E-Mail Marketing: Building the House List

Ian Lurie

A ‘house list’ is any list of e-mail subscribers that you’ve built yourself. Examples include a newsletter e-mail list, a list of past customers, or a list of customers who’ve asked that you notify them when you have a sale or announcement.

House lists generate the best e-mail marketing results.

Build that list!

So how do you grow your house list? Here are strategies I use:

  • The special offer: Invite users to subscribe to your e-mail list in exchange for a deal – a free consultation, a white paper, a discount, etc. all work.
  • Guilt: Provide customers with a special deal, then ask them to subscribe, reminding them of the great deal you just gave them.
  • Value: If you’re a consultant or offer some kind of valuable information, offer an exclusive tidbit of information in a newsletter.
  • Group Marketing: Offer someone a discount or special offer if they get someone else to sign up for the newsletter.
  • Forward to a Friend: This one’s easy, because nearly every newsletter tool out there offers ‘forward to a friend’ functionality. Every time a subscriber forwards your newsletter to someone else, they’re enticing that person to subscribe, too.

What strategies do you use?

Ian Lurie
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie.

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