Building an Email List: Best Practices for Collecting Student and Subscriber Data
Published: 2024-03-22 09:42:42


Building an email list helps educational institutions, ed-tech start-ups, and teacher influencers to create a targeted audience database. Why email?
Because email marketing boasts an impressive average ROI of $36 for every $1 spent. That's right; email is still king when it comes to a profitable business. 
But here's the catch: collecting student and subscriber data ethically and responsibly is crucial. 
In this article, we'll dive into the best practices you need to know to build a stellar email list while respecting privacy and engaging your target audience. 
So, let's get started.
Best Practices for Building an Email List of Subscribers/Students 
Define Your Target Audience
Defining your target audience before building an email list is crucial because it ensures that your efforts are focused and effective. You can tailor your content and messages specifically to their needs and interests if you understand who you're trying to reach.  
For example, if your students are data specialists, you will need to create content about data analytics techniques, case studies of successful data-driven projects, etc. On the other hand, if your target customer base is college students, then you can provide educational resources and career advice catering to their educational needs and aspirations.
In the long run, this will increase engagement and conversion rates significantly.
Here are some practical tips to help you define your audience:
Interact with your existing subscribers.
Use Google Analytics to dive into the demographic details and interests of your website visitors.
Create reader personas that align them with your buyer personas. 
Pay attention to social media analytics to identify when and what type of content resonates with your audience. 
Utilize Facebook Insights to gain valuable information about your visitors If you have a Facebook page. 
Create an ICP, Ideal Customer Profile, for effective email marketing. 
Try Permission-Based Marketing
Permission-based marketing is a type of advertising that grants the intended audience the option to voluntarily sign up to receive promotional messages/emails.
Here are the key opt-in methods used in permission-based marketing:
Subscription Forms
Subscription forms are commonly used on websites, landing pages, or blog posts. They typically require users to enter their email addresses and sometimes additional information. By voluntarily submitting the form, users are explicitly granting permission to receive promotional content.

Include Checkboxes
Including checkboxes on various platforms, such as registration forms or checkout processes, allows users to opt-in to receive promotional messages. 
It gives users the choice to select or deselect the checkbox based on their preference for receiving marketing communications.

Double Opt-ins
Double opt-ins provide an additional step in the confirmation process. Once users sign up via a subscription form or checkbox, they receive a confirmation email containing a verification link. 

Clicking the link is necessary to validate their subscription. This method guarantees the user's genuine interest, prevents unintended or unauthorized sign-ups, and enhances the quality and engagement of the email list.
Use List-Building Tools
List-building tools are software/tools designed to assist e-commerce sites in expanding their email and SMS subscriber lists. These tools primarily utilize pop-ups to capture contact information from website visitors, aiming to boost long-term sales and revenue by growing the customer database.
You can also use a list-building tool to grow an email list. Most of them are very user-friendly with drag & drop features, focusing on personalization and analytics. 
Some of the most popular list-building tools are Sleeknote, OptinMonster, GetSiteControl, etc. 
Provide Incentives
Incentives are effective in building an email list by offering something of value to individuals in exchange for their email addresses. This could be exclusive content, discounts, free resources, or special access. 
Incentives motivate people to opt in and provide their contact information, increasing the likelihood of building a targeted and engaged email list. 
Here are some ideas to provide incentives with opt-ins:
Offering exclusive downloadable ebooks or guides
Providing access to members-only webinars or online courses
Giving discounts or coupons for future purchases
Providing free samples or trials of products/services
Offering a chance to win a giveaway or enter a contest by subscribing
However, it is also super important to align incentives with the interests and needs of your target audience. For instance, providing an ebook to a fashion audience won’t be a good idea. 
Implement Content Gating
Content gating refers to the practice of requiring users to provide their information, such as email addresses or demographic details, in exchange for access to specific content.
This technique does wonders for educational platforms targeting students/learners. You can leverage it as a lead generation tool and build your email lists while offering valuable content/resources/lessons to your target audience.
Use Referral or Loyalty Programs
Strategizing customer loyalty and referral programs can be powerful tactics for growing your email list from scratch. Offer rewards and exclusive benefits using loyalty programs to engage your existing students. 
Referral programs tap into the power of word-of-mouth marketing. By offering incentives to both the referrer and the referee, such as discounts or exclusive offers, you can motivate them to participate actively. 
Structuring referral campaigns to invite friends with similar interests to special events can also be effective, allowing you to connect with potential subscribers who have been referred.
However, it's important to ensure that your loyalty program provides perceived value to participants. Keep that in mind, and you are good to go. 
Try Cold Emails
Cold emailing is often not the most recommended technique to grow an email list. But it’s definitely the one strategy that will help you build an audience (and get higher ROI) without spending much time and effort. 
You can use a lead scraper to create a list of the targeted students and send them cold emails via AI-based cold emailing tools like Smartlead. This kind of software can send bulk emails and automate the entire process. 
FYI, almost 80% of consumers favor email as their primary method of communication for business-related matters.
Maintain Email Hygiene
Maintaining email hygiene or email scrubbing refers to the practice of ensuring the cleanliness and accuracy of an email list by verifying and removing any invalid or non-existent email addresses.
Although it doesn’t help in building an email list, it’s crucial in maintaining a functional list. You can minimize bounced emails and increase email deliverability by regularly checking and updating your email list. 
Overall, it’s an essential step to keep your email list healthy and ensure that your messages reach the intended recipients effectively. 
Final Thoughts
Building an email list is a powerful strategy for educational institutions, ed-tech start-ups, and teacher influencers. 
Practices like defining the target audience, using permission-based marketing, providing incentives, and leveraging list-building tools ensure effective data collection while respecting privacy. 
Loyalty programs and referral programs help in using existing students to get new subscribers. With these practices, you can drive engagement, enjoy a high ROI, and foster meaningful connections with your audience. 
Prepare to reap the benefits of successful email list building! 
All the best!