How to Build an Email List that Converts

4 min read

Email marketing is still going strong after all this time. When you have an advanced personalization technology in play, you can reach your ecommerce customers and convince them to return to your online store.

Whether it’s a new campaign, a special offer, or just a friendly reminder about some items they left in their cart, you can employ smart marketing automation techniques to get the most out of your email list.

Done right, this breeds brand loyalty among subscribers, which ultimately boosts traffic, sales and profits.

3 Email Marketing Tips to Boost Your Conversion Rate

Marketing automation can do a lot for you when it comes to collecting data on your customers, segmenting your audience and offering personalized product recommendations.

However, you can leave everything on autopilot. It’s important to tailor your emails so that they are more engaging and intriguing for your subscribers.

Here are three effective ways to create an email list that actually converts:

1. Offer Great Content

People don’t just give their email addresses out to anybody. There was a time when it was easy to build an email list, but now, you need to offer valuable content to be deemed worthy. Nobody wants their email inbox flooded with spam and useless self-promoting dribble that is of no interest or relevance.

Great email content must be tailored to the needs and interests of your subscribers. Good marketers already know this, which is why over 90% of companies claim personalization is a key part of their success.

The fitness organization, Nuffield Health, made personalization a core part of their marketing strategy. They crafted several varied landing pages that aligned with different buyer personas, and then wrote customized emails to target each segment. They soon reaped the rewards of higher click-through rates, boosting conversion rates by 7%, which proved the positive impact of becoming more targeted with your email content.

To entice people to sign-up for your emails, you need to let them know your emails will be worth the space in their inbox.

2. Include Sharing Buttons in your Emails

Studies show that emails that have a share button enjoy a 158% higher CTR than emails without the option to share.

Today, amplification and social proof are influential catalysts for increasing brand awareness. Great content can only connect and inspire so many people on its own. After that, you need some help to spread your message. Sometimes, it’s just about making it easy for people to share your content.

You can do that by adding share buttons directly in your emails. There are several types that work well, from social media sharing buttons, to an “Email to a friend” option. These types of shares can drive subscriber numbers, if they like what they see.

On top of gaining potential new customers, implementing a share strategy in your email marketing can have a positive effect on your SERP (Search Engine Ranking Page) performance. Attaining more social shares adds weight to your content, and search engines like Google will deem that content to be stronger and more valuable as the shares grow. Over time, that link will rise in organic search results, as the social proof helps to place more value and trust in the content.

A third benefit of including sharing buttons in your emails is that it improves the customer’s experience. If content is really great, and people want to share it, then it should be simple to do. Nobody wants to waste time figuring out how to share something. Making it easier to share content makes your emails and site experience more enjoyable for people, which is good news for brand loyalty in the long run.

3. Offer Good Deals In Return Of Subscribing

Within any subscriber list, there will be a segment of your audience that only signed up because you were offering an irresistible lead magnet.

It may have been a whitepaper, an eBook, or a free software trial. Whatever it was, make sure you deliver on the promise in the first email, or else you’ll lose the trust of those new subscribers immediately. Include the promised product or service in your welcome email to get off to a solid start.

But it doesn’t stop there. If you want to ensure those bargain hunters don’t just unsubscribe after they got your freebie, then you should look to go above and beyond.

A great welcome email sets the tone for your email marketing, and so you must set expectations early, giving careful consideration to all the key elements of your email. This includes:

  • The From Name
  • Your Subject Line
  • The Email Copy

To exceed their expectations, try offering something more like free shipping on their first order, or a 10% discount.

Everyone likes a good deal.

Rather than just using the opt-in confirmation page to carry out the obvious, seize the opportunity to make an exclusive offer. If it’s a great deal that is only found on that page, you might be able to use it to convert a lot of new subscribers. 

Whatever You Do, Don’t Buy An Emailing List

Taking the easy option is rarely the road to success in digital marketing. You can buy email lists for specific industries, which may seem like a shortcut to fast sales, but it rarely works out that way.

Good email address lists aren’t up for sale, and you’ll only end up annoying people by cold contacting them out of the blue, even if your content is great. Moreover, you’ll be violating the rules of consent laid out by the recent GDPR changes.

Overall, buying an email list will actually have a negative impact on your emailing score, and likely end up being a waste of money.

It’s much better to take the time to create great content and focus on personalization, so that your email marketing connects with your audience from the lead magnet to the welcome email, and far beyond. By making it easy for subscribers to share your emails, and with the help of a few good deals, you can soon build an email list that is as profitable as it is long.

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