Cost Effective Email List Growth

Importance of Email List Growth

With a typical email list decreasing 1/3* in size per year, it’s important to constantly grow the list. Many companies do not have the budget to do a full-scale email acquisition plan that includes buying real estate in publisher newsletters, co-registration programs and email list rentals. Despite the high cost of traditional list building programs there are a few ways to build your subscriber base that are little to no cost and expand across multiple channels:

Website and digital properties In-store Publications/Catalogs Mobile

*SIlverPop’s Using Welcome Emails to Drive Increased Engagement and ROI

Web/Digital

Pop over email captures have become very popular for leading retailers such as Urban Outfitters, Alloy and American Eagle.

Pop over is cookied so the visitor will only be served the pop over once.

The transparent overlay allows for an uninterrupted shopping experience.

Pop Over Email Sign-up

Implicit Opt-in

When a customer makes a purchase online, auto opt-in. This practice is CAN-SPAM compliant. According to Email Moxie, retailers have seen as much as a 20% increase in new subscribes from this method.

When implementing:• Update privacy policy on how consumer information is used• Monitor unsubscribe rates to ensure that it does not increase at an

alarming rate

Social Media

Create an additional tab on your company’s Facebook page for email sign up.

Since these customers have already shown interest in engaging with your brand, this is a great time to ask for their email address.

In-store

In-store

Ask for email address at check out

Highlight benefits of email program

Use in-store signage

Give instant discount for email acquisition such as $5 off next purchase.

On receipt message, have call to action to sign up for email

Sear’s In-store Signage

Kohl’s In-store Signage

Publications

Catalog

Each catalog should have a prominent call out for email sign up. The front and back covers are good opportunities for this.

Benefits:

• Provide multiple marketing uses for valuable real estate

• Increase catalog attributable revenue

Mobile

Text To JoinAccording to ExactTarget "Marketers from Mars" 51% of consumers use smart phones. With this metric in mind, it’s important to use mobile tactics when capturing emails such as text-to-join.

BlueHornet’s client Chuck E Cheese:

• Attributes 5% of daily email sign ups to text-to-join program

• Coupon clicks are 8-10% higher for subscribers that used texting as a sign up method.

MichaelMichael

Conclusion

Capitalize on website traffic by using pop-overs and implicit opt-in email captures

Use in-store experience to promote email and loyalty programs

Get full use of catalog and print real estate by promoting email sign-up

Use mobile tactics such as text to join to align with increase of mobile device users

Thanks!NaLene Jones

Email Marketing Consultantnalene.jones@gmail.com