The email marketing strategy generates an average ROI of R$38 for every R$1 invested. But, how to create an email marketing list from scratch?
To feed an email marketing campaign you need to have contacts in your base, for that, the capture of leads should be a concern for your company.
Read more: Learn how to calculate the ROI of an investment and monitor its results
With that in mind, we list below some tips on how to create an email marketing list from scratch. Most of them can also be used to fatten your existing lead base.
7 steps on how to build an email marketing list
After all, how to create an email marketing list? Check out the seven steps to do this:
- Know your audience
- create good offers
- Develop a website
- Plan and deliver tempting content
- Use social media to capture leads
- Include pop-ups for website capture
- Create targeted landing pages
Next, understand each one in more detail.
1. Know your audience
Almost every marketing strategy starts with a tip like this.
Understanding who your target audience is, or their persona, and what needs they have that your company can address should be the foundation for starting a tactic that will return more customers.
Understand everything about your persona, what needs she has, what doubts and pains.
Also get to know the customer journey and build your strategy based on offering solutions for each stage of the sales funnel.
Currently, the target audience is better known as the persona. By creating a persona for your ideal client, you can identify much more information than age, gender and where you live.
Creating a persona allows you to discover what is important to your future customer and offer them a solution.
In addition, you also end up finding out where these people are.
Learn how to create your customers’ personas in the video below:
2. Create good offers
If you have the objective of creating an email list, it is important that you know what to offer the user in exchange for their data.
You don’t expect to get a visitor’s email address to your site without offering anything in return, do you?
You need to know what is valuable to the potential customer and offer content such as:
- first hand news,
- exclusive discounts,
- relevant and rich content (in formats such as ebooks, spreadsheets and webinars), or other arguments.
3. Develop a website
If your company does not have a website yet, be aware that you are very late, especially when it comes to creating an email list.
Among the benefits of having a website are:
- host a blog and content production;
- introduce your company;
- consolidate SEO strategies and more.
Read more at: How to Create a Landing Page to Drive More Conversions
4. Plan and deliver tempting content
Before creating your conversion page, you will need to define a tempting offer that you will offer the user in exchange for their data.
As mentioned above, people need a reason to fill out a form and deliver their contact details to a company (which may or may not be known to them).
Among the value proposition options that are most helpful in creating an email list are:
- free access to your service for a period of time;
- access to new research and reports;
- access to relevant content in formats such as ebook;
- free webinar registration and more.
5. Use social media to capture leads
Social networks are not just channels for attraction and relationship, on the contrary, they can also be used as channels for lead generation.
With the right actions, you can generate leads on Facebook, use LinkedIn’s Sales Navigator to capture contacts, and more.
Use and abuse these strategies to build a robust and constantly updated email marketing list.
Also read: How to generate leads through LinkedIn: Sales Navigator + 4 best practices
6. Include pop-ups for website capture
Another channel that can and should be included in your strategy for how to create an email marketing list is the use of pop-ups on your company’s website.
This strategy is mainly valid for companies like e-commerce, but it can also be used for all other types of business. Be sure to take advantage of this opportunity.
7. Create targeted landing pages
A landing page is the conversion page. It is a simple page that houses your value offer and provides a form to be filled in by the user visiting the channel.
The landing page is straightforward and can be used as a link to paid ads, social media and more.
When accessing it, the user only has access to the offer that he/she likes. Once the data is filled in, it accesses the material and you have that lead to work on nutrition and conversion actions.
Your business website, more specifically the landing pages associated with your website, will be critical to converting visitors into leads with every campaign that goes live.
Each landing page must be focused on offering a type of advantage for the user to become a lead.
Below are two examples of landing pages.
Your lead capture strategy can contain multiple landing pages for each moment in the customer journey and for each offer, product or solution your company wants to share.
You can create a beautiful landing page in just a few minutes using marketing automation software like LAHAR for example.
Most landing pages have some key features like an image, title and CTA buttons.
It’s also where you can begin to do lead qualification work.
As you can see, in the example below these elements are highlighted.
And after creating an email marketing list?
With the 7 steps on how to create an email marketing list, your company will start to receive a lot of leads, but what to do now?
After capturing leads, we move on to the next steps in the sales funnel.
It’s time to get in touch with the captured leads and for that, you will need email marketing software.
As much as there are simple platforms like Mailchimp, the best option to create a relationship with your leads is through marketing automation software.
It allows your actions to be better planned and executed through email marketing automation.
A platform like this will allow you, in addition to triggering the email, to be able to:
- segment leads according to different persona profiles and stages of the sales funnel;
- identify which leads are closest to becoming paying customers ;
- create an automated, personalized nutrition flow, and much more.
Within an Inbound Marketing strategy, this step is especially valuable. Deepen your knowledge with the article; “ Complete Guide on Inbound Marketing: What it is and how to apply it to your business ”.
If you want to invest in lead generation, nutrition and conversion, we suggest you get to know LAHAR.
We are a marketing automation software with over 1000 clients and 10 million emails sent per month. By automating your daily marketing tasks, you can focus on improving your lead nurturing, inbound marketing and sales strategy.