Email marketing is an effective tool used by the majority of businesses looking to grow their customer base and increase sales. Research by Ascend2 highlights that email marketing technology is used by 82% of B2B and B2C companies and eMarketer reported that:
B2C marketers who leverage automation have seen conversion rates as high as 50%
Email remains a marketing heavyweight as McKinsey&Company state that email is a “significantly more effective way to acquire customers than social media” and nearly 40 times more effective than Facebook and Twitter combined.
These statistics provide highly compelling reasons for businesses to integrate email into their marketing mix. However, if you’re failing to convert users into email subscribers, you could be missing out on valuable opportunities to engage consumers in a meaningful relationship with your business. By developing a growing email subscription list and successful output of email marketing activity, you can not only create means to direct communication with your desired audience but you can strive for the ultimate goal – readers and customers who look forward to your emails.
Before you hit this email marketing jackpot though, you will need to develop a strategy to regularly increase your email subscriptions. As consumers become increasingly discerning about how and where they share their data, you will need an effective plan of activity to see conversions.
Here are six important steps you can take to give your email subscriptions a boost!
Go organic
No – we’re not talking food! There are easy ways to grow your email list and there are effective ways. Email marketing content will only be successful and show return on investment (ROI) if you’re engaging readers who really care about your product, service or the content you are sharing. If you purchase a ready-made list online, you may be favouring quantity over quality. Growing your lists organically through converting website visitors, social media users or new customers will be much more beneficial in the long term as you will be starting the journey with an engaged reader.
Stand out
When you land on the business homepage, is the email subscription link in a prominent place? Make the most of your website and online touchpoints by ensuring the sign up form is in an easy-to-locate position that receives most traffic. It sounds obvious, but that’s exactly what the sign up process should be – obvious! The user should not have to hunt for your sign up form so make sure it’s not buried on an obsolete website page or hidden in the footer of the homepage
Call to action!
If you’ve got an email newsletter – shout about it! Wherever possible and appropriate, include a call to action that encourages users to sign up. This could be in blogs, marketing materials, e-flyers or social media. All of your online touchpoints should make reference to your email newsletter and offer the user the opportunity to convert. Include direct links and clear, active language which will engage their interest and lead them so subscribe. Read our handy blog on how to develop effective call to actions (hyperlink).
Make it easy
Capturing user data should be a straight-forward and hassle-free process. Limit the amount of information you are collecting to what is necessary and ensure the form is user-friendly. If the sign-up process is too lengthy or slow to load then users are likely to lose interest and abandon the form. As consumers become more aware and discerning about how they share their details, it’s important to only take the information you really need and let subscribers know how their data will be used. Be upfront and honest with your readers so you can begin an honest and engaging relationship.
Communicate the worth of signing up
Clearly communicate the value that subscribers will receive from being signed up to your email newsletters. Let them know the types of content they can expect in their inbox, alongside any promotional offers or deals you may plan to send. You could also allow readers to tailor their experience based on their preferences so they only receive specific news or types of content. Being upfront with subscribers will encourage them to sign up and ensure they expect your communications, increasing the likelihood that they will open the emails.
Offer something more
If you can’t encourage people to sign up with the promise of high quality content, why not offer them an initial freebie, discount off a purchase or special content? Offering something exclusively to email subscribers will not only provide an attractive reason for users to sign up, but the promise of a free product when they purchase or personalised voucher will also encourage subscribers to convert to customers!
Once you start building up your email subscription list, the only thing left to do is ensure you’re actively sharing interesting and engaging content! Take a look at our top tips to help you create the best business e-newsletter.