Don’t miss the opportunity
Imagine that you came to the IT conference, networking like a pro. You meet someone who seems like a great contact that promises a great future. But waiting is too long to ask for their business cards (or email addresses) and you lose them in the ocean of people. Rushing to get free conference ice-cream (ha-ha). It’s a lost opportunity.
Now imagine this in case of your business engaging with a new customer.
If you don’t make it clear that you want to keep in touch with him, then you will lose the opportunity to contact him later. However, if you ask for their email address at the right moment, you can add them to your email marketing list. And email marketing really worth all that effort. Really.
In order to do email marketing, you need to build an email list of current and potential customers who’d welcome seeing your business in their inboxes.
According to statistics, 91% of people check their email everyday, and you can tailor your message for each of them separately. Plus, email marketing does not require high skills – which is why a lot of businesses use it as one of their first marketing channels. Cherry on the cake is tracking engagement rates. It`s pretty easy, so you can know whether your marketing is working and where not. Purchase of ready-made email lists sounds tempting. But before you do this, remember yourself when you see newsletters that you did not subscribe. Not great, right? You most likely hit the Trash or Spam button.
Сontent – the most important thing
The content of your emails is an inalienable part of getting people to sign up and not unsubscribe. Emails are valuable when they’re useful, timely, or interesting to recipients. For example: exclusive discounts, holiday gift reminders, relevant tips and tricks, etc. Involve people to sign up for your list looks like direct sales of your emails. You need to communicate their value quickly and persuasively.
What is the feature of your emails? How these benefits can play on with calls to action (CTAs) that would encourage sign ups? For example: “Rocket Science. Get intergalactic, cosmic articles delivered straight to your inbox.”
Make sure your CTAs stay true to your brand voice and personality, and try to carry on a dialogue with customers in a relaxed manner. Let people know that it’s okay for them to say no. Make sure you include both a “Sign Up” button and a “No Thanks” or “Sign Up Later” button.
Put the same amount of thought into the forms you’ll use to collect people’s email addresses.
Provide simple feedback. Instead of sending them to another page when they click your sign up button, let them enter their emails on the same screen as your CTA.
Also, don’t ask for too much information. The more boxes people have to fill out, the less likely they are to finish the form. Yes, ask for their name and email address, no more.
When you have your CTAs and forms ready, you can have them appear in a variety of locations and at different times, and then test what works best. More simply – to conduct A / B testing.
Some locations you can try are your site’s homepage and product pages, a sidebar and splash screen on your blog, and your social media pages.
Also pay attention at the most effective moments for your CTA to appear. For example: when someone finishes reading your blog post, when they create a profile on your site, or when they complete a purchase.
You want to deliver the right message in the right place at the right time. Let people fall in love with you before you propose. A new site visitor can not understand your business value yet, so having your CTA appear at the same moment as a visitor land on your homepage might not be effective.
Of course, your CTAs can only succeed if people are engaging with your site, blogs, and social media activity – which is where content strategy comes in.
A good content strategy can draw people to your site, blogs, and social media profiles, help them appreciate what they see there, and encourage them to sign up for more great things.
By content, we mean articles, posts, whitepapers, infographics, etc. Just like your emails, they should be useful, timely, or interesting to your audience. A smart strategy is to have your newsletter link to this content on your site or blog.
You can also try social media strategies. Use social media to spread your content and get people interested. Then ask them to sign up for your email list. You can even embed an email sign up form into your social media posts.