BUILDING AN EMAIL LIST FROM SCRATCH

If you haven’t started to build an email list (but you know you should), please keep reading.

The most valuable asset you can have in your business is a strong email list, but building an email list from scratch can leave you feeling a bit overwhelmed. This is due in part to the hard work it takes now in order to see the rewards in the future.

Your email list gives you the ability to contact your website visitors and prospects at any time in the future, with whatever message you want. It is your portal to building rapport.

Building an email list from scratch: The Basics

‘1. Sign up with an email marketing service provider (Autoresponder)

If you haven’t already done so, it is critical that you sign up with an email service provider (ESP). An ESP will provide you with the tools, templates, and training you will need in order to get subscribers and learn to manage the day-to-day requirements of your list.

If you are just getting started and on a limited budget MailChimp is a good basic (free) service. More popular options (there is a monthly service fee) are AWeber, GetResponse, and ConstantContact.

Choose the one that best suits your budget and list size. Remember to consider your anticipated growth.

‘2. Create a compelling offer (ethical bribe)

You are going to have to offer something of value before people will turn over their email address to you. This is known as an ethical bribe.

It could be a free eBook, access to a webinar, a how-to guide, or free training offered exclusively to subscribers. An easy way to create a compelling offer is to turn some of your existing blog content into a guide or resource list.

No matter what you offer it has to be something that people will see the value in it.

‘3. Create an Opt-in Form

All ESP’s give you the tools needed to create an opt-in form for your website. Keep in mind the less information you ask for, the better (at least at first contact).

Obviously you will need to ask for the email address and perhaps their first name. Beyond these two fields your conversion rates may decrease, and that is not what you want to happen.

‘4. Put the opt-in form on your site

Putting your form on your site can be as easy as copying and pasting a tiny bit of code provided by your ESP. Typically you will find the opt-in form in the right sidebar (believed to be the highest converting location on the page).

Derek Halpern, of Social Triggers, says there are seven high-converting places you should consider putting your opt-in form when building an email list from scratch:

1. In a Feature Box
2. At the top of your sidebar
3. After each blog post
4. In your site’s footer
5. On your About page
6. In a little bar across the top of the page
7. In a popup box

Each location will perform differently so be sure to test various placements as you go.

It is important to give your subscribers easy access to your offer by including a download link on the page that subscribers are directed to after providing their email.

NOTE: You can send your offer to the email address provided and include the download link in the email. This way you know you have a valid email address and not some made up email just to get the offer.

Building an email list from scratch: Strategy

Use your social media channels

Social networks, when used properly, are fantastic places to help you build your email list. Using them however, requires you to change your mindset.

No longer are you on social media to see what your friends are doing. Social networks should be used to engage and entice your friends and followers to signup to your email list.

Here are a few social media tips you can use when building an email list from scratch:

• When using Facebook ads entice people to “Like” your page AND signup to your email list at the same time
• Use a video as teaser content that sparks enough curiosity so visitors will want to signup to your email list
• Create a Facebook, Twitter, or Pinterest contest to collect emails by offering a prize to a random winner (contest/sweepstakes laws may apply)
• Host a webinar (you can use Google+, Go-To-Meeting, Zoom, etc.) and ask for the email address when registering

Building an email list from scratch: Tips

Use your offline community

Going out into your local community and physically collecting email signups is one of the most overlooked ways to build your list.

• Attend local events related to your business and request email opt-ins after providing value (e.g. a handout “Top 10 Ways to Increase Your Customer Traffic Tomorrow).
• Host a Meet-Up in your area and request attendees to opt-in to your email list to confirm their registration
• Ask local business owners in your niche if they would be interested in joining your email list
• Use your relationships. Ask partners, vendors, and clients if they would be willing to give you access to their list in exchange for your services

Keep in mind that people are inundated with pitches and advertisements everywhere they look, and even though you think your offer is special, there’s a high likelihood that to the reader it looks like everyone else’s. That why it is important to remember that getting into someone’s inbox is like being invited into their home. Use good manners!

Have a clear purpose when asking for someone’s email address. Subscribers want to know:

• What do I get when I give you my email address?
• Are you going to spam me?
• How often will you email me?
• Will you send me relevant offers or just more junk?

Understand that each email you collect represents a real person and each person on your list is worth a monetary value (if you learn to treat them the right way).

So remember, as you are building an email list from scratch, include a opt-in form with every value message, everywhere you come into contact with prospects and customers.

List building never stops!

As always, my wish for you is love, peace, and happiness!