Focusing on customer retention is a valuable long-term solution for increased revenue and sustainable growth, but it’s not always easy to cultivate that kind of loyalty.
If you’re starting from zero, building an impressive B2B email list can feel like an impossible feat. Here, we’ll cover some high-quality strategies to build a B2B email list from scratch. Best of all, these strategies are designed to cultivate a loyal email subscriber base, so you can use your emails to attract better long-term customers.
How to Build B2B Email List From Scratch
Create A Personalized CTA (Call-To-Action) For Each Blog Or Landing Page
It has been found that personalized calls-to-action have around 43% higher view-to-submission rate than calls-to-action that are the same for all visitors — that’s almost double your potential email subscribers.
It makes sense: the people who visit your blog post or web page are looking for something specific, so your CTA needs to meet those unique needs.
Of course, personalized CTAs only work if you have the resources to create that quality content in the first place, but that process doesn’t have to be expensive or time-consuming.
If you offer content directly related to your visitor’s needs, your email newsletter won’t feel like a gimmicky advertisement. Instead, it will feel helpful and valuable — key principles for a long-term customer retention plan.
Create A Pop-Up Or Slide-In For Each Page Of Your Site
A pop-up might sound initially bothersome, but we are not talking about those early 2000 pop-up’s that promised you’d “Become a Model NOW”.
Instead, we are talking about timed pop-up ads or onsite retargeting. After a user spends a certain amount of time on your page, she can receive a pop-up relevant to the content on that page, or her behavior. Examples include exit pop-ups, which appear when a user tries to leave the page, or scroll pop-ups, which appear after the user scrolls a certain percentage down the page. Pop-ups aren’t always gimmicky, and if done right, you’re able to appeal to your visitor with quality content when and where they need it.
Create A Timed Pop-Up Survey
Most people don’t visit a new website and think, “Huh, so where’s the email sign-up form?” Often, you need your viewers to feel invested in your content before you present them with a request for their emails.
To build your B2B email list, you might want to reach out to visitors on specific pages with surveys related to that content. Customers are more willing to answer an “A or B” survey question if they’re already invested in the content — it feels like a fairer trade-off.
People are often deterred from signing up when the form is too long and they don’t have the time, so a simple yes or no question might be your best bet for growing your B2B email list.
Use Humor Or Sarcasm In Your CTA’s “No, Thanks” Copy
We’re so infiltrated with “Yes or No” web offers daily, we barely see them anymore. To increase your B2B email list, you might want to try injecting some personality into your CTA copy.
I always pause and laugh when I see a CTA with a small, “No thanks, I don’t want to lose weight,” button underneath a prominent “Yes, sign me up!” link. It reminds us there’s a person behind the button, and, while it’s meant to be a joke, it also incentivizes us to hesitate before clicking “no, thanks”. It’s easy to click “no” when the CTA is “sign up for more emails!”, but it’s a little harder to say no to losing weight or getting richer.
Describe Value In Your CTA
We’ve talked a lot about different formatting you might use in your CTA’s (including pop-up ads or personalized offers embedded in blog posts), but what about the language in the CTA itself? You can rely on more than humor and sarcasm to get clicks.
Your web viewers need to hear how your emails can offer unique and exclusive content that isn’t already available on your website. They want to believe your company is offering something special via email, or what’s the point?
Pitch Your Email Newsletter On Your Social Media Accounts And Email Signature
You might not have a long list of email subscribers, but that doesn’t mean you don’t have a network. If you have a following on Twitter, a fan base on Facebook, or businesses you communicate with via email, why not use those firm and loyal connections to build a B2B email list?
If you’re uncomfortable pitching your email newsletter on social media, or if you don’t have a large following on any of your accounts, you could also include a link in your email signature — that link could go directly to your email newsletter, or it could be a link to a blog post or landing page with email subscription CTA’s.
Create More Landing Pages
It makes sense: individual and personalized landing pages allow you to appeal to a wider demographic. Every person who visits your site needs something different, so the more landing pages you can create to answer each person’s concerns, the more sign-ups you’ll gain.
It’s like a restaurant menu. The more you can offer to cater to specific demographics, the more customers you’ll bring in.
Encourage Everyone To Sign Up Immediately
You want to strategically place personalized CTAs where it counts — on landing pages and blog posts. But what about the rare, but real, visitors who want to sign up immediately?
If your newsletter primarily centers on one or two topics, it’s relatively easy to create a personalized CTA — simply write a CTA that mirrors your newsletter’s purpose, such as, “Want free SEO hacks? Sign up for our newsletter!”
Include A CTA On Your About Us Page
Your About Us page is one of the most potent pages in terms of conversion potential. Think about it — how often do you visit about us pages for businesses you don’t care about?
Ideally, your About Us page will prime visitors to want more from your business, but it might not be enough to convince them to purchase. A CTA that encourages them to sign up for a newsletter is easier to concede to than a “buy now” plea.
Building a B2B email list is not as much as trouble as it is figuring out it should be done. If you follow these steps, you are sure to build a list that is profitable for your business.