Email marketing is the most cost effective way to talk to your customers, convert them to their first sale, then keep them coming back for more. As more marketers get involved in email marketing, customers become more and more wary of handing over their details. Shine Marketing talks you through the basics of building your email list.

1) Start today
The only reason you don’t have an email list today is because you didn’t start one yesterday. A simple sign-up form for your customers and prospects to say they want to receive future new offers and deals is easy. If you don’t think so, we can show you how.

2) Put the Sign-Up Form on Each Page of Your Site
Be sure to remember this basic concept. Sign-up opportunities should be throughout your site. Visitors can arrive on any page. If they don’t find what they are looking for they may well not go back to your homepage.

3) Promote Benefits of the Sign-Up Page
Enhance the page with sample emails, testimonials and strong call to action copy. Put yourself in their shoes. What’s in it for them?

4) Offer Relevant Incentives
Incentives like white papers, discounts and special reports significantly increase conversion rates. Keep it on target. If you’re offering mortgages, a one page guide to preparing your home for sale is a better hook than a holiday.

5) Pay for Search Engine Services and Promote Your Email on the Landing Page
If you pay for services like Google AdWords, include email subscription form on the landing page.

6) Use Direct Mail and Catalogues
Encourage email subscriptions on all print ads, offer the same benefits

7) Direct Employees to Include Messages and Links in Email Signature Lines
Add “Sign up for Company X offers by email” to employee email signatures. That includes your own.

Get Call Centre and Sales Employees to Obtain Permission and Capture Email Addresses Over the Phone
Instruct call centre and sales staff to ask customers and prospects if they’d like to receive promotional offers. Email is a lot less intrusive than a phone call back.
Make sure business cards are added to the list also.

9) Display Opt-in Forms at the Cash Register
An approach used by restaurants and retailers to advertise weekday discounts, catering services etc. Use those vital seconds while their cards are being authorised.

10) Promote Your Email Newsletter in Articles and Article Attribution
Include a reference and link to your newsletter after your byline on articles in trade and consumer publications.

11) Distribute Press Releases Based on Newsletter Articles
Newsletters can be hard work to write, so use them wisely and widely. Make sure everyone in your PR department or agency is on the list.

The above are just a few ideas to get you started. Over the years we’ve gathered emails from millions of people, we know how to do it, and how to manage the list and email sends that follow. If you need help getting started, get in touch.