Building an Email List based on Permission

Charlinda      Wednesday, May 17, 2017

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The biggest challenge for email marketers is to build a cost effective list. This is because at least thirty percent of email addresses change on most lists. Therefore, marketers have to go for a more inventive approach in order to expand their list and to get more significant investment returns.

Having a permission-based list is the basic key to maintaining a almost constant email list, along with other steps. If permission is not given it means that your emails can be marked as a spam complaint.

No opportunity should be missed for turning a website visitor into a subscriber, so regularly look at your website content and pages to review whether you have a definitive call-to-action for people to join your subscription list. Subscription value can be enhanced by adding sample emails, screenshot of an email, testimonials and good copy on the sign up and registration page. To attract a greater number of subscribers, incentives can be offered upon signing up. Incentives can include anything from white papers to special discounts.  It has been proven that incentives increase the sign-up conversion rates to a  great extent.

It doesn’t help if your site has a great incentive, but no or very little people visiting it to subscribe and benefit from the incentive.  Today everything is becoming search engine optimized. It is therefore imperative that you optimize all the content and pages on your website for searches. Some ways in which you can optimize your site, include:


  1. Create page titles. Keyword-based titles help establish page theme and direction for your keywords.

  2. Create meta tags.

  3. Place strategic search phrases on pages.

  4. Develop new sitemaps for Google and Bing.

  5. Submit website to directories (limited use).


Apart from increasing your subscribers through your website, let’s look at other ways you can increase your subscriptions:


  • Email Invitations: Include a ‘Send-to-a-friend’ option in all of your emails sent to your subscriber database.

  • Adverts:  Print ads, catalogs, direct mails, radio and television ads.

  • Email signatures:  Employees can be directed to include a ‘Subscribe to the company’s newsletter’ link in their signature lines.

  • Customer Contact: Sales and Customer support can prompt subscription through their interaction with customers.

  • Public Relation Events: Sign up forms can be distributed at seminars, trade shows and public speaking engagements.

  • Offline Outreach:  What if sending customers who you do not have on your email subscriber list a gorgeous post-card subscription invitation? That is if you have their postal information of course.

  • Transactional Activities:  Include an opt-in link on invoices, receipts, product registration cards, warranty documentation and other company publications.


What ways have you used or can you think of incorporating that will increase your subscriptions through permission-based marketing?

I would like to end off with a quote from Seth Godin on permission-based marketing:  “Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.”



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