Growing Your Email List

Written by on · 40 Comments

Matthew

Internet marketers talk about your email list being like liquid gold and the secret to growing your online income. Some reports go on to say that an email list is worth $2 a month for each name on the list.

That’s the value to your business. Not the income you’ll get from renting your email list to other companies (which I strongly advise you don’t do).

So, with numbers like that around wouldn’t you want to grow and nurture your email list?

I know there are two schools of thought when it comes to building email lists and developing your blog.

1) Have a mailing list and start monetizing from Day 1.

2) Don’t have a mailing list until you’ve built up a sizable number of blog posts and have a number of regular readers.

I have to say, I’m with the first group here. The reason? Well your website is a 24 hour, 365 day shop window to the world and in having a mailing list sign up form means that you don’t miss out on opportunities from day 1 – simple as that really.

I recently wrote a series of posts here on lessons learned from an ebook launch and mentioned that although my email list counted for a relatively few of the total number of orders because I had massive traffic the week of my pre-launch, the email list contrbiuted to the buzz. I asked the readers how they grew their email lists. Some of the ideas I’m going to share with you below.

First things First – Get an Email Manager

You can’t build an email list without a software tool to do it for you. I personally use Aweber which although is not free at $19 (first month $1) a month for up to 500 subscribers it is a very flexible and customisable email tool. Aweber even lets you create your own sign up boxes or use one of the many templates which already exist. Free services such as Mailchimp don’t allow the customizable templates. Plus if you decide to swap from a free service at a later date, you may lose half your list as your existing list may not re-sign up.

I personally believe in doing things once and doing them well. So, I buy something that is scalable and will grow with my business, so I haven’t got to change it when my business doubles or triples in size.

Create an ‘offer’

Create a compelling reason for people to want to join your list. That’s what’s in it for them, not ‘please join my list so I can sell you lots of stuff’ – that is not a good offer.

Whether that’s a free report, a newsletter, an email course, videos or an ebook, the choice is yours – but create a reason that people should sign up.

You just need to give them a reason. Sure, some will subscribe just to get the free stuff, then unsubscribe, but you need to roll with it and keep giving them more reasons to stay with you.

Make the sign up form obvious!

I know that sounds obvious, but if you want to people to sign up, then you’ve got to put it where they’re going to see it. Oh and one thing. Avoid using the word ‘Subscribe’ when refering to the newsletter. Subscriptions sound like something you pay for, not something you get for FREE.

Use a lightbox

A light box is a hovering sign up form which appears on your landing page after a few seconds when you visit a website for the first time. I don’t personally don’t use these as I can’t figure out how to insert the HTML into the below the <Body> tag in my theme. If anyone knows how I can do this in WordPress, please let me know in the comments section below!

A word of warning, some people find these annoying, so create a big box which has a very obvious Close button.

Create an Autoresponder

Once people sign up to the newsletter and you send them the free stuff or point them in the direction of where they can download it, you need to follow up. Research has shown that if you put the name of your site in the subject header then it’s more likely to be opened as people will recognise where it came from. This is the start of building your community and your business.

Don’t oversell

Don’t start promoting your products straight away. Every 5/6 emails you could promote a product or affiliate link. Just don’t do it all the time.

What you want to aim for is an email that people look forward to reading. If they like what you write, then when the time comes they are more likely to buy from you.

Mistakes I have made

Aweber is a really cool tool and has the functionality to post your newsletters or articles to Twitter and Facebook, thus increasing the number of visitors to your site or reading your newsletter. Brilliant!

But use this with care. I had an automated email which summarised the weekly happenings on the blog, but because I had my RSS feeder set incorrectly this was emailing twice a week and posting to my newsfeed in Facebook too.

So if people were subscribed to both the newsletter and Facebook Fan Page then they were getting updates from both. So sadly I lost some subscribers from both the newsletter and Facebook.

Fortunately, a couple of people who unsubscribed wrote to me to explain why they unsubscribed – they were getting too much info.

Lesson learned, don’t email too much – now fixed though! :-)

So what would you add to grow your email list and what lessons have you learned?

Like It on Facebook

40 Responses to “Growing Your Email List”

Read below or add a comment...

  1. Dev | Technshare says:
    June 30, 2010 at 01:47

    Hey mathew,

    Really Great Post . List building is something that no blogger should miss.
    My biggest mistake was not building mailing list from starting…!!

    I’m also using squeeze page to grow my list.
    Anyways, Thanks for sharing this great Post. Retweeted..

    ~Dev
    Dev | Technshare´s last [type] ..Technshare Reloaded

    Reply
  2. Chris says:
    June 30, 2010 at 03:54

    Hi Matthew,

    I’m on Mailchimp at the moment and it does allow custom templates – although you might need to know a bit of CSS to get them looking decent. I’m on the free plan, but when I’ve outgrown that (hit 500 subscribers or sent 3000 e-mails) I can upgrade to the paid version.

    Quite a few people seem to think Mailchimp can’t do the things you mentioned – and maybe they’re a fairly new addition – but I’m pleased to say Mailchimp is a viable option now.
    Chris´s last [type] ..adult swim are at it again

    Reply
  3. Murlu says:
    June 30, 2010 at 08:53

    Short, to the point and sweet – great job Matthew.

    Procrastination. That’s what’s hitting me, that’s what’s hitting others as well.

    The problem? Creating the free offer.

    The BS? Not “having time”.

    Why? Because we spent too much time commenting (:D), Twitter, Facebook, writing a blog post, watching TV.

    The solution (and challenge)? Skip writing a blog post for one week, focus solely on creating an offer.

    I can honestly say I’m being hypocritical right now because I’m still 1/2 completed with creating my offer – it’s been sitting in limbo for over a month now. Every day, visitors come and go, losing that chance to get them in the list.

    So everyone, at the same time: Let’s get this done!
    Murlu´s last [type] ..20 Unexpected Benefits Of Working From Home

    Reply
    • Matthew Needham says:
      July 1, 2010 at 02:55

      One of the biggest mistakes that bloggers make is spending too much time is working on the blog (writing, tweeting, commenting) and not on the business.

      Easy to say, difficult to do. But the truth is if you want your blog to be a business someday, you’ve got to approach it as a business.

      Businessess that don’t make money won’t be businesses very long.

      Thanks for the comment Murray – I have a great post on my site on Friday which should inspire you – Just do it! :-)
      Matthew Needham´s last [type] ..How 350 provided direction

      Reply
    • Alex says:
      July 3, 2010 at 06:50

      Can I just do a big ” ” ” on this comment please?!?

      I hear ya Murray, man I have been ‘half way through’ my ebook for a month now!!?

      Anyway, see you down below for my comment Matthew :)
      Alex´s last [type] ..How to Build a Huge List of Active Twitter Followers

      Reply
  4. Dave Doolin says:
    June 30, 2010 at 10:23

    I have to agree with using something a little more intrusive than a simple form. Lightboxes are good.

    There is a small number of highly vocal people that rail against these. They are very loud. But they are very few. And I don’t think they buy anything either.
    Dave Doolin´s last [type] ..Blogging Outside the Box- Approaching Your Blog with Creative Spirit

    Reply
  5. Karen says:
    June 30, 2010 at 10:28

    Great tips here, Matthew

    I use Aweber, too and find it extremely useful to have my mail manager all in one place. There are a ton of features that you get for the $19 per month fee. I use their lightbox and have had a great success with it.

    I couldn’t agree more that you need to start building your email list as soon as possible. Why wait? If you can’t afford the cost per month, then I guess you can use the free versions and export your list over after you have the numbers to justify the cost. You’ve also offered some great tips to why people should give you their email address.

    Thanks,
    Karen
    Karen´s last [type] ..What Are You Waiting For

    Reply
  6. Eric says:
    June 30, 2010 at 11:36

    Hey Matthew,

    Building up your mailing list is essential if you want a strong relationship with your blogging community and to really get people involved. I’d gone without building my list for a long time and finally got to it. I use MailChimp and like it so far. I know there’s some things I need to improve but over all I like that I finally just went after it.

    It’s definitely something every blogger who is serious about doing this should start from the beginning and it’s a shame too many out there miss that.

    Good points on why to have one and tips and ideas for how to use one.

    Thanks! :)
    Eric´s last [type] ..Get To Know Me Better: Ask Me Any 2 Questions You Want

    Reply
  7. John Soares says:
    June 30, 2010 at 11:52

    I don’t like websites that put a sign-up box in your face when you show up. It means I don’t get to read what I came to read until I close the damned thing.

    If it’s a new site that I clicked on, say from someone’s blog comment, I’ll frequently just close the tab and not bother.

    Think about it. A person has never been to your site before and she knows nothing about you. The first thing you do is ask her to be on your list.

    They may be quite effective in building lists, and that’s probably why all the hard-sell, old-school internet marketers use them.
    John Soares´s last [type] ..Planning For Future Products Set Up The Website Now

    Reply
  8. Jean Sarauer says:
    June 30, 2010 at 12:24

    I know these post is about building an email list (and it’s a great post!), but the word ‘light box’ always triggers me ):

    Count me in as a lightbox hater, and I’m a frequent online buyer.

    I don’t want retailers in the offline world putting merchandise out where I’ll trip over it or it will poke me in the eye when I stroll down the aisle. No, I can see endcap displays and shelves just fine, thank you.

    Same thing online. I have eyes and know how to read. If I don’t click on an offer it’s because the product doesn’t appeal to me.

    I know light boxes work for a lot of marketers, but dang, they annoy the heck out of me.
    Jean Sarauer´s last [type] ..What Lil’ Wayne Can Teach You About Marketing Your Blog

    Reply
    • Matthew Needham says:
      July 1, 2010 at 03:03

      Jean, I know what you mean, they can be very intrusive. However, they are seen as very effective at signing people up.

      Plus you can schedule them so they only appear once only. But it’s a risk people might not come back I agree.

      The thing is I don’t think there’s one right answer here. I guess knowing they work is good, but you need to know that they annoy the hell out of some people.
      Matthew Needham´s last [type] ..How 350 provided direction

      Reply
  9. Jorgen @ Personal Branding says:
    June 30, 2010 at 14:06

    Good info Matthew and agree completely with you on Aweber. I was running Mailchimp and still have a few hundred subscribers there but it’s nowhere near as clever as Aweber. And yes, be very wary of the social media options at Aweber, I think it’s better to use Hootsuite or another aggregator to set up your social media updates.
    Jorgen @ Personal Branding´s last [type] ..Discover Sookios Secrets to Writing for the Web

    Reply
  10. Jess Webb says:
    June 30, 2010 at 20:45

    Great tips here, Matthew!

    I think the most important thing with building a mailing list is to really provide value, both with your optin offer AND with your regular emails. That’s what will keep people around and listening to you, and make you stand out from the zillion other emails they get in their inbox. ;) If I can’t give real value that helps people, then why bother doing it at all?
    Jess Webb´s last [type] ..5 Signs You May Need a Website Makeover

    Reply
  11. Melinda says:
    July 1, 2010 at 00:55

    Great article. I’m one of those in #2 that hasn’t set up an email program yet :) I guess I am such a niche blog..I’m still not convinced it works for me.

    I am not a fan of lightbox either. If I have never been on the site before, how do I know if I want to subscribe or not? I always close it. However if I like the site I look for the subscribe button. I think those that will stay subscribers will search it out. The ones that click to join site unseen..probably drop off eventually anyways. Just my opinion.

    If you are still having problems getting the html lightbox code in and really want it..give me a shout. I’d be happy to help.
    Melinda´s last [type] ..4th of July Cookout

    Reply
    • Matthew Needham says:
      July 1, 2010 at 03:14

      Hi Melinda, that’s an interesting statement you’ve made in your opening statement.

      If you’re such a niche – why does anyone read your site?

      If you have people reading/visiting then you really should consider it. In a future post I’m going to talk exactly about niche sites, so stay tuned!

      I agree lightboxes can be intrusive. I personally would recommend that you phase them in, say after a minute or so and give the visitor time to think about it.

      Thanks for the offer of help on the light box, I’ll drop you an email.

      thanks, Matthew
      Matthew Needham´s last [type] ..How 350 provided direction

      Reply
      • Melinda says:
        July 1, 2010 at 12:58

        I guess my thoughts on not building an “official” email list (other than the feedburner subscription I do have to send out my new posts) is that I don’t really have anything else to send out. Most of my visitors come from Google search (like 70%) who are looking for a specific topic. I’m still feeling out the waters on what to do.
        I look forward to reading your article on niches.
        Melinda´s last [type] ..Harry Potter party – the magic of Hogwarts

        Reply
        • theinfopreneur says:
          July 1, 2010 at 13:04

          Hey Melinda,
          I’ll pop in here real quick ;)
          As far as not having anything else to send them…you know…I had similar thoughts in the past also. Then, when you look around, there is a ton of content, that you don’t necessarily have to make that you can direct people to:

          - Find some youtube videos that you find are really helpful
          - Find statistics that may help validate that you are an expert in your chosen niche.
          - email them to an “about you” page where you showcase all of your craziness, and the pictures/videos showing your are human.
          - Offer them a free ebook in email format – simply spread it out over 10 different mailings or something.
          - Find some ezinearticles.
          - Compile a list of 10 Frequently Asked Questions, and then answer them 1 by 1 over 10 different mailings.
          - Make a 5 minute audio discussing a must have topic.

          You know, I’m one really to talk. I still haven’t setup the Autoresponder systems for this TIP site to where I need to be. Matter of fact, I’m going to make a challenge post right now for each of us, and I’ll suck the ideas in from this comment right now.

          Brandon

          Reply
  12. Joshua Black | The Underdog Millionaire says:
    July 1, 2010 at 10:34

    Mattew,

    Great insight here. I too, prefer to monetize the list from day one. This gets your customers into the right mode. If they know that you are going to ask them to buy things right out of the gate, then they will become used to your delivery.

    On the other hand, if you buidl up a free following and never pitch them an offer, then all of a sudden you create a product and ask people to buy things, you could have a mutiny of backlash.

    -Joshua Black
    The Underdog Millionaire
    Joshua Black | The Underdog Millionaire´s last [type] ..Customer Research from A True Karate Master

    Reply
  13. Alex says:
    July 3, 2010 at 06:54

    Hey Matthew,

    Really great post here mate, seriously this is so well constructed and you raise some of the really important points about building a list and the importance of doing so from day one. I too think this is important and yet here I sit in month 4 of my blogs life with no opt in and no offer ?!?
    Too bust writing posts and guest posts lol!
    Really great post and something that really stood out for me was when you mentioned putting your domain name in the subject so it is opened, and that is nothing new but the comment you made: This is the start of building your community and your business. really hit home for me as I am trying to do exactly that so thanks for making me wake up and stop procrastinating….after I write Sundays TIP post ….aaaaaargh! :)
    Awesome Matthew, sorry I haven’t been over lately, must come over now actually and congratulate you formally – I mean surely you must be a dad by now!?!
    Alex´s last [type] ..How to Build a Huge List of Active Twitter Followers

    Reply
  14. Matthew Needham says:
    July 5, 2010 at 16:55

    Hey Alex, thanks for the comment. Yes, I’m a dad now. He’s 1 week old today! Too often bloggers focus on blogging and not enough time on the business aspects which generate an income.
    Matthew Needham´s last [type] ..Book Review- Rework

    Reply

Trackbacks

  1. Tweets that mention List Building: Growing Your Email List -- Topsy.com says:
    June 30, 2010 at 09:30

    [...] This post was mentioned on Twitter by Netvalar. Netvalar said: List Building: Growing Your Email List http://bit.ly/aj0QYP [...]

    Reply
  2. Using your consumer mailing lists effectively-business says:
    July 29, 2010 at 21:20

    [...] List Building: Growing Your Email List [...]

    Reply


Leave A Comment...

*

CommentLuv badge

Notify me of followup comments via e-mail. You can also subscribe without commenting.