How to Build Your Email Subscribers List
If you’re just getting started with your small business email marketing, you may be wondering how to get people to subscribe to your email list. It’s important that you get your leads and customers to give their permission before you send out any marketing emails. One of the best ways to get more email subscribers is through lead magnets.
If you want to know on the types of Email campaigns, small businesses can conduct & How to Measure Email Campaign performance, then read our blog post on Email Marketing Guide to Small Businesses.
1. Develop A Lead Magnet
Lead magnets are essentially tempting offers that provide consumers something of value in exchange for their contact information. The valuable offer is often targeted content that aims to help individuals better understand and solve their greatest challenges. For instance, this could be a holiday product guide or an e-book on B2B challenges that your business solves.
One of the keys to creating a successful lead magnet is to make your offer specific. Here’s an example of an effective lead magnet that is simple and specific:
This specific content offer delivers a quick checklist that provides some value to its readers. This lead form appears as a pop-up on the company’s website. Notice that there is an exit option in the corner of the form for those who want to pass on the offer.
In both of these examples, it’s important to note that the lead form is simple and only asks for the necessary contact information, such as email and first name. The more contact information you ask for, the less likely your leads will be to fill out the form. You will need to work to build trust before you can gather the rest of their contact information. However, for the purposes of building your email list, you only need their email address. Work on getting any other information you need later after you’ve established a relationship with the customer.
2. Promote Your Lead Magnet
A great way to promote your lead magnet is through social media. You can post links to the sign-up page on social media with engaging lead-ins that communicate the value of your content offering. You might also consider including social media share buttons on the landing page to encourage visitors to share the offer with those who may also find it valuable.
For the fastest results, leverage advertising. Advertising on social media is cheap and extremely targeted. You can run lead generation campaigns to promote your lead magnets and gain new email subscribers at low costs.
Traditional ways to promote lead magnets involve your website. You can use a pop-up on your website that appears on your home page or the pages that are most relevant to your offer. Make sure that if you use a pop up, you provide a way for those who are not interested to exit the message and go back to viewing your site.
You can also simply invite your website visitors to join your email list. You might be surprised to know that lead nurturing email campaigns generate 4 to 10 more responses if compared to other email campaigns. Create a call-to-action in the sidebar of your website with space for visitors to enter their email address. To encourage your subscribers to share your email content with others, you may also want to add social share buttons to your email marketing messages. This will help you grow your email marketing list by getting your email content in front of new consumers.
The Keys to Creating Effective Marketing Emails
There are a lot of different elements that make up an effective marketing email. Below, we’ll talk about just a few of the aspects you will need to consider when developing emails as part of your small business marketing campaign.
Subject Lines
Your subject line is extremely important to your email marketing campaign. Not only is it your opportunity to make the right first impression, but if you do not engage the reader with your subject line, they may not even open the message to see what you have to say.
Make sure that your subject line is concise, relevant, and descriptive. Place the most important words at the beginning of the subject line and try to eliminate any filler content. This will help your subscribers quickly determine if they want to open and read the email or not.
Avoid using the subject line to disguise the email content or trick the reader. Though a tricky subject line may get the reader to open the email, they may become annoyed or disinterested when they open the message to find that the content is not relevant to them.
Email Content
Once you’ve decided on the perfect subject line, you’ll need to consider what type of content you will include in the email message. You want to provide content that will be relevant and useful to your subscribers. Whether you are offering a new promotion or trying to drive e-book downloads, use the email content to effectively communicate what your brand has to offer.
Personalized email content works best, so consider using the subscribers’ name in the email opener. A personalized greeting can go a long way in helping build stronger relationships with your subscribers.
Keep the rest of your email message brief, between 100-200 words, and only use images when necessary. Many subscribers will be reading your email content from their smartphones, so consider creating email content that is optimized for smaller screens.
Call-to-Action
One of the most important parts of the email message is the call-to-action. This will invite subscribers to take the next step in conversion, whether that’s making a purchase, filling out a lead form, or just visiting another page on your website.
Your call-to-action should be direct and concise. Use active verbs that encourage the reader to take the next step, and make sure that it’s clear what that next step is. Also, be sure that your call-to-action is visible, whether it’s as a hyperlink or a separate CTA button.
How to Improve Email Deliverability?
Email deliverability is an important part of your small business email marketing efforts. If users are not opening your emails, moving them directly to their trash or junk folders, or reporting your marketing emails as spam, this can take a toll on your deliverability rates. Your email deliverability impacts your ability to show up in user’s inboxes, so you want to marked as spam or penalized.
One way to improve email deliverability is to remove unengaged subscribers. If you notice that certain subscribers have not opened your emails or engaged with your company content or site in quite some time, you may want to reach out to see if they still want to be on your email list. If they don’t respond, consider removing them to improve deliverability.
Another way to improve your email delivery rates is to include an unsubscribe option in each of your marketing emails. This would be a link or button at the bottom of the email that allows subscribers to unsubscribe from your list if they no longer want to receive your content. This helps ensure that everyone on your email list is giving their permission to receive marketing emails from you. This also helps you weed out those subscribers that are no longer getting value from your content.
If you want to ensure that subscribers continue to open and read your email messages, it’s important that you reduce the amount of content that could be considered spam. Keep images to a minimum and eliminate any overt sales language. Be sure that the content you are sending to your subscribers has a purpose and provides some value. All of this will help you optimize email marketing delivery rates.
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