How to build email marketing list

In the era of online marketing, unlike traditional marketing, digital marketers have a comprehensive targeting option to get in touch with the target audience like content marketing, social media marketing, etc. With so many contemporary forms of communication available, you cannot miss out on one of the oldest communication methods – email marketing. As email generates nearly $42 for every $1 spent, it is no surprise that digital marketers are using it in their marketing strategy to nurture leads, drive traffic on the website and improve conversion rate. Let us discuss ahead in the blog the crucial points to focus on an email marketing list that attracts new users, helps in retaining customers, etc., in sync with the marketing trends, including PPC trends, SEO trends, e-commerce trends and much more.

It costs nearly five times more to attract new users to your website than to retain those already engaged with your business. Digital marketers thus need to work on different parts of their marketing campaigns like restructuring  SEO plan & strategy, performing PPC campaign analysis, etc., so that when they work on remarketing, the relevant audience chooses their business. With a data-driven SEO report and PPC report, digital marketers can work on audience segmentation. When preparing an email marketing list, it helps to write content that resonates with the users’ intent so that they are attracted to the landing page and take the intended action.

What is email marketing?

Email marketing is the method of targeting the users that have already engaged with your business or are prospect users that have high chances of taking the intended action on the website. It has a high impact on the users’ activity on the website. With a properly implemented email marketing plan, you can attract these users to your website and make them take the intended action with a better-optimized web page. Email marketing is a low-cost method of communicating with the target audience as you do not have to spend much. There are myths regarding PPC advertising that it involves a huge advertising budget. But, with a proper bidding strategy and bid adjustment, you can achieve the desired goals with the amount that you wish to spend.

Email marketing does not mean that you always need to write long posts and blogs. You need to write great content that entices the users to make a click on your website. You need to ensure that you avoid any duplicate content. Writing unique content assures the user that the email is specially drafted for them, which increases the chances of the users taking the intended action on the website.

With the help of email marketing, you can promote your business and inform the users about any new product or services, achievements, etc. You need to ensure that you send emails to the users interested in your products or services so that the users who reach the website take the intended action and avoid any irrelevant clicks. Availing of email marketing services would help to have the best advantage of an email campaign from email design to management and much more.

Strategies to build email marketing list

• Embed email sign up forms – In your email marketing plan, you need to have an email sign-up form. When you send an email to the specified users’ address, you need to have this email sign-up form embedded with the email. Once you convey your message to the target audience with the email you send, you need to attach the email sign-up form to complete the sign-up action quickly.

These sign-up forms should be designed in a way that it resonates with the users’ buying journey. You can have a deep insight into the users’ buying activity and then add sections in the form accordingly. The email marketing campaign should focus on conveying your message that clearly indicates what you want to say. Once the user’s thoughts are clear with your offerings, there are high chances that the user will fill out the sign-up form. E.g., you must have noticed that e-commerce platforms generally have a form attached in their email. This may be pertaining to reviews about the product or providing suggestions on what needs to be included in the products that the user is looking for. You should also get in touch with the users after filling out the sign-up form to believe that the company values users’ feedback.

• Use eye-catching CTAs – When building an email marketing list, another point of focus for any digital marketer is to have eye-catching call-to-action. Having a compelling call to action tab in your email marketing plan helps attract users to your website. In your email marketing strategy, you need to have these CTAs to grab the users’ attention and make them click on your email to reach the website. Having engaging CTAs creates a sense of urgency among the users to make a click. They feel that if a click is not made within the desired time, the users may miss out on a good offer.

In your email marketing strategy, you need to focus on user-generated content. It may be in the form of images, short engaging videos, etc. When you work on preparing an email marketing list, you must consider optimizing images to fit the size of your email. You can also consider having videos in your email, as they are easy to retain and easy is understand.

When users click on these CTAs, they are directed to your business page or specified page as per the hyperlink that you have added in the anchor text. Having these CTAs in your email marketing campaign helps the users know more about products or services and lures them into taking an intended action. For businesses dealing with e-commerce PPC ads or e-commerce content marketing, these CTAs are essential to make the relevant audience click on your PPC ads. Even when performing e-commerce remarketing for users who did not make a purchase on the website, you must consider having relevant CTAs.

In your email campaign, these CTAs are powerful buttons to attract users to your website. So, you must consider writing CTAs that work as a conversation between your brand and your target users. Whether you are sending a newsletter, thanking the user for making a purchase, reminding a user to complete the action on your e-commerce website, etc., your email campaign should include a CTA to spur some kind of activity.

You can get creative, think out of the box, and experiment with various CTAs. As you perform a/b testing in Google Ads or any form of PPC advertising like YouTube Ads, Facebook Ads, LinkedIn Ads, holiday ads, etc., you can experiment with different CTAs to choose the appropriate CTAs that match the buyer’s persona. Some examples of engaging CTAs with high chances of getting clicked are ‘buy now’, buy now pay later’, shop now to get 50% off’,’ find holiday offers’, ‘tap now to avail the offer’ and much more. Some points that you need to focus on when working on CTAs in your email marketing strategy are listed below.

1. 1. Call to action design.
   2. Call to action placement.
   3. Call to action size
   4. The number of call to action.
   5. Focus on action-inducing words.
   6. Keep CTAs short.

• Flashy discounts & offers – In your email marketing strategy, you need to focus on offering discounts & offers. In today’s world, it is tough to find users who do not wish to get offers and discounts. When you make an email marketing plan, you must consider this in the email marketing list to attract new prospects to your website and make the users complete the intended action who left the website without taking any intended action.

When you work on an email marketing plan considering these discounts & offers in your email marketing list entices the users to complete the intended action. There are multiple things that you can offer to your audience. You can offer them a percentage discount, or add a gift product, etc. These are great options to catch the user’s attention. When you send an email to the user’s inbox and they see that you are offerings discounts, there are high chances that the user would click on them to reach your website.

When users see products offerings that have a discount listed on them, it creates a sense of urgency among them to avail of the offer. When you use an enticing call to action in these offerings like the limited period offer, discount valid for 15 days, etc., the users feel that they may miss out on something great if they do not click on them now. These discounts lure users into taking the intended action and helping achieve marketing goals like building brand awareness, form sign up, lead generation, etc. Availing email marketing services help you save your budget and have maximum advantage of email marketing without losing much on discounts & offers.

• Leverage social media platforms – In your email marketing plan, you need to leverage social media platforms to get in touch with the relevant audience. In the modern world, users are actively present on various social media platforms. Today, most online users spend their leisure time on social media sites. So, as a digital marketer, you cannot miss out on targeting the users present on these platforms.

When you run an SEO campaign or PPC campaign on social media platforms, you must have noticed that once the user scrolls down without getting in touch with your business, they have significantly less chance to come back in the given session. So, you need to write engaging ad copies or meta descriptions to make the users click on your offerings. Social media apps are more pleasing to use on mobile devices. So, you must consider having a better page loading speed as you have the most impatient users. With nearly 40% of users leaving a website that takes more than 3 seconds to load to you need to have accelerated pages to boost SEO.

You also need to understand that various social media platforms have users with different target goals. Like, Facebook is used by friends & family, LinkedIn is used by professionals, C-level executives, Instagram primarily by young aged people, etc. When you work on email marketing campaigns on these pages, you need to express what you are expecting from the users fully. As these are social platforms, you should consider adding social sharing buttons, blog posts, etc. When users on these platforms complete the email sign-up action and then, after a defined period, find the proper implementation as per their feedback, they are likely to promote your business to friends and family, thus helping in peer-to-peer marketing. With a properly implemented email strategy, you can attract new prospects to your website, improve SEO ranking and much more. As you outsource PPC services, SEO services, email marketing, etc., you can outsource email marketing services to have the best advantage of email marketing.

• Effective landing pages – The next point that you need to concentrate on in your email marketing list is to have effective landing pages. Effective landing pages help the user to move ahead on the website. As you focus on ad relevancy in PPC advertising, in the same way, you should have your landing page in relevance to the one that you displayed to the user via email.

In your email marketing plan, you should always prioritize optimizing landing pages to keep the user’s interest engaged. You should always focus on updating your website content with the latest marketing trends. It helps to increase the users’ trust in your business as they have a belief that your products or services are in sync with the ongoing trends in the market. It also helps you add sections if you have any new listings related to your product or services.

As you focus on local SEO to target the users in a specific location and improve your website ranking on the SERPs, similarly, you can conduct keyword research to identify the high traffic relevant keywords that drive the maximum traffic. You can also identify keywords or search terms that are most searched as per your business offerings. All size businesses need to include this in their email marketing strategy to get in touch with users. Some points that you can focus on when designing your landing page to have the best advantage of email marketing are discussed below.

1. 1. Use the relevant number of CTAs.
   2. Avoid keyword stuffing and keyword cannibalization.
   3. Use appropriate colors that best highlight the main sections on your web page.
   4. Focus on improving user experience.

• Utilize multiple popups – Another important point of focus in your email marketing strategy is to focus on utilizing popups. As you work on ad scheduling in pay-per-click advertising in the same way, you can work on pop-ups timing and it is a great onsite retargeting method. You may have noticed that marketers offer something extra that is relevant either to the content on the page or the users’ on-page behavior.

Having popups in your email marketing strategy is crucial as it quickly redirects the user to your webpage. These popups can be made to appear at any time on the email and you need to choose the best time to make the user click on these pop-ups. You can use various types of popups and work on scheduling them in your email marketing list. However, you need to ensure that you do not cover the main content.

• Welcome pop up – In your email marketing campaign, you need to have a welcome pop-up to greet the users on your website. These popups make the users feel that the business thinks from the users’ perspective. You should ensure that the welcome pop-up does not last long as this may lead the users to leave the website. The longer the pop-up lasts on the website, the higher the number of users leaving the website, thus increasing the bounce rate. To make the most of your email marketing campaign with welcome pop up, you may consider some of the below-mentioned points.

• • Use a single field pop-up form.
  • Use string call to action.
  • Consider offering early bird offers or any valuable deal.

1. Exit intent pop up – Another pop-up that you need to focus on in an email campaign is the exit intent pop-up. These pop-ups appear when the users are about to leave the website. As you concentrate on writing enticing content to build brand awareness, you need to have a properly-written call to action in the exit pop-up. A properly written exit intent pop-up helps you keep the users engaged with your business in the long run.
2. Promotional pop up – In your email campaign, you need to have promotional pop-ups. The promotional pop-up form appears while a visitor is actively navigating through different sections on the website. However, you must ensure that it must be relevant to the users’ activity. With the use of artificial intelligence, you must consider applying discounts to the particular sections that the users are browsing through. Email marketing can prompt the user to sign up for your newsletter and subscribe to your page on the online marketing platforms, social media channels, etc. You can also avail of email marketing services to make the most of your email campaign. These pop-ups help to build brand awareness and engage users with your website, thus leading to an increase in impression share, lead generation, etc.

Why is email marketing important ?

• Email marketing is real-time – The significant advantage of email marketing is that it is real-time. Performing email marketing yields results in real-time. When users open their email on the mobile or desktop, they scroll through their list of emails. There are high chances that if the user is engaged with your email, they will click on them and reach your website immediately. So, email marketing is real-time and gives a clear idea of whether your email campaigns meet the user’s demands.

• Email marketing is measurable – One of the significant advantage of email marketing is that it is measurable. You can track the number of users that reach your website through email marketing, track the bounce rate, click-through rate, etc. It gives you a better understanding of how your email campaigns are performing and whether any necessary changes need to be implemented to improve the performance of your email campaigns. With a technical SEO audit, you can quickly identify various SEO metrics and see if you are achieving the desired results or not.

• Email marketing increases traffic – A properly written email enhances the chances of the user to make a click on your email and reach your website. As emails tend to keep the users informed, they feel that you are thinking of them. The users that have filled the sign-up form and reached your website ensure that they are satisfied with your offerings. So, with the increase in traffic on your website, there are high chances that they would complete the intended action after reaching the desired page.

Round off

Now that you have an idea of preparing the email marketing list for your business, you must start preparing emails to attract new users and retain those already engaged with your brand. You can offer discounts, exclusive content, etc., that lure users to your website into taking the intended action. To kick-start building your email marketing list, you can get in touch with a digital marketing company. Email marketing services with professionals help you have the best advantage of email marketing like increasing brand loyalty, building brand awareness, increasing online sales, improving conversion rate, etc. The experts have experience creating an effective marketing strategy for clients and adapting to the market scenario to achieve the desired results.

References

• How to build an email list from scratch: 10 incredibly effective strategies
• A beginner’s guide to email marketing