I’ve been asked the question on several occasions recently, “How do I build my email list?” I am very passionate about this topic and could dive right in but first I'll answer this question with a question for B2B customers:

What current touch points do you already have in place?

The flow

• Your company’s online presence prompts interest and a registration form is filled out;

OR

• Your company’s newsletter opt-in is cross promoted through another medium;
  


• A welcome message is automatically generated and/or double opt-in confirmed;
  


• An email campaign with an offer/call-to-action is triggered (newsletter, whitepaper download, free book):
  - Based on your recipients’ interest the next offer can be automatically triggered (segmentation). For example, if the link for your HR solution was clicked, send them an invitation to your company’s next webinar or event on the topic;
  - Once the recipient attends your event an automated thank you message can be sent;
  

• Include another action in your follow up email to continue the flow (i.e. an invitation to a local event, a free software evaluation, etc.);
  


• Once the prospect becomes a customer be sure to identify them and treat them appropriately (i.e. remove them from your prospect email list).
  

Other ideas for growing your opt-in list include:

• Include a "forward-to-a-friend" feature in all of your email campaigns
• Place your opt-in form on more than one area of your Web site
• Conduct co-marketing events (i.e. webinar with an accredited publication/association)
• Offer your email newsletter opt-in during the customer service experience
• Include your newsletter link in your company signature

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About The Author

Christine Cheas is a strategic account manager at Lyris and consults with clients on integrated marketing campaigns.

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