In marketing, having a big email list is like wearing Oakley shades with colorful frames—it emits confidence and demands respect. While everyone aspires to be that cool and attract a lot of email subscribers, doing so is actually a challenge.
In this episode of the
Weekly Marketing Cast
, David Meerman Scott suggests a three-step process for developing an email list as a powerful marketing asset.
1. Start with Good Content
Your number one marketing strategy should revolve around amazing content creation. We have said this again and again, but there is really no other way we can reinforce the importance of this message. Great content will drive a lot of visitors to your site, allowing them to find about you through search engines and social media.
2. Nurture These Visitors with Email
An email list is a great way to nurture your website visitors and make sure they remain aware of what your company offers. In order to achieve this type of
, allow your prospects to subscribe to your blog or email list. But don’t start sending them messages about product updates. Instead, let them continue consuming interesting pieces of content.
3. Add Secondary Calls-to-Action
The best thing you can do to attract more email subscribers, David notes, is to add another call-to-action (CTA) on each piece of content. If you release a video or an eBook, for instance, consider adding a CTA at the end, inviting viewers to sign up for your blog or email list. As David advises, never have a piece of content on your site that doesn’t offer a way to subscribe to something else.
Are you practicing this three-step email list growth campaign? If yes, feel free to put your cool shades on.
Originally published Apr 18, 2011 9:00:00 AM, updated October 20 2016