Webinars, ebooks, templates, etc. — these are all good long-form, premium content assets that people may find valuable enough to give over their email address. The more gated assets you have to put behind landing pages, the better — a wider variety of content will make it easier for you to attract a wider swath of people.
These are all examples of things you can start doing today to increase your business’ email database. Many of them are not complicated or difficult to implement. The key is to attack email list-building from as many angles as possible.
Resource-style content such as white papers, eBooks, and infographics is made for promotion. While blog posts and traditional articles are a great way to reach out to people (“Hey, thought you might like this recent piece we did on…”), you can get a lot more mileage out of a broad set of evergreen resources.
In direct response radio, ads contain a call to action with a specific tracking mechanism. Often, this tracking mechanism is a “call now” prompt with a toll-free phone number or a unique Web URL. Results of the ad can be tracked in terms of calls, orders, customers, leads, sales, revenue, and profits that result from the airing of those ads.
Add a QR code (a bar code that people can scan with a smartphone app) to print ads, direct-mail post cards and other printed marketing materials. Use the code to allow people to opt-in to your email list simply by scanning the code.
3. The information captured provides all the legal governance – i.e. they are opting in to direct communications channels – you offer this as part of the terms and conditions of sign up / contest entry

Another refund story involves a young woman who started a new business catering to the senior’s market. She bought an ailment email list consisting of a whopping 175,000 email addresses AND direct mail addresses for just $1700. She was a sharp marketer because as an extra quality control measure, she called us and asked that we append age data … just to make sure the names were really seniors. Well, I’m sure you can guess. Over 55% of the names were under age 50 … far from her target market. Plus, we also discovered that the list was loaded with duplicates. Bottom-line, after eliminating all the duplicates and under age names, her ailment list dwindled down to 48,000 names. She was mad but still under control since she still had about 48,000 email names … for just $1700 … a good deal. Then she did a test email blast to 10,000 names; undeliverable / bounce-back rate was 43% … that was the straw that broke the camel’s back. She called the email list provider demanding her money back. But like 99% of the time, the email list seller refused to refund any money, but instead offer her more email addresses. Of course she did not want more bad email addresses – as the cost of cleaning the bad email addresses was too much.
So if a request is received, the advertiser is required to honor it within 10 business days. Period. However, even though you get a 10-way window of time, you really need to have a system that automatically and instantly processes the unsubscribe request. With all the email marketing software options we have today, there is no excuse to not have an instant, automated unsubscribe mechanism.
You can easily link to your Mailchimp form if you are using Mailchimp. To get the link to your opt-in form you go to your Mailchimp list, click the drop down, press choose forms and then general forms.
Choose your channel – Go back to the section on direct marketing channels and decide which one you are going to test. Consider which one you think will provide you with the highest ROI by weighing the setup and launch costs against the prospective response rate you hope to get through the channel. Do you think your market will respond better to email or telephone (or something else)? How much will it cost you to send a physical mail vs. an email?
Use your Facebook Business page or LinkedIn Company Page to post links to the same gated offers you might also host on your blog posts. You can also do this in appropriate and relevant LinkedIn group discussions — just be mindful of the topic being discussed to ensure your offer is a welcome addition to the conversation.
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– Test the email deliverability. You’ll spend time in vain if your subscribers don’t see your email. Don’t be lazy and test how your email is delivered across different ISPs and whether it is sent to the Inbox or spam box. You can use the GlockApps testing tools to check your email deliverability and spam score.
Offer a reward for customers who buy something from you and show that they checked in at your business on Foursquare using their mobile device. When they do this, they’re telling everyone in their network that they’ve done business with you. Each month, reward the person who gave you the greatest exposure by offering a discount, and asking for their email address.
“The legal industry refers to the unsubscribe features as “opt-out” requests. A one-click opt-out is not required, and the statute expressly permits more detailed options, such as a menu listing specific types of email from which to opt-out. However, a message covered by CAN-SPAM must contain a return email address or ‘other Internet-based mechanism, clearly and conspicuously displayed,’ within the email that a recipient can use to unsubscribe from the mailing list.
In addition to the things above, you can consider other lead magnets such as an exclusive discount, a subscriber-only bonus, a free trial, a free consultation, a contest giveaway, or whatever you think your target audience might want.
Why not inform the visitor, that “the selected product is unfortunately out of stock, but why don’t we get back to you once it’s back?”. You can then ask for their email address and send them a notification once the product is back in stock.
Thanks Rob. Single opt-in is definitely something to consider. I’m personally a fan of double optin because (as you said) you get less bad emails. But it’s a decision that depends on the person and business 🙂
Couponing is used in print and digital media to elicit a response from the reader. An example is a coupon which the reader receives through the mail and takes to a store’s check-out counter to receive a discount.
Instead of this, you can use Atomic Email Hunter and get lifetime access to free email lists for marketing. You just launch the software whenever you need, specify the search criteria, and click the start button. The program will gather thousands of available email addresses for you in minimal time. Your desktop email grabber will be at your disposal absolutely free and at any time you want.
It’s tempting to think of short-term ROI, but Return Path reports just one spam trap address can decrease your inbox placement rates to 81% and lower. It’s hard to increase business growth if your emails can’t reach your subscribers.
Help Scout is one of the best at putting focus on an email signup at the home page of their blog. The image above is from the blog landing page. When you navigate deeper into the blog, the subscribe form moves to the sidebar.
The denouncement of pop-ups has become an availability cascade; people love to point out why they “won’t work” despite the fact that the data shows most people aren’t really (all that) averse to pop-ups.
That is excellent news for you – and you can get even more out of it. By giving them the option to subscribe to your newsletter during checkout, you can indeed collect some relevant and valuable emails from people, who have already shown an interest in what you have to offer.
Great post as usual Brian. Already on top of most of these tips…but had no clue about the single-option aversion study. Definitely going to be something to test. Will definitely share this around because this post is a must-read.
If a customer or prospect visits your website, they’re already at least somewhat interested. Don’t miss the opportunity to add them to your email list. Include email registration forms on every main page of your site, as well as on the pages for popular products and services.
Coupons have been around for a long time. Recently, they have moved firmly into the digital world where a new generation of users are downloading them to computers and mobile devices. In this week’s episode of the Duct Tape Marketing podcast I visited with Steven Gray of Money Mailer and Brent Dusing of CellFire. Money […]
In the 19th century, Aaron Montgomery Ward believed that using the technique of selling products directly to the customer at appealing prices could, if executed effectively and efficiently, revolutionize the market industry and therefore be used as a model for marketing products and creating customer loyalty.[4] The term “direct marketing” was coined long after Montgomery Ward’s time.
We’ve got several spots for CTAs here on the Buffer blog. They’re currently set to send visitors to sign up for Buffer, and we may adjust them to focus on email in the near future. If you scroll down just right on the Buffer blog, you can see all of our CTAs at once.
MORE FREE NAMES OR MONEY REFUND: Some list sellers will promise to send you FREE email addresses to compensate for undeliverable emails. The weakness of this refund type is that more FREE emails will not correct the fact that most of the good email addresses were probably blocked or diverted to the SPAM box … due to the email list being more than 10% bad. Bottom-line, we recommend avoid buying email lists that do not offer a “money refund” guarantee. You’ll likely receive a high quality email list when there is a money refund guarantee.
It gives readers a starting point if they are specifically interested in the topic of landing pages, and it lets a passerby reader know that Copyblogger talks regularly about this subject. This hub page also allows the Copyblogger editorial team to recycle and breathe new life into their previously published content on landing pages.
An essential element of successful email marketing campaign is a list of email addresses of people who are really interested in receiving the emails from the company or organization. Otherwise, unsolicited advertising will be classified as spam. Although sending out magazines and newsletters through bulk emailing is free, companies cannot risk the equity of their brands by offending people. An opt-in email list helps you assess the success of your email campaigns, and, more importantly, it reduces the risk of breaking anti-spamming laws.