Every day your email program loses subscribers. It’s a sad fact of marketing life. Even today’s most beloved brands experience annual, transparent churn rates between 25 and 50 percent. (Transparent churn includes hard bounces, unsubscribes, and SPAM complaints). Further, you’re probably losing another 10 to 25 percent of contacts due to disengagement and/or abandoned email addresses.
With so many email recipients on their way out, you need aggressive, ongoing strategies to bring subscribers back into the fold. Here are five ways to grow your email lists—especially during this holiday season.
1. Offer a discount to online shoppers, in exchange for email opt-in.
While shoppers are browsing your site, they’re especially eager to hear about a discount. So why not give them one? (In exchange for their email address, of course.) Here’s a good example from Ann Taylor. Note the clever microcopy below the CTA. “No thanks, I’d rather pay full price,” forces shoppers to consider what they’re missing by dodging the email list signup step.