Every business owner knows that the engagement and the size of your email list plays a large role in your revenue. In fact, 81% of SMBs still rely on email as their primary customer acquisition channel, and 80% for retention.  In addition, for every $1 you spend on email marketing, you can expect an average return of $42. However, throughout the years, your contacts’ email addresses may change and you may receive opt-outs. In order to keep your email list up to date and active, you should have a strategy in place to grow your email list.

Below are a few techniques that you can use to grow this list.

Create engaging content.

Your email should contain great content and should capture the audience to ensure that they remained subscribed.

Segment your list by creating buyer personas.

You can create your buyer personas by using research, surveys, and interviews with your target audience. Although this can be quite time consuming, there will be a nice reward. In fact, targeting emails by persona increase email clickthrough rates by 16%. If you make it a point to send your subscribers targeted, personalized emails they are more likely to open and engage with the email.

Create a free resource or tool for your subscribers.

Some examples of free tools include e-books, worksheets, and quizzes.

Promote an offer that requires an email through your social media channels.

Marketing should be integrated, and why not leverage an existing platform to build upon another?

Add a subscription link in your email signature.

This is an easy way to quickly encourage people to subscribe without being too pushy.

Create an opt-in campaign.

If you have an older list, you should create an opt-in email campaign to get them re-engaged. If you notice no engagement from some subscribers after a period of time you should remove them. Most email database companies charge you per subscriber, so it doesn’t make sense to keep them when it’s costing you money and they are not engaging.

Add call-to-action buttons on your Facebook business page.

This is another subtle way to help your audience connect the dots and become engaged with your company on multiple levels.

Make sure that your lead capturing forms are short.

Nobody likes completing forms, and a lengthy introductory form may sway potential subscribers from subscribing. You can always send additional forms down the line, but the main thing you need to capture is their name and email address.

Here’s our lead capturing form. Note that there are very few areas to complete.

A/B test your emails.

You should always be A/B testing and this split test will show you what design, content, or even times of day your audience responds to best. Sometimes a minor change can make a large impact.

Include customer reviews on your website and landing pages.

Reviews are “social proof” that your company is not only trustworthy but also successful in your sector. Sift through your Yelp account and publish the best reviews directly to your website. This may encourage potential subscribers that are on the fence of joining yet another email list to opt-in to yours.

These simple techniques should help you grow your email list while also increasing overall engagement. List-building should be looked at from many angles and should be part of your overall email marketing strategy.