Create a single main list for each channel
The goal of every business is to build lasting relationships with their subscribers. A strategy to keep in mind is to communicate with your audience through their preferred marketing channel (i.e. email, text message, or both). Then, treat each channel separately and create a designated list for each channel.
Let's dive into why you should create a single main list for each channel from the start to help you organize your subscribers.
Note: Need technical support? Bookmark how to create and add subscribers to a new list.
Make it easy to join your list
Lists are static, meaning once you create a list, people will only join for manual reasons (e.g., when you upload a new contact or they subscribe via a form).
To grow your list, give website visitors several opportunities to subscribe across multiple touch points. Review the strategies below for ideas on how you can continue to grow your list beyond just a standard sign-up form on your homepage.
Provide incentives
Offer high-quality incentives that are only accessible by signing up for your list. Clearly communicate the value someone will receive by joining your list (e.g., exclusive discounts, free shipping, or annual birthday gifts).
If you offer both email and text message, we recommend using a multi-step pop-up form to collect someone's email first and then phone number second in a cohesive experience.
Offer multiple sign-up options
Strategically place sign-up forms across your website, so website visitors have multiple reminders to join your list.
For instance, you should:
- Use a form teaser to give subscribers time to browse your site and then easily return to the form if they're interested.
- Place an embedded form in the footer of your website that is visible on every page.
Collect consent at checkout
Who is more engaged than someone actively making a purchase on your website?
You can collect email and text message consent at checkout depending on the ecommerce platform you use. Refer to our Help Center guidance for your specific ecommerce integration to enable consent at checkout on your website.
If you manage a brick-and-mortar store as well, you can consider hosting events that require attendees to sign up for your list on your website or via a QR code prior to joining.
Acquire leads on social media
If you have the budget, leverage Klaviyo's Meta Ads integration to run targeted lead ads across the Meta ecosystem (i.e., Facebook, Instagram, Messenger). You can connect your lead ad to a Klaviyo list to collect new subscribers directly through these social channels.
A free alternative is to create a landing page that promises sneak peeks into a new collection for those who subscribe to marketing. Then, post the landing page link on your company's social media pages to collect new subscribers.
Maintain a healthy list
A healthy list consists of real, engaged contacts. Take the following steps to maintain healthy marketing lists:
Use double opt-in
Double opt-in is a process through which a subscriber must confirm their subscription before joining a list. For example, when someone submits their email address in a sign-up form, they must confirm their subscription via email before officially joining your email marketing list.
Keep double opt-in enabled in order to protect your list from fake email addresses or accidental sign-ups; thus, maintaining strong deliverability.
Clean your list
List cleaning helps you to:
- Reduce unsubscribe and spam rates, and increase open and click rates.
- Improve your sender reputation with inbox providers (e.g., Google and Yahoo).
- Re-engage subscribers who have shown decreased interest in your marketing.
The process of cleaning your list involves 2 steps:
- Create a segment of unengaged contacts.
- Exclude your unengaged segment from marketing sends on an ongoing basis (or suppress this segment).
Add tags to a list or segment
Add tags to your lists or segments to organize them based on a particular goal or event.
Let's say you create a list of subscribers interested in hearing about exclusive in-person events. Create an events list and apply an early access tag. Doing so makes it easy for your team to quickly search for this list later on; thus, improving cross-team collaboration and better organizing your Klaviyo account.
Analyze your list growth report
Monitor list growth over a specific period with the list growth report. This tool shows any changes in a list, such as the number of subscribers gained and lost as well as how subscribers join a specific list.
Analyze your report and adjust your marketing strategy accordingly. If you notice a loss of subscribers in the last few months, consider how often you message this list and the type of content you send.
Beantown, for example, uses this report to identify where the majority of their subscribers are coming from. They gained 22 new subscribers in the month of February alone. Next month, they'll create a pop-up form to collect new subscribers and compare the results to February's growth. This will help them understand where they should focus their acquisition efforts.