For training companies looking to reach learning and development (L&D) decision-makers, email marketing is a powerful tool. Before you can begin emailing though, you need to build up a list of email subscribers. This list will become your most valuable asset and is essential for nurturing leads and driving sales. It can allow you to stay top of mind, share valuable insights and ultimately, convert engaged subscribers into customers.

But how do you build an email list filled with the right audience? This article will provide strategies to effectively grow your email list.

Why Build an Email List?

Before we delve into how to build an email list, let’s unpack the importance of growing your subscriber base.

An email list provides a direct line of communication with your target audience. Unlike social media, where algorithms can limit your reach, email lands directly into the inboxes of those who have expressed interest. Furthermore, the ability to personalize and target your messaging based on the subscriber’s interests can be unmatched compared to other marketing channels.  With email, you can tailor content based on past interactions, preferences and behaviors, ensuring each subscriber receives relevant and timely information.

Email marketing can also have a high return on investment (ROI), with many companies seeing an average return of $36 for every $1 spent.

What Makes a High-Quality Email List

Before you begin building your list, it’s crucial to understand the qualities of a good email list. Maintaining a healthy list can ensure you do not get flagged as spam and are more likely to land in the user’s primary inbox tab rather than the often-overlooked promotions tab. Make sure your email list follows these key principles:

• Permission-based: Always obtain explicit consent before adding anyone to your email list. Avoid purchasing email lists and instead, focus on organic growth and partnerships.
• Accurate and current: Regularly remove invalid or bounced email addresses to maintain deliverability.
• Relevant: Your subscribers should be your target audience. For training providers, this likely includes L&D leaders, training managers, HR leaders and instructional designers
• Segmented: Your list should allow for segmentation based on industry, job title, interests or engagement levels so you can send more personalized messages.
• Easy to unsubscribe: Ensure subscribers can easily opt out, fostering trust and improving list quality.

Most marketing automation platforms make it easy to build and maintain an email list based on these best practices.

How to Grow Your L&D Email List

1.     Create high-value lead magnets.

To convince your target audience to subscribe, offer something valuable in exchange for their email address. Consider the key challenges of the L&D buyer and craft content that provides solutions. Effective lead magnets for this audience might include:

• Industry reports and research: Share original insights on trends in corporate training.
• Webinars and virtual events: Host expert-led sessions on topics that align your thought leadership and expertise with your ideal buyer’s interests (e.g., using AI to create training content or developing leaders across the organization).
• Exclusive content: Provide gated e-books, case studies, whitepapers or toolkits on training best practices.
• Quizzes and mini-courses: Offer short courses or assessments for the L&D professional to gain knowledge on a trending topic in L&D.

2.     Optimize your website for conversions.

You will want to feature high-value lead magnets on your website. Ensure website visitors can easily find content and subscribe to your email list.

• Place content and signup forms strategically: Include opt-in forms on high-traffic pages, such as your homepage, blog posts and resource pages.
• Use pop-up and slide-ins: Trigger pop-ups with an enticing offer (like a free trial) or high value content related to the page the visitor is currently viewing. The pop-up could trigger when the visitor shows exit intent to capture their email address before they leave your website.
• Make CTAs clear and compelling: Use action-oriented language in your calls to action, like “Get the Latest L&D Trends” versus “Sign Up for Emails.”

3.     Leverage external channels.

Relying on your website alone will only get you so far. Extend your reach beyond website visitors to maximize the impact of your lead magnets. Social media and partnerships provide great opportunities to amplify your reach.

• Share gated content on LinkedIn: Direct followers to your landing page from LinkedIn, where they can access exclusive resources. Use a mix of content types (i.e., video, document posts, and paid ads) to boost engagement and drive more traffic to your landing page with your posts.
• Collaborate with influencers: Partner with L&D influencers who align with your brand and have a large following. You can co-host a webinar, have them promote your content in exchange for discounts on products or services, or contribute articles to influential L&D websites.
• Work with an external partner: Find a marketing partner who shares your target audience and can distribute your content to their email list. Expanding your reach through a resource already trusted by your target audience can provide a strong return on investment.

4.     Utilize events to capture leads.

Industry events, both virtual or in-person, can offer excellent opportunities to grow your email list. Ways to capture leads through events include:

• Exhibit booth signups: Offer a giveaway or exclusive report in exchange for email addresses at the event. Some conferences provide full registration lists to sponsors — personalize your follow up to those attendees you met at the event.
• Session registrations: Thought leadership presentations are a powerful way to introduce your brand to the right audience while keeping them engaged. They also provide a great opportunity to gather attendees’ email addresses.
• Post-event follow ups: No matter how you collect the email addresses from the events you participate in, ensure to send exclusive resources, and continue to send personalized follow-up messages.

5.     Use referral and incentive programs.

One of the most effective, yet underutilized channels is your existing subscriber list. A simple “forward to a friend” button on all your newsletters can generate a steady stream of new subscribers. You can also encourage referrals by offering incentives, such as:

• Exclusive content access: Provide early access to a new report or course.
• Discounts on services: Offer a small discount on your training solutions.
• Giveaways: Offer subscribers a chance to win a prize by entering them into a drawing each time they refer a friend.

Build Lasting Engagement with Your Subscribers

As new subscribers join your email list, engage with them immediately by sending a welcome email series. These emails should:

• Thank users for signing up, and share what they can expect from your emails.
• Deliver the promised lead magnet to reinforce value.
• Introduce additional resources that might be helpful based on their interests.
• Encourage further engagement, such as following you on LinkedIn or signing up for a webinar.

A well-crafted welcome series helps establish credibility, keeps subscribers engaged from the start, and increases the likelihood that they will stay on your list long-term.

Building an engaged email list takes time and strategy, but when done right, it can become a powerful pipeline for nurturing L&D decision-makers into customers. By offering value, optimizing for conversions, and consistently engaging subscribers, your training company can grow a highly targeted list that supports long-term business success.

Want to accelerate your email growth? Let’s talk! Industry events to see how we can help you reach L&D decision-makers effectively.

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