Before you begin sending regular newsletters, you’ll need to build a mailing list of individuals to send them to. Our guide below will explore effective ways to start growing your list and building loyalty with potential clients.
What Is Email Capture?
Email capture is the act of collecting email addresses through opt-in methods. This could be through promotions, QR codes, or sign up options on your website. Email capture emphasizes consent and permission when it comes to forming a mailing list, not buying ethically questionable lists off the internet. A good list means better engagement, conversions, and customer loyalty, so it is worth the effort!
The Golden Rule: Get Permission
Firstly, never buy email lists off the internet. It is unethical, ineffective, and can often lead to your address becoming labeled as spam on popular platforms like Gmail. Once you’ve been labeled as spam, it can rarely be undone. If you would like to learn more about email spam and how to protect yourself from being labeled as such, read our blog on the topic here!
We recommend only using ethical opt-in methods. There are two major categories, single and double opt-in. Single opt-in means you get an email, and the user begins receiving your emails. Double opt-in has the recipient verify their email address through a link or code. This adds an extra step, but makes sure you were given a real address.
How to Encourage People to Subscribe
Encouragements to get people to subscribe are often referred to as lead magnets. These are rewards that offer something of value in exchange for the user signing up to your mailing list. Common lead magnets include:
- Discount or free shipping
- Downloadable guides or checklists
- Early access or VIP offers
- Helpful industry tips or templates
It is always best to match the incentive with your customers’ needs and expectations. If you run an ecommerce store, downloadable guides probably aren’t what your customers are looking for. In any case, using lead magnets to get more subscribers is a great way to build your mailing list.
Where to Capture Emails: High-Converting Spots
It’s best to place email capture forms in high traffic areas that would most likely have potential customers. Some high-converting spots where you’re most likely to get customers to sign up are:
- Website pop-ups or slide-ins (triggered by scroll or exit intent)
- Static sign-up forms in headers, footers, and blog sidebars
- Landing pages built specifically for email capture
- Checkout pages and account registrations (for e-commerce)
- Social media links in bios or posts
Make sure these are properly embedded by a website designer, as a defunct email capture is as good as not having one at all.
Keep It Simple
A great tip for gaining more people on your mailing list is keeping your sign up simple! That means reducing the amount of information and fields that need to be filled to sign up. You should however ask for their first name so you can automatically personalize emails to them through your platform. Additionally, make sure to reassure users their data is safe and won’t be shared.
Design Tips for Better Sign-Up Forms
Some great tips for enhancing your sign up form graphically include:
- Using a clear headline (“Join Our List,” “Get 10% Off,” etc.)
- Keep the form visually simple and mobile-friendly
- Strong call-to-action buttons (e.g., “Get My Discount,” “Subscribe Now”)
- A/B test different form designs and messages
Above all, make sure your sign up form is simple, accessible, and doesn’t leave your user confused. There are dozens of templates online to follow and some mailing platforms help you create better forms!
What Happens After Someone Subscribes?
When someone signs up for your mailing list, they should be immediately sent a welcome email as the first of a series. Let your recipient know what kind of content that they can expect to see from your newsletter and how often it is sent. Lastly, make sure to promise any offer that was meant to be exchanged for the sign up (i.e. coupon or guide).
Offline Email Capture Opportunities
Email capture doesn’t have to be digital; there are some great places in person where you can collect them as well. Use in-store sign up through checkout, QR codes, or receipts. In this case, you can offer a discount at checkout for the sign-up. Expos, events, and public markets can be other great ways to let your customer see your product first hand, and then sign up if interested. Incentives can also be used offline in the form of raffles, giveaways, or loyalty programs.
Start Small, Grow Smart
Every email address is an opportunity for a relationship and a chance to build loyalty with a customer. Email capture takes time, and with each email add, your list will slowly grow. There isn’t a direct way to speed up the process, but focusing on value, clarity, and trust can increase the amount of people who opt-in, rather than those who disregard your sign-up.
Need help creating your email capture form to build your mailing list? Contact Rise Marketing Group today for a free consultation!
