While email is still an effective way of connecting to your target audience, people are more receptive to you content if they are interested enough to sign up. Email that is unsolicited has a higher rejection rate and could place your organization on blacklists if the recipient complains you are “spamming” them. So, how do you develop a list of recipients that are curious or otherwise want to read your material?
Providing an obvious method for users to subscribe to your mailing list can give you a higher return rate. If they subscribe to your newsletter or other mailing list, then they are already interested in the content of your site. This gives the recipient control over whether or not they want to receive your messages. No one enjoys being forced to receive an email they didn’t ask for.
Offers or Discounts
Give people a reason to want to subscribe to your newsletter. Saving your best content for these messages, offering special discounts or coupons and other methods can be developed that will make the recipient feel like he or she is getting something from the experience. Otherwise, they can unsubscribe or delete your messages without reading them. Coupon codes are a common method that is used to attract patrons to eCommerce sites and subscribe to emails from the organization.
If you have a brick-and-mortar retail location, insert small three- by-five printouts that detail why the customer should subscribe to your mailing list. It can help turn one-time-buyers into regular customers, especially if they continue to receive coupons and discounts through email.
Periodically, your city could hold a business expo. These are great for meeting the community and getting your name out to the general public. By demonstrating what you have to offer, you can pique the interest of those walking by. Business cards are good to pass out, but having a method to allow these individuals to sign up for the newsletter or other email could be more ideal. Using something along the lines of a tablet or smartphone can allow those people to sign up for messages as they stand at your booth.
Being engaged in social media can help your local profile. Offer special deals, information, or discounts to those who register with your website to receive email. Being active in your local community through sites such as Facebook and Google+ can help develop a list of quality recipients. It only takes a few minutes per day to offer a tidbit of information on social media channels and could be more responsive than you may realize.
Offer a tell-a-friend service that gives incentives to the person who refers a friend to your site. Depending on the popularity of the individual, this could quickly develop a list of those who may be interested in your content. If they are not, they can simply unsubscribe.However, it could still be worth the trouble as many of those “friends” could be interested in your material.
If you have an eCommerce site, utilize buyer email addresses to send them valuable information regarding your niche or continued discounts. If they do not wish to receive your messages, they can always opt-out of the service. However, you may be surprises with how well this can turn one-time buyers into repeat customers.
Make it easier for your current subscribers to spread the word by adding a forwarding link in order for them to inform friends and family. Email is forwarded on a regular basis through cyberspace, and it doesn’t take but a few moments to addthe link to your email template.
Find a non-competing organization that will advertise your newsletter if you advertise theirs. Of course you want it to be somewhat related to your niche, but the experience could be greatly beneficial for both parties. Both of you can get additional coverage and perhaps spread the word quicker regarding each organization’s services.
Guarantee privacy to your email subscribers. No one likes to receive unsolicited spam in their in-box and may be more likely to subscribe to your list if they have assurances that you wont turn around and sell the address to a third party. You need to respect the wishes of your subscribed users as they could drive a great deal of success for your business. One of the keys to a successful email campaign is offering the recipient a reason to continue reading or visiting your website. They need to feel like it’s worth their time to be a part of your list. Give them that reason and they’ll turn into long lasting subscribers.
Ken Myers is the founder of http://www.longhornleads.com/ & has learned over the years the importance of focusing on what the customer is looking for and literally serving it to them. He doesn’t try to create a need, instead he tries to satisfy the existing demand for information on products and services.