5 Email Subscriber Acquisition Tactics
Subscriber list growth should be near the top of your email marketing program’s priority list. Here are five online-specific tactics to help you accomplish your acquisition goals and identify opportunities that you may be missing:
1. Enhance your website.
- Conduct a touchpoint review of your website, documenting the places you currently collect email addresses. Also, identify places to add permission-based, opt-in language. For example, if you have a customer service-oriented “Contact Us” form, include a check box to give visitors the chance to receive future marketing emails.
- In the e-commerce funnel, capture email addresses at the point of purchase and position your opt-in box near the regular address fields. If you have the box checked by default you'll get more opt-ins, but this may hurt you in the long run since some people won't remember giving permission.
2. Create or optimize a stand-alone email sign-up page.
- Add a global call-out in the navigation on every page of your website that directs visitors to the email sign-up page. Don’t make them hunt for it.
- Having a stand-alone email sign-up page (as opposed to a global, one-click capture) will give you more opportunity to direct traffic from other places, such as social media status updates, online ads and pay-per-click ads.
- Simplify your sign-up form to reduce abandonment. Keep form fields to a minimum, while still collecting relevant information for segmentation. You can always request that your subscribers update their profile at a later time.
- Communicate the value propositions and benefits of being an email subscriber. State why the visitor should sign up for your emails.
- Include a screenshot of a sample email so they know what to expect.
- Set frequency expectations.
- Include a link to your privacy statement.
3. Don’t stop there … test your page.
- Test variables such as imagery, content, messaging and form fields. Test one thing at a time so you can tell what element is making the difference.
- Set up analytics on your email sign-up page to track conversions and form field abandonment.
- Use a testing tool such as Google Website Optimizer, which is free and fairly easy to set up and track results.