Our Blog

“How can I grow my e-mail subscriber list?” It’s a question I get all the time. There are a few different ways to grow your list.  We’ve talked about those ways before. A few examples include: Have a subscribe form on your website, Facebook, Twitter, blog, and a “Subscribe Now” link/button in any e-mail that goes out.  Another consideration is…snail mail.

Check out this direct mail piece that I received in my mailbox. That’s right. Snail-mail to grow your opt in e-mail list. Who would’ve guessed it?  It’s a mail in rebate for a maintenance medication for my dog Roxie. This direct mail piece is accomplishing two things. First it’s promoting an additional purchase from my local vet’s office (I blocked out their information) and second it’s collecting my e-mail address for the manufacturer.

There are a few things I want to point out here:

1. Mail-In Rebate vs Direct to Website- I would encourage people to go the website and sign up there instead of having them mail this back to you. That way as soon as they sign up they receive a welcome e-mail with a link to the coupon to print out. Driving people to your website to sign up will prevent a significant lag time from the time someone mails this in to the time they receive their first e-mail. In your sign up form on the website you can even ask a question or two to help segment and target future mailings. For example, do you have a dog or a cat?

2. Relevant Content- I love the offer. For me, saving a dollar per dose is a good deal. Make sure you are really rewarding your prospective list member. One caution…don’t make the deal too sweet. Great deals can become viral and make their way all over the internet, which may be a good problem to have, but make sure whatever your deal is that you can handle it. Remember the KFC Grilled Chicken coupon fiasco last year? Watch out for that.

3. Clearly Stating Your Intentions--”By providing your e-mail address…you are requesting receipt of  pet care tips and special offers from ABC Company” Don’t forget to tell people what they are signing up for long term. It’s not just for this one coupon.

Just so we are clear; I’m not an expert at direct mail pieces. I do know it can be pretty costly. Will it be worth it to grow your e-mail list? I don’t know. You have to determine what an e-mail address (of a customer who is engaged) is worth to your business. If it was my business, then I would treat this situation like e-mail. Don’t just send to a bunch of people you don’t know, send this offer to customers that have spent money with you before that are not currently on your e-mail list. I am assuming that is what was done here. I have purchased these products before through my veterinarian’s office but I am not on the drug manufacturer’s e-mail list. Now I receive friendly reminders when to administer the monthly medicine and when I need to purchase more.

Want more ideas? Give us a call (866) 915-9465 and ask for your free e-mail situation analysis. Or, do you have some ways that have helped you grow your e-mail list organically? Share your ideas here!

Rachel Rewerts | Account Management