Just as with direct mail, it’s all about the list. And maintaining an
up-to-date email list requires a steady effort. Subscribers regularly
change their email addresses or unsubscribe for various reasons.
For retailers, some estimate that up to 20% of subscribers will
drop off a typical email database every year.
2
So, what’s a smart marketer to do to gain or retain email list
opt-ins? Cates offers a few recommendations:
Start with social media.
Your pages on Facebook, Twitter,
Pinterest or Google+ and other social media channels all offer
opportunities to grow your email list:
Run a campaign. Exclusive offers are great ways to
attract new fans and generate business results while
growing your database.
Promote free content. Entice social media users to share
their email addresses by offering them access to white
papers or videos or other content at no charge.
Add a Join My Mailing List tab to your social media
pages. You can then share content such as an
e-newsletter on all of your networks for greater visibility.
Other tips, applicable everywhere.
Your quest for new email
subscribers should not, of course, be limited to social media.
Cates adds these ideas:
Place a paper sign-up sheet in your lobby or on your
sales counter. This simple tool continues to be one of
the most effective ways for growing your list.
Feature a subscribe form on your website. With
it, you’ll collect email addresses from prospects
coming to your site via search, as well as current
customers.
Collect email addresses whenever you host
an event. Be sure to ask for this information
at registration or sign-in.
Promote a deal such as a coupon or
discount. Collect contact information from
people when they register for or redeem
your offer.
The best way to retain email prospects?
Cates advises:
Remain relevant. Ask yourself, “Would my readers thank
me for this email?” This is the standard your content
should meet,
before
you hit the send button.
Evaluate your efforts regularly. Take an inventory of
which tactics are actually working and what you could
be doing differently to improve your overall results.
Make the effort; it’s worth it!
“The continued importance of email illustrates the fact that a
successful marketing strategy isn’t an ‘either/or’ between email
and other marketing channels,” concludes Cates. “Rather, the
focus needs to be on how best to incorporate all of the marketing
tools available.
“For example, email becomes a good channel on which to share
your marketing campaigns targeting other platforms. So, if
you’re running a special offer on your Facebook page, be sure
to also let your email subscribers know about it. Each mobile
or social marketing platform gives email a new chance to flex
its muscles.”
n
1
StrongView
“2014 Marketing Trends Survey”
conducted November 18-27, 2013
2
“7 Email Tips for Ecommerce Merchants in 2014,”
Carolyn Nye, January 21, 2014, practicalecommerce.com
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