How to Attract and Keep Subscribers
An email marketing campaign isn't about the newsletter, but about the mailing list. That’s something we all learn pretty quickly once the campaign gets underway.
Email subscribers are a valuable bunch. Unlike the one-time-only visitors to your site, subscribers are the ones who keep returning, referring, and most importantly, engaging on an on-going basis. It's that kind of traffic that’s more easily converted. Once you've got subscribers, the trick is to keep them, and get them to interact.
There are countless ways to get people to sign up to your mailing list, and email marketers are becoming increasingly creative in finding more ways to do so. Here are a few ideas:
If you want people to sign up for your mailing list, they need to be able to find your subscription form. Your subscription form should be prominently placed on your home page, and ideally on at least a few other pages of your website. Try to keep the sign-up process short and simple.
Leverage your social following to get more subscribers. You can add a subscription form for your newsletter on your Facebook page. While you're at it, remember to occasionally call out that you have a newsletter through your social accounts, like Facebook and Twitter, and post sign-up links to your newsletter.
Adding social share (share with your network) buttons to your email is also a great way to spread the word about your newsletter. These allow your subscribers to post links to your newsletter on their social networks. As we all know by now, people are much more likely to sign up to something that’s been recommended by their peers rather than “because the marketer said so.”
The easiest way to make existing clients or customers aware of your newsletter, is to advertise it in your store or office. Place a sign-up sheet at your checkout or reception area. Remember to also follow the double opt-in process for in-store sign-ups. The first email you send them should include a verification link. For example, “The last time you visited us you signed up to our mailing list. To verify your email address, please click on this link.”
Related story: 4 Things I Learned at The Email Evolution Conference