In the world of digital marketing, email is still king. It’s personal, direct, and—most importantly—effective. After all, there are 4.48 billion global email users and an average open rate of 36.5%. For small businesses, building and segmenting your email list can mean the difference between lukewarm results and a thriving, engaged audience. But where do you start, and how do you do it right? In this article, the digital marketing specialists at Digital Freak in Melbourne will walk you through how to grow your email list, segment it for better engagement, and maximise your marketing efforts.
Ready to build an email list that works for you? Let’s dive in!
Why Your Email List is Your Most Valuable Marketing Asset
Before we dive into the how, let’s talk about the why. Unlike social media followers or website visitors, your email list is entirely yours. Algorithms can change, and social platforms can fall out of favour, but your email list gives you direct access to your audience whenever you want.
Not only that, but email marketing also boasts one of the highest returns on investment (ROI) of any digital marketing tactic. In fact, for every $1 spent on email marketing, businesses can expect an average return of $42. Pretty compelling, right?
But to get there, you need to build your list thoughtfully and ensure your subscribers are truly engaged. Let’s get started.
1. Build Your Email List from Scratch: Slow and Steady Wins the Race
It can be tempting to buy an email list to fast-track your marketing efforts. But trust us—this is one shortcut you don’t want to take. Purchased lists often lead to low engagement, high spam complaints, and can even get your email account blacklisted.
Instead, focus on building your email list organically. Here’s how:
Offer Something of Value (AKA Lead Magnets)
People aren’t just going to hand over their email address for nothing. You need to offer them something valuable in exchange, like a lead magnet. This could be:
1. A free eBook or guide
2. A discount code or special offer
3. Access to exclusive content (webinars, podcasts, etc.)
4. A free trial of your product or service
5. A helpful checklist or cheat sheet
Make sure your lead magnet is relevant to your target audience. If you run a bakery, for instance, offering a free recipe eBook is far more likely to get you sign-ups than a generic discount code.
Use Sign-Up Forms Everywhere
Make it easy for people to join your list by placing sign-up forms in multiple locations across your website:
Homepage: Use a prominent sign-up form above the fold or as a pop-up.
Blog posts: Add sign-up forms at the beginning, middle, and end of each blog post.
Footer: Include a simple sign-up form in your site’s footer for constant visibility.
Landing Pages: If you’re offering a lead magnet, use a dedicated landing page with a clear call to action (CTA) that encourages users to sign up.
Leverage Social Media
Don’t forget to promote your email list on social media! Whether it’s through Instagram stories, Facebook posts, or LinkedIn, remind your followers that they can sign up for your latest offers, tips, and updates.
Encourage sign-ups by promoting your lead magnet across your social channels. For example, “Get our FREE guide to boosting your sales by 20%—just enter your email to receive it instantly!”
2. Segment Your List for Maximum Engagement
Once you’ve started building your email list, it’s time to segment it. Segmentation is the process of dividing your email list into smaller groups based on specific criteria. Why bother? Because the more personalised and relevant your emails are, the higher your open and click-through rates will be. In fact, HubSpot reports that segmented emails drive 30% more opens and 50% more clickthroughs than unsegmented ones, and 83% of customers are happy to share their data in return for personalised content and offers!
Think of it this way: You wouldn’t send the same email to someone who just signed up as you would to a customer who’s been with you for years, right? Here’s how you can effectively segment your list:
Segment Based on Demographics
Segmenting by demographics—such as age, gender, location, and industry—is one of the easiest ways to tailor your emails. For example, if you own a clothing store, you might send different promotions to men and women based on the products that appeal to them.
You can also use location-based segmentation for targeting local events, sales, or offers. If you’re hosting an in-person workshop, only send invitations to subscribers in the relevant geographic area.
Segment Based on Behaviour
Behavioural segmentation is where things get exciting. This involves segmenting your list based on how subscribers interact with your emails, website, or products. For instance:
Purchase History: Send tailored recommendations based on past purchases or offer complementary products.
Email Engagement: Target highly engaged subscribers with exclusive offers or send a re-engagement campaign to those who haven’t opened an email in a while.
Browsing Behaviour: If a subscriber frequently visits a certain product page, send them an email with more information about that product, reviews, or a discount code.
Segment Based on Interests
When someone signs up for your email list, give them the option to select the types of content they’re most interested in. This could be through a preference centre or a quick survey after sign-up. That way, you can send them only the content that matters most.
For example, if you run a fitness business, one subscriber might be interested in yoga tips, while another might want nutrition advice. Segmenting your list based on their preferences ensures they receive relevant emails that keep them engaged.
3. Best Practices for Email List Building and Segmentation
Now that you know the basics of building and segmenting your email list, let’s cover some best practices to keep your list clean, engaged, and growing.
Always Get Permission
It may seem obvious, but always make sure you’re getting explicit permission before adding someone to your email list. This is not only a legal requirement in most places (think GDPR) but also ensures that the people on your list actually want to hear from you.
Keep Your List Clean
Regularly cleaning your email list helps improve your email deliverability. Subscribers who don’t engage with your emails hurt your open rates, and over time, can lead to your emails landing in the spam folder.
Consider removing subscribers who haven’t opened an email in 6 months or more. But before you do that, try sending a re-engagement campaign to remind them why they signed up in the first place and give them a reason to stay subscribed (like an exclusive offer or fresh content).
Test and Optimise
Building and segmenting your list isn’t a one-and-done deal. To get the most out of your efforts, constantly test and optimise. This could include:
1. A/B Testing: Try different subject lines, content types, and CTAs to see what resonates most with your audience.
2. Analyse Performance: Look at metrics like open rates, click-through rates, and conversion rates to measure the success of your campaigns. Use this data to tweak your segmentation and improve results.
How Digital Freak Can Help Your Small Business Grow
Building and segmenting an email list can seem overwhelming, especially when you’re running a small business with a million other things on your plate. That’s where Digital Freak comes in. We specialise in helping businesses grow their email lists, design high-converting lead magnets, and create segmented email campaigns that drive real results.
Whether you’re just getting started or need help refining your strategy, we offer:
Email list building: We’ll help you create sign-up forms, lead magnets, and landing pages that attract the right people.
Segmentation and automation: Our team will help you set up advanced segmentation and automated workflows to ensure your emails are always personalised and timely.
Full-service email marketing: From designing email templates to tracking performance, we offer full-service support to keep your campaigns running smoothly.
Ready to build an email list that converts into more sales and leads? Contact Digital Freak today for a free strategy call, and let’s get started on taking your email marketing to the next level!
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