In marketing, we're on a constant quest to connect with new prospects, new customers, and new email subscribers. So cultivating a high-performing email contact list should be a top priority for all marketing professionals, no matter what their core business.

Why? Well, the average email list churns about 30% every year. A successful email marketing strategy should include a whole slew of activities to keep that list lively and growing.

Here are four easy steps to help build your list—and boost your business.

1. Make it insanely easy to join your mailing list

Journalists are taught to make the most important details of a news story prominent and easy to find; in fundraising, development pros learn to lead with their ask, followed by supporting facts to establish need. Marketers should follow the same model when presenting an email signup form on their website.

Many company websites corral links in footers for the sake of design; sure, it looks clean, but that's a surefire way to miss opt-in opportunities.

Don't make site visitors work to make a connection. Put your signup form at the top of your homepage and alongside some other engaging content. You'll get the most eyeballs possible on your form without requiring site visitors to scroll all the way down to the bottom.

2. Spread the word; rinse, repeat

As marketers, we're all storytellers. In marketing, your story is at the center of your strategy. Every organization should have 3-5 key messages ready to share with prospects at any time. But many organizations fail to plug those messages into channels that can help grow their list, resulting in missed signup opportunities.

Adapt one of your core messages to create a clear call to action for prospective subscribers. Then, use that new messaging to promote your company's signup link on social media—not just once but continually.

Your social audience has already shown interest in your organization, so don't play hard to get! Invite friends and followers to take the next step in engagement by sharing your signup link across social channels regularly.

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Four Ways to Attract New Email Subscribers and Grow a Better List

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ABOUT THE AUTHOR

image of Christopher Lester

Christopher Lester is vice-president of sales at email marketing software and service provider Emma, where he leads the team of experts who provide strategic and tactical services to all Emma clients and specialized support to large senders and significant brands.

Twitter: @ChristophLester

LinkedIn: Christopher Lester