Email Marketing Part 4: Sign-ups

Personal Questionnaire

Offer potential subscribers something they value. Figure out what you can offer that will be of value to your readers. Answer these 3 questions to determine what should be driving your email marketing campaigns.

  • What is your superpower?
  • What can your organization offer that no one else can?
  • What can you tell people, teach people, connect people with that no one else can?

Define Your Audience

No matter your business, you need to have a clear idea of who your customer is in order to effectively communicate with them. Communicating with 70 year old women and 20 year old men is incredibly different! Analyze your email list a little deeper to identify segments of people within your audience so you can start sending them targeted, personalized emails. These personalized emails will help increase engagement and ultimate generate a greater ROI.

Data Collection

Once you get some sign-ups, these subscribers being to provide a lot of useful information about their interests and buying behavior that you can use to convert them into buyers, repeat customers but also use to identify new potential customers. You can customize email fields to collect everything from age and gender to interests and subscription preferences. The more unique you can make each subscribers experience, the more likely they are to stay a subscriber and eventually purchase not once, but multiple times from your business.

How to Get Sign-ups

  • Asking people won’t usually work — you need to sell them on any of the 3 answers you gave to the above questionnaire.
  • It’s essential to establish credibility and trust (i.e. mention email frequency), give them a sense of what they will be getting so that their expectations are set appropriately and so they won’t be overwhelmed or underwhelmed by your outreach.
  • Best practice includes collecting email, first name and postal code.

How to Get People to Read

Now that you have all of these sign-ups, how do you get your subscribers to actually read the content you are sending them? These are our top 5 variables to change if you aren’t getting the response you are hoping for.

  1. Subject Line: Keep it short, share what’s inside
  2. Relationship: What value have you provided in the past and how engaged are you?
  3. Time & Day: Weekday vs weekend? Early morning, lunch, after work, evening?
  4. Volume: How much email do you send?
  5. List Cleanup: Get rid of old subscribers who aren’t engaged

Treat your subscribers like VIPs. Being invited into someone’s email inbox is a privilege, you need to treat it as such. These subscribers are interested in your content. You need to provide them with benefits that other people who aren’t subscribed to your email list won’t be able to get. Let them know first about new products or sales, or go even further and ask these subscribers to participate in product surveys and reward them by making them beta testers for new products.

email marketing campaign example.png

Email Example

Doing well

  • Compelling image
  • Call to action – buy tickets
  • Description draws you in
  • Conversational tone
  • Clear info – dates, price

Could be better

  • Large image will be hidden for some
  • Call to action button rather than links
  • Layout/flow
  • Could be more personal

Check back next week for Email Marketing Part 5: Email Systems and let us know if you have any questions about how to get more sign-ups for your email list.