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Email Marketing: Getting More Email Signups from Your Website

Posted Wed, April 10, 2013 by Julie Short

An email database is an important marketing tool. A large database allows you to proactively communicate with a large number of your customers, but before you launch an email marketing campaign you’ve got to build the list. Your website is the easiest way to gather email addresses from interested parties. Be sure to convince people to want to subscribe to your emails. You have a better chance to retain them in the long run if they find value in your emails and chose to sign up.

Once, I signed up for a company's newsletter for $1 off my bill every month. A lot of customers will connect with you for a small value. This value doesn’t have to be monetary, but most customers need an incentive to receive another brand email in their inbox. They are probably already receiving a lot of similar emails. Think long term. Signing up is half the battle. You want them to actually open your emails. Get creative and find an angle. Exchange with them something you have of value for their email address. This value could be exclusive, behind-the-scenes access or even exclusive coupons.

Regular Newsletter
Your goal isn’t only to build a giant email list. You only derive value from it if the people in your list care about what you send them. If they delete every email you send, your effort was a waste of time. A regular newsletter’s purpose is to maintain and boost long-term relationships with your subscribers. After a list is built, this is an opportunity to communicate, compel them to buy and continue to offer the value they initially signed up for.

Online Archive
Some subscribers want a preview of what they’re getting into before they commit. Maintain an online archive of past newsletters and email correspondence to let interested visitors see what they should expect in the future. If your newsletter or emails typically offer value, an online archive can help you grow your subscription list.

Multiple Signup Locations
Different people decide to commit at different points in the perusing process. You can’t know when a certain visitor will want to sign up. Place the form obviously on the web page. Make it easy for them to find a way to sign up without having to search for one specific page. Try integrating your value proposition into a “Hello Bar” and drive attention immediately to signing up. A “Hello Bar” is a small bar that stays fixed at the top of a page while you’re on a website.  

Give Them a Reason to Trust You
Most people are jaded by the bad practices of other brands, businesses and spammers. Provide your subscribers every assurance you aren’t one of those brands. Under your signup form or on a signup page, let them know how often you email out and what they should expect. Brands that email every day, especially frivolously, annoy the typical consumer. Provide a link to your privacy policy. This will tell people how you intend to use the information you’re collecting. Show subscribers you have nothing to hide, you will protect their private information and that you won’t share it with any third party.

Posted in : Email Marketing | 
Tags : email marketing , content

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