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  • Wirya Hassan

5 Tips for Collecting E-mail Newsletter Addresses

Updated: Jun 13, 2018

In this article, I deal with the question of how to sustainably and legally collect email addresses and build a clean distribution list for an email newsletter. This forms the basis for e-mail and newsletter marketing . Generating e-mail addresses is the first step before you can even send a newsletter - after all, you need recipients that you can contact.

How can you sustainably and successfully collect e-mail addresses for your newsletter delivery?

1. Why a customer actually signs up for your newsletter

If a website visitor signs up for your newsletter, this is a great achievement for you. The customer is willing to give you some of his data (at least his e-mail address) and shows confidence in your brand as well as interest in your product. However, this does not happen with disinterestedness. The customer now has a corresponding expectation of your company.

The following are the most common reasons for subscribing to the newsletter:

Information about new products. Your customers expect regular information about new products in their newsletter.

Purchase recommendations by newsletter. Also popular are emails with purchase recommendations. If a customer has just bought an SLR camera, for example, it is advisable to inform him about associated products such as a telephoto lens (upselling).

Newsletter discount promotions. Perks are always welcome. Reward therefore new or existing customers with individual discount codes.

Interesting news in the newsletter. You have just published a new design of your web store or published additional features. Enter into dialogue with your customers and let

them know via newsletter.

The customer wants to be informed well in advance about new products. He expects top service, product recommendations and discounts via email.

2. Ideas for Address Generation for Newsletter:

General information about collecting e-mail addresses : Always put the added value for the customer in the foreground. Courtesy, but not too offensive. Be transparent. For

example, indicate how often the e-mail address will be written to and that the customer has the option to remove his e-mail address from your newsletter mailing list at any


Pop up on the website. Not always liked by visitors, but a good way to generate e-mail addresses due to the good performance of a pop-up . When the visitor goes to a website,

the pop-up opens and the visitor is asked to enter their e-mail address.

Link in the footer. In any case, you should refer on the footer of your website to a newsletter order form. If someone is interested in your newsletter, they can easily order

their newsletter there.

Reward with newsletter subscription. Create incentives to sign up for a newsletter. You can do this, for example, by a € 5 discount voucher. You will notice that the € 5 discount voucher will generate significantly more email addresses for your newsletter mailing list.

Exclusivity and artificial scarcity. Reward newsletter recipients with special discount codes and communicate this on the newsletter signup page. This also increases the

registration rate and allows you to collect more e-mail addresses.

Newsletter registration in the blog. Since many companies or web shops have their own blog in which they regularly report on company or product news, here is also a place where a widget for subscribing to the newsletter can be placed. Especially in the blog, the visitor is looking for information. If the blog offers the visitor added value, the chances are high that the visitor will also sign up for the newsletter.

3. What data to request for newsletter subscriptions:

Manageable data input. Do not ask too much data in the newsletter registration form. Concentrate on the essentials. More than 3 parameters should not be queried in the

newsletter registration form (for example: e-mail address, gender and name). The more queried, the lower the filing rate and the harder it will be to collect e-mail addresses.

Transparent handling of cancellations. Communicate on the newsletter sign-up page how to unsubscribe. This creates transparency and trust and increases the registration rate for your newsletter.

Sending frequency. A statement like "We email 1-2 times a month" also creates confidence. The recipeint can be sure he is not running the risk of receiving a newsletter daily.

Link to a newsletter archive. Convince potential new newsletter recipients with an archive of previously sent newsletters. This way, the customer can easily judge if the content is interesting to him and you can generate more relevant email addresses.

Convince with discounts or an attractive consideration. A popular mechanism to increase the newsletter sign-up rate is to reward new subscribers with a € 5 coupon on a successful

newsletter signup (although care needs to be taken with this as it might attract disinterested subscribers). For B2B newsletter marketing, downloading a free whitepaper on a specific topic is a good idea . If you register for a newsletter, you will receive the whitepaper for free. This will help you to collect e-mail addresses for your newsletter.

Professional tip: Design a well thought out and legal registration form

Above all, with the data protection provisions of the GDPR, which now applies throughout the EU, a few points must be taken into account in the registration form. There is

some information that must be included in the registration form:

1. Purpose: For what purpose is the personal data processed?

2. Note on the possibility of unsubscribing: It must be clearly stated that the newsletter can be unsubscribed at any time.

3. Privacy Policy: The privacy policy link must be in addition to the information that the recipient accepts as soon as they sign up for the newsletter.

The intended purpose should be communicated in as a concrete and clear form as possible. In addition, only the e-mail address as a mandatory field may be requested. Professional tip:

Name the purpose of the data processing once again in the DOI mailing. This way, you can be sure that this information will not escape a recipient.

When designing your registration form, make sure that you comply with the ban on linking. For example, you cannot simply link the download of a whitepaper to a newsletter

subscription without communicating it openly and clearly. Be transparent about your barter business. An example: "Sign up for our newsletter now and get our whitepaper for download!".

Attention: "Free", "free" etc. are no-go terms. In contrast to the Whitepaper Download data (by subscribing to a newsletter, for example), the legislator believes that this is no longer a free service. The prospect pays here with his data and the advertising permission.

4. Why email newsletter recipients unsubscribe and how to prevent the address decline:

From an Online Marketing Manager point of view, often only one thing counts: as many newsletter recipients as possible. Often the actual purpose of newsletters is ignored.

The focus of marketing and addressing should still be the added value to the customer. If customers are approached too often without clearly recognizable added value for the

individual customer, the likelihood that they will unsubscribe from the newsletter mailing list increases. There are various ways you can try to reduce the unsubscribe rate of an email newsletter. Online marketing managers often face the problem of sending as many email marketing campaigns as possible on the one hand, and not annoying their recipients on the other. The solution lies in the so-called lifecycle or trigger mails . These are exclusively based on the occasion or event the email is sent and thus the probability of an unwanted or "annoying" mail is much lower.

It is very important to use targeted e-mail marketing, not to "annoy" the recipients, but to actually offer them "quality information" content. Only in this way can a sustainably growing newsletter address structure take place.

5. Purchase of e-mail addresses and recipient data:

Especially if you want to grow fast, it is often done with the idea of buying recipient addresses in order to promote them with a newsletter. For example, a small shop

could quickly promote a high number of potential buyers with the store products in a newsletter. Collecting e-mail addresses appears to be more time-consuming.

But beware: There are two important questions to ask before buying e-mail addresses and sending out newsletters:

1. Is the purchase legal? Dubious providers: Often on the Internet unserious sites offer the sale of e-mail addresses. It is usually not guaranteed that the e-mail addresses have all submitted a necessary double-opt-in confirmation and have also agreed to the forwarding of the address and resale.

2. Does the purchase of addresses make economic sense?

Multi-use lists: Even if the address list is purchased from a reputable provider, it will usually not make the address list available to you exclusively. This has a negative effect on the quality of the acquired e-mail addresses.

No previous customer relationship: Since you do not have a customer relationship with the purchased e-mail addresses, the open rate of these emails is usually poor because the recipient does not know your company or product.

Poor quality of the lists: Even if it often sounds temptingly cheap: The quality of the e-mail address lists is often very bad. Many addresses no longer exist or the mailbox is full. In the end, a recipient list with 1000 recipients reduces relatively quickly to a few dozen.

The purchase of address lists is usually not recommended. Even if the providers lure with attractive prices, mostly due to the bad quality of the list and the legal aspects of the purchase. It's better to have a sustainable concept that includes long-term customer loyalty programs. Collecting the e-mail addresses yourself is much more sustainable and ensures a relevant, interested list of recipients.

Conclusion: Generating newsletter subscriptions requires some creativity as well as mindfulness. Please note the legal situation. The basic data protection regulation protects personal data even more than the Data Protection Act. Pay attention to the specifications accordingly, communicate clearly and observe the principle of data economy.

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