6 Tips on How to Obtain Email Marketing Addresses
Published on 11 March 2015 | Author Stefan von Lieven0
The opt-in to receive newsletters is the start of every online dialogue in email marketing. The generation of email marketing opt-ins, i.e. the obtaining of addresses, is therefore a key success factor. Every available marketing channel should be used to obtain addresses. Our 6 tips on how to obtain addresses in email marketing will help you to expand your newsletter mailing list.
The size of the newsletter mailing list is a key success figure in email marketing. Generally, the following applies: The more recipients you can potentially reach, the better. Obviously, you must pay attention to the quality when generating addresses. Recipients who register for a newsletter they are actually not interested in or even provide an incorrect email address, may make your mailing list grow but these recipients hold little value when they do not contribute to the overall – mostly monetary – targets of email marketing. In this article you will learn how to obtain the “correct” email address of recipients. There are many channels to generate email marketing addresses: Your own website, social media, expos, print publications, Google Adwords and displays on Twitter. We have compiled 6 tips on how to receive addresses in different channels.
1. Create a Landing Page for Newsletter Registrations
Your own website is probably the most important channel to generate opt-ins for email marketing. Placing the newsletter registration in a prominent place on the start page is vital. It is also recommended to create a separate landing page for the newsletter registration. This can then be used as the central contact point for all other channels, e.g. special campaigns for opt-in generation or links on other locations of your own website – inclusive of SEO benefits. Furthermore, your own landing page offers more comprehensive design options than a small form which is integrated in other pages. This includes attention-drawing call-to-action elements, detailed descriptions of the benefits of a newsletter subscription, newsletter highlights as a teaser or even the integration of further lead sources, e.g. additional registration for a download. IMPORTANT: Do not forget to optimise the landing page for mobile terminal devices.
2. Use Content Marketing
Content Marketing is a very efficient possibility for the opt-in generation since we are using a non-commercial environment to generate interest in newsletter content. You can learn more about how to use content marketing for address generation in B2B and other industry sectors in our article Generating Email Marketing Leads with Content Marketing in B2B.
3. Call-to-action from a Recipient Perspective
“Register now for our newsletter!” is a typical call-to-action text we find in email marketing of many companies. This pragmatically gets to the heart of the registration form, but does not meet the needs of the potential recipient. For a recipient, the subscription to a newsletter is no end in itself but he hopes for an added value – the coverage of his needs. You should therefore take on the view of the potential recipient you wish to convince when formulating the call-to-action text. Ask yourself which added value he expects from the newsletter and hold out the prospect of this added value to him via the call-to-action, e.g. current news and exclusive background reports with newsletters of a news portal. When the used channel (see tip on your own landing page) allows enough creative freedom, this added value should be described more in detail in an additional accompanying text.
4. Only Ask for Essential Information
Personal user data is a valuable treasure in email marketing. The more information you have about a recipient the more precisely you can meet his requirements with content. It may sound attractive to ask a potential recipient for additional information when obtaining the newsletter opt-in, e.g. his location, but this is not recommended. When potential users are interested in a newsletter, they generally wish to subscribe in a quick and straight forward way. Each additional input field they need to fill in increases the risk of aborting the process. Furthermore, you may instil fear of data misuse by asking for detailed personal data at this point. Even when you use the data to create an added value for the user, many users will ask themselves why they should provide so much information only to receive a newsletter. You can request further data at a later point in time during the dialogue when the user has built up more trust and has learned what the added value through providing his details would be. Alternatively, you can add a second optional form after the newsletter opt-in form which can be closed and completed independently of the already submitted form.
5. Guarantee Legal Security
When generating opt-ins you must adhere to the specific legal requirements. These include, e.g. the integration of a complete data privacy notice and a legal double opt-in process.
6. Embed Newsletter Opt-ins in Checkout Processes
For online shop keepers, we recommend to use the checkout process of a purchase for the generation of newsletter opt-ins. Ask the customer on the confirmation page of the purchase whether he would like to subscribe to the newsletter. In the best case scenario, you use a call-to-action at this point to hold out the prospect of newsletter content which suits his purchase. A customer who has purchased an e-book reader e.g. could be promised special offers on suitable e-books.