Advanced Strategies to Get People to Sign Up for Your Email Marketing List
by smallbiztrends, Guest Blogger
- Created: January 15, 2014, 7:39 am
- Updated: January 15, 2014, 7:40 am
You already know that email can be highly effective in reaching potential customers and getting repeat business. In fact, despite the constant barrage of trendy new social sites, mobile marketing, and other channels opening up, email remains the top preferred channel for sending and receiving marketing messages, according to ExactTarget.
While email has proven itself effective, the real challenge lies in growing your contact list. People have become reluctant to part with their email addresses, out of fear of being barraged by unwanted daily messages.
However, if you put your focus on delivering value through your email list and only sending emails when necessary, you’ll see an increase in subscribers and opportunity to develop relationships with people who are more likely to convert into customers.
1. Popover Sign-Up Forms
If you’ve visited a site and seen a box hover above the site inviting you to subscribe to emails, you’ve seen a popover form.
These forms can be highly effective, if used correctly. You’re interrupting a visitor’s experience on the site, but in a meaningful way. If you were visiting a marketing blog, for example, you probably wouldn’t appreciate being interrupted by a popover inviting you to sign up for free dog training tips. But, on the other hand, if you were offered the opportunity to get more marketing content only available to subscribers (the way you are in the MarketingProfs example above), you might be inclined to sign up.
It’s also important here to make it super simple for visitors to remove the box by clicking “close” or an “X” in the corner. I’ve seen some popovers that have no obvious way to remove them from my screen, and you can bet I’m not a big fan of those sites.
Results vary with popover forms: AWeber clients have reported a 10x increase in subscribers when using a popover form, while some Mailigen and GetResponse users have seen a 200-400% increase in subscribers.
2. Offer a Series of Useful Content
People want information. And while yes, you can provide it on your blog, sometimes they want a bit more. That’s where email autoresponders work extremely well.
SEOBook offers email subscribers a free “7 Days to SEO Success” mini-course when they sign up. Because this is descriptive of what it will encompass, and specifies how long subscribers should expect to receive the autoresponder, you can imagine that SEOBook’s email subscription tactic is fairly successful.
Once you take the time to write a series of emails with really deep information on a topic, you can set it to send emails on a regular basis to new subscribers. Your work is done, and you’ll keep attracting new subscribers, thanks to your exclusive content offered only to email subscribers.
Another example of this is on CopyHackers. Sign up for the copywriting tips, and they never run out. Rather than just a few days of great advice, site owner Joanna Wiebe sends a constant stream of useful tips, mixed in with the occasional announcement for a webinar or ebook.
3. Use the HelloBar
Here’s a fairly new, innovative tool to help you grow your subscriber base. HelloBar encourages visitors to take action on your site, whether that’s to subscribe to your email list or visit a specific page. You can customize the copy and link it directs to.
By thinking outside the “email subscription box,” you can create opportunities to connect with potential customers in unique ways through email. Test a few ideas individually and see which sends you the most subscribers.
About the Author
My name is Anita Campbell. I run online communities and information websites reaching over 6 million small business owners, stakeholders and entrepreneurs annually, including Small Business Trends, a daily publication about small business issues, and BizSugar.com, a small business social media site.
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