messages, which the law defines as “any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service,” including email that promotes content on commercial websites. The law makes no exception for business-to-business email. That means all email – for example, a message to former customers announcing a new product line – must comply with the law.

Each separate email in violation of the CAN-SPAM Act is subject to penalties of up to $40,654, so non-compliance can be costly. But following the law isn’t complicated. Here’s a rundown of CAN-SPAM’s main requirements:

  1. Don’t use false or misleading header information. Your “From,” “To,” “Reply-To,” and routing information – including the originating domain name and email address – must be accurate and identify the person or business who initiated the message.
  2. Don’t use deceptive subject lines. The subject line must accurately reflect the content of the message.
  3. Identify the message as an ad. The law gives you a lot of leeway in how to do this, but you must disclose clearly and conspicuously that your message is an advertisement.
  4. Tell recipients where you’re located. Your message must include your valid physical postal address. This can be your current street address, a post office box you’ve registered with the U.S. Postal Service, or a private mailbox you’ve registered with a commercial mail receiving agency established under Postal Service regulations.
  5. Tell recipients how to opt out of receiving future email from you. Your message must include a clear and conspicuous explanation of how the recipient can opt out of getting email from you in the future. Craft the notice in a way that’s easy for an ordinary person to recognize, read, and understand. Creative use of type size, color, and location can improve clarity. Give a return email address or another easy Internet-based way to allow people to communicate their choice to you. You may create a menu to allow a recipient to opt out of certain types of messages, but you must include the option to stop all commercial messages from you. Make sure your spam filter doesn’t block these opt-out requests.
  6. Honor opt-out requests promptly. Any opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your message. You must honor a recipient’s opt-out request within 10 business days. You can’t charge a fee, require the recipient to give you any personally identifying information beyond an email address, or make the recipient take any step other than sending a reply email or visiting a single page on an Internet website as a condition for honoring an opt-out request. Once people have told you they don’t want to receive more messages from you, you can’t sell or transfer their email addresses, even in the form of a mailing list. The only exception is that you may transfer the addresses to a company you’ve hired to help you comply with the CAN-SPAM Act.
  7. Monitor what others are doing on your behalf. The law makes clear that even if you hire another company to handle your email marketing, you can’t contract away your legal responsibility to comply with the law. Both the company whose product is promoted in the message and the company that actually sends the message may be held legally responsible.

5 Actual Reasons Why SPAM Email is Dead

10 Jul

There’s a common belief that all email marketing is SPAM email and that promotional emails are clogging our inboxes from marketers competing to stay top of mind.

The thing is, this belief doesn’t really match up to reality. A lot of marketers will say “We really don’t want to SPAM our customers or people in our database”, but this intention seems to get lost in the weeds.

As email users, we’re still convinced that SPAMMY email tactics are still at the heart of email marketing.

Could it be that the overwhelming majority of SPAM email comes from fake websites that don’t compare to the presence of a real company trying to engage with their prospects? Well, maybe.

Here are 5 real, tangible reasons why SPAM email is dead.

SPAM Email Costs Money, A Lot of Money

If there’s a company who wants to email as many people as possible, as often as possible, regardless of how qualified they are, there are a couple assumptions we could make about them:

  • They’re new to email marketing and aren’t familiar with the cost associated with emailing contacts
  • Email reputation is completely foreign to them (more on that later)
  • They’re aware of their email malpractices but don’t give a hoot – this kind of email marketing approach will get shut down by most email service providers (ESPs)

Email marketers want to email as few people as possible per send. Then, over time we evaluate contacts who haven’t been contacted in a while and send them a re-opt-in email.

Once disengaged contacts are identified and don’t re-opt-in, we remove them from my database.

Why would an email marketer want to remove people from their database?

ESPs usually base their price on the number of contacts in a database. When we’re talking about using a HubSpot Pro account with 35,000 contacts we could be paying thousands of dollars per month just for the portal.

Who has that kind of money to invest in communicating with contacts that don’t want to be contacted!?

No way sir, if I send an email to someone and they don’t engage with it, I notice. If that happens multiple times, I remove them from my database. My clients absolutely cannot afford contacts who aren’t opening my emails.

SPAM Email Destroys Reputations

Ever notice how every email in your SPAM folder looks the exact same?

The damage done by SPAMMY practices is difficult to recover from. Campaign Monitor wrote an article about how to approach fixing this damage. For our purposes, the key takeaway is that it’s very, very hard to rectify. A lot of email marketers are employed at agencies where they work with numerous clients and probably don’t have time to go through the process of email reconstruction.

That said, most (if not all) of these marketers aren’t going to engage in SPAMMY tactics because they don’t have the bandwidth to deal with the repercussions.

You Email Service Provider Probably Won’t Let You SPAM

If you’re sending bulk emails you’re probably using an ESP like MailChimp or HubSpot. ESPs like these have strict guidelines in their Terms of Use (see HubSpot’s and MailChimp’s for reference).

Not only is it expensive and time-consuming to send SPAM, but in some (maybe even all) cases it’s impossible to maintain a SPAMMY email strategy.

For some context, let’s talk about why HubSpot and MailChimp care so much about SPAMMY emails.

When you send an email through HubSpot or MailChimp you’re sending it from their server. Emails that are sent from their server are going to contribute to their email reputation. These two ESPs can probably say that using their services will help you get into your contact’s inbox because they have a solid reputation.

They have an economic incentive to remove any SPAMMERS who are hurting their email reputation. So if you SPAM through these ESPs your account will get frozen and likely removed.

There is No Revenue in SPAM

It’s pretty hard to see when your emails are not being delivered. Email clients aren’t required to share where an email was delivered (for example the inbox or SPAM folder).

The only way to tell if email sends are regularly getting filtered into the SPAM folder is by watching email deliverability metrics. If you see that your email metrics are steadily declining, then you’re probably experiencing some inbox placement issues which could be due to SPAMMY email practices like buying lists.

The thing is, this kind of trend will be database wide. Meaning even email addresses that you gathered from organic opt-in measures will probably filter messages to the SPAM folder. This results in fewer opens, and even fewer clicks, which means less traffic to a website.

Email marketers know this. They also know that these email deliverability metrics are used to determine the profitability of email.

Bad email metrics mean diminishing revenue from email. Diminishing revenue from email can put a marketer in a tough spot requiring them to defend their employment. Which takes us to reason 5.

Email Marketers are Paid to Market, Not SPAM

At its core, email marketing is about nurturing and qualifying leads. In this process, we inform newly converted contacts about ways to satisfy their needs.

We’ll use information gathered from form submissions to segments contacts into lists where important traits are grouped together. Then, we’ll use these lists to send emails that contain content relevant to the contacts based on the important traits upon which the lists are generated.

Over time, we’ll introduce them to new content offers or events. Our central goal is to send qualified leads to sales and disqualified leads to a suppression list.

This process keeps our sales funnel clean and occupied by engaged, qualified contacts. This makes leadership teams happy and ensures sustainable employment for sales and email marketing teams. Hooray.

Email lists aren’t purchased and segmentation is based on voluntary information gathered from contacts.

SPAM tactics lead to needlessly stressful work environments. Some of the best email marketers will establish a double opt-in process for all email addresses. This can result in ~40% open rates on emails …talk about a happy marketing and leadership team.

If you’re very concerned about getting SPAMMED from companies, or how SPAMMY your approach to marketing is, I would encourage you to consider how dead SPAM email actually is.

Smart Ways to Grow Your Email Marketing List

23 Jan

There’s a lot of hype surrounding new marketing strategies like social media and mobile applications. But having a strong email list is still a must for small businesses. If you’re looking to grow your subscriber base in 2017, here are 50 ways you can grow your small business email list.

How to Grow Your Email List

Include a Sign Up Form on Your Website

To get people to sign up for your email list online, you need to make sure you have a working sign up form displayed prominently on your website. The form should include a description of what people will get by signing up, along with any other information you require from them.

Offer an Incentive

It’s also essential that you tell people what’s in it for them. Don’t just say you’ll send regular updates or offers. Tell people if they’ll get discounts or free content or other helpful resources.

Be Clear About Your Offerings

You should also be very specific about what you plan on sending and how often. If people aren’t sure about what they’re signing up for, then they aren’t likely to sign up at all.

Reassure Subscribers About Spam

People also want to know that they aren’t going to receive a bunch of spam. So along with your signup forms, tell people that you won’t spam them or sell their email addresses to any third parties.

Create a Free Download

To get people to sign up, you can also create exclusive items that they can download for free just by signing up. This might include forms, worksheets or other downloadable resources.

Write an eBook

If you want to really entice more signups, you can write an ebook and offer it for free for anyone who signs up for your email list.

Include Testimonials

To show people how helpful your email list can be, you can include a testimonial on your landing page or sidebar from someone who found it to be a great resource.

Have a Sign-up Sheet

You don’t have to only collect email addresses online. You can also include a sign up sheet in your store or physical location for people who want to sign up.

Request Emails During In-person Sales

You can also go out of your way to get people to sign up for your list simply by asking people who are making purchases if they’d like to leave their email addresses.

Reward Sign-ups

You can also offer a one-time reward for people who sign up, like an exclusive coupon code that they can use within the first year.

Include a Link on Your Business Cards

You can also use your business cards as a way of letting potential subscribers know about the benefits of signing up for your email list. Just include a link and some information on the back.

Start a Club

For local businesses or those who want to grow customers through events, you can start a club and use your email list as a way of distributing relevant information.

Have a Name for Subscribers

Even if you don’t have the capacity to start a club, you can make your email list seem like an exclusive club by having a specific name for the group or encouraging interaction in some way, like through social media hashtags.

Host a Giveaway

A contest or giveaway can also be a great incentive to encourage sign-ups. Just ask people to leave their email addresses as a way of entering.

Sponsor a Giveaway on Another Site

You can also increase your reach even more by sponsoring a giveaway on another website or with another business.

Invite People to an Event

If you have an idea for a one-time event that might interest some potential subscribers, you can ask people to sign up in exchange for a ticket or event information.

Provide Helpful Online Content

If you want to show people that you can provide them with great content via email, then you need to first show them that you can create great content in general. That means you can start a blog, YouTube channel or other content strategy to showcase what you have to offer.

Create Content Upgrades

Once you create great content, you can add extras like worksheets or additional information that people can only get if they sign up for your email list.

Have a Password Protected Part of Your Website

Or you could create a whole section of your website that’s password protected, and then only offer access to that section to your email subscribers.

Start an Online Community

You might even consider adding a community feature like a forum or even a Facebook group and granting access to those who sign up.

Cross-promote with Other Businesses

You can also connect with other relevant businesses or industry experts and promote their email list with your subscribers and have them do the same for you.

Encourage Email Sharing

Your subscribers can also be a great help in promoting your email list. Ask them to share their experience on social media or share their favorite emails with their contacts.

Visit Trade Shows

If you promote your business at trade shows or other events, include a sign-up sheet or contest that people can enter by signing up for your list.

Collect Emails from Mobile App Users

Or if you want to create your own mobile app, you can offer it for free to those who sign up for your list.

Have an Opt-in on Order Pages

When people make purchases on your website, you can create an option that lets them opt-in while completing their order.

Make Order Confirmations Work for You

Once people have already completed their orders, you can send them a confirmation email that also includes an easy way to sign up in case anyone missed the form on your website.

Include Email Requests with New Orders

Or you can include a sign-up card with the actual package you send out with purchases so people can sign up if they’re happy with the experience.

Include a Sign-up Link in Your Signature

Your everyday emails can also provide opportunities for more email subscribers. You can include a simple sign-up link in your signature for those who are interested.

Add it to Your Social Profiles

You can also include a sign-up link in your social media profiles along with a quick description or incentive for signing up.

Join a Networking Group

If you want to appeal to other professionals in your area or industry, you can join a networking group to meet relevant contacts.

Offer a Free Service

For service-based businesses, you can offer a free consultation or simple service in exchange for people signing up.

Speak at an Event

To share your expertise and show people the kind of information they might get by signing up for your list, you can speak at industry conferences or events.

Give Away Regular Downloads

Free downloads can be great one-time incentives. But you can also attract new subscribers by offering freebies on a regular basis and publicizing them.

Preview New Offers on Social Media

Each time you create a new offering or exciting piece of content, make sure you offer a preview on social media so that your followers can see what they might be missing if they aren’t already signed up.

Create Separate Opt-ins

If you offer a variety of different content to subscribers, some people might not want to sign up because they don’t want to receive all of that different content. But if you separate it into more specific lists, like one just for discount offers and one for curated content, you might attract more sign-ups.

Have QR Codes on Signage

On any signage or print materials, you can make it really easy for people to sign up for your list by scanning a QR code with their smartphones or mobile devices.

Add a Call to Action on Facebook

Facebook also makes it really easy for you to add a call to action to your page. So you can make your call to action the ability to sign up for your email list.

Publish Offers on LinkedIn

If you have content that includes upgrades or requires a password, you can share the link on LinkedIn to increase visibility and gain subscribers from that platform.

Promote Exclusive Content on Pinterest

On Pinterest, you can also share any visually appealing content that includes a link to sign up for your list.

Share Your Expertise on YouTube

Or if you create YouTube videos, you can include calls to action that encourage people to subscribe.

Mention Relevant Influencers on Twitter

On Twitter, you can tag relevant brands or influencers when talking about your emails to increase visibility.

Include Calls to Action on Blog Posts

If you blog for your business, you can also include calls to action at the bottom of each post to encourage more sign-ups.

Partner with Influencers

To increase visibility for your business among relevant consumers, you can partner with influencers and then direct new visitors to a landing page with your sign-up form.

Host a Webinar

If you have relevant expertise to share, you can also host a webinar and allow people to sign up for free by leaving their email address.

Ask for Sign-ups from Direct Mail

If you have a direct mail list, you can ask those people to go paperless by signing up for your email list instead.

Request Emails on Sales Calls

And when you or your team speak with customers or prospects during sales calls, you can also collect emails or encourage people to sign up.

Include Social Sharing Buttons

You can also encourage people to share your emails or any other content you might offer by including social sharing buttons that make it really easy for them to send your content to others via email or social media.

Ask for Help from Employees

Your employees also might be able to help you spread the word by promoting your list with their own contacts.

Consider a Pop-up

Though pop-up windows might be annoying, they have shown to be effective for promoting email lists on websites. So it could be worth considering.

Create Great Email Content

And finally, if you want to get more email sign-ups, you need to share great content via email. Whether that’s discounts, information, downloads or other types of content, you need to make sure it actually lives up to the hype.