An email newsletter is a key element of your content marketing strategy, driving users to your website, your social media accounts and your business. So if you’ve got an email newsletter, you’re ahead of the game. But how do you get more subscribers to help spread your content far and wide (and buy more stuff from your business)? Try these tactics.
1. Encourage sign-ups everywhere.
It’s essential to put a signup box above the fold on the home page of your website. Ideally, you should also have it on every page. But don’t limit yourself to your website. Regularly post on your social media sites reminding customers to sign up for your newsletter if they haven’t already. Or post content from the newsletter and then say, “To get articles like this every month, sign up for our newsletter (link).” If you send receipts or order acknowledgements by email, make sure those emails include a link to sign up for your newsletter.
And don’t limit yourself to the digital world, either. Have sign-up sheets at the point-of-sale checkout in your store; ask for signups when you give customers the check at your bar or restaurant; ask if customers want to sign up when you’re handing them the invoice after completing work on their home or car. You get the idea. You can also enclose information about your newsletter in packing slips when you ship product, stick it in the bag when customers buy at the counter, or print it on receipts.
2. Keep it simple.
Subscribing to a newsletter is often an impulse decision, so don’t smother the impulse by asking for too much information. To send out an email newsletter, all you really need is the person’s email (it’s nice, but not necessary, to have their name too).
Keep in mind, you can always collect more details about them later, after they’ve been a subscriber for a while and you’ve earned their goodwill. Customers will be more likely to provide personal details if they’ve grown to trust you and feel that they are getting something of value from your newsletter.
3. Offer something in return.
Bribery works. Make your newsletter desirable and encourage subscriptions by offering something in return. This could be a downloadable ebook on tax tips (for an accounting firm) or a $5 discount off the next purchase (for a clothing retailer or restaurant).
4. Make it shareable.
People trust their friends’ recommendations, so using social sharing is a great way to encourage new subscribers. Include icons in your email newsletter to make it easy for recipients to like or follow your business on Facebook, Twitter, Pinterest or whatever social media sites you use. Every issue of your newsletter should also include a friendly request asking customers to forward the newsletter to others who might enjoy it.
Image by Flickr user Sean MacEntee (Creative Commons)Google+