Regular subscribers to my blog and e-newsletter know that I highly recommend the power of email marketing over social media. The research proves it. The ease of use is obvious. Whether you’re selling books, products, services, or securing donations, a large email list is an essential business asset.
However, some people still can’t see the light, because one big concern blocks their vision. It’s the complaint about fake email addresses. I’ve heard some people say, “Email marketing is suspect because people will just give you fake email addresses to access your free incentive without getting your newsletters.”
Can people give you a fake email address to join your list? Sure, but the problem of fake emails isn’t nearly as bad as the problem of fake followers on social media. Even better, there are easy steps you can take to encourage people to give you their primary email address. Try any or all of these three tips:
1. If you have email signup forms on your website, blog, or landing pages, don’t leave the email address field blank or generic. In many cases, you can pre-populate the field with persuasive words or phrases, such as:
- Enter primary email.
- Please enter primary email to stay connected.
- We don’t send junk. Don’t give a junk email.
2. If you give away an incentive to encourage email signups (which you should always do), emphasize the need for people to provide their primary email address to access your free content. Display a short sentence above the signup box that says:
- You’re going to love this free gift! Make sure you receive it by providing your primary email address.
- To insure you receive this free giveaway and our awesome weekly newsletter, enter your primary email address.
3. If you prefer a more indirect approach, here’s another way to convince people to provide their primary email address. Rather than state the obvious request, display a short persuasive quote from a happy subscriber next to the signup box. Don’t make up empty words. Get an actual testimonial from a real subscriber. For example:
“The e-newsletters from your name are so good that you’ll be glad to get them in your primary inbox.” – Real subscriber
“This is my favorite newsletter. I can’t wait to get it in my main inbox each week.” – Real subscriber
Here’s the bottom line. If you’re concerned about people giving fake emails to join your list, then your incentive is probably too bland. People usually give fake emails to test if your incentives are actually relevant and helpful. In contrast, a great incentive will lead people to willingly provide their legitimate email address. But, you can always take the extra steps described above to minimize junk emails and get a primary address that people use. Now there’s no excuse to avoid building your email list and boosting your revenue.
