Valentine’s Day is fast approaching. While many people may be looking forward to all of the heart-shaped candies and roses that are on the horizon, as a small business owner, you can start celebrating for a different reason: The holiday is an excellent time to build your email subscriber list. Growing a contact list is crucial to the success of any email marketing program, so to help your ongoing efforts, we’ve come up with four swoon-worthy ways to get prospects to sign up to receive your emails.

1. Be your own marketing cupid

Partner with another business in your area that offers a complementary service or product, or a business that’s targeting a similar demographic. For instance, a boutique owner could seek out a salon, a florist could partner with a wedding planner, and a restaurateur could collaborate with a community theater. Ask your partner to share a link to your sign-up form or a landing page on their social media accounts or in their next email newsletter. Your business will return the favor. This type of local partnership is not only a great way to introduce your brand to a new and receptive audience, but it also gives you the opportunity to show a little hometown love.

2. Throw a “we love our customers” event

Encourage people to visit your business by throwing a customer or client appreciation event. Hand out free goodies, serve sweets and give out coupons. You can use this party to build your subscriber list by placing email sign-up sheets throughout your establishment or offering additional discounts to anyone who joins your list.

3. Print valentines with an opt-in prompt

Use print marketing to get more subscribers by creating valentine-themed postcards. Ask prospects to join your list and share the address of your website or sign-up form. Send the postcards to customers on your direct mail list, slip them into shopping bags, place them on your restaurant’s dining tables or hand them out at any pre-holiday community events. Along with your Valentine’s Day message and call to sign up, succinctly explain the benefits of subscribing in a few bullet points.

You might even consider adding a space on the postcard for people to write down their name and email address. If you go this route, include an offer on the postcard that can be redeemed when the completed form is brought to you.

4. Hold a Valentine’s Day giveaway

Just think — how many companies have you shared your email address with for a chance to win a trip to Cancún or a shopping spree? This tried-and-true method of acquiring new subscribers works for big-name brands, and it can work for you too. Run a sweepstakes in which people enter by giving you their email address. In honor of the holiday, offer a Valentine’s Day-themed prize. A romantic dinner for two is an obvious choice for restaurants, but you could also present the winner with one of your most loved (aka best-selling) products or services, or create a prize pack of red and purple items.

Make sure that you clearly explain to participants how their email address is going to be used. They must know that entering the contest will automatically sign them up for your company’s emails.

This Valentine’s Day, show your email marketing program a little love and use these sweet ideas to start growing your email list.

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© 2018, Amber Humphrey. All rights reserved.