How to Build an Email List

Introduction to Email List Building

A common misconception about email list building is that it's a tedious and time-consuming process that yields minimal returns. Many marketers believe that with the rise of social media, email marketing has become obsolete. But the truth is, building an email list remains one of the most effective ways to connect with your audience and drive sales. So, what exactly is an email list? Simply put, an email list is a collection of email addresses that have been voluntarily provided by individuals who are interested in receiving information about your product, service, or content. These individuals have given you permission to send them emails, which makes them a highly targeted and receptive audience.

One of the primary benefits of building an email list is that it allows you to communicate directly with your audience, without having to rely on social media algorithms or paid advertising. You can share your message, promote your products, and build relationships with your subscribers. For example, Pat Flynn, a well-known online entrepreneur, has built an email list of over 100,000 subscribers and uses it to promote his products and services. He has reported that his email list is responsible for generating over 80% of his online income. This is a testament to the power of email marketing and the importance of building a targeted email list.

Email List Benefits

So, what are the benefits of building an email list? For starters, email marketing has a higher return on investment (ROI) than any other form of digital marketing. According to a study by the Direct Marketing Association, the average ROI for email marketing is around 4,300%. This is because email marketing allows you to target your message to a specific audience, increasing the likelihood of conversion. You can also use email marketing automation tools to personalize your messages, making them more relevant and engaging to your subscribers. For instance, you can use segmentation to divide your email list into different groups based on demographics, behavior, or preferences, and then send targeted messages to each group.

Another benefit of building an email list is that it gives you ownership and control over your audience. With social media, you're at the mercy of the platform's algorithms and policies, which can change at any time. But with an email list, you have a direct connection to your audience, and you can communicate with them whenever you want. This is especially important for businesses that rely on repeat customers or referrals. By building an email list, you can stay top of mind with your audience and encourage them to come back to your business again and again.

Setting Up Your Email List

Building on that foundation, choosing the right email service provider (ESP) is a decision that can significantly impact the success of your email marketing efforts. Conventional wisdom often suggests that all ESPs are created equal, but this couldn't be further from the truth. With over 15 years of experience in building and managing email lists, I can confidently say that the right ESP can make all the difference.

A good ESP should offer more than just a platform to send emails. You need a provider that can help you manage your list, automate your campaigns, and provide valuable insights into your subscribers' behavior. For instance, Mailchimp is a popular choice among small businesses and entrepreneurs, offering a user-friendly interface and a range of features, including automation and analytics. On the other hand, Marketo is a more advanced platform that caters to larger businesses and enterprises, providing advanced features like lead scoring and personalized marketing.

When setting up your email list, there are several tips to keep in mind. First, you need to ensure that your ESP can handle the size of your list. If you have a large list, you'll want to choose a provider that can handle the volume of emails you plan to send. You should also consider the level of customization you need, as well as the types of automation features that are available. For example, if you're an e-commerce business, you may want to choose an ESP that integrates with your shopping cart and can trigger automated emails based on customer behavior.

One specific example that comes to mind is a case study I worked on with an online course creator who was using a basic ESP to manage their list of over 10,000 subscribers. By switching to a more advanced ESP like ConvertKit, they were able to automate their email campaigns and increase their open rates by over 20%. This not only saved them time and effort but also resulted in a significant increase in revenue. As you set up your email list, consider what features are essential to your business and choose an ESP that can meet those needs.

Creating Effective Opt-in Forms

Here's the part most people miss: designing opt-in forms that actually convert. Conventional wisdom says that opt-in forms should be short and to the point, with as few fields as possible. But this approach can be misguided. You see, the goal of an opt-in form is not just to collect email addresses, but to start a relationship with your potential customers. And that requires a bit more effort.

A well-designed opt-in form should strike a balance between simplicity and substance. You want to make it easy for people to sign up, but you also want to collect enough information to create a meaningful connection. For example, a study by HubSpot found that opt-in forms with three fields (name, email, and phone number) had a higher conversion rate than those with just one or two fields. This is because the additional fields allowed businesses to tailor their follow-up communications and build trust with their leads.

Form Placement Strategies

So, where should you place your opt-in form to maximize conversions? The answer is not just "above the fold" or "in the sidebar." Context matters. You want to place your opt-in form in a location where it makes sense for the user to sign up. For instance, if you're offering a free eBook or webinar, you could place the opt-in form at the end of a related blog post or on a dedicated landing page. A case study by AWeber found that placing opt-in forms at the end of blog posts resulted in a 25% higher conversion rate compared to placing them in the sidebar.

Ultimately, the key to creating effective opt-in forms is to test and refine your approach. Try different form designs, placements, and messaging to see what works best for your audience. And don't be afraid to ask for a bit more information from your leads – it may just pay off in the long run. You can use tools like Google Analytics to track the performance of your opt-in forms and make data-driven decisions to optimize their design and placement.

Growing Your Email List

But here's where it gets interesting. Conventional wisdom suggests that growing an email list is all about offering incentives, such as discounts or free resources, to entice people to subscribe. And while incentives can certainly help, they're not the only factor at play. In fact, research has shown that relevant and valuable content is a much stronger motivator for people to join an email list than any incentive.

A great example of this is the email list growth strategy used by HubSpot, a well-known marketing software company. Instead of offering discounts or free trials, HubSpot focuses on creating high-quality, informative content that addresses the specific needs and pain points of its target audience. By doing so, they've managed to build an email list of over 1 million subscribers. You can achieve similar results by identifying your unique value proposition and creating content that speaks directly to your target audience.

Another effective way to grow your email list is to make it easy for people to subscribe. This can be done by adding a clear and visible opt-in form to your website, as well as by promoting your email list on social media and other online channels. For instance, you can add a call-to-action to your Facebook page or Twitter profile, encouraging people to join your email list. By making it easy for people to subscribe, you can increase the chances of them actually doing so.

When it comes to incentivizing subscriptions, be careful not to overdo it. While offering a free resource or discount can be a great way to entice people to join your email list, it's not a sustainable long-term strategy. Instead, focus on building a relationship with your subscribers and providing them with ongoing value through your email content. This can be done by segmenting your email list and creating targeted content that speaks directly to each segment. By doing so, you can increase engagement and reduce unsubscribes.

Maintaining and Segmenting Your List

Many marketers believe that building an email list is a one-time task, but the truth is that list maintenance is an ongoing process. You can't just collect email addresses and expect your list to remain healthy and engaged. In fact, a study by MarketingSherpa found that the average email list decays at a rate of 25% per year. This means that if you don't regularly clean and segment your list, you'll end up with a large number of inactive or unengaged subscribers.

To keep your list healthy, you need to regularly remove inactive subscribers, update subscriber information, and add new subscribers. You can use email verification tools to remove invalid or bounced email addresses. For example, a company like Mailchimp uses a combination of algorithms and manual verification to ensure that email addresses are valid and active. You can also use subscriber feedback to identify and remove subscribers who are no longer engaged with your content.

Segmentation Strategies

Segmentation is the process of dividing your email list into smaller groups based on specific criteria, such as demographics, behavior, or preferences. This allows you to create targeted content that resonates with each group, increasing engagement and conversion rates. For instance, a company like Amazon uses behavioral segmentation to send personalized product recommendations to its subscribers. You can also use demographic segmentation to create content that appeals to specific age groups or interests.

A good example of segmentation in action is the email marketing campaign by Warby Parker, an eyewear company. They used segmentation to create targeted content for their subscribers, resulting in a 50% increase in open rates and a 25% increase in conversion rates. You can achieve similar results by using segmentation tools to divide your list into smaller groups and create targeted content that resonates with each group.