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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-242607" class="et_pb_post post-242607 article type-article status-publish has-post-thumbnail hentry article-category-targeting-personalization article-industry-agnostic article-tags-email-personalization article-function-marketing"><div class="article-content"><div class="article-head-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/articles/" title="Articles">Articles</a> <a href="https://www.dynamicyield.com/articles/category/targeting-personalization/ ">Targeting & Personalization</a></div><h1 class="article-title">How to Drive More Subscribers to Your Mailing List</h1><h2 class="article-excerpt">Discover actionable tactics to grow a high-quality, engaged mailing list. Learn how to optimise your website, leverage incentives, comply with regulations, and use personalisation tools like Mastercard Dynamic Yield to boost subscriber growth and long-term engagement.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/ravit-183.png" alt="Ravit Morales" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/ravit/" title="Posts by Ravit Morales" rel="author">Ravit Morales</a></div><div class="article-author-title-text"> Senior Content Strategy Analyst at Dynamic Yield by Mastercard</div></div></div></div></div><div class="entry-content article-entry-content"><div class="article-entry-content-inner"><div id="WYNTK-Sec" class="what-you-need-to-know-sec"><p><img decoding="async" src="/wp-content/uploads/2020/09/star-icon.svg" style="width: 20px; margin-right: 5px; vertical-align: -2px;"><strong class="first">Summarize this article</strong><strong class="hidden">Here’s what you need to know:</strong></p><ul style="
margin-left: 4px;
font-size: 16px;
"></p><li style="
margin: 10px 0;
"><strong>Prioritise Quality and Compliance:</strong> Focus on attracting engaged, permission-based subscribers and ensure all acquisition tactics comply with GDPR, PECR, and CAN-SPAM regulations.</li><li style="
margin: 10px 0;
"><strong>Optimise and Personalise Acquisition: </strong><Use strategic website forms, value-driven incentives, and personalised content to convert high-intent prospects and nurture them throughout their journey./li><li style="
margin: 10px 0;
"><strong>Avoid Common Pitfalls: </strong>Don’t buy or scrape lists, keep forms simple and mobile-friendly, and always send a strong welcome email to set the tone for ongoing engagement.</li></ul></div><p><br /> In an age of algorithmic feeds, fleeting social engagement, and rising acquisition costs, email remains one of the highest-performing digital channels. For marketers at mid to enterprise-level companies, a healthy, engaged mailing list is more than just a tactical asset – it’s a strategic channel for delivering personalization, enabling lifecycle marketing, and driving long-term customer value.</p><p>At Mastercard Dynamic Yield, we’ve seen firsthand how CRM and personalization strategies thrive when grounded in a strong, permission-based subscriber base. Let’s explore what it takes to grow your list with the right people, the right way.</p><h2>The Foundations: What Makes a Subscriber Worth Having</h2><p>More isn’t always better. A bloated list filled with unengaged or low-quality contacts can drag down deliverability, waste marketing spend, and skew reporting.</p><p><strong>Quality over Quantity</strong></p><p>Focus on attracting subscribers who intentionally opt in and understand the value they’ll receive. Permission-based acquisition not only improves deliverability rates but also builds a stronger foundation for future segmentation and personalization.</p><p><strong>Engagement-Ready Audiences</strong></p><p>The best subscribers are those who are ready to engage. Whether they’re active site visitors, loyalty program members, or webinar attendees, these users demonstrate intent and tend to convert at higher rates.</p><p><strong>Compliance First</strong></p><p>Stay aligned with GDPR, PECR, and CAN-SPAM regulations. Consent should be explicit, and your signup forms must include clear communication about data usage. Tools within Mastercard’s Experience OS, such as dynamic consent banners and customizable opt-in forms, help ensure compliance at every touchpoint.</p><h2>High-Impact Tactics to Grow Your List</h2><p><strong>Optimize Your Website</strong></p><p>Use strategically placed signup forms – in footers, sidebars, pop-ups, and exit-intent modals. Each should highlight a compelling reason to subscribe, whether that’s access to exclusive content or early product launches.</p><p><strong>Offer Value-Driven Incentives</strong></p><p>Lead magnets like downloadable guides, research reports, or product comparison templates are especially effective for B2B brands looking to capture high-intent prospects. With Dynamic Yield, these incentives can be personalized based on user behavior, industry segment, or referral source – ensuring relevance and increasing conversion potential across the funnel. When integrated into a broader personalization strategy, these assets not only drive initial engagement but also support ongoing lead nurturing by aligning content and messaging with each stage of the buyer journey.</p><p><strong>Leverage Social and Paid Channels</strong></p><p>Promote your newsletter across paid and organic channels. Consider Facebook Lead Ads or Google Discovery campaigns to reach audiences where they’re already browsing.</p><p><strong>Use Events and Webinars</strong></p><p>Reconnect is a journey orchestration tool in Dynamic Yield that helps re-engage users based on behavioral signals, inactivity, or lifecycle milestones. It’s particularly valuable for extending engagement beyond one-time interactions like webinars, product demos, or virtual events. Whether during registration, live attendance, or on-demand follow-up, Reconnect triggers can activate personalized nurture streams – automated sequences of tailored content such as educational emails, product recommendations, industry-specific insights, or exclusive offers. These streams are designed to guide each user through their unique journey, turning event attendees into long-term subscribers and eventually, loyal customers.</p><p><strong>Referral and Loyalty Programs</strong></p><p>Encourage current subscribers to share the value with friends and colleagues. Loyalty points, early access, or exclusive discounts can all serve as effective motivators.</p><h2>Messaging That Converts: What to Say and How to Say It</h2><p><strong>Clear, Compelling CTAs</strong></p><p>Avoid generic copy. Instead, use action-oriented, benefit-driven phrases like “Get Your Free Report” or “Join 10,000+ Marketing Leaders.”<br /> <strong>Set Expectations</strong></p><p>Be upfront about email frequency, content themes, and subscriber benefits. This builds trust and reduces opt-out rates.<br /> <strong>Test and Optimize</strong></p><p>Use A/B testing to refine your forms and CTAs. Dynamic Yield users can test everything from button color to headline phrasing to discover what resonates most.</p><h2>Avoid These Common Pitfalls</h2><ul><li><strong>Buying or scraping lists:</strong> This leads to poor deliverability, low engagement, and legal risk.</li><li><strong>Overloading forms:</strong> Keep forms short. Only ask for the information you plan to use.</li><li><strong>Neglecting mobile:</strong> Ensure forms are responsive and user-friendly across all devices.</li><li><strong>Skipping the welcome:</strong> The first email sets the tone. A strong welcome series improves open rates and helps onboard new subscribers effectively.</li></ul><h2>Final Thoughts: Build for Long-Term Engagement</h2><p>A growing list is only valuable if it fuels meaningful, ongoing engagement. Every acquisition strategy should be tied to a broader lifecycle marketing plan. At Mastercard Dynamic Yield, we encourage marketers to align top-of-funnel list-building with mid-funnel nurture and post-purchase retention.</p><p>Track subscriber growth alongside metrics like email engagement, conversion rates, and customer lifetime value. This holistic view ensures your list isn’t just growing – it’s thriving.</p><p>Get in touch to explore how Mastercard Dynamic Yield can help you build a high-performing subscriber strategy.</p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/email-personalization/">Email Personalization</a></div></div><div class="article-content-sidebar"><div class="article-content-sidebar-inner"><h4>Read next</h4><ul class="article-sidebar-nav"><li> <a href="https://www.dynamicyield.com/article/user-identification-for-personalization/">From Fragmentation to Connection: Mastering User Identification for Personalization</a><div class="article-sidebar-nav-author">Gina Walanga</div></li><li> <a href="https://www.dynamicyield.com/article/the-enterprise-guide-to-ip-warning/">The enterprise guide to IP warming: Boost deliverability, ensure compliance, and power seamless journeys</a><div class="article-sidebar-nav-author">Ravit Morales</div></li><li> <a href="https://www.dynamicyield.com/article/reconnect-your-customers-with-the-right-message-at-the-right-time/">Reconnect your customers with the right message at the right time</a><div class="article-sidebar-nav-author">Emily Roberts</div></li></ul></div></div></div></div></article></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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<script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_6ee6e48031ef5dddfe05a9f11136201f.js" id="post-checklist-js-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_5113be2479418a077e699b1647e0adef.js" id="post-event-cards-js-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/plugins/wp-featherlight/js/wpFeatherlight.pkgd.min.js?ver=1.3.4" id="wp-featherlight-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_17babe2fc54117766e24bd50889c6577.js?ver=1772276184" id="article-script-js"></script> <script type="text/javascript" id="dc_conversion_api-js-extra">var ajax_obj = {"nonce":"910abf0a29","ajax_url":"https:\/\/www.dynamicyield.com\/wp-admin\/admin-ajax.php","ajax_action":"conversion_api_call"};</script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_34a6a3100a2ecbc7706af2d4c798f856.js?ver=935c7f8ce03960b02800bc8ae3231df8" id="dc_conversion_api-js"></script> <script type="text/javascript" data-noptimize>var dy_search_params = new URLSearchParams(window.location.search);
if(dy_search_params.has('utm_source')) {
localStorage.setItem('utm_source', dy_search_params.get('utm_source'));
}
if(dy_search_params.has('utm_medium')) {
localStorage.setItem('utm_medium', dy_search_params.get('utm_medium'));
}
if(dy_search_params.has('utm_content')) {
localStorage.setItem('utm_content', dy_search_params.get('utm_content'));
}
if(dy_search_params.has('utm_campaign')) {
localStorage.setItem('utm_campaign', dy_search_params.get('utm_campaign'));
}
if(dy_search_params.has('utm_term')) {
localStorage.setItem('utm_term', dy_search_params.get('utm_term'));
}
if(dy_search_params.has('mkt_tok')) {
localStorage.setItem('mkt_tok', dy_search_params.get('mkt_tok'));
}
// Also, fill in the data inside the Marketo form once its available
if(typeof window.MktoForms2 === 'object') {
MktoForms2.whenReady(function(_form) {
var form = _form.getFormElem();
console.log('MKTO FORM READY');
// Append the mkt_tok param if it exists in the URL
var ls_mkto_tok = localStorage.getItem('mkt_tok');
if(ls_mkto_tok) {
_form.addHiddenFields({
mkt_tok: ls_mkto_tok
});
_form.vals({ mkt_tok: ls_mkto_tok });
}
// Fill in the UTM data from localStorage
var dy_utms = {
'utm_source': 'txt_source__c',
'utm_medium': 'txt_medium__c',
'utm_content': 'txt_content__c',
'utm_campaign': 'txt_campaign_name__c',
'utm_term': 'txt_term__c',
'gclid': ['GCLID__c', 'GCLID_c__c']
};
for(var i = 0; i < Object.keys(dy_utms).length; i++) {
var ls_key = Object.keys(dy_utms)[i],
ls_value = localStorage.getItem(ls_key),
form_key = dy_utms[ls_key],
form_field;
if(ls_value) {
if(ls_key === 'gclid') {
ls_value = JSON.parse(ls_value).value;
}
if(typeof(form_key) === 'string') {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key + '"]');
if(form_field) {
form_field.value = ls_value;
}
} else {
for(var j = 0; j < form_key.length; j++) {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key[j] + '"]');
if(form_field) {
form_field.value = ls_value;
}
}
}
}
}
// IP Address
fetch('https://www.cloudflare.com/cdn-cgi/trace').then(function(result) {
result.text().then(function(values) {
values.split("\n").map(function(item) {
var pair = item.split('=');
if(['ip'].includes(pair[0])) {
form[0].querySelector('input[type="hidden"][name="IP__c"]').value = pair[1];
}
});
});
});
// GA ID and Referrer
var dy_utms_cookie = {};
document.cookie.split(';').forEach(function(el) {
var splitCookie = el.split('=');
var key = splitCookie[0].trim();
var value = splitCookie[1];
dy_utms_cookie[key] = value;
});
if(dy_utms_cookie["_ga"]) {
form[0].querySelector('input[type="hidden"][name="Visitor_ID__c"]').value = dy_utms_cookie["_ga"].substring(6);
}
if(dy_utms_cookie["personalize_referrer_string"]) {
form[0].querySelector('input[type="hidden"][name="Referral__c"]').value = dy_utms_cookie["personalize_referrer_string"].substring(6);
}
// ZoomInfo
if(localStorage.getItem('ZoomInfoData')) {
var zoominfo_data = JSON.parse(localStorage.getItem('ZoomInfoData'));
if(zoominfo_data) {
form[0].querySelector('input[type="hidden"][name="Alexa_Rank__c"]').value = zoominfo_data.alexaglobalrank;
form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
}
}
// Also, dispatch a dataLayer event on success
_form.onSuccess(function(values, follow_up_url) {
window.dataLayer = window.dataLayer || [];
if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {
window.dataLayer.push({
'event': 'demo_request_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
} else if([3876].includes(_form.getId())) {
window.dataLayer.push({
'event': 'newsletter_signup_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
sURLVariables = sPageURL.split('&'),
sParameterName,
i;
for (i = 0; i < sURLVariables.length; i++) {
sParameterName = sURLVariables[i].split('=');
if (sParameterName[0] === sParam) {
return sParameterName[1] === undefined ? true : sParameterName[1];
}
}
}
$(window).load(function(){
var videoID = getUrlParameter('video');
if(videoID !== undefined){
if($('#wistia-' + videoID + '-1').length){
var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
videoName = videoName[0].id
}
if($('a[href="#' + videoName +'"]').length){
$('a[href="#' + videoName +'"]').each(function(){
$(this).click();
});
}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
_wq.push({ id: videoID, onReady: function(video) {
var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
setTimeout(function(){video.unmute();}, 500);
}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
}</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
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