How to Build Your Email List…For Free
Email Marketing: Harnessing a Critical Digital Marketing Tool
As you build out your pre-targeting strategy with Pollen, your sights should be set on converting new shoppers into buyers. Conversion and retention follow the prospecting stage in the marketing funnel, both of which can be heavily bolstered through email marketing.
For example, if a customer visits your site for the first time and does not convert, re-engaging that user with an email can lead them back to your site. Alternatively, if a customer does convert, an email can serve as a way to maintain loyalty to your brand while keeping your company at the forefront of the users mind.
Let’s look at the numbers: In 2014, the return on investment per email sent was $0.10. That means, if your active email database contains 1,000 customer contacts and you effectively update that pool two times per week with mailers, promotions, etc., it translates to a $10,000 ROI by the year’s end!
As you scale your online store, it is crucial you keep your current customer list in the loop on everything from new product releases, sales, and promotions. We live in an age where mobile use is ubiquitous – a user can check their email at any moment, presenting a potential sale for your company.
To give you a better idea of Gmail’s 900 million users, 75% of accounts are also using the mobile app on their smartphones. Simply put, brands now have unprecedented access to consumers on the go, making email marketing an absolute no-brainer.
Building an Email List for Free: A How to Guide
Retaining your customer base determines the sustainability of your eCommerce store. According to one study, over 50% of the revenue of top eCommerce stores comes from repeat customers. The same study further explains that retaining these customers proves to be far less expensive than acquiring new leads.
So, is it essential to spend money in order to build a contact list? Not necessarily. While spending money on your email marketing campaigns can potentially increase your chance of collecting a list of qualified leads, it does not mean you cannot build an email list for free.
Still wondering how to build your email list for free? Check out some of these simple tips below!
- Collect emails during order confirmations
The first method of compiling your email list for free is by collecting email addresses during order confirmations. This is by far one of the easiest and most effective ways to build up your email list.
If a customer buys one of your products, chances are you will already have their email address, as most stores require it at checkout.
Include a checkbox for newsletters and promotional emails at the bottom of your order confirmation page. As a result, you’ll automatically collect quite a few contacts with the goal of building your automated email marketing database.
Additionally, users who purchase products from your online store can also be converted into real-life customers with ease, provided you also operate a brick and mortar retail space. As customers become familiar with your business through your online shop, they are far more likely to frequent your physical shop as well.
- Include a sign up button on your home page
The homepage is arguably the most important page for any site, as it is the page that connects the visitors to other pages of the site.
The inability to capitalize on an opportunity to convert your homepage visitors into qualified leads can cost you a lot, so it’s imperative for you, as an eCommerce store owner, to do as much as you can in terms of collecting the email addresses of visitors who arrive on your homepage.
According to one study, the conversion rate of online shoppers hovers around 2-4%. This means that most of the visitors who land on your site won’t convert. It’s simply not enough to just collect emails via your order confirmation page.
Include an email entry popup on your website and top navigation of your homepage as a great way to gain access to customers who may not have made a purchase yet, but want to stay up-to-date on your product offerings. Try Privy out for this!
- Utilize Social Media
ECommerce site owners can get a massive return on their marketing efforts if they know how to harness the power of social media platforms correctly. Statistics show that there are over 2.46 billion active social media users all over the world- nearly ⅓ of the world’s population! These people spend a lot of time on social media and each one is a potential customer.
Research conducted by MarketingSherpa found that 95% of online adults ages 18-34 are most likely to follow a brand via social media platforms. This means there is a good chance that your brand will almost certainly be followed by potential customers.
In many cases, online shoppers will have email addresses on their social media profiles. Once a customer likes your page or tweets you, be sure to store their information in your database. If you’re looking to connect with other business owners, Linkedin is a mecca for online networking. Often times they will list emails or other contact information for the particular individual or company you are interested in.
- Use Apps
The advancement of information technology has simplified the tasks of online entrepreneurs in many influential ways. There was a time when proficient HTML skills were integral for a person to create and launch a website. In today’s technological climate, even a newbie with no knowledge of HTML or other forms of coding can create a high-quality website quickly and easily.
You can add plenty of features to your website thanks to various apps available online. There are also many apps that can help you with your email marketing tasks.
If you’re looking to aggregate many email addresses, look no further than Sign Up Anywhere. Sign Up Anywhere allows you to collect email addresses from your website and sync them back to your email tracking dashboard. From there, you can share these contacts with the rest of your team and start compiling your database!
- Increase Content Marketing
Content marketing, which includes articles imbedded on your website, is a great way to draw users in and gain traction on your site. Producing relevant and interesting content directly related to your brand and your customer base will inevitably increase overall engagement on your website through comments, likes, and shares.
Often times, customers will pose questions in the comments section. This provides a perfect opportunity to start a conversation online or direct them to to your help center.
- Offer free products, trials, or other services for a limited time period
There are numerous websites that are giving away free things to their loyal subscribers. Giving away free stuff in exchange for contact information is one of the best ways to build a list of qualified leads while simultaneously satisfying your customer. You can give away free ebooks, a trial for a limited period of time, or organize a webinar for collecting contact information.
After compiling a list of contact information of potential customers, you can promote your products and services whenever you want in a tactful way.
In closing, email marketing is a critical component of your marketing funnel. According to Campaign Monitor, with every $1 spent on email marketing, you can expect a $38 return! In order to reap these rewards, it all starts with driving a healthy pipeline of new customers to your website in order to establish your email list.
From there, you can implement the above best practices and start creating engaging email content to keep customers coming back to your website. What other strategies worked for you in the past? Let us know in the comments below.