Building an email list that converts means understanding and creating relationships with specific customers. How? Using content that connects with their wants, needs and desires. You’re probably already finding new customers with targeted ads that link to a landing page providing a magnetic offer. It’s free, they love it, you get their email address.

That bit is all great, but what about your website, social networks and emails? Do you have all the elements on your digital properties that optimise conversion opportunities?

Here’s 15 things to audit immediately with your digital assets to optimise conversions.

  1. Call to action colour contrast

A lot has been written about conversion tests that compare red and green call to action buttons. It is generally accepted that red beats green.

Most brands don’t like to stray from their own colours. Nor should they. There is no perfect button colour, but the colour of your button is affecting conversions.

The example below has been anonymised, but it is a major European e-commerce site that sells hand-painted porcelain.

build lists 1

When people know how brands are attempting to position themselves, people consider colours congruent with those positions to be more appropriate.

Rather than trying to find the perfect colour, use a colour that heightens the visibility of your button to ensure a higher conversion rate.

Also pay attention to the copy on buttons. One word can change everything as you see from an A/B test below.

build lists 2

Colours mean different things to different cultures, which is something to keep in mind when approaching different geographical markets.

Bottom line: high contrasting call-to-action buttons convert best. Stick to colours that make sense for your brand and customers. Colours will draw attention to your box, words will spur action, so split test the button copy.

  1. Make subscribing easy

Your opt-in form could help or hinder your efforts to gain more subscribers.

The box is often in a prominent position on your site with a strong call to action. You know all that. You might not know that the prefilled copy such as Your Email Address or Enter Name Here can disappear when someone clicks inside the box.

build lists 3

Make it easier for visitors to simply click in the box and start typing. Without the courtesy code you might get bounces because your customers entries are rejected for looking like this: Enter Your Email Address

  1. Cut the click count on call to actions

The opt-in box is usually on the homepage, but if your site visitor starts looking at your blog, about us or pricing page, does your subscriber box follow them?

Also, we know it’s tempting to try and gather as much information as possible, but you can get that down the track. Keep your opt-in fields lean but always collect more than just an email address. You can collect more valuable data once they’re inside the gate by encouraging them to update their preferences.

  1. Build a welcome program

Welcome emails typically get open rates of more than 50% according to Econsultancy.

Granted, you’ve already got the email so this tactic doesn’t necessarily add to your list, but you’ve got more than one list, right?

The welcome email shows gratitude to a new customer and an automated onboarding series gives you the opportunity to showcase your brand.  Better yet, it’s an opportunity to get more data on your customer and shift them as appropriate to more segmented lists.

  1. Ask customers to forward your newsletter

Imagine if every person on your existing list forwarded your newsletter to just one person they knew. List doubled!

A simple Share button could help, or you could make an offer that entices people to forward to a friend. It could be an exclusive (and trackable) discount or entry into a draw.

Make sure the link is clickable in case email clients don’t allow people to download or forward images.

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  1. Package content to attract new leads

People love whitepapers, e-books, blogs, infographics, cheat sheets, best practise guides, and any valuable content offered free for download.

A good way to get new email addresses is to package the content you already have – or go nuts and create something new – in a themed, listicle, or even serial style of format dripped over time or available all at once.

  1. Guest postings

You could pass on your value-added downloads to another publisher and ask them to promote it to their audience. Publishers and influencers often have guest programs that allow good content to be showcased to a fresh audience.

A succinct biographical-style call to action at the bottom is usual practice.

Tammy is the founder of Productive Solutions and has used her asset ROI analysis to help clients increase productivity by as much as 35%. Companies that are striving to increase productivity can reach Tammy at her website”

  1. Make it scannable

QR code stands for Quick Response and can contain website addresses that open direct from a smartphone once scanned.

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QR codes can be put on almost anything such as posters, postcards, flyers, business cards, even stickers and temporary tattoos that can be part of a gift pack to give your advertising a unique edge.

  1. Video message

Your brand’s YouTube channel is a powerful way to announce when a new newsletter is out. You could let people know how to sign up and perhaps give them an incentive to do so, sending them to a relevant landing page via links in the video description.

  1. Thank your subscribers with an exclusive deal

Typically when subscribers opt-in they are presented with a Thank You page and instructions for confirming their subscription.

This could be an opportunity to introduce new subscribers to added benefits.

Your subscriber benefits could be valuable freebies in the form of checklists or discounts that disappear once the page is closed. It’s the perfect opportunity to thank your new subscriber with something tangible, make an added offer, or even grow the list further. Anything is more beneficial than the standard “Thanks” page.

build lists 6

  1. Survey says…

Ongoing engagement with your customers is a great way to keep them engaged in your brand and what you’re all about. Surveys and forms give customers the opportunity to talk about themselves. This gives you a lot more data about them personally, and feedback on what you’re already doing (or plan to do).

  1. Give multiple unsubscribe options

There are many reasons that people unsubscribe from newsletters every day. The frequency of emails is commonly cited as people struggle to maintain control of their inboxes.

Brands often ask “Why are you leaving” when someone hits Unsubscribe, which can create more annoyances, or simply don’t offer an alternate solution.

build lists 7

During the Unsubscribe process give users the option to subscribe to a lesser frequency email in the form of digests. Sure they can say No, but it’s the same effort as not offering it and you never know – a daily subscriber might opt for a weekly email if given a choice at the departure gate.

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  1. Paid ads

Creating ads that drive traffic to dedicated landing pages is a proven way to build an email list. Remarketing ads help create targeted segments with different messages depending on that segments needs and your brand’s offer.

  1. Ask Social followers to Subscribe

Social followers often outnumber email subscribers, so it’s worth asking them to also subscribe to your email newsletter. Facebook allows you to post a newsletter direct to your page, which can be a great way to showcase your offering to a wider audience who could opt-in immediately.

  1. Hosted events

Seminars, summits, workshops, discussion panels, are a great way to build email lists during the registration process. The content at these events can be as simple as discussing industry trends using your talented staff as a further way of showcasing your brand and its values.

Public demonstrations at community fairs also provide an opportunity to expose potential customers to your products and services, with sign-up sheets either passed around the crowd or at entry and exit points.

Action plan

These are our top tactics for building your email list. Work through them and start to methodically implement five tactics per week to grow your list by the end of the month.

Let us know which ones worked best for you, or if you’ve had success with something not mentioned here.

About Traction Digital

Traction Digital are experts in acquisition and engagement, streamlining the execution of cross-channel marketing campaigns, including lifecycle email, abandoned cart, promotions and ROI tracking.

Check out the platform here TractionNext

Get in touch with a digital marketing specialist to discuss future proofing your business.

Call: +61 2 9469 5777
Call: +61 2 9469 5773
Call: +65 9351 8519
Call: +91 44 4312 3220
Call: +44 20 3176 0586

The brief

  • Create competition incentives to entice the public into playing their Lotto game
  • Convert offline players and increase the number of players entering and paying online
  • Meet best-practice accessibility requirements, and guarantee a 100% uptime throughout the competition lifecycle

The process

  • Created ‘Lotto Treats’ campaign, where every entrant to the Lotto received a unique code to be used online to redeem for a minimum reward of £5
  • Build responsive microsite builds catering to all modern desktop and mobile browser
  • Ensure responsive email template builds meeting all best-practice email client and device requirements, replete with dynamic content to personalise each individual recipient’s email

The outcome

  • The competition received over 125,000 entries in the 10 days it was open to the public, with a peak volume of 5,400 entries per hour
  • Rewards were delivered via triggered emails, with the reward selected being dynamically inserted into the email
  • Executed the campaign in under five working weeksTractionNext automation platform

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Want higher email open rates, transactions, and click-through rates? You gotta get personal. Really personal.

Personalisation is King when it comes to email content. People expect you to know them well, and to tell them about the products and services that they’ll like – even if don’t yet know it exists. Highly customised content that reflects the customer’s profile and prior behaviour has the best chance of getting noticed in today’s saturated inboxes.

That’s why ‘Dynamic Content’ is among today’s hottest MarTech.

Dynamic content – also known as adaptive or smart content – is the term used to describe email aspects that change depending on your unique interests and past actions. Think of the recommendation engines from Amazon and Netflix. This is genuine customisation and personalization, and it knows you sometimes better than you know yourself.

How? Using your profile data and the prior actions you’ve taken with a company, everything in your email is tailored to you. Today’s automated marketing platforms let you send one-to-one emails en masse to subscribers, with improved engagement and ROI.

Here are our top tips to be more personal and dynamic with your email marketing campaigns.

Be Relevant

To create a relevant experience for your customers means giving them useful content that reflects their prior behaviours and interests. A strategic approach with this content will result in a higher click through rate from your email to your landing page. The call-to-action on this landing page should also reflect their prior behaviour with dynamic content.

Here’s how it would work: a subscriber clicks through from your email to your site. They like the lead generation box and download your ebook or whitepaper. They love it and come back to the website to see more of what you offer.

This is your big moment. You can either show them the exact same ebook promotion, or you can show this customer that you already know them and progress them to the next offer.

Using dynamic content and smart calls-to-action you can tailor content based on past behaviours and move customers closer towards the end goal – a direct sale, a trial, meeting, phone call, whatever your next funnel phase might be.

Your relationship with customers will constantly evolve when your content follows their behaviours and needs.

Be Attentive

Your newsletter subscriber has already registered their details to receive your inbound marketing. They might also be interested in other offers with your business – be it more valuable content offerings, webinars, events, exclusive social groups, loyalty offers, etc.

Using dynamic content means they are recognised by you already. They can bypass another form and get instant access to ensure they aren’t constantly jumping through lead capture hoops after clicking through from your email.

Be Geographic

Dynamic content lets your customer know that you really know them. In fact, you know exactly where they are.

Marketing campaigns that are truly personalised work with segmented lists. These lists contain a range of values, including the person’s location. This helps you send content and offers that deepen your connection with customers by being relevant to where they are physically located.

Connect your customers to a local sales rep or store, or offer transport and eating suggestions based on their hotel bookings.

Got an event in the same region as your customers? Let them know about it. Small content flourishes that show local knowledge – such as a nod to local sports teams – can add interest and authenticity to your marketing.

Be Personal

Isn’t it all personal? Well, yes. When you have developed specific customer personas, it gets even more personal.

Businesses often serve a few different personas. Breaking down the characteristics of those personas helps tailor different marketing messages and offers that specifically relate.

If you haven’t already developed customer personas, you could start by talking to your sales team about their best customers. Start off with just a few personas rather than going too broad.

Email marketing with specific imagery that reinforces this persona shows that your marketing represents them personally. Persona-based imagery can also follow through to the landing pages or regular website pages linked from the email.

Be Industrial

Another great way to use dynamic content is to segment customers and prospects by industry. This often follows neatly from your personas particularly if your company is primarily B2B.

Many companies often target industry-specific personas, so it stands that marketing communications should reflect those industries with the highest value to your business.

Again, the email and landing page content triggered by these customers would be best served with industry-specific imagery and language. Manufacturing professionals are less likely to relate to imagery more suited to medical professionals, for instance. People like to see people like them, people who use the same industry-specific language.

Using dynamic content gives you the opportunity to present pictures and words specific to doctors, or people in industrial warehouses. It will be more relevant and has a better chance of converting because it shows that you understand their needs rather than marketing with a cookie-cutter.

Be the thing that people Love

When you use dynamic content, you are showing customers that you already know them. This enhances the experience of your readers or visitors who come to value your content, products and offers.

Dynamic content starts to deliver real value to your customers and leads by understanding their needs – where they’ve come from, to where they are now, to where they need to go next based their current position in the customer journey.

All of the data gathered with your MarTech provides valuable insights into your customer’s preferences and past behaviour. Combine this with dynamic content and you’re in a top position to provide customers with things they need, making your marketing something that they love.

Tech pillars behind Dynamic Content

  • Centralised marketing database

Your marketing database is the brain behind your dynamic content. It stores your customer’s interaction history with your emails and landing pages.

  • Smart content generator

Smart content is content that is informed by data and responds using a set of rules. A smart content generator will show or hide content based on your marketing database.

  • Integrated email system

If your email system is tied into your contacts database, you can also add dynamic content in email sends.

Dynamic content features to consider using

  • Video: Embed your video code inside the email template to show your marketing messages using the power of sound and vision.
  • Device targeting: Got a new app? Send customers to the correct app store for their specific device.
  • Convenience apps: Empower customers to do everything from your email. Use dynamic features from direct calendaring to direct messaging a sales rep – all from within the email, and watch engagement skyrocket.
  • Dynamic surveys: Rather than adding an external link, embed a survey within the email so subscribers can respond instantly.
  • Live scrolls: Make your email pop with scrolling prices or offers that change each time the email is opened.
  • Countdown timer: Limited time offers, registrations and event deadlines create urgency. Especially if it’s added to a live banner in the top of the email.
  • Social feeds: Embedding real-time social feeds promotes subscriber engagement and gives you an easy way to double your reach with this simple amplification tactic.

Need help maximising your dynamic content opportunities with email marketing? Get in touch with a Digital Marketing Specialist via

Check out the platform here TractionNext

WalkMe is now available on TractionNext

The TractionNext platforms continues to evolve, improving the user experience and adding value for customers.

The new WalkMe tool accelerates user adoption, employee training and cuts onboarding time for all team members. Allowing you to start producing high converting, engaging communication campaigns from day one.

Reduce user attrition and unsubscribe rates with targeted and perfectly executed, feature packed email campaigns – no matter the skill level of your team members.

WalkMe is an easy to use tool that sits in the bottom right of the screen like a minimised pop up box, waiting to take your marketing team through important campaign elements with a step by step guide.

The full potential of TractionNext, including; email campaigns, forms creation and importing new contacts is now accessible to all users without the need for training.

Activating WalkMe provides a step by step guide, and adds a blue question mark icon next to each field, allowing users to instantly access more information.

For more experienced users, WalkMe can be minimised. Should you need to come back to the tool later it remembers where you were at in building your campaign.

Marketers of all levels can now check their work with real-time guided assistance using a step by step guidebook to direct through unique company business needs for specific campaigns.

TractionNext customers can now increase their internal adoption of our powerful marketing technology that is designed to improve your engagement and sales.

Within minutes, new users can easily add items such as forms, import updated contacts, and create full-featured email campaigns with uploaded file items and personalised to segmented customer lists.

Walk Me lets users of all levels to work comfortably and confidently, without hesitation or doubt.

  • TractionNext feature discovery and dynamic self-help
  • Reduce potential errors in sending sophisticated campaigns
  • Ensure customers get the right information for their needs and your goals

Check out the platform here TractionNext

About Traction Digital

Traction Digital are experts in acquisition and engagement, streamlining the execution of cross-channel marketing campaigns, including lifecycle email, abandoned cart, promotions and ROI tracking.

Call: +61 2 9469 5777
Call: +61 2 9469 5773
Call: +65 9351 8519
Call: +91 44 4312 3220
Call: +44 20 3176 0586

Key Highlights:

• 85% of people think it is at least moderately important for a business to put the consumers interests before their own

• Doing email right and properly

• Giving customers what they want

 • Customers come first

Customers want a genuine smile from your brand. Maybe even a dance. They yearn to be authentically loved, validated and showered in free ongoing gifts. They expect it all and your brand should expect nothing in return. If customers like all the attention you have lavished on their needs, wants and desires and the time is right – then maybe, just maybe, they’ll open their spending habit to you, fall madly into your sales funnel and buy, buy, buy, buy!

Doing the Customer-First Marketing dance is a long game. It’s counterintuitive. You want to brag and boast about yourself and what you offer and it’s hard to hear that no one really cares. All they care about is their own interests. This means that your marketing messages and services need to be tailored to serving those interests first and foremost.

Not so sure? Check out the research below from Marketing Sherpa.

Marketing Sherpa Bar Chart


It means that every bit of your marketing should put the interests of your customer before the interests of your own brand. That five per cent in the graph that says it’s not important to them? Liars. It’s puff-chested bravado from customers with hurt in their hearts just waiting to be served some wholesome content, offers, and freebies that help them do something better. Helps them be something better.

Do it right, do it properly

So how do you activate Customer-First marketing correctly?

  • Provide a good service. Be honest about your product or service. If you aren’t premium, don’t try to be and don’t charge like you are. Be good at what you do, and advertise honestly about the service you provide. Your solution is right for someone, not everyone.
  • Find your tribe. Find the groups of people that want or need you, then market to them with gusto. No one can be all things to all people, but finding your tribe will mean you don’t need to be.
  • Use the MarTech, Luke. Is what Yoda would say today. With so much data and so much technology, modern marketers are spoiled for choice in understanding people’s habits and needs. Smart tactics include: encourage consumers to update their preferences; use Google Analytics features to map customer interests; use automated workflows for personalised content based on customer habits and profile.

Consumers are overwhelmed with choices. Ads and marketing bombard their social feeds, podcasts, contextual ads, email…the list is endless and they get adept at tuning it out. However, the good stuff cuts through and allows you to start them on the journey to their holy grail – your sale.

Give customers what they want

Knowing how your customer behaves gives you a better understanding of where they are at in a buying cycle and what else they might need to complement other purchases.

  • Granular segmentation. Sure, you’ve segmented lists for different offers and communiques but business need to step it up to next level segmentation based on customer behaviour. Have they already bought the camera that you are still retargeting them with ads? Can their cart value be increased with a new lense or printer?
  • Cross-channel consistency: deliver ads with a considered frequency that are coordinated across mobile, social, display, and other channels and devices will help with a coordinated conversion.
  • Optimise messaging: use your data points to serve messaging with the best combination of offers based on past behaviour and identity.

Customers can feel it when a brand gets them. Knowing your customer in detail makes the relationship a whole lot easier. When you know what they like, you can give them advertising and offers they will enjoy. They will trust you, be loyal and your business performance will grow in leaps and bounds.

Customers come first

Customer-First email marketing put the needs of customers before the goals and objectives of a campaign.

If a Company-First email is heavily transactional (Buy this stuff on sale for a limited time!), then Customer-First emails speak to the needs of a specific audience targeted with tight data that treats everyone as an individual based on past behaviour and personal profile.

Customers won’t feel like you just want to sell them stuff; they’ll feel like they are being offered something that they can use and enjoy because it enhances their life.

Great, so how do you do all that?

You get the theory, so what does good Customer-First email marketing look like in practise? It starts with a good technology platform.

For maximum success, you’re looking for a platform that is purpose-built for engaging customers. The platform should be powerful but easy to use. You’ll need technology that helps marketers tailor messaging for different stages of the customer lifecycle. It needs to be unified so that all this can be done in the one spot, and should easily integrate with other sales solutions via the latest API technologies.

In a nutshell, you want a marketing technology platform that tick’s boxes for:

  • Identifying customer profiles and behaviours
  • Recognises behaviours across all channels and devices
  • Talks to customers in a personal way
  • Measures marketing impacts across all channels
  • Provides multi-user functionality for team access
  • Delivers a single customer view

Nail all that and you’ll be far ahead of the pack. Customers will love you, and love that you really, really understand them. Finally, the long game marketing courtship will result in customer loyalty that yields sales, referrals, reviews, and almost anything you ask as long as you keep it real and show that you get them.

Check out the platform here TractionNext

Get in touch with a digital marketing specialist to discuss future proofing your business

Key Highlights:

• Solution overview

• Customer focus & promotional drivers

• Streamlining & automating the sales process

• Reporting insights & customer learning

Traction Digital created the in-store app used by Bay Leather Republic sales consultants to easily build design concepts, select colour changes and create on the spot quotes with the easy drag and drop tool. The app also integrates with the TractionNext marketing automation platform to collect customer data and fast track sales.


  • Provide better customer experience in store
  • Continue the digital experience in-store
  • Streamline and automate the sales process
  • Access to centralised data

Solution at a glance

  • TractionNext automation platform
  • App technology design and build
  • Personalised and dynamic content functionality
  • Supporting more than 50,000 variations and customisations
  • Centralised data management

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Key Highlights:

• 50% of retail will be automated by 2020

• Discover emerging retail tech

• MarTech adoption

 • Adapting to change with automation

It is an exciting time for technology and innovation, with the consistent arrival of new start-ups, new technology and Government funded projects. It seems like every day a new app or exciting digital product arrives on the scene, ready to improve our lives and radically impact the way we see and do things.  Retail is certainly one standout industry where technology innovation is being adopted to streamline processes and improve customer experience in-store and online.

Retail experts predict that 50% of the retail industry will be automated by 2020. But the reality is, at the current pace of adoption it could be MUCH earlier than that. Brands will rush to automate to stay competitive and those who don’t adapt in time will fall by the way-side.

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Key Highlights:

• Will we begin to see privacy as a selling point?

• Triggered email will become a larger slice?

• Email marketing will see a second coming of age?

We have rounded up a selection of past email predictions from 2016 for your curiosity and amusement. It’s an interesting mix of those who hit the mark and those who just got it wrong.

Okay, we do have to commend all those involved for going out on a limb and making some brave statements and many are probably just well ahead of their time or maybe even wishful thinking. Read on for hits and giggles!

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Key Highlights:

• Meeting email frequency expectations

• Data intelligence behind personal interactions

• Tips and best practice

The biggest email engagement mistake marketers can make, is to assume they know how often subscribers want to hear from them and secondly to assume that every customer is the same. Just because they share similar demographic details such as; location, age and gender etc, doesn’t mean they will share the same interests or behavioural tendencies when it comes to email frequency or preferred information.

By empowering customers to educate the marketer on what it is they want, marketers can then provide a more valuable customer experience.

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Key Highlights:

• Solution overview

• Customer focus & promotional drivers

• Collaborative promotion game plan

• Celebrity & network amplification

• Results driven marketing

Traction Digital worked with Unilever Australia on the Dove Men+Care “Journey to Strength” collaborative promotion providing technical scoping, campaign setup, mechanics and testing to support a multi-channel and multi-partnership promotion.


  • Promotions platform for multi-channel solution
  • Trusted advisor for major prize draw
  • Acquire new email subscribers

Solution at a glance

  • Traction Platform
  • Source scrutineer and monitor major prize draw
  • Reporting and insights

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