6 Ideas for Growing Your Small Business Email List

email marketing, small business, smb

November 2, 2013 by

If you're driving traffic to your website, you probably have conversion goals that tie directly back to revenue: lead, sale, phone call etc.

But after only 1 visit, many visitors might not be ready to convert. You can increase the likelihood of them returning to your site by providing easy and obvious ways for them to opt-in to your email list—let's call this a micro-conversion. By capturing their email address on their first visit, you can start to develop a relationship with them, build the case for your product, and get them to keep coming back to your website until they convert into real business.

Many small business websites have an opt-in box that says, "sign up for our monthly newsletter.” It is great that they have an opt-in box, but that offer isn’t compelling. It doesn’t give a benefit that will motivate your target to actually sign up, and it doesn’t actually tell your target what to expect. RELATED CLASS: How to Writer Killer Email Copy

If you want visitors to take action, you need to convince them. Here are 6 ideas for creating a compelling email opt-in offers that will help grow your small business email list:

1. Explain the big benefits of signing up for your email list and provide an incentive in return.

Tell your target market what they will get out of it, and don’t focus on product features or your company.

Example: Increase your happiness, self-worth and success by downloading over $1,500 in free tools and gifts! 

Email List Sign Up Example

2. Give guidance and play into people's fears and insecurities.

In every industry there are common mistakes that people tend to make. Let your target market know what those are and how to fix them.

Example: Shut Up, Sell More! 10 Things to Never Ever Say in Sales Conversations

Email List Sign Up Example: Fear and Insecurity


3. Create a quiz.

People love to take quizzes, especially when it’s about them and it’ll help them improve their business or personal life.

Example: Click to Take ActorType Quiz

Lead Gen Quiz Banner on Home Page

Lead Gen Quiz Start Page

Lead Gen Quiz Start Page

4. Provide a video course/series.

As a business, you make your customers’ lives better and easier by solving an immediate pain point or problem. Give your target market a place to start when researching a solution by recording videos yourself. You can even invite amazing partners to share their tips as well.

Example: Watch the Savor Success Circles Videos

Video Lead Gen Example


5. Promote a take-action guide, with step-by-step instructions.

People love step-by-step guides that clearly state what to do each day.

The example also includes a secondary call-to-action to enter an email address in exchange for the action plan.

6. Provide special offers or discounts for opt-ins and ask for their birthday.

Great for retail and non-retail brands. We all love a discount!

Example: Get 10% off your first order! This form also asks visitors to input their birthday, so the company can send newsletter subscribers highly personal birthday offers.

Newsletter Lead Gen Example

Please tell us about your opt-in offer along with the link in the comments below!

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