Alexander Porter: 5 Ways To (Successfully) Grow Your Mailing List

how to successfully grow your mailing list


Are you looking to grow your mailing list?


According to HubSpot, email marketing databases naturally decrease by about 22.5% each year. 


If you are not constantly trying to grow your mailing list, then you aren’t compensating for this loss. 


Still, email marketing has enormous reach. There are over 4 billion email accounts in the world. There are only 1.35 billion Facebook users. 


Not only does email marketing have 3x the reach of Facebook, it also has an open rate that averages around 30% according to Campaign Monitor


If you’re not actively trying to improve your email marketing and grow your mailing list, you are missing out on potential conversions. 


As part of a wider inbound marketing strategy, mailing lists are one of the most cost effective strategies available to you.


Here are the 5 ways to (successfully) grow your mailing list. 


#1 – Nail your email copy 

Your email copy starts with the subject line. 


Your subject line is the first thing your customer will see and will determine whether or not your email gets opened. 


Some general tips for getting your subject line right are based on tapping into your audience’s psychology. They include:

  • Know your customer-base: Then hook them in with the fear of missing out, curiosity or humour that speaks to that segmented audience. 
  • Write copy the web: Keep things short. Feel free to include bullet points and subheadings, this will keep things scannable.
  • Include an obvious CTA: Give people instructions to help them take the next step.


#2 – Segment your mailing list 


Segmenting your list may take time but it can produce successful results.


Segmented mailing lists will tailor the email marketing experience for your customers. 


This may be based on: 

  • Demographics
  • Location
  • Where they are in their purchasing journey


MailChimp found a 19% increase in open rates and a 22% increase in click through rates after segmenting. This means that customers receive the information they are looking for at the right time.


By speaking directly to your customer in a more personalised fashion, you will decrease unsubscribes. This will also more than likely increase conversions. 


#3 – Introduce gated content


Give your customers access to certain content by getting them to sign up first.


If done correctly, your content will appear more appealing and increase your number of subscribers. Content that is ‘premium’ will be worth trading an email address for.


The most engaged members of your target market are going to be the ones most willing to provide you with lead information.


This simultaneously increases lead generation and provides you with more user information. The more information you have, the better you can customise your marketing to your target market. 


Gated content is a much more sincere tactic than outbound marketing. Make sure the content really does offer value though or else you’ll lose people who feel tricked.


#4 – Add incentives 


Providing subscribers with incentives within your email marketing will make it more appealing and increase the number of people wanting to join your mailing list. 


Examples might include: 

  • First access to new products
  • First order discounts 
  • Express of free shipping upgrades
  • Discounts and promotions 
  • Contests and giveaways 
  • White papers


In order to break through any defences new subscribers might have, you must offer something of value to them. 


Each audience will have a different incentive that will work its best for them. So experiment to see what drives sign ups.


#5 – Make it easy


Too many businesses make it a challenge to join a mailing list.


Multiple steps, challenging forms, or confusing sign-in terms and conditions can hurt your efforts. Make sure it’s obvious and easy to sign up to your mailing list instead.


Making your homepage an opt-in page is one of the best ways to do this. This is the most visited page on your website, so it makes sense to capitalise on this opportunity. 


According to Sydney web designer Clarinda Cheon, pop-ups on your homepage work too. She notes “you can even provide checkboxes for customers to segment themselves for you. This is a cost-effective form of market research that can make content creation and email marketing easier for you. Just make sure your pop-ups are limited to one per session, rather than per page. And that the ability to close the pop up is clear and obvious.”


Don’t limit your email marketing to customers’ inboxes though. Ask your customers to forward the email to a friend or make it shareable to social media. This will spread the reach of your marketing for free.


By giving customers plenty of opportunities and strong CTA’s, you’ll see your mailing lists grow in no time. 


BONUS TIP: Add a ‘Sign Up’ button to your Facebook page or beneath blog titles. These small tweaks can help direct site and social media traffic to your mailing list.


Do you have any tips to grow an email marketing mailing list? Let us know in the comments!





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