How To Build Fresh Email List Organically

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Mar 21, 2018
If you’re looking to build an email list organically, then content marketing is the game.

The idea is to attract people to your website with content they’re going to find interesting and engaging. I find it helpful to start with a buyer persona – a list of shared characteristics you believe your ideal customer to have. This will help you visualize who your customer is, and the type of content they’d like to see. For instance, a security monitoring company might be searching for the ‘Top 10 Safest Security Panels of 2020’ or something along those lines. It’s worth it to perform some keyword research so you can determine what type of competition you’ll be going up against with your content. You wouldn’t, for example, want to write a blog post using the same keyword as a blogging giant that you’ll never be able to take down. In that case, your ideal customer will probably never see your content.

From here, write the best content you can. The better it is, the more likely people are going to convert on your form and elect to join your email list. After all, would you want to sign up for an email list if your first impression of a company is a poorly written article? It’s also important to make sure your content is optimized for search engines. This is how you’re going to be discovered. Make sure you’ve used your keyword throughout your content wherever appropriate, so you rank where people can find you on Google (this means ahead of the dreaded second page of search results).

It’s a good idea to publish your content on social media as well. It can help with your search engine ranking, and opens the door to your followers sharing your content with their friends.

With this somewhat basic strategy in mind, you can start to attract people to your content who, if they want to hear more from you, will elect to add themselves to your email list. However, as I’m sure you’ve experienced, or can imagine, it can be a somewhat slow-going process. With all the buyer persona building, keyword research, content planning, content creation, SEO, and social media management, content marketing is its own full-time job. It’s a strategy that’s best performed indefinitely, always putting out new content, always updating your email newsletters and so on.

There are other ways to acquire an email list, however. Purchasing one from a reputable data provider, for example, is a great way to add a large group of new contacts to your funnel, who you can turn into warm, opted-in leads. It is important that you vet your data provider and make sure that they sell you a list of industry contacts that line up with your buyer persona and campaign goals, as a dubious provider might sell you a list with harmful addresses that could hurt your sender reputation.

Once you’ve got your list, it’s important to note that you can’t send using the same platform you would to the list you built organically. MailChimp or Constant Contact might be the right solution for that, but they weren’t built to send to a purchased list of contacts. Clickback MAIL, on the other hand, was built from the ground up to send to a list of contacts you’ve purchased, the right way. It sends your campaigns using its own proprietary IPs and domains, keeping your sender reputation in pristine condition, and has a powerful, built-in email verifier that will clean your list at the time of upload, so you never have to worry about landing on a blacklist. Plus, its live spam checker helps to identify and eliminate problem areas of your campaign, so you retain a high level of deliverability.

I always suggest running inbound and outbound campaigns simultaneously, to maximize your reach and improve potential conversions.