It’s not easy to get a lot of people to give you their email address. An overwhelming amount of email is already flooding every inbox. So, enticing people to sign up for even more email is a growing challenge.
It can take years to build up a list of people who are potentially interested in what you have to offer. Not only that, according to Sumo, the average email opt-in rate across all verticals is only about 1.95%. That’s why developing a list of your highly targeted audience can make all the difference.
Email is still an important part of any marketing strategy. When it comes to the effectiveness of your email marketing program, increasing the number of opt-ins is vital.
Done the right way, a mailing list is one of your best ROI (return on investment) efforts. Email marketing has a return of 44 dollars for every dollar spent.
This being said, it’s important that you and your marketing team maximize your conversion opportunities. So let’s get started and talk about how you can do just that.
A typical problem with most websites is that the option to join their mailing list isn’t really visible. Obviously, you can’t increase your opt-ins if no one knows where or how to subscribe to your newsletter.
To solve this issue, include a sign up form on your website and blog. To increase your odds, also add a link to the form in your email signature, on your social media and other relevant locations.
Make it explicit, obvious, and don’t be shy about asking people to subscribe.
2. Keep sign up simple
People are busy, they don’t have the time or desire to fill out long forms. Also, since many are now accessing websites via their mobile devices, it’s difficult to fill in several fields.
Make signing up for your newsletter as easy as possible. Signing up should involve no more than one or two fields. You should put your opt-in form on the front page of your site and in the sidebar of your site.
If you’re using a WordPress blog, many autoresponder systems have widgets that allow you to simply drag and drop a form into your sidebar.
3. Smart placement
For the most part, people will be signing up for your newsletter on your actual website. It’s the easiest way to direct people there and have them enter their address via a simple form.
You should be copying and pasting the code for your newsletter sign up form somewhere on the front page where they can see it immediately, also below every news item and underneath every blog you write.
Be creative with how you incorporate it into your design as it’s not always the most visually appealing addition.
4. Leverage pop-ups
There are multiple types of Lead Flows–drop-downs, exit pop-ups, and slide-ins available for creation, so you have a number of options to attract subscribers. AWeber found that using a pop-up form for obtaining subscribers converted 1,375% better than a traditional form.
It can also help you increase the rate of engagement with your newsletter. All you have to do is include a drop-down or check box form field -that isn’t already pre-selected- in forms on your landing pages. When someone submits their information to download your eBook or infographic, they can conveniently opt to receive email updates
5. Give them a compelling reason why
The description of your newsletter has to express a clear value proposition. You want people to know exactly what to expect, why they should care, and how subscribing will benefit them.
In order for your visitors to willingly offer their email address, you need to make the benefits clear. Let them know what’s in it for them.
People who already like your brand won’t need much convincing when it comes to signing up for your email newsletter. They’ll want to support you and to keep up to date with everything you’re doing.
Even so, the percentage of fans who will voluntarily sign up to receive promotional messages from you is going to be small. People don’t want yet another email in their inbox.
Offer to give them something of value in exchange for access to their inbox. Try including a teaser and see what works. It could be a video, a coupon, or an article from your newsletter.
As part of your sign up form, include messaging that describes the value of your content. Tell visitors that by signing up, they’ll receive:
- great tips and how-to’s,
- deals, savings or
- other subscribe-worthy incentives.
6. Offer a special “subscribers only” incentive
Another great way to generate more opt-ins is to give subscribers exclusive access to some kind of offering. It can be free content, coupons or resources, etc.
Your opt-in confirmation page is a great opportunity to present such an offer. It’s a chance to introduce new subscribers to something small and beneficial. It doesn’t need to be anything massive, but it does need to be something they actually care about.
Take into consideration it has to be something that many people will want, since you’re not going to be tailoring this to each individual person. This one small step could represent a significant increase in profits.
7. Show you’re loved
Numbers are powerful. If you already have a good-sized mailing list, say 10 000 subscribers, let other people know how many other people enjoy your emails. Let them know that your mailing list is something others love.
This old marketing technique is called the “bandwagon effect.” If people feel that many others are doing something, they are more inclined to join in as well.
If you don’t have many subscribers yet, it would be best to leave this feature off your site for now.
Once your list starts to gain some traction, it demonstrates authority to publicly show how many subscribers you have. It’s also social proof to your visitors that your email subscription is worth providing their contact info.
8. Encourage people to forward your newsletter
Those who are already your fans and on your mailing list are often your best promoters. You should include a “Forward to a Friend” link in your email campaigns. Make sure they can click a link to compose their message online, since not all email programs let you forward images and attachments.
Motivating people to forward an email to a friend can help you reach more subscribers. Many email marketing applications have these features built-in. If not, they enable you to use tools which recipients can use to share your email via social media.
Also, encourage your subscribers to share your emails on social media and tell others about the benefits of subscribing to your mailing list. You may also want to offer a discount on social media for anyone who subscribes.
9. Build trust with your audience
The way to get your audience’s trust is to consistently deliver what you promise, show them you care and provide them with legitimate value.
People are skeptical when you ask for their email. So the only way to get somebody to subscribe to your newsletter is if you first get their trust.
Spam is still a big problem, with many people having to go through soooo many messages each day to get to the mail they want to see. Your audience might worry you’ll sell their information to third parties or that you will send too many messages.
Be upfront about your policies. Moreover, let the user know how often they can expect to hear from you. Last but not least, make it easy to unsubscribe. You can try turning them around by asking if they’d like to change the frequency of emails or change the type of messages they get. Allowing subscribers more control over what goes into their inbox helps reinforce your stance as a trusted sender.
As you now know, getting people to sign up for your mailing list isn’t as easy as one might think. The truth is, beyond your core audience, you’ll need a compelling reason “why” to convince people to sign up.
Even so, email marketing is an excellent way to connect with your customer and share the latest information about your business.
Establishing a strong database is very important. And with the right approach you can build a large and engaged subscriber base.
But don’t get me wrong, the money’s in the quality of the list, rather than the quantity of subscribers. When you focus on building relationships, lists with a few hundred dedicated customers can outperform lists of 10,000 or more freebie seekers.
Fortunately, you can use the tips in this article to encourage people to sign up for your list when they otherwise might not have.