Email subscribers are the lifeblood of any well-marketed business, but like cupcakes, funny cat videos, and “That’s what she said” jokes, you can never truly have enough. Capturing more email subscribers is essential for countering the constant erosion that occurs over time as people unsubscribe, change email addresses, or otherwise encounter any number of circumstances that render them unable or unwilling to continue hearing from you.
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Never ones to shy away from helping you improve your business, we’ve put our heads together to create a handy list of tips for growing your email audience. Read on!
1. ENCOURAGE SHARING
If you’ve invested significant time crafting high-quality content for your newsletter, it makes no sense to limit its distribution by not including Forward to a Friend functionality in your messages. Most email service providers such as ExactTarget offer this feature, and others such as MailChimp even include the ability to directly share your newsletter on social networks.
2. OFFER AN INCENTIVE
Although creating and curating awesome content is one way to attract people to sign up, it can be equally, if not more effective to provide a free incentive – aka, bribe them. The right brain- ahem, incentive, can convert strongly for you when done correctly. It can be anything – a free ebook with useful information, a free trial of one of your products, or maybe even just access to an exclusive video. The key is that the incentive has to have value and get the relationship off to a good start, thereby increasing the chances of your next newsletter finding a receptive audience.
3. USE THE FORESHADOW
In general, people don’t do well with uncertainty, so showing previews or screenshots of your emails prior to the act of subscription enables visitors to make an informed choice about what they’re actually signing up for. This is a proven marketing tactic to capture more email subscribers.
4. COME CLEAN
This is another area where providing transparency can help you. By clearly articulating your mailing list policy in human-readable language, you avoid en masse unsubscriptions by people caught off-guard by how you’re using their contact information.
5. TIP OF THE ICEBERG
Asking for less information upfront allows for a more frictionless subscription experience for your visitors. Nothing can be more daunting online than being faced with 15 required questions. Remember that besides the actual email address itself, almost any other information can be either deduced, researched, or outright requested from your subscribers. Get the address, and the rest can come later.
6. MAKE ‘EM FEEL SPECIAL
By opting into your mailing list, your subscribers are entrusting you with a direct line to their attention, so you should reward that trust with exclusive content they can’t get anywhere else. You can then turn around and show anyone else who’s on the fence about subscribing to all the wonderful content and perks you’re providing to your audience.
7. PLUG THE LEAKY BUCKET
Mailing list attrition is a fact of life for any email marketer, but oftentimes subscribers can be retained if you empower them with the ability to tailor their subscription to their liking. For example, if Joe just bought a patio furniture set, he probably isn’t interested in the giant sale you’re having in lawn furniture, and would perhaps prefer to hear about living room furniture instead. By letting Joe indicate that preference, he gets to hear about products relevant to him, and you get to keep him as a subscriber and potential paying customer – everybody wins. Oh, hey, look at that: we just posted about best practices for unsubscribe pages. How convenient!
8. CROSS-PROMOTION IS KEY
Many marketers are pedaling away to cultivate their audiences across multiple channels, but a large proportion of them are speaking in silos – their Twitter followers aren’t their Facebook fans, who in turn aren’t their email subscribers. A little cross-promotion can drive these engaged audience members to coalesce around your mailing list, where you can arguably forge a deeper relationship with them.
9. PARTNER UP
Sometimes it’s a cold, lonely world out there for a lone email marketer, so partnering up with others can help share the burden of hunting for new subscribers. The odd promotional callout in a relevant partner’s message (and vice-versa) can work wonders for you both, as both lists benefit from a reciprocal influx of new subscribers.
A good giveaway can net you a large haul of new subscriber addresses, but how you handle them afterward is important. Many of these subscribers may just be in it for the prize, so you have a precious small window to persuade them to stick around and become the mainstays of your list. Communicate early and often with these folks to give them a full taste of the very best your mailing list has to offer before their interest wanes!
11. ENCOURAGE WALK-INS
Make sure to place subscription forms on the landing pages or blog posts you’re directing your subscribers to in your emails. It’s all good content, and unless you’re specifically barring non-members from seeing this content, you can always leverage some of the organic traffic arriving there to add some new people to your list.
12. PAPER, PLASTIC, OR SIGNUP?
Catching your customers just before or after the checkout from your site can be an easy way to leverage the warm fuzzy feelings that result from a good website experience and successful transaction, and pick up some more email subscribers. Adding a simple checkbox confirming their desire to opt-in may be all you need.
13. RETURN OF THE POPUP
Recently, many blogs have clued into the effectiveness of time-delayed popup modal windows that encourage visitors to subscribe to their newsletters before gaining access to the actual page content. This can be a double-edged sword, as you may turn off a lot of your existing readers, but can be a way to get a quick hit or draw attention to an incentive you’re offering in return for email addresses.