People that use email marketing correctly benefit twice: they increase their sales and strengthen customer loyalty.
By “use it right,” I mean don’t spam your subscribers and leads, and don’t communicate with them on a too personal a level. Instead, you should use emails to deepen relationships with your prospects by providing them with the correct information at the right time.
So the focus is mainly on your prospects’ needs, not on your own goals. If you take this simple principle to heart, you’ll be able to delight your subscribers with your emails.
Below, you’ll learn in detail why a solid email marketing strategy remains one of the cornerstones of successful marketing, what rules and regulations to follow, and how to use email marketing most effectively.
13 Tips To Attract New Visitors To Your Newsletter.
Find Someone Who Can Help You Meet Your Goal.
A partner who has access to your target audience is an invaluable asset. It’s worth using the potential of guest articles and sponsored articles to gain initial exposure on neutral ground and invite new visitors to join in the “fun.”
You don’t have to submit to the most influential influencers right away. Instead, it would be best to work with a partner who has access to a group of potentially interested people in your product. This could be, for example, a portal with topics related to your industry.
This is critical if you are starting online and don’t have much of an audience yet. If you’re paying for such a service, make sure that someone talking about you has an engaged community, not just “empty likes” from random accounts.
Social Media Posts
You don’t have to shout “Sign up for the newsletter!” in every post. Instead, it’s worth mentioning now and then that you also have such a contact channel and provide valuable content there. Take advantage of popular platforms such as Facebook, Instagram, Linked In, or Pinterest.
Stories on entities like Facebook or Instagram are an effective tool that gives outstanding results. Stories disappear after 24 hours, and ephemeral content seems to be more valuable to the internet user. Besides, while watching the relation, the user can take part in the person’s life and be a good friend.
They may annoy, they may surprise, but a pop-up form of marketing undoubtedly works. A popup interrupts the automatic consumption of content somewhat. Thanks to this – thanks to the element of surprise – it has incomparably higher effectiveness when it comes to generating new leads.
Be sure to use the language of benefits in the popup. Formulate a clear and concise message that will encourage people to sign up for your newsletter.
Advantages of using popups
Together with our customers, we determined that newsletter sign-ups can be significantly increased using layers. In the case of a popup layer including a financial incentive, the layer even accounted for more than 70% of the website’s total newsletter sign-ups.
The performance of these popups is highly dependent on their integration into the overall perception of the website. If the integration is pleasant and intuitive, you can undoubtedly increase your newsletter sign-ups. A doubling of the newsletter sign-ups can serve as a rough guideline for orientation. Nevertheless, this value cannot be generalized.
Disadvantages of using popups
As mentioned at the beginning of this article, popup layers negatively affect a user experience perspective. When vying for the attention of visitors, layers have a terrible reputation with users.
Therefore, in order not to annoy users unnecessarily, layers should be used with caution. It is also important to question the quality of the addresses gained. Recipients who are “forced” to register by a popup layer may unsubscribe again soon or become inactive.
In addition, the use of a popup layer after a Google update from 2017 (Intrusive Interstitial Update) can harm SEO. Also, a popup blocker used by the user (browser addon or anti-virus program) or visiting a website through a proxy server can completely prevent the display of a popup layer.
Therefore, layers should be used with caution and with the user in mind. The following is a summary of the essential points to consider when using popup layers. The following points can also be used to weigh up whether popup layers should be used to obtain addresses.
Choose the type of email campaign
There is no simple answer to the question of what type of campaign is best in a particular case. Depending on the target audience, weekly newsletters, product announcements, or blog posts may be suitable.
It’s best first to get an overview of your options, get to grips with the different types of email campaigns, and then consider which type is likely to resonate best with your visitors. A side tip: If you create separate lists of recipients for the different types of campaigns from the start, you’ll find this decision more accessible in the future because you’ll already have segmented your contacts by preferred campaign type.
Offer subscribers real added value
Why should someone become one of your newsletter subscribers? The more relevant your newsletter is, the more likely potential subscribers are to give you their email address and possibly even some little extra information. You can use this later for personalization to send even more compelling newsletters.
As a marketer, ask yourself what information you want to send to your recipients on a regular basis? Also, figure out your design, tone, and editorial line and make yourself recognizable to your readers. Finally, stand out from your competitors and put together your best content and most exciting offers. In short: offer your readers added value in terms of content.
Recommendations for purchases via newsletter or exciting discount promotions, for example, are always well received by subscribers and also ensure a particularly high level of engagement
If you want to learn more about this topic here you can check if email subject capitalization is important!
Avoid Hurdles with Newsletter Registration
Collect email addresses and recipient information? Yes! And at any cost? Better not. Less is often more – this also applies to your sign-up form.
Of course, you would like to collect as much information about your recipients as possible. This is especially useful when it comes to targeting and recipient segmentation.
However, if you make the newsletter registration form unnecessarily complicated for potential newsletter subscribers, they will understandably lose patience quickly. Who wants to spend minutes subscribing to a newsletter? Legally, you can only ask for the email address as a mandatory field anyway, and all other areas must remain voluntary.
Resist the Temptation: Do Not Buy Email Addresses For Sale
If you have ever thought about buying email addresses, you should put it out of your mind as soon as possible. Buying email addresses is not only an absolute no-go from a legal point of view. It also doesn’t score you any issues in terms of relevance. Because as already said: What is not attractive will not be read. Therefore, purchased address lists are worthless for your marketing success anyway, and your money is better spent elsewhere.
Buying email addresses contradicts the golden rule of email marketing: the double-opt-in (DOI) process. The active consent of the recipients is always required for sending emails. This is logically not the case with purchased addresses.
Even if the received data from these lists were correct and complete, these people would most likely not be interested in your mailing anyway. And the interest of your subscribers is the key to long-term customer loyalty.
Play By The Rules
Let’s take a closer look at the DOI process. This works according to the following principle: A potential subscriber signs up for your newsletter. This person then receives an email with an individual confirmation link. By clicking on this link, the recipient actively agrees to receive your newsletter. Congratulations, you now have one more contact in your email list that you are allowed to contact.
Unfortunately, in reality, this process does not always go so smoothly. You will occasionally find that a typo has crept in when entering the email address. From a legal point of view, you are not allowed to correct this email marketing mistake. In this case, the recipient must take care of it himself.
Coupons, Discounts & Other Giveaways
Let’s face it: few people like to give away their data just like that. So why not simply offer something in return for signing up for the newsletter? For example, how about a coupon, discount code, sweepstakes, or another giveaway like a whitepaper?
Think of this principle as a fair exchange: Data for a gift. In practice, this has proven to be a particularly effective way to generate lots of newsletter sign-ups.
Remember To Protect Your Subscriber’s Privacy
A nicely designed sign-up form that complies with legal requirements plays a major role in whether or not potential subscribers sign up for your newsletter. Pay particular attention to the following three points:
Data economy: Data economy plays a major role in the context of the GDPR. Thus, only data that is necessary for the processing purpose may be requested. For example, when registering for the newsletter, this is the email address. All other data can be requested as voluntary information.
Unsubscribe link: Point out the unsubscribe option. Anything else is not only illegal but also discourages your recipients. The ability to unsubscribe from a mailing is reassuring at the end of the day. Who wants to make an eternal commitment?
Don’t Be Too Pushy
The placement of a sign-up form is the be-all and end-all of collecting email addresses. Potential recipients should not be annoyed by your sign-up form. For you, it is best to stick to one of these three ways:
Popup on your website: Pop-ups are windows open in a separate window when clicked on a website. And yes, they’re annoying – we agree on that. But they also perform particularly healthy – that’s also a fact. So weigh them up carefully and find a happy medium!
Deliver What You Promise
No one wants to sign up for a newsletter only to be annoyed with potentially harmful campaigns and heaps of ads every day. Therefore, tell potential subscribers exactly what content they can expect in your sign-up and deliver on your promise.
Summarize the benefits of your newsletter briefly and concisely and mention how often you send your newsletter. Then, of course, you must neither exceed nor fall short of the sending frequency.
Keep Honesty With Your Subscribers
Have you ever made a significant purchase without informing yourself in detail beforehand? Probably not. This is precisely what happens to potential readers who are still unsure whether they are interested in your newsletter.
Build trust in advance by providing a link to your newsletter archive. This way, future recipients can browse a bit and judge for themselves whether the content is relevant to them or not.
Collecting email addresses, email newsletter subscribers, or new visitors doesn’t have to be complicated. There are many doors open to you for legally expanding your email distribution list.
Not only is the newsletter itself an important aspect, but features like trust, rewards and the right design will help you collect email addresses. Even the most minor changes to your strategy can have a significant impact. Just try it out for yourself!