As marketers, it’s our job to constantly add new contacts to our email marketing campaigns- and to our clients’ campaigns. But did you know your list of email contacts decreases by approximately 23% each year? This includes contacts that opt-out of your email sends, move from one company to another or simply stop using the email address you have on file for them.
When you grow your list of email contacts, you will in turn grow your business!
Email marketing is not only the most cost effective form of marketing; it’s one of the most effective channels for lead generation. 91% of consumers check their email on a daily basis. The use of social media is a great way to engage your followers, who can become long-term subscribers of your email blasts. To encourage this, businesses can start by placing a simple email sign-up form on all of their social media sites, making it easy for followers to opt-in to their email sends.
The following tips will help attract and entice new subscribers and grow your email list.
Offer opt-in incentives. These are powerful. Be creative! Offer new subscribers a copy of an article or e-book you have recently written. Have an online contest or free giveaway and promote it on your social media sites and website. To qualify for the giveaway, participants must enter their email address.
Keep sign-up simple. Ask for as little information as possible from potential subscribers. This will increase the chances of them completing the opt-in form. If you want just an email address, ask for only an email address. Every additional step you add lessens the chance of them signing up. Make it easy for people to sign-up. Include calls-to-action on every page of your website. Include a link to sign-up in your email signature and have all employees do the same.
A Lightbox-style signup form. A lightbox-style signup form (a.k.a. pop-up box) on your website is a great way to grab new email addresses. If you are going to utilize a pop-up box on your website, the key is to make it pleasant and inviting to your site visitors.
Here are some tips to make your pop-ups useful and not annoying to your site visitors:
- Do not show a pop-up right away;
- Review your copy. Make it attractive to your target customer;
- Consider appealing design & images. Determine what colors, dimensions and imagery work best on your site.
Adding a relevant and visually appealing image to your pop-up can make all the difference in your conversion rate;
- Add value. Instead of asking something of the site visitor, why not offer something?
- Call to Action. Test a variety of copy to see what appeals to site visitors (i.e. – “Download Now”, “Sign Me Up”, etc.)
- Make sure the popup does not prevent the user from leaving your website. Make sure he or she can close the window without interacting with the popup, this will prevent the “annoyance” factor.
Include a subscriber testimonial. Subscriber testimonials are just as powerful as client testimonials- when it comes to building your email list. Essentially it’s doing the same thing. You can include a subscriber testimonial alongside your opt-in box. One of our clients recently received the following subscriber testimonial: I wish to thank you for the various emails you have been sending. They’re very informative and interesting. You can be assured that if I am ever in need of any attorney, you are the one I will call!
Be consistent. When it comes to your email sends, keep them consistent. For example, sending every other Tuesday at 10 a.m. Subscribers will come to expect these and when they see that you regularly send out great content, they will be more likely to recommend your emails to others. Make sure you have visible social sharing buttons alongside your content, making the share easy.
Host a webinar. Many of our clients are having success with this approach. Make signing up a requirement for registration (collecting email addresses in the process) and offer the webinar recording as an opt-in incentive.
Show them what they’re missing. Share a link or image of a previous e-newsletter on your social media sites. This will show your followers what they are missing by not being a subscriber to your emails.
Offer exclusive ‘subscriber only’ discounts. These incentives can include gift cards, game tickets, promotions, etc. and can easily be promoted on your website and through your company’s social media channels.
The power of social media. Add a Call-to-Action / Sign-up button to your firm’s Facebook page. Share offers on your Facebook timeline and make sure you add social sharing buttons to landing pages, allowing leads to share these promotions with their followers. Mention an influential Twitter follower in your newsletter and tweet about it, in the hopes he or she will re-tweet it to their own followers.
Content is key. The content needs to speak directly to your audience. This goes back to list segmentation- divide your list of email contacts not only into existing clients and new prospects, but go a step further and segment groups based on interests and demographics. This will allow you to speak more directly to potential clients, giving them information that is particularly relevant to them at the opportune time.
Mention the benefits. People want to know what’s in it for them. Make this clear, not only in your e-newsletter and email blasts, but when promoting it on your website and social media sites. Provide social media followers with a screenshot of your upcoming e-newsletter, giving potential new subscribers a sneak peek.
Maximize community sponsorship events. This is an excellent opportunity to gather a lot of new email addresses. Most importantly, make sure your sponsorship booth is enticing and you have enthusiastic people representing your company. Hold contests and give out prizes. Make providing an email address a requirement to participate.
Continued growth of your list of email subscribers plays a vital role in the success of your business. As you can see, these action items are not difficult to implement. These are steps you can begin taking today to increase your email database. The key is to grow your list organically- targeting potential customers from all angles. Avoid list purchasing, the costs outweigh the benefits. Capturing your most qualified leads organically will increase the chances of a successful client conversion rate.