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21 Ways To Build and Grow Your Email List

We’ve been working on growing the Martech Zone email list after purging it of several thousand subscribers who had no activity. When you’ve been operating a publication like this for a decade… especially to a B2B audience, it’s not uncommon that many email addresses are abandoned as employees leave one company for the next.

We are aggressive in acquiring email addresses. Concurrently, we also offer an immediate welcome email that sets expectations for our newsletter and encourages recipients to opt out if they believe it’s not for them. The result is that our list is both growing and far more engaged than it’s ever been. This, in turn, has helped us reach more inboxes and achieve more return visitors to the site.

  1. Optimize Every Page as a Landing Page: Consider every page on your website as a potential landing page. This involves integrating an opt-in methodology across your website, accessible from desktop and mobile platforms. By doing so, you ensure that no matter where a visitor lands, they have an opportunity to subscribe.
  2. Leverage Opt-In Content Offers: Offer valuable and relevant content as an incentive for subscription. The incentive must align with your brand or service to reduce spam complaints and increase genuine interest among subscribers.
  3. Integrate Opt-In Forms Across Your Site: Embed email opt-in forms in various sections of your site, such as article author bios, PR pitches, or customer inquiry forms. This strategy capitalizes on the diverse range of visitors to your site, turning them into potential subscribers.
  4. Implement Strategic Calls-To-Action: Guide visitors on what to do next. Effective CTAs clarify the action, explain its importance, and simplify the process, significantly enhancing subscription rates.
  5. Incorporate Social Proof in Copy: Utilize ratings and reviews in your copy to build trust. Trust is a key driver in convincing visitors to subscribe, as it establishes credibility.
  6. Capture Emails in Physical Locations: Utilize physical spaces like stores, events, or cafes to gather email addresses with the individual’s permission. This approach bridges the gap between online and offline interactions.
  7. Utilize Explainer Videos: Explainer videos can be an extremely effective tool for engagingly conveying complex information, potentially leading to higher subscription rates.
  8. Offer Content Upgrades: Provide additional, valuable content to engaged users with your material. This tactic can persuade interested users to opt in for more.
  9. Harness Feedback for Subscriptions: Use customer feedback as an opportunity to subscribe users to your list, turning their engagement into a long-term relationship.
  10. Create Gated Videos with Wistia: Use tools like Wistia to merge video content with lead generation, offering gated content that requires a subscription for access.
  11. Analyze and Utilize Site Traffic: Understand and leverage your website traffic patterns to strategically place opt-in prompts, increasing the likelihood of subscription.
  12. Employ Benefit-Focused Copy: Shift focus from features to benefits in your copy. Highlighting the benefits resonates more with potential subscribers, persuading them to opt-in.
  13. Enable Downloadable Posts: Offering downloadable versions of your content can appeal to users who prefer physical copies, thus expanding your subscriber base.
  14. Collect Emails from Commenters: Engage with individuals who comment on your content and encourage them to subscribe, thereby building a community of interested followers.
  15. Implement Exit-Intent Pop-Up Forms: Use exit-intent technology to present a last-chance offer to visitors leaving your site, capturing those who might have otherwise left without subscribing.
  16. Host Relevant Contests: Organize contests that are pertinent to your target audience. This not only increases engagement but also gathers relevant subscribers.
  17. Improve Website Speed: Faster websites provide a better user experience, leading to higher engagement and potentially more subscriptions.
  18. Conduct A/B Testing: Regularly test different elements of your subscription process to find the most effective strategies, potentially doubling your opt-in rate.
  19. Utilize Slideshare for Traffic: Share your expertise on platforms like Slideshare and direct viewers back to your website with strategically placed links within your presentations.
  20. Use Twitter Lead Cards: Employ visually appealing lead cards on Twitter to stand out in the fast-moving Twitter feed and capture the attention of potential subscribers.
  21. Engage on Quora: Answering questions on platforms like Quora can establish your authority and drive interested individuals to your site for more information and potential subscriptions.
Online Lead Generation

Douglas Karr

Douglas Karr is CMO of OpenINSIGHTS and the founder of the Martech Zone. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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