Post on 13-Jan-2015
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Growing Your Email List Organically
Pull out all the stops from your marketing tool kit to strike gold –
engaged email addresses
Why Organic Lists vs Bought Lists• Sender score – the trustworthiness of an email source. Mailbox
providers use this score to decide whether they accept or reject an email.– Based on spam reports for your domain and ratio of undeliverable emails
from your address– Low scores reduce your ability to land in your contacts’ inboxes.
• Blacklisting – prevents email servers from sending messages to email users.– bought lists can contain spam trap email addresses that do not actually
belong to a person. Their purpose is catch you sending to that email address and blacklist your email server for spamming.
– Business and commercial agencies should be especially careful as some corporate domains use spam reporting services that crack down on those email addresses that have been blacklisted.
Create Contests• Drawings– Have landing pages or social media posts that
advertise your contest– Use popular and unique gifts that have your
community buzzing– If the prize isn’t worth it, people won’t enter
Create Contests
• Photo Contests– Advertise in your office and your social media
outlets– It’s a fun way to get engaged with your community
and keeps your social media pages engaging to look through
Create Contests
Ask for Email Forwards
• Make it easy• More than half of decision-makers view emails
on their phone
Incorporate Collecting Emails Offline into your Workflow
• Everyone in your office should be asking for email addresses when speaking to contacts– It’s costing you money every time a prospect or
customer comes in your office/calls in and isn’t asked for their email address
– Use it as a way to look up a customer’s account– Try “Some carriers offer a discount for having an
email address on file. Which email address would you like us to use?”
Hire Temporary Help
• Students can do this while they’re in high school or while they’re getting their degree – Make sure you have a script that doesn’t include
yes or no questions– Try “What email address do you use so we can
keep you updated on insurance discounts?”
Send Out Mailers
• Use postcards – you don’t have to open them and they almost ALWAYS get read.– Can use temporary help to send these out and
sort those that come back– Enter those that come back into a drawing
Ask in Personal Emails
• Link to your newsletter sign up page in your email signature– Keep it in front of everyone you correspond with– Create a newsletter sign up landing page– Have a clear call to action on this page when
people click on the link
Add Newsletter Buttons to Your Homepage
• Getting email addresses is THAT important – put it on your homepage
Offer Sign Up Incentives
• Indicate on newsletter sign up forms what they would if they win receive right on the form– Offer discounts if applicable – Enter them into quarterly or annual drawings for
gift cards– Let them know when the winner will be
announced
Archive your Newsletters on Your Site
• Give them a sample of what they’re signing up for
Archive your Newsletters on Your Site
• Don’t do the work twice– Your newsletter is filled with content! Add it to
your website to show your visitors your value as experts as well as your involvement in the community
• You can combine this with incentives to sign up for the newsletter
Archive your Newsletters on Your Site
Take it to Social Media
• Include posts like “Our June email newsletter is hot off the press! Are you up to date on (your city’s) summer events and insurance discounts for (your state)?
• Post one article from your newsletter as a teaser
• Can link back to your archived newsletters on your website
Take it to Social Media
Develop Free Reports Contacts Can Download
• Whitepapers – form of content marketing that offers an authoritative and free document in exchange for contact information– Find out what topics your audience wants to know
more about and have scarce access to online
Host Webinars with Helpful Topics
• Pay no attention to the man behind the curtain
• Offer to send out reminders and upcoming topics to engagethose that come across your website and sign up
Next Month – Masters of Marketing
June 26th 12 pm CDTDylan Brooks – Why Business Listings Matter to an Agency Website