Written by Team e-Village
Every (email) marketer wants to get as many email addresses in their database as possible. Collecting email addresses can be done several ways. But which method is effective, and how do you collect email addresses? In other words: how do you ensure a well-stocked database with usable email addresses? Because no matter the size of a database, if the email addresses are unusable for whatever reason, they won’t do anything for you. That is why this blog has 7 handy tips for collecting email addresses.
You’re probably thinking: offline?! Indeed, collecting email addresses offline. Think for instance of trade shows, conventions and other events. This personal contact is the perfect time to inform your (potential) relation of your newsletter, and to collect email addresses. It’s also a good idea to post a ‘mailbox’ at conventions, for instance. Or if you have a brick-and-mortar store, you can inform customers of your newsletter at the check-out. The staff can immediately point out the benefits, such as invitations to VIP shopping nights.
When collecting email addresses online, it’s a good idea to make the registration process as short and simple as possible. Only ask for a name and an email address. Let the visitor determine for him/herself whether or not they fill in the rest of the information, such as address, interests, etc. Also make sure you’re not pushing the newsletter too hard. The trick is to ask the visitor for a registration when they are most motivated to agree. That is why it’s a good idea to have a sign-up option in various places on your website. In the header for instance (which is handy, because it’s always there), and/or on the contact page. If you have a web shop, you can offer the newsletter during the final stage of the purchasing process. Visitors can then sign up simply by ticking a box, with some explanation regarding the registration.
Give your newsletter readers (in)direct benefits; a gift. Think for instance of a sign-up discount, a free (durable) shopping bag with your logo on it, or a prize they can win. Winning or competing for a neat prize generally works very well. If this direct strategy doesn’t match your organisation, you can also choose an indirect style. For instance in the form of exclusivity, a community feel, and/or exclusive information. Nespresso is a good example of this.
Create clear Call-To-Actions, for instance: ‘Register now and receive a 10% discount on your next purchase’.
Add a line to the email signature of all your employees. You do have to have a special landing page. A home page with a sign-up option at the bottom won’t cut it.
Promote your newsletter in confirmation emails. Inform your clients of the newsletter. Once again, show the upsides and offer direct benefits. For instance: ‘Would you like to be informed of our new discounts? Register for the newsletter today and receive €5 off on your next order.’
Very few companies use Google Adwords to collect email addresses. Below you will find an example of an Adwords ad by Transavia (figure 1). As you can see, they do not use Adwords for the newsletter. You could add ‘sign up for the newsletter’ under ‘The ideal flight’ (figure 2). It’s also smart to refer to a landing page instead of the home page.
Figure 1. Google Adwords ad with and without newsletter
Hopefully you’ve found these tips helpful. It all seems logical and self-explanatory, but you do have to implement it. Communication is key. Whether it’s about actively asking for email addresses or highlighting the benefits, you’ll get furthest with sound communication! Good luck collecting email addresses.