Scare Up Subscribers
Fun ways to collect email addresses
By Hank Hoffmeier, iContact Strategic Advisor
With Halloween upon us, are you looking for a trick or a treat? Well, here’s a treat for you – fun ways to scare up subscribers for your email newsletters. Most email campaigns lose 30% of their subscribers year over year. If you want to increase sales, you will need to replace that loss. But don’t let that scare you off! We have compiled three ways you can add subscribers to your campaigns:
1. Use sign-up forms that stand out. Make sure that your form is not just a little box hiding on your site. Use a pop-over or light box sign-up form that appears over the page. This will ensure your website visitors know that you have a newsletter or regularly scheduled email and they won’t have to hunt to find that sign-up box.
Test out different incentives, like a 10% off coupon just for signing up. You can then use a welcome message to send the offer. Make sure you include a call to action to encourage subscriptions. Do not be boring and use “Sign up for our newsletter.” Add some action words and you will see more success, like “Sign up now for exclusive savings” or “Sign up for our newsletter and be the first to know about sale items.” You want to make sure that when visitors to your site see the form, they want to sign up and will not be frightened away!
2. Ask for subscribers. If you have a physical location, use paper-based sign-up forms at your cash register or near your door, have staff members ask for email addresses, or use a QR code that links directly to your sign-up form. You can also use a computer or tablet to obtain email addresses.
Make sure to set expectations and explain what they are signing up for. And remember from the tip above, use action words, like “save” and “exclusive.” Clearly state that they can opt out at any time, and if you are collecting emails at a brick-and-mortar location, you can offer an immediate discount upon checkout rather than an offer to email a coupon for later use. Columbia Sportswear does a good job with this.
If you do not have a physical location, don’t worry – we have a trick for you as well. If you have an ecommerce business, make sure to ask for the subscription during checkout, in the order confirmation, and at time of account creation. There may be times when visitors may not see your sign-up form, so make sure that you ask them to sign up during the purchase and account registration process.
3. Run a contest to obtain subscribers. Offer a free product or a giveaway in return for a sign-up. Whitepapers or reports work well, and people don’t mind giving away something if they are getting something. It’s easy to do a giveaway on Facebook using a contest app, and during the registration process, ask for an email address. Many retailers succeed when they have contests for items like trips, gift cards, or electronic items. Make sure to inform subscribers that you will be signing them up for your newsletter and that they will be receiving ongoing emails from you in return for a sign-up.
These three methods should help you replace the subscribers you lose through attrition, and you’ll be on your way to growing your email marketing subscriber list.
What unique ways have you used to increase you email subscriber list?