How to Attract and Keep Subscribers
If you get good feedback on your newsletters, use these testimonials as a drawing card to convince more people to sign up. Include them in your sign-up form, or social posts.
When or wherever you give people the option of signing up, remember to also let them know why they should give you their email address. Stipulate what your emails will offer; be it news updates, tips, advice, promotions or notifications of new stock.
How do you get subscribers to engage? Congratulations, they already have by signing up to your list. People who have signed up to your mailing list have not only clearly indicated an interest in your business or product, but has also shown trust in your brand (at least more than someone who has not interacted with your brand in any way). Submitting an email address is the first engagement on the part of the subscriber.
Ask yourself, why did they engage? Because you promised them something. Think about what your newsletter is offering. Once you know why they’re signing up, you’ll know what to deliver, i.e. what content is likely to be most successful. If you’re offering tips and advice, but continuously delivering news updates and discounts instead, you risk subscribers losing interest.
We respond best to newsletters that have a personality or offer something of interest to read. Think about what your brand’s strengths are. After all, these are the reasons your clients support you and what resonated with your target audience. Make sure that your emails play on these strengths.
Engagement is not a one-sided process. Find ways to involve your readers in your campaign. A good tactic is linking your newsletter articles through to your company blog, where subscribers can post comments and actively participate in the conversation.
As a campaign matures, you very often find readers aren't as engaged as they used to be and open and click-through rates drop. Have a re-engagement strategy in place. Whether it’s approaching them with a special offer, free download or a simple “we miss you” re-engage email.
Related story: 4 Things I Learned at The Email Evolution Conference