The goal of any email marketing manager is to bulk up the email subscription list. There are more than a few ways to do this, starting with the basics and then getting a little more creative.
Linking to Key Spots
The first step is reaching out to your network and letting them know you’ve got a newsletter. Step two is linking to it in your social media and using a widget if available. Step three is linking to a subscription in your email signature, preferably using a graphic versus just a standard link. Everyone in your company should also do the same to ensure that the link reaches maximum visibility. Also make sure to link to your signup form on every page of your website, either in a side or top navigation, footer, or a button that sits somewhere locally.
There are still other things you can do, little bread crumbs you can leave, to get people to convert to your amazing email campaigns. If you’re in e-commerce, a great place to link is in the checkout page. You know people are already invested since they’re checking out or have checked out – and convince them further still by offering exclusive discounts and promos.
However you place the link, keep in mind that it should also transfer easily to mobile users. So test out both web and different types of smart phones to make sure everything is consistent and easy to use across the board.
Create a powerful call to action
The pop up you have on your website enticing people to sign up should have a powerful call to action. How it’s worded will vary for different industries, but two things are common denominators across any field.
The first is design. Good design always matters, and part of that good design in the copywriting. What are you actually going to say? What tends to work across most industries is some sort of social proof: “join the community of 24,000 subscribers.”
The second is that you should offer some kind of freebie or reward, even if it’s a discount, a tool, or resource material. Free editorial calendars were a really big hit in 2016. Worksheets, checklists, templates and other types of guides – especially visuals – tend to do really well. If you’re stumped on what to give away, think of the greatest present need in your community – and cater to it. Once you’ve got an arsenal of giveaways, you can also link to each in a blog post. There should be a separate landing page for each giveaway with the ads etc to link to the newsletter. This way you’re channeling people to your sign-up in several different ways.
Instead of only giving away content if someone subscribes, you can create content to giveaway and have that landing page or content piece include a discreet ad for your newsletter. This reverse strategy is incredibly popular. Since someone has already converted and found value in what you have to offer, they’re more inclined to give back in the form of a signup, knowing there’s more good content on the way.
Now that you have a plethora of tips, the next step is to seek inspiration to create compelling email campaigns.