When it comes to email marketing, you can craft the ideal subject line, creative copy and a great offer. But if you don’t have an extensive list of active email subscribers to send your message to, nothing else really matters.
How do you expand your email list? What are the rules you should follow?
You can include a “Sign Up For Our Email Newsletter” link on your site, and you can collect email addresses when someone creates an account or makes a purchase. But if you really want to build a larger list, consider rejecting — yes, rejecting — some of the traditional practices of email marketing.
Here are three email marketing rules you should break, and explanations for why you should do so:
1. Never use a popup to collect email addresses
Remember the early days of the internet when your monitor would suddenly be flooded with popups, those annoying boxes that seemed impossible to close without a CTR-ALT_DEL reboot? Well, popups are still around, but thanks to popup blockers, people can easily avoid them.
Now, marketers are using a more sophisticated, less intrusive form of the popup: the popover. A popover is a box that appears on a website asking viewers if they want to be added to an email list. These popovers are customizable — they can be set to appear only after a certain number of page views, only after a certain time period or only with people who haven’t visited the site in a set number of days.