We wrote recently about how to maximize your email marketing strategy. Make no mistake about it, email is most certainly not dead. When done properly, email can be an excellent way to build your brand and strengthen relationships with your leads. Who knows, maybe even turn them into customers!
But gaining email subscribers can be hard. After all, who really wants to fork over their email address? There are some tactics you can use that can organically drive traffic and encourage site visitors to drop their contact info.
Let’s get down to it:
Make it easy
If signing up on your site is hard then you can be sure no one will do it. This is not a ’90s RomCom. No one is going to jump through hoops to make it work, they want things to be quick, easy, and efficient. It’s not romantic, but that’s the way of the internet.
You need to guide your site visitors towards clear entrances towards your database. With Blog Trackr, for example, we have a few main entry points.
We have a top bar on the top of our website that feeds into our blog newsletter:
This gives first time site visitors an eye-catching and attractive way to get to know us better. This feeds into our blog as it is one of our lower-effort and lesser specialized forms so it’s a good catch all.
Related to our blog, we also have a pop-up form for blog visitors to entice them to subscribe and stay a while to learn with us:
As this appears for blog visitors we feel it’s not so intrusive, it’s set to appear once the visitor is on the page for 7 seconds. This is generally a good time for a pop up to appear as the visitor is pretty committed by that point, they want to read the post and may want more content from us. As this appears on our blog, it’s a natural way for would be subscribers to become leads.
Lastly, we have our higher-effort and more specialized signups:
We have a series of landing pages like these to capture specialized site visitors. We say specialized because each of these pages feeds into a very specific list and subscription. The above, for example, feeds into our social media marketing weekly newsletter.
You may note if you look closely at the above screenshot, we’re not just asking for subscribers for our social media weekly newsletter. In addition to our newsletter we are providing our social media marketing kit – an ebook we wrote to help marketers get started on using social media.
No one is just going to hand over their email address just because you asked for it. If you provide something of value – an ebook, a discount, or what have you – then there is a clear incentive to sign up and learn more. In order to really start boosting your subscriber base, start giving a little to get a little. That’s the inbound marketing way after all – add up front value so that you can grow your contact base organically. It’s the best way to build lasting relationships if you ask us.
Be clear as to what you will do with their address
You know what I hate?
When I sign up for something simple, and suddenly am spammed with email. No one wants to sign up for one little thing and then suddenly get every email under the sun. Or worse, if you are a larger business (think TJX Corp) suddenly getting every email from your sister-companies.
If you do that you are going to find very quickly how sad it feels to lose subscribers. Or worse, you’ll get marked as spam.
Instead be clear and up front with what you intend to do with the email address that gets submitted and never deviate from it. Note that in all the above examples we describe what we will send in responds to filling out the form and often the cadence that updates will be sent. Remember, people like surprises, but just not in their inbox.
Provide a way out
No one likes to think about relationships ending. It’s ‘to death till we part’ after all, not ‘it’s super easy to get divorced don’t worry’. While romantic relationships may not work that way, business<>customer relationships often do.
We all hate breakups but sometimes they are for the best. Otherwise you make be taken through the wringer for being hard to deal with and unsubscribe from which is far, far worse than losing a subscriber.
That’s why we let our subscribers know that they can leave us at any time. We want them to feel comfortable giving us their information because it will never be shared or abused. If someone decides they’d rather not hear from us then more power to them. It’s about creating good relationships, not spamming strangers on the internet.