Dear Rich,

How do I build up subscribers to my email newsletter?

Listless in LaGrange

Dear Listless,

Let’s start with what not to do:

• Don’t buy a list. A good, quality list can’t be bought, it must be earned.
• Don’t add everyone on your contact list to your email newsletter subscriber list. Just because you met them at a networking event, once did business with them, or found their card at the bottom of your briefcase doesn’t mean they want to receive weekly or even monthly missives from you.

Now that you know what not to do, here are some suggestions on increasing the number of subscribers.

• Create an incentive for your Web site visitors to sign up. This is often called “email bait.” It could be a raffle entry, a white paper, or a discount in your online store. It must be compelling enough that people are willing to share their contact info with you.
• Leverage speaking gigs and similar opportunities. At the end of a presentation say, if anyone wants today’s slides (or some other offer), please give me your business card so I can email you. You’ll be automatically added to our email mailing list, but you can unsubscribe whenever you like.
• Leverage your retail space. Create a giveaway for a product that requires a business card (or short form) where you collect email addresses. Again, just make sure that entrants are aware they’re also being subscribed to your email newsletter.

Here are some technical suggestions to help increase your subscriber base, too:

• Keep the signup simple. Don’t ask for too much information; it’s a first date, not a marriage. I recommend asking for just an email address and a first name. (Engagement goes up when you use someone’s first name.)
• Keep your confirmation link “above the fold.” After someone has subscribed to your list, they will receive an email that requires them to click a link to confirm their subscription. Many people are only half-paying attention when they receive this email, so make sure the call-to-action, in this case clicking on the confirmation link, is right up at the top so they don’t have to look for it.
• Provide value. Remember that every email you send is an opportunity for people to unsubscribe. Make sure that every email you send is targeted to your audience and overflowing with value.

Also, if you follow these tips your email subscriber base will grow. Because of that I recommend you don’t send out emails from your Outlook or other email program. Instead, use an email service provider (ESP) like Constant Contact (which flyte uses and recommends.)

What other tips or techniques have YOU discovered that help build your email subscriber base?

Rich Brooks
Email Marketing for Small Business