I’ve been building and nurturing email housefiles for organizations for over a decade. And I will admit. While it might seem simple, it’s definitely not simple or easy. Growing your email list or prospect housefile takes patience and planning. In addition to some of the usual good advice about subscription form placement (every webpage), email delivery (send consistently), and strategy (have goals for goodness sake), I have a couple of other quick suggestions:
Suggestion #1: Make it as easy as possible for someone to give you their email address. Don’t ask for oodles of information from them at the outset. All you really need is a name and email address. I continue to see far too many nonprofits ask for fields of personal data only to get a high bounce rate. If you want to glean more demographic data from your subscribers, ask for a little to get them through the door and then gradually ask for more data over time.
Suggestion #2: Create email messages that are as personalized as possible. Sometimes what *you* believe is of value may not be valuable to your subscribers. If you find that your enewsletter content is starting to cover a lot of different topics, consider creating multiple newsletters that are more topic-focused. Or, find an email delivery platform that allows you to serve up blocks of conditional content that’s personalized based on what matters most to your subscriber.
What other ways have you found success in building your email housefile?