How to Construct an Email List

We all want to create an email list that matters, but doing so takes some know-how. Here are some of our suggestions for cultivating a community of email subscribers.

Think about the who
(…your subscriber is)
Think about who your subscriber is. What do they look like, figuratively speaking? What is their age range, their job title? What are they into? What motivated them to subscribe to your blog in the first place? If you are having trouble answering these questions, it’s okay to survey your subscribers. Once you have come to understand your subscriber, keep them in mind as you’re constructing each and every email. Fail to address your subscriber as the unique individual they are and you’re likely to lose their interest. If you feel like you have several different subscribers, make sure that you segment your list according to their interests.

Think about the why
(…you’ve created the list)
Many of us have created an email list to spread brand awareness and advertise a product or service, but to thrive, we have to focus on the value we can bring to our audience simultaneously. So, take the time to think about the why as it relates to the love of your audience, to begin with. Here at the Arsenal, we are obsessed with sharing resources with fellow artists and designers to make design fun. So, our email list is focused on, not only introducing new products but highlighting how designers can use these products. We also share free resources, offer discounts on products and share fun podcasts/interviews with designers to make their days brighter. So, when you think of building your list, think of questions like – What is the value you plan on bringing to your subscriber base and how will you deliver on that promise? How can you simultaneously provide beneficial content while boosting brand awareness?

Think about the what
(…you represent)
Last, but certainly not least, your email list and your brand personality, must match up. Your subscriber should be able to open up an email and know, without a shadow of a doubt, that you have written the email. It must come from you, your brand, your voice – each and every time. With time, you’ll become more and more confident expressing the human qualities that your brand represents. The more comfortable you are expressing these qualities, the more comfortable your subscriber will relate to you. Subscribers love to know that there is a human behind an email, after all.

Good luck everyone!