7 easy hacks to grow your email list

This content is produced by a member of The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business.

Email marketing contact databases will degrade over time. People’s email addresses change when they move from one organization to another, they abandon addresses they used to fill out forms on sites, or they may even simply opt out of your email communications. Digital Ethos’s junior SEO executive Stas Pamintuan suggests some ways marketers can ensure they are always adding fresh contacts to email lists to continue generating growth and brand awareness.

Keeping mailing lists updated may seem less like a challenge and more like an enigma: getting people to sign up sounds easy in theory, but making it happen in practice is anything but. As people are increasingly wary of filling their inboxes up with spammy company emails, it’s important that there is a solid marketing strategy and unique content in place for building a list of engaged users.

Let’s dive into the tactics that can grow your email list and turn it into a revenue-spinning channel for your business.

1. Create unique email content

Looking to retain your current subscribers and have them help grow your list? Or are you just looking to acquire new subscribers? Either way, creating unique content is a given. If your emails are entertaining, informative and valuable, recipients will always look forward to receiving the next one and are more likely to forward them to their network of people, which is essential if you want exposure.

2. Segment your email lists by buyer persona

When it comes to growing your email list, recipients are more likely to click through emails that cater to their specific interests, so using varying different types of email subscriptions to send targeted content to different segments of your audience is worth considering. Catering to multiple personas means you’ll increase the chance that visitors will subscribe to your email list.

3. Revive a stale email list with an opt-in campaign

If you have an email list that you suspect is mostly decayed or in the process, creating an engaging opt-in message (which you can even send to your old lists) encourages them to re-opt if they’d like to, but at the same time is a great way to filter out the contacts who don’t respond. Although it might seem counterproductive to remove users from your list, emailing contacts that you know are engaged improves your deliverability, increasing the odds of your email being shared outside of your current database.

4. Create a lead generation offer

Create a new gated lead-generation offer, such as a free ebook, webinar or white paper. The choice is yours, but remember to host it on a landing page that asks visitors to provide their email to download it.

5. Create additional bonus content

Not all gated content is worth it to a website visitor. Sometimes, to get their interest, you need to give them free content first. A good starting point is creating a blog post that offers beginner advice on a topic of their interest and then offering bonus content with advanced tips, which can be accessed by submitting their email address (on a landing page).

6. A/B test different campaign copy

You might be doing all the right things to generate leads – gated content, contests, landing pages... the list goes on. But not seeing the success you’re looking for is a common scenario when growing your email list. The problem may be that the design or copy itself isn’t driving the engagement you need. A great way to combat this is by A/B testing different aspects of your list-building campaigns with different versions of the same content. This includes the call-to-action text, the color of the gated offer or maybe even where these sign-up forms are placed on your website. Remember, a small action can be a game-changer for improving conversions, so don’t be afraid to test things.

7. Create a blog that readers can subscribe to

If you aren’t already blogging, you should. Blog posts are already imperative to increasing your ranking on search engines, so why not use them to generate blog subscribers? This is an excellent way to upgrade to more actionable email campaigns over time.

Grow your email list with Digital Ethos

Still not sure how to grow your email list? If you’re after more ideas and strategies, we’re always here to help as email marketing specialists. We pride ourselves on shining a light on your digital solutions, using strategies tailored to your needs. Contact us and let’s get the ball rolling.