Tactics for building your deals email list

When running a deals program, there are five key factors that contribute to your success. One of the critical components is the size of your email list. Approximately 66% of deals purchased on our platform are from buyers who receive deal emails. What does that mean for you? It’s time to start focusing on growing your organic email database. Below you can watch a webinar we hosted with The Gazette & KCRG-TV on this topic.

But first, be sure to set measurable goals around growing your list. Take a look at where your organic list is now, and set a goal for the end of the year. Once you have established a benchmark, rally your whole team around increasing your organic deals email database.

1. Run Great Deals. When your sales representative is looking for the next deal, remember the characteristics of what makes a deal appealing: brand recognition, location, pricing and the expiration date. You can generate three times more email opt-ins by offering an outstanding deal. Also, great deals get people talking, which leads to more email opt-ins.




2. Multi-Platform Promotion. Use all your promotional vehicles to invite your audience to buy your deals and sign up for the program.
• Use traditional media: on-air, in print.
• Leverage online & offline: ads throughout your website and mobile site, include email sign-ups at any local events where you have a presence
• Widgets: add a sign up widget throughout your site to capture emails of people who don’t enter your site through your homepage.
• Social Media: promote on Twitter, Facebook and other social networks.
• “Every touch point with a consumer is an opportunity to capture an email.” – Tim D’Avis’, Director of Digital Media, Quad-City Times & Lee Enterprises
3. Turn on Credits & Incentives. Every site should utilize referral incentives to encourage sharing of deals. This turns your users into advocates and markers for you. Rewarding them for their help is well worth the investment. You can also email other internal database you may have with an credit to entice them to sign up for your deals program. Even a small $5 credit can triple your conversion rate!




4. Use Contesting. Running a sweepstakes is the fastest way to grow your deals email list. For example, run an iPad or gas card giveaway and include an opt-in for your deals program. You’ll grow your list in no time. Other giveaway ideas to consider are grocery gift cards, tickets to concerts or popular local attractions/events as well as deal credits on your site or even a year’s worth of free deals!




5. Paid Media. If you want to go outside your general database to recruit new emails, utilize paid media. Promote your deals program through a pay-per-click campaign, Facebook advertisements, or through retargeting methods. Paid media is great for accelerating growth and providing exposure to a new audience. Be sure to use tracking links to keep up with what’s working and what isn’t. Not tracking these investments is a missed opportunity.




6. Loss Leaders. To really watch your email database increase, offer free items when someone signs up for your deals emails. For example, The Washington Post offered free Papa John’s to new subscribers. They totaled over 120,000 entries in the three days the promotion ran. A recent Little Caesars giveaway by The Record-Journal garnered an 75% opt-in rate and significantly boosted their email list.




Growing your email list is crucial to the future growth of your deals program. Setting monthly and quarterly growth goals will help you maintain focus not to mention help you hit the revenue milestones you’ve budget for.