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Email Marketing Essentials: Acquisition

Email marketing is an essential part of any comprehensive marketing program. Understanding the various ways in which you can implement new strategies around your email marketing program is key to growing your revenue. We will investigate ways you can improve your website and email campaigns to obtain new customers, retain existing customers, and improve open and click-through rates to dramatically impact your bottom line. Over this series of posts, we will look at ways to improve your email acquisition, conversion, engagement, and retention. Let’s start at the beginning by looking at how we obtain new prospect emails.

Blog Posts in this Series

Email Marketing — Part 1: Acquisition

This is the process through which you acquire subscribers for your email marketing campaign. This could be your potential lead’s first interaction with your brand and sets their expectations for what type of information they will receive when they subscribe to your mailing list.

Email Capture Throughout Your Website

By providing your website visitors with a prominent email signup form throughout your website, you will greatly increase the chances of someone signing up. This can be in the header, sidebar or footer of your website. On the homepage it might be a good idea to have the signup form in the top half of the page, where the eye will scan it quickly. On other pages of the site, a more discrete sidebar or footer signup form can be an effective means to acquire email information.

Compelling Reason to Sign Up

People need a compelling reason to give you their information. You can give them a number of incentives such as discounts, special promotions, and exclusive product offers. These incentives can aid you in segmenting your email list and make it easier to target subscribers with only the information they are interested in.

Subscription Form Design—Less Is More

Subscription forms should be intuitive and easy to fill out. Limiting the amount of data the potential subscriber has to enter will greatly increase their likelihood of completing the subscription form. By requesting only the most relevant information, such as their email address and maybe their name, you make the process as quick and painless as possible.

Request Permission From All Subscribers

Anti-spam laws, such as the CAN-SPAM act of Canada and the Federal Anti-Spam Laws in various states like California and Georgia, require that you receive explicit consent from all your email subscribers. Failure to do so can result in legal action and blacklisting of your email server.

Prominent Privacy Policy

Your website and email campaigns require a link to your privacy policy that is written in consumer-friendly language. In other words, the policy should be clearly written and easy to understand by the average person. This gives subscribers confidence that their personal information will not be shared with third-parties and builds consumer trust in your brand.

Welcome Message

When a new subscriber signs up for your emails, they should promptly receive an automated welcome email that reminds them of the benefits of being a subscriber. Your welcome email should also include links to subscriber tools for managing the frequency and types of emails they have opted-in to receive.

Whitelisting Invitation

Your email campaigns should include a message the prompts subscribers to add your sending email address to their address book. This will ensure that your emails are delivered to their inbox instead of ending up in their spam folder.

Forward to a Friend

Emails should contain a prominent link to forward your mailing to their friends. Encouraging evangelist through subscriber sharing can significantly increase the number of subscribers to your campaign.

Link to Email Program Opt-in

By including a link to an opt-in page in your mailings, you are allowing friends or colleagues who were forwarded the email to quickly subscribe to your email campaigns.

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Ted is a graphic designer and front-end developer who specializes in branding, marketing, and website development.