How to grow and manage your GDPR compliant email list

Email marketing has a host of benefits for small businesses, but only when it’s done well. Not only is it cost-effective, but you can make it highly personalised and it’s easy to measure the results of your campaign too.

In our latest blog, we explore how small businesses can increase their email list subscriber numbers, and how best to organise and maintain your list as it grows.

What is an email list?

Let’s start at the beginning. An email list is a group of subscribers that have opted to receive your news and offers via email. Typical sign-up routes include your website and social media channels.

How can I grow my email list?

Here are some easy ways that you can help your email list to grow:

1. Make sure your sign-up form is optimised

The General Data Protection Regulation (GDPR) covers data protection and privacy, and it is extremely important to keep this in mind when it comes to thinking about how to grow and manage your email list, as any breaches could prove very costly for your business.

For example, when creating your email sign-up form, you need to outline what potential subscribers will expect to receive from your marketing emails, the benefits of receiving them and how you will process and protect their data.

You need to ensure that any checkboxes are not pre-ticked, and instead that the subscriber is given the chance to positively opt-in themselves by giving their clear consent to receive your marketing communications.

2. Ensure your sign-up form is well promoted

In order to increase new subscriptions on your website you should ensure that your email sign-up is included in your checkout process, a pop-up subscriber form is included on your key site pages, and a link or short version of your email sign-up form is included in your site footer too.

3. Integrate your email marketing with your other channels

Email marketing should go hand in hand with other marketing channels such as social media. For example, by including social sharing buttons in an email you can help to improve its reach and visibility.

By promoting your email newsletters on social media channels you can help turn your followers into subscribers, and potentially sales too.

4. Targeting

Don’t just send the same email to everyone! Segment your subscribers into logical categories, such as customers, former customers, social media followers etc. Then send each group targeted relevant communications. This makes it more likely they’ll remain subscribed to your emails.

5. Ensure your content is relevant

As the saying goes, content is king, and this also applies to email marketing. You should produce a content plan so you can keep track of what you are going to include in your emails, and try varying content types (such as surveys, videos and downloads) to see which works best. And don’t forget to include images, which you can link to a specific offer or your website so you can track the clicks.

How can I manage my email list?

Investing in an email platform such as Mailchimp, DotData or Campaign Monitor is a great way to grow and manage your email list. Not only can you automate your email campaigns, but they easily allow you to carry out a thorough test and analysis of each email.

For example, through reporting, you can test several different subject lines or calls to action (CTAs) to see which works best and use the results for your next campaign.

It’s also important to take the time to cleanse your lists of any unsubscribes or invalid email addresses, in order to ensure you’re targeting the right people and to make the activity as effective as possible – there’s no point wasting money on sending an email to someone who doesn’t want to receive it. Check whether your email platform does any of this automatically, and if not, block out regular time to clean your list.

By following these tips, you’ll be well on your way to growing and managing your GDPR-compliant email list and ensuring it’s the best it can be!

If you need more help to better understand how email marketing can benefit your business, get booked onto our Free Email Marketing Webinar – just 1 of 28 DigitalBoost webinars delivered by NSDesign for Business Gateway.

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