Let’s face it: email is still an incredibly effective marketing tool. While it is true that other platforms have emerged in recent years like social media and web push notifications (read our article on web push here), it is not quite time to abandon your email efforts. In fact, stats still show just how powerful email can be. Recent research shows that email messages have the highest conversion rate, 66%, when it comes to marketing messages (compared to marketing messages sent via social media, direct mail, and others).
You might be noticing, however, that your subscriber list is looking a little short these days. With people receiving tons of emails each and every day, about 121 emails to be exact, you do run the risk of people unsubscribing or not even subscribing to your content in the first place. Don’t panic just yet, though! There are plenty of ways to increase your subscriber list, and with the right email content, you can keep those subscribers for a long, long time. Here are our top recommendations for increasing your number of email subscribers.
Don’t be afraid to advertise your emails! A big reason why people might not be subscribing is simply because they don’t know such a thing exists for your website. In this age of media and technology, new platforms and strategies are popping up every day. People are busy on so many different platforms, meaning they might not even realize that you still advertise via email. Instead, make sure you point out on your website that you send emails so that everyone who navigates to your website can see it.
However, don’t just stop at your website. Instead, branch out into other areas and alert your users that you have an email list. A great place to advertise this is on social media. You’re already posting there anyways, so why not mention your emails and ask for people to subscribe?
In the above example, Moz doesn’t just tweet about their email, but they utilize Twitter Cards in order to make the process super easy (a point that we will discuss in more detail later). If you need help setting up Twitter Cards, click here for a great article that will walk you through the process. The takeaway message here, though, is that you should use all possible outlets to promote your email list. Your audience interacts with your brand in a variety of ways, and you don’t want to miss out on reaching some of these individuals simply because you forgot to target them on the platform they use most frequently.
Make the opt-in process as easy as possible
I’m sure you’ve had a frustrating experience trying to sign up for an email list. Maybe you had to input a lot of information, the confirmation email took too long to deliver, the confirmation link required you to do something other than click it, you get the idea. No one wants to spend a lot of time on something that should be simple. You want your opt-in process to be as easy and quick as possible. The above example from Best Buy does a great job of this. A user only has to enter their email and press ‘Sign Up.’ It is also beneficial that this sign up bar is in the footer of the Best Buy website, meaning someone can see it no matter where they are at the website.
It can be tempting to ask for a lot of information when signing a user up for your emails, but this is a quick way to lose tons of subscribers. Instead, only ask for a user’s email (preferably), and you’ll have a much higher success rate. Make sure people can easily find where to go to opt-in by making the link (or the actual opt-in process) present on every page of your website by placing it in your header, footer, or sidebar.
Hopefully the content in your emails is great, but you should still give users an additional incentive to help boost your number of email subscribers. A popular option is to send a coupon code to any user who signs up for your emails. This small gesture shows your customers that you care about them and are appreciative that they took the time to sign up for your content.
Additionally, you might consider starting a rewards program for users who make referrals. Each subscriber receives a unique code, for example, that they can share with friends and family. If anyone submits the code when signing up for your emails, both people get a discount code or receive rewards points. Again, the actual reward does not have to be massive. Look at this as an easy way to not only thank users for signing up, but to encourage their friends and family do the same.
Don’t send too many emails/let users control the frequency
We already told you that people on average receive over 100 emails every single day. If you are sending out your own emails every day, or even worse multiple times each day, you are sure to see your subscriber list dwindle very quickly. Instead, establish a regular schedule of when you send your emails. Not only will users appreciate you not bombarding them all of the time, but also if you send your emails according to a routine your subscribers will know to look out for them instead of them going missing in overcrowded inboxes. This may take some trial and error to determine when the best time to send is, but with time you can figure out what works for you.
Should a user decide to unsubscribe, be sure to give them the option to receive less emails instead of unsubscribing altogether. If you send an email once a week, give them the option to only get one email per month, for example. With the user controlling the frequency, you have a better change at keeping them as a subscriber. You may even consider offering this up when a user first subscribes so that they have the control from the very beginning.
A/B test your pages
Finally, a great way to get more email subscribers is by A/B testing various elements of your campaign. If you have a landing page where users sign up, test elements there to see what gets a higher conversion rate. Also, A/B test your actual emails in order to see what works and what doesn’t. You would be surprised that sometimes the smallest changes can make a huge difference. Again, this is something else that will take some trial and error. With time, and a little patience, you are sure to learn a lot about what works and what doesn’t. With this info, you are sure to see an increase in your email subscribers.