As a Senior Marketing Strategist, I often hear from clients that one of their key marketing objectives for the coming year is to grow their email house file. However, clients tend to focus solely on acquisition opportunities (which are an important component) but not a complete strategy for growing their program. What I often do to reframe this for clients, is to have them think about how they can build a robust organic growth strategy, that captures contacts familiar with their brand and products.
In this post, I will go over four organic opportunities that you can implement to help you build an organic growth strategy.
Sell the subscribe
You need to be promoting and selling the big wins for subscribing. There are a few different ways that you can do this. One, is to determine a rich and relevant reward that excites and engages your prospects. Another is to develop actionable calls-to-action (CTAs) that compel and propel prospects to act: follow the six second rule, utilize clear and concise bullet points and highlight program benefits. Lastly, you must test site placements, creative layouts and CTAs for continued optimization.
In the following two examples, Lands' End and Baublebar.com show how they effectively sell the subscribe via a site banner and a universal bannner.