Three Steps to Growing Email Subscribers

It’s one of the greatest challenges facing email marketers: How do I grow my email list and gain new subscribers? This fundamental still challenges marketers, as the need for cross-channel marketing puts greater emphasis on integrating email with social, mobile and other channels.
 

At Connections 2011, Eastman Kodak’s Entertainment Imaging Division and Catalyst (Rochester, New York),  a direct and digital marketing agency, shared their story on how they attracted new, high-quality email subscribers by focusing on three elements:

• Organic Email Growth
• Cross-Channel Integration
• Ancillary Plan

Lora Downie, Digital Analyst-Email Specialist at Catalyst, detailed how Kodak used ExactTarget to help pave the way for growth in Kodak Entertainment Imaging’s email subscriber and social community bases.

1.     Create an environment that will allow you to grow an optimal number of organic subscribers FIRST

Organic growth occurs when individuals willingly raise their hand to become email subscribers. These brand advocates are your most valuable subscribers as they’ve already invited you to their inbox.

Focus on these subscribers first by making it easy for them to connect with your brand. Complete an audit of all of the sources where you’re capturing email address today. These sources might include your brand’s website or Facebook page. Then, come up with plan to optimize each of your existing sources. Are you providing examples of what kind of content is included in your email newsletters, so prospective subscribers have a better idea of what they’re opting into? Are you including opt-in information on your print collateral or at your events? If not, you should be.

2.     Have a congruent and consistent voice in all channels.

Cross-channel integration is crucial to success. And the key to well-executed cross-channel marketing campaign is giving your subscribers, fans, and followers the content they want, where they want it. This doesn’t mean copying and pasting the same message across all platforms. Rather, marketers must have a thoughtful content strategy that offers a unique experience across each individual channel.

And, if you want to use one channel to encourage subscribers to visit another, make sure to capture their information on the platform they’re using. Don’t make Facebook fans leave your page to sign up to receive your email newsletter—make it easy for them to stay on Facebook when they opt in.

3.     Consider ancillary tactics (sweeps, promotions, etc.) last, after your organic foundation is laid and your channel integration is solid.


Don’t jump the gun by starting your email list growth strategy by focusing on those who have shown little if any interest in your brand. It’s great to attract new subscribers, but not until you’ve made it easy for your true brand. It’s great to attract new subscribers, but not until you’ve made it easy for your true brand advocates to engage with your brand.

For more information or to learn more about Catalyst, email Lora Downie (ldownie@catalystinc.com).

Did you find these tips helpful? If so, be sure to join us for Connections 2012 for even more great marketing ideas.