12 tactics to transform your email signups from a trickle to a torrent

CB TransformEmail

Your email list is one of your most valuable owned assets. It’s the key to engaging your target audience and building trusted relationships with them. But most marketers don’t do enough to build and nurture theirs.

“But wait just a minute,” you protest. “I put a newsletter signup form on the home page of my website. Isn’t that enough?”

In a word, no.

At the most, you’ll get a trickle of subscribers from this approach. What if you could grow that trickle into a torrent – signing up a larger number of the right people and growing your list much faster?

Here are 12 innovative ways to do just that:

  1. Host a webinar. This type of event concentrates a wealth of knowledge and actionable advice into an hour or less, making it a great lead magnet. You can also record the webinar and continue to share it as a gated resource after the event is done.
  2. Use pop-ups to capture attention. Many people don’t like them, but study after study shows that they work. For best results, make the call to action something that’s of high value to the prospects you want to attract.
  3. Create page-specific pop-ups. For even better results, create offers that are customized to the content on the web pages where they appear. Consider the “next steps” you want your visitor to take after reading your blog post – and then tailor the pop-up accordingly.
  4. Add a form to the bottom of specific blog posts. The idea of this tactic is that the reader has gotten a taste of your amazing thinking. Now you’re giving them an opportunity to sign up to be notified when you publish more great insights.
  5. Offer a content upgrade. Update and expand an existing blog post that’s already performing very well. Then create an additional high-value resource on the same topic, and make it available via a pop-up registration form. Examples of effective content upgrades include worksheets, checklists and resource lists. A content upgrade lets people who really value your blog post to learn even more.
  6. Optimize your confirmation page. This is the page visitors see after they fill in and submit your enewsletter sign-up form. Most confirmation pages just say “thank you for subscribing.” But don’t forget as part of the double opt-in process, they must click on the link of an auto-generated email to confirm their subscription. Use your confirmation page to remind them of the value they’ll receive in return for completing the verification process.
  7. Insert a “learn more” link within your e-newsletter signup box. People who immediately see the value of subscribing can easily do so within the form on your home page. For the rest of your visitors, provide a link to a landing page where you can explain the benefits of signing up and enable them to do so there.
  8. Pitch your email newsletter to your Twitter followers. If you do this consistently, you’ll gain a small but steady stream of new subscribers. But don’t overdo it – once or twice a week is plenty.
  9. Use a blog post teaser. If you’re writing a blog post series, include a subscription form at the end of the first article. Encourage readers to register to receive notifications when you publish additional posts in the series.
  10. Convert your About Us web page into a squeeze page. It’s a frequently-visited page on most websites, but most bloggers never think to add a call to action and a newsletter subscription form to it.
  11. Add a newsletter signup link to your email signature. This is easy to do but it’s often overlooked.
  12. Include an email signup link in the author bylines of guest posts you publish on other websites.

It’s time to get intentional about growing your email list. The opportunities to expand it are many, if you think about the challenge creatively. Why not select one or two of the ideas in this list and experiment with them? Use the resulting data to decide which ones to keep and which ones to eliminate from your website.

Good luck experimenting!

Rock your list – it’s your biggest asset

Rock Your List

Do you have a strategy for growing your email list and using it to communicate with your target audience on a consistent basis? If not, you’re missing a huge opportunity.

Email isn’t a sexy topic, but it represents the backbone of nearly every successful content initiative and digital marketing success story you’ve ever heard about. There is no better tool for building your online community and communicating with them on a regular basis than email.

Why is email vital to your company?

Email amps up trust. When someone signs up for your email list, it’s a sign of trust and interest in your brand. They’re intrigued by the content they’ve seen so far, and they want to learn more about how you think and the solutions you offer. Even if they aren’t ready to buy immediately, they’re thinking about it.

You own this. Your email list is an asset that you own and control. In contrast, the owners of the social media channels you use tend to change their rules on a regular basis, as they explore various models for monetizing their audiences. If you don’t own the platform, you’re at the mercy of someone else. That’s a huge plus for email. You own that. Plus, this asset can be valued if you ever sell your company.

Repeat traffic. An enewsletter, published on a regular basis, keeps prospective customers returning to your website to engage with your content. It’s essential to educating and nurturing your target audience down the path to a sale or other desirable action.

Email enables you to communicate with your audience in a creative, personalized way that blog posts or tweets can’t. Considering that research shows that people buy based on emotions and then backfill with logic, then it’s essential that you include this tactic in your marketing mix.

How to jump-start your email list

Even if you have an anemic email list, it’s not too late to transform it into a powerful marketing tool. Here are some “bodybuilding” tips for your email list:

  • Deliver your best content to your audience. Always. Audience attention is a fickle thing. Make a commitment to deliver real value with them on a consistent basis, sharing information that is tailored to their needs. Make them feel COMPELLED to sign up for your enewsletter, just so they won’t miss your NEXT big insight!
  • Place an e-newsletter subscription form prominently on your website. Many companies treat this as an afterthought. It should actually occupy a key position on your website. Here are some recommended locations for it:
    • Above the fold, on the home page
    • Above the fold, In the right-hand column of content
    • Centered, between your website’s masthead and its primary content area. This is a can’t-miss location.
    • In a pop-up window. Many people don’t like pop-ups, but they work. Make sure you select one that plays well with mobile devices – otherwise, Google may penalize you.
    • Make sure it’s clear and easy to understand. Limit the number of fields – the more you ask for, the less likely they are to fill it out.
  • Provide them with a compelling reason WHY. Be very clear about what you’ll provide them in return for sharing their email address with you. What will your enewsletter contain that is unique and valuable? How often will you send it out? What will they miss if they don’t subscribe?
  • Exchange something of great value for their email address. Offer them an ebook, a checklist or other exclusive content. But remember: This is a two-step process. Just because they gave you their email address to get your latest content asset doesn’t automatically give you permission to email them on an ongoing basis. After you get them to sign up for your free goodies, make a separate ask for the newsletter subscription. Get permission – always!
  • Publish consistently. Just like your blog, your enewsletter needs to be published on a consistent schedule. Your readers will become conditioned to receive your communications at a set date or time of day, increasing engagement.