"The start of a great email list is one that is filled with customers and prospects who have said yes to receiving information from you and who will be moved to action if the time or offer is right," says Wendy Lowe in an article at MarketingProfs. "But the list needs to grow if you want your business to grow."
Here are some tips Lowe offers for keeping your list in growth mode:
Request email addresses at the point of sale. A customer in the process of making a purchase is a prime candidate for your online campaigns. "Tell them they will be notified about discounts on selected items and exclusive email-only specials, and given first notice of sales by signing up for your mailing list, either online or in person," she recommends.
Offer valuable information—for free. Customers will more readily sign up for email campaigns that include no-strings-attached insight. "If you're a photographer," notes Lowe, "you can offer simple tips on how to take better, more interesting photos at family events. If you run a garden shop, you can offer tips on preparing garden beds in the spring and winter, how to care for plants in a drought."
Encourage Twitter followers and Facebook fans to subscribe. "Explain that the emails will include information and offers not available anywhere else," she says. "You can make it part of your loyalty program, or a separate benefit."
Ask recipients to recruit their friends. "You can ask people to do it out of the goodness of their hearts," she suggests, "or you can give them an incentive with the offer of a gift or other reward."
Conclusion: Keep it alive. According to Lowe, the key to sustaining email list growth is to periodically do something.
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