Building a strong email list is an effective, inexpensive way to grow your business. Email communication generally has a higher reach and click through rate than social media, drives traffic directly to your website, and helps build lasting relationships with consumers. As eCommerce sales have been sustaining many CPG companies over the last several months, the power of a quality subscriber list has really been driven home. But how do you build a list with quality leads that can convert to sales? That seems to be a question we’re all asking ourselves. 

Although you may find yourself focusing on the size of your list, number of subscribers is not the most important metric. The focus should be on gathering names and email addresses of people who actually fit your target audience and have shown interest in products similar to yours. It’s the quality of the leads that translate into sales and, eventually, customer loyalty. So, although you could certainly purchase a list to build your numbers, those names and emails rarely give you the return you’re hoping for. That’s why building a list yourself is the best way to increase open rates, click through rates, and engagement. There are countless ways to build your list organically, but here are our favorites: 

Best Practices for Building a Subscriber List That Performs 

Streamline the sign-up process. This is probably the most important, and most overlooked, part of building a successful list. If your process is too long, clunky, or just annoying, people will leave your page before ever registering. Only collect the most important information like first name and email address. You don’t want to lose them before you ever have them. 

Re-engage old contacts. Most of our lists are loaded with people who are disengaged and haven’t opened your emails in a while. It’s less expensive to re-engage these contacts than to find new leads, so make sure to spend a little time trying to re-engage them before purging them from your list. Send a special offer or just an email checking in to let them know you miss them or would like to hear their feedback. Everyone wants to feel appreciated.

Make it easier to subscribe by including sign-up options as soon as potential customers enter your website. You can include a pop-up window that’s not overly intrusive and a footer (or header) with an easy subscribe box that appears on every page. You don’t want to make anyone have to search for ways to sign up for your newsletter. Make it easy. 

Collect at checkout. You may have customers who purchase and enjoy your products, but aren’t part of your email list. That’s easy to change by collecting email addresses at check-out and using an opt-out checkbox for newsletter signups. 

Use lead magnets such as exclusive offers, information, or eBooks to entice people to register. Ensure your offer is for an item that aligns with your product or service and not say, a cup of coffee at Starbucks or an Amazon gift card. You want people to sign up because they’re interested in your product or industry. Get creative with your offers to attract and inspire. Maybe a free gift with the first purchase or a special gift on their birthday. 

Partner with like-minded brands to cross-promote. Giveaways on social media with complimentary brands are a fantastic way to garner new followers, and adding a subscriber requirement can also help build your list with relevant leads. You can also work with other brands to include a little information about your products in their newsletter as well as a link to sign up. Leveraging relationships with other companies is a wonderful way to grow together. 

Start a referral program. Use the people who already receive and enjoy your newsletter to build your list. Friends and family tend to have similar interests, so tap into your customers’ networks by offering a reward for getting others to sign up. There are plenty of apps out there that can help you get started. If a referral program isn’t your style, simply ensure it’s easy for people to share newsletters and sign-up pages with friends. 

Collect at events and online classes. Events are a fantastic way to collect many email addresses at once. Asking consumers to sign up on a sheet of paper is great, but it’s even easier to bring a laptop or tablet where they can register directly on your website. If in-person events aren’t a part of your strategy right now, you can do the same thing for virtual events. Collect email addresses as part of the event registration. (Be sure to indicate they will be signed up for your newsletter.) If you’re partnering with another business for the event, list sharing should be part of the agreement. 

Gamification is a great way to engage people who want to have a little fun. If you have the capability to create interactive quizzes or calculators, people love them! (Think a “What flavor chip are you?” quiz or “Answer these questions and we’ll match you with the recipe that fits your personality!”) The more entertaining the quiz, the more likely people will share them on their networks.  

Promote your newsletter/list sign-up everywhere! Do you have a link to sign up in your email signature and on your social media profiles? Is your customer service team or sales team sharing the link during consumer interactions? Do you mention where to sign up on your printed collateral? If not, what are you waiting for?! Make sure the entire team knows these leads are the foundation for growth and they should promote whenever the opportunity arises. 

Nurture your leads. Once you build your list, don’t forget about your current subscribers! Learn what type of content they appreciate and be sure to deliver on it. Offer exclusive deals, provide insights that may not be shared on other channels, and give them a sneak peak into some of your new products. Engaged leads are a treasure trove for valuable feedback so don’t forget to provide them with ways to share their thoughts and ideas. (It’s a great group to tap into for focus groups or new product feedback.) When your consumers are happy with the interaction they have with your business, they will happily share their experience! 

Constructing a solid list of prospects isn’t something you do once and forget about. It is an ongoing effort that needs to be top-of-mind for your entire team. Track your open rates, click-through rates, unsubscribe rates, and other analytics to understand what content and headlines perform. Engage regularly but without overwhelming subscribers. Remember who your target audience is and provide them with the information they want. Be purposeful in engaging with your leads and, before long, you’ll realize the fruit of your labor!