# Grow Your Audience with Proven Email Marketing Tactics | Capterra > Three tips from a marketing professional on building a loyal audience through email marketing with meaningful offers, personalized messages, and engaging content. Source: https://www.capterra.com/resources/email-marketing-tips --- Email MarketingMarketing # A Marketing Pro’s Tips for Building a Loyal Email Audience Written by: Niels Juist Niels JuistAuthor Niels Juist is a senior writer for Capterra, specialized in interviewing experts and influencers in the tech industry. He graduated in journalism from the Fo... [See bio & all articles](https://www.capterra.com/resources/author/niels-juist/) and contributor: Marisa Lather Marisa LatherContributor Marisa Lather is a marketing and communications expert and speaker specializing in data-driven growth marketing. As Director of Marketing and Communications ... [See bio & all articles](https://www.capterra.com/resources/author/marisa-lather/) Published October 7, 2024 8 min read Table of Contents - [1\. Attract subscribers by incentivizing sign-ups](#1-attract-subscribers-by-incentivizing-sign-ups-and-avoiding-deceptive-tactics) - [2\. Personalize and limit your messages](#2-personalize-and-limit-your-messages-to-keep-subscribers-interested) - [3\. Experiment with content and consider an agency partner](#3-experiment-with-content-and-consider-an-agency-partner) - [Turn subscribers into loyal customers with proven strategies](#turn-subscribers-into-loyal-customers-with-proven-strategies) Growing a loyal email audience is a top priority for marketers trying to strengthen customer relationships and drive consistent engagement. Yet, many small and midsize companies need help finding the right approach to building and maintaining that audience without overwhelming their subscribers or their marketing budget.  Marketing pro Marisa Lather[\[1\]](#sources), Director of Marketing and Communications at Bridge Partners, who has guided countless SMBs through successful email campaigns, knows that businesses can turn subscribers into loyal customers with the right strategy and [software](https://www.capterra.com/email-marketing-software/). In this article, we've combined Lather's top tips with insights from Capterra's global survey of 5,996 respondents to explore effective strategies for attracting, engaging, and retaining an email audience that drives real value for your business. ## 1\. Attract subscribers by incentivizing sign-ups and avoiding deceptive tactics  Email should be a long-term growth strategy, integrated with other parts of your business for a seamless experience. Give your audience the option to join your email program to build a direct relationship, independent of algorithms,” Lather says.  Many brands miss the mark by failing to promote the benefits of signing up. According to a Gartner analysis of brand mobile sites and mobile applications, only 58% of brands explicitly describe the benefits of subscribing to their emails at sign-up, and fewer still (24%) provide promotional incentives for signing up.[\[2\]](#sources) You could be providing a [better customer experience (CX)](https://www.capterra.com/resources/customer-experience-strategy/) than your competitors while expanding your subscriber base if you offer something valuable, such as early access to VIP members-only sales or content only available to subscribers. Consider putting some budget behind the incentive through discounts or loyalty points, but only if that makes sense for your [brand identity.](https://www.capterra.com/resources/how-to-build-brand-identity/) “You want to avoid diluting brand perception,” says Lather. “Chanel isn’t doing a ‘buy one, get one free’ incentive, you know?”  Lather also advises brands to shun shady tactics in their pursuit of a large subscriber list. Our survey found consumers are taking these actions when faced with deceptive marketing practices, such as hiding or complicating the unsubscribe process from your marketing communications.  When unhappy subscribers take to social media to voice their frustration, your brand’s entire [online reputation](https://www.capterra.com/resources/online-review-management-software/) is at stake. “Brands are no longer the sole narrators of their story,” Lather observes. She suggests these customer-friendly ways to build brand loyalty and a trusting email audience: - **Don’t hide or complicate the unsubscribe process**: Smart companies keep the unsubscribe process transparent,” Lather advises. “Deceptive practices often stem from prioritizing short-term revenue goals or simply not knowing the laws.” Either way, keeping the unsubscribe process transparent and easy is the best way to build loyal, engaged email subscriber lists.  - **Be upfront about what subscribers can expect**: Lather says, “Give \[customers\] the opportunity to self-select in terms of frequency or topic. They're able to identify, ‘I want this weekly. I don't want sales emails. I want only promotions, etc.’ or whatever it is. That puts them in the locus of control.” - **Never sign people up for newsletters without permission:** Doing so would violate the principles of [permission-based email marketing](https://www.capterra.com/resources/permission-based-email-marketing/) and can quickly alienate potential customers. Unsolicited emails may lead recipients to mark them as spam or delete them, and could also result in costly FTC penalties—up to $40,000. By adhering to best practices, you build trust and foster long-term relationships with your audience. [Email marketing tools](https://www.capterra.com/email-marketing-software/) can help manage sign-ups and make the opt-out process straightforward. These platforms ensure customers feel in control and are more likely to create great associations with your brand. Seek out functions that allow you to create personalized sign-up forms and automate the distribution of welcome emails, exclusive content, discounts, or [loyalty rewards](https://www.capterra.com/resources/how-to-create-a-customer-loyalty-program/) to your subscribers. _Personalized welcome email from email marketing software platform_ [**_Acumbamail_**](https://www.capterra.com/p/195838/Acumbamail/) **Tech Tip:** Using basic email marketing tools? Upgrade to more advanced options that fit your business's growth stage. Check out our [Email Marketing Software Pricing Report](https://www.capterra.com/resources/email-marketing-software-pricing-report/) for a comparison of features and functionalities that can boost your marketing efforts, whether you're starting out or scaling up. ## 2\. Personalize and limit your messages to keep subscribers interested “It comes down to really relevant content. Make sure that it is insightful and applicable,” says Lather. This requires more than a one-size-fits-all approach. Personalization isn't just about using a subscriber's name in an email—it’s about sending content that aligns with their interests and behavior. Capterra’s 2024 Advertising Preferences Survey found that consumers globally feel more positive (34%) than negative (19%) toward companies using their data for more targeted or personalized ads.[\*](#methodology) Tools like [CRM systems](https://www.capterra.com/customer-relationship-management-software/) can help organize this data, crafting messages that resonate with different customer segments, and make it easier to send out email campaigns. **“**You can understand the customer life cycle, and a design tool to help you quickly, make edits to ads and be creative. I also have marketing automation tools to coordinate multi channel efforts, AB testing and personalization,” says Lather. However, it’s essential not to overwhelm subscribers with too many emails. Capterra research shows that consumers tend to unsubscribe if they receive what they perceive as “too many” messages per month from the same company. The balance between keeping in touch and avoiding inbox fatigue is delicate but necessary for maintaining interest. Here’s how to find a balance between [personalized marketing](https://www.capterra.com/resources/personalized-marketing/) and limiting email overload: - **Use audience data to group subscribers into segments**: [Segmenting your audience](https://www.capterra.com/resources/customer-segmentation/) based on preferences, past purchases, and interactions helps you create targeted campaigns. This way, you send relevant content rather than cluttering inboxes with generic messages. Lather says, “Maybe you sponsor an event, you get a list of attendees, and some are very clearly your \[ideal customer profile\] (ICP). You could put them into one nurture stream. But then if you have another group who is not your ICP, put them into a different stream with different messaging. Start them with the preference center so that they're able to understand and tell you how they want to engage with your brand.” - **Tailor your content for each group based on their preferences**: Lather suggests, “Use an audience intelligence tool to understand the interests of your prospective audience, and to help you create content or imagery that is really aligned. Use dynamic content so when campaigns go out, it shows a different personalization token, or a different content block that speaks to a different interest. Focus on your content and make it, really relevant to your audience.”  - **More is not better**: Limit the number of emails to about 5-6 per month or adjust according to subscriber engagement. _Email marketing and contact management features from CRM software_ [_EngageBay CRM_](https://www.capterra.com/p/178819/EngageBay-Marketing/) **Tech Tip:** Personalizing your email campaigns is easier with the right CRM system—segment your audience, track key metrics, and send targeted messages that resonate with your subscribers. Explore the most important [CRM integrations](https://www.capterra.com/resources/crm-integrations-help-your-business/) to help your business. ## 3\. Experiment with content and consider an agency partner “Think about interactivity in your emails,” says Lather. “Send them a poll, a question, a quiz, or give them something to click.”  Lather encourages marketers to flex their creative muscles to keep content fresh and give subscribers more reasons to stay engaged. Keeping subscribers interested requires relevant content and variety, as we found in our survey. Lather advises marketers to engage subscribers by:  - **Mixing the content formats**: Try different types of content, such as interactive elements like quizzes, videos, or [surveys](https://www.capterra.com/survey-software/) that invite the audience to participate. - **Evaluate and iterate**: Regularly conduct thorough reviews of your email campaigns on at least a quarterly basis. This will allow you to adapt to audience feedback and new marketing trends. Focus on critical metrics, including click-through rate (CTR), click-to-open rate (CTOR), and conversion rate. CTR provides insights into your audience's interaction with your content, while CTOR evaluates the effectiveness of your subject lines. Streamline this process with [email marketing analytics](https://www.capterra.com/resources/email-marketing-analytics/) tools, automating key insights and freeing up time for strategy. Consistently fine-tune your campaigns based on these performance indicators. - **Consider partnering with an agency**: Lather says, “Some of the pros of working with an agency: you can produce more, you're tapping into somebody who's an expert in their field, and you might get innovation that you might not have thought of. It can also be more cost effective and flexible than a full time hire, and you're going to get a quicker turnaround. When you're evaluating somebody, look for somebody with a specialization, look at their portfolio. They should be able to say, ‘this is the work I've done, and these were the results’.” For businesses that struggle with the workload of creating new content regularly, partnering with an email marketing agency can be a smart move. Agencies bring creative expertise and can manage campaigns, supporting your team to focus on other priorities. When choosing an agency, ensure they understand your brand and have a good track record in your industry. Many businesses have found success outsourcing their email campaigns, giving them more time to focus on core business functions. _Capterra’s service provider evaluation scorecard to help you find the right email marketing agency partner (_[_Source_](https://www.capterra.com/resources/outsourcing-service-provider-process/)_)_ **Tech Tip:** Are you struggling to decide between in-house and outsourced email marketing? Outsourcing can save time and provide access to expert insights, but it's important to weigh the pros and cons. Choose the right approach for your business by considering your budget, goals, and available resources. Explore more tips on selecting the best email marketing partner with Capterra’s guide to [outsourcing email marketing](https://www.capterra.com/resources/outsource-email-marketing/).  ## Turn subscribers into loyal customers with proven strategies Building a loyal email audience doesn’t have to be an uphill battle. You can transform casual subscribers into dedicated customers with the right incentives, personalized content, and thoughtful engagement strategies. Here’s how you can put these strategies into action: - **Offer valuable sign-up incentives**: Motivate users to opt in. - **Segment your audience**: Send content that resonates based on behavior and preferences. - **Keep your emails fresh**: Experiment with interactive formats like quizzes, surveys, or exclusive offers. - **Hire an email marketing agency**: If your team needs support maintaining variety and creativity in your campaigns, getting outside help can drive significant growth.  Ready to take the next step? Download our free Service Provider Scorecard to help you plan your next campaign. It’s designed to guide you through each step, from audience building to content creation, ensuring your efforts lead to long-term results. Applying these insights and staying attuned to your audience’s preferences will make your email list full of loyal subscribers one of your business’s most valuable assets. ## Capterra's 2026 Software Buying Trends Report ### Download our 2026 Software Buying Trends Report to see how successful software adopters avoid disappointment and how your business can, too. * * * **Survey methodology** \*Capterra’s Advertising Preferences Survey was conducted in July 2024 among 5,996 respondents in the U.S. (n=496), Canada (n=500), India (n=500), Brazil (n=500), Mexico (n=500), the U.K. (n=500), France (n=500), Italy (n=500), Germany (n=500), Spain (n=500), Australia (n=500), and Japan (n=500). The goal of the study was to explore how companies are marketing to consumers and how they are adapting to changing regulations. Respondents were screened to search online for product once a month or more often. They must also receive digital marketing communications several times a month or more often. Sources 1. [Marisa Lather](https://www.linkedin.com/in/marisalather/), LinkedIn 2. [Digital IQ: Website and Mobile Marketing Benchmarks for 2024](https://www.gartner.com/en/documents/5454763), Gartner * * * ### Was this article helpful? * * * ## About the Authors [### Niels Juist](https://www.capterra.com/resources/author/niels-juist/) Niels Juist is a senior writer for Capterra, specialized in interviewing experts and influencers in the tech industry. He graduated in journalism from the Fontys University in the Netherlands and has decades of experience in writing for newspapers, news agencies, blogs, and magazines. He lives and works in Barcelona, Spain. [### Marisa Lather](https://www.capterra.com/resources/author/marisa-lather/) Marisa Lather is a marketing and communications expert and speaker specializing in data-driven growth marketing. As Director of Marketing and Communications for Bridge Partners, she oversees marketing for the firm specializing in revenue growth for tech and cloud leaders, where she blends her experience in multimedia content creation with an inbound marketing approach to deliver engaging, omnichannel campaigns.  Marisa is recognized by LinkedIn as a Rising Star in Marketing (2023) and a Top... ### RELATED READING - [Marketing ROI: Prioritizing Your Next Sales and Marketing CRM Investment](https://www.capterra.com/resources/marketing-roi-strategies/) - [How Integrating Email Automation With CRM Systems Boosts Customer Engagement](https://www.capterra.com/resources/integrating-email-automation-with-crm-systems/) - [How to Develop an Omnichannel Marketing Strategy for Customer Engagement](https://www.capterra.com/resources/crm-omnichannel-marketing-strategy/) - [CRM cloud vs. on-premise: Which is better for your business?](https://www.capterra.com/resources/crm-cloud-vs-on-premise/) - [CRM Data Management Explained: From Clean Data to Customer Insights](https://www.capterra.com/resources/crm-data-management/) - [Capterra Sales and Marketing Trends 2026: CRM and AI Adoption Requires Strategic Implementation and Integration](https://www.capterra.com/resources/sales-and-marketing-software-trends/) - [Email Marketing Trends: What SMBs Need To Know To Boost Campaign Performance](https://www.capterra.com/resources/email-marketing-trends/) - [Exploring Different Types of Video Content and Their Benefits](https://www.capterra.com/resources/types-of-video-content/) - [What Are the 8 Types of Digital Marketing?](https://www.capterra.com/resources/types-of-digital-marketing/)