Follow this one tip now to start boosting your email marketing subscribers. You’ll see results!
Send a Newsletter – Regularly
Yup. Newsletters have been around for years and for good reason: they work.
The key is to establish a consistent schedule so that you keep your subscribers engaged. Most companies send sporadic email messaging and promos, using email only has a way to drive referral traffic or sales. However, by just pushing out marketing messaging, companies are missing out on an opportunity to build a stronger customer base and loyalty. Offering value through email is the missing link that can make or break a company’s email success. Newsletters are one way to do just that.
Here’s an example of newsletter marketing in action: Israel 365 is a company that used a regular newsletter as part of its email marketing campaign. After initiating the newsletter and a couple of other updates to its campaign, the non-profit achieved a 25% increase in subscribers in one day and a landing page of 1,813 visitors and 974 conversions. There are countless other case studies out there that show its power. If you haven’t invested time into this tactic, now is a good time to start.
Provide Value and Interest
When creating your newsletter, don’t just focus on promos and coupon codes or pushing your next product. Create a newsletter that features useful and fresh content that’s interesting, even exclusive, to subscribers, so that there’s an incentive to join your list. Value add-ons like free product, coupons, or other deals for signing up for your newsletter can also be a great incentive, but brainstorm ways to give back to your subscribers and implement that content alongside product offers in your newsletter.
You’ll also need consistency. We’ve already talked about how consistency is key to any marketing tactic’s success, and email marketing is no different. Establish a regular send schedule and stick to it. Send more when seasonality or newsworthiness requires, but don’t go overboard. The minute you spam, you ruin your potential of building a strong email base to market to and build relationships with.
Online tools are available to assist with this venture, including TinyLetter, MailChimp, Constant Contact and other carriers. Choosing an email marketing platform is something for another post, but really, it all comes down to what your needs are as a marketer. Decide what you want in a platform, look at how large your list is, and what your potential is for growth. From there, design a professional template that can convey your messaging and branding effectively.
Start the process by using a simple template that features a blend of exclusive content written just for email subscribers and existing content that’s already accessible (in case they haven’t picked up on it on your other channels). Include excerpts of recent blog posts or content creations so that subscribers will know what they are heading to. Add some additional resources, like links to pictures, videos, or landing pages specific to a product, service, or other topic, as long as you focus on its value in a way that’s unique – and not a total sales pitch. Finish with a call to action at the end and maybe include an incentive, such as a contest, a coupon code, or something else to “sweeten the deal” when needed. Really, newsletters should be about news – i.e. what makes your organization tick. Choose topics that build trust and show a more human side of your business. Featured employees, stories, videos, and media promoting your culture are always popular, as are links to blog posts or exclusive insider information. Eventually, as you grow your list and your content strategy work on creating exclusive content entirely just for the newsletter so that subscribers are getting value from what you’re sending.
Finally, make sure it’s easy to sign up for your newsletter by creating sign up forms across your site and social media channels. Make them accessible, simple, and attractive. After all, you’re inviting yourself into their inboxes – an incredibly personal place. You want to make the right impression.
Takeaway: Send newsletters that add value – and send regularly.