One 2015 study revealed that email marketing had an average ROI of £38 (about $50 USD) for every dollar invested.
Most professionals use email every day for business — in fact, it’d be hard not to, with 281 billion messages sent and received on a daily basis. But when it comes to marketing, much of the attention gets focused on social media, which — while popular and highly visible — has a conversion rate less than half that of email marketing (4.29% vs. 1.81%), according to a recent analysis. Indeed, one 2015 study revealed that email marketing had an average ROI of £38 (about $50 USD) for every dollar invested.
With returns like that, the question is clear: How can we build our email lists? I’ll share three strategies I’ve learned in the past four years, as I’ve worked to build my mailing list to nearly 50,000 people. But first, an important note: You should always let subscribers opt in. It’s both a violation of anti-spamming laws and a deep annoyance to your intended audience if you simply add people without their permission (this includes LinkedIn connections or people who have given you their business card). Additionally, if you’ll have subscribers in the European Union, you’ll need to be aware of new GDPR (General Data Protection Regulation) laws; most email marketing companies will offer a primer for their customers, including additional checkboxes and notifications you can trigger for European IP addresses.
Source: Harvard Business Review