For your email newsletters to be effective, you need to reach a wide audience and appear relevant to all of the people in it. But the first step is to convince people to join your mailing list, by standing out in the sea of online marketers.
Opt-ins are the gold standard of increasing sign-ups: they give your target audience the ability to choose whether or not to sign up for your email newsletter. They also provide you with numerous ways to lure people in, including:
- On-page opt-ins: this option prompts site visitors to sign up while they’re browsing a page on your site.
- Slide-up opt-ins: this opt-in slides up from the bottom of a website. It is minimally intrusive, can be displayed on every page, and gives the site visitor the option of closing it or responding.
- Pop-ups: Popovers are everywhere, and for good reason—they work! With the right online tool, you can customize these pop-ups and decide what pages they appear on, when they appear and who they display for. They can take on many forms, including:
- Standard pop-up stating the benefits of joining the list
- Incentivized pop-up
- Discount-led pop-up
- Shopping cart-abandonment pop-up, encouraging the user to create an account
Remember, it’s important that no matter what type of opt-in you use, you should provide your subscribers with a double opt-in option. This means they not only opt in when they see the initial offer, but also they receive an email confirmation that they want to receive your newsletter.
By doing this, you are ensuring a loyal online newsletter reader who is more likely to remain subscribed and engaged. Additionally, it will reduce the number of people marking your email newsletters as spam.
Often, a potential subscriber wants to see what you have to offer before they make a decision to sign up for your email newsletter. You can create a landing page that’s specifically designed to show users what the benefits are for subscribers.
One of the best aspects of the email-specific landing page is you can direct all external traffic to this page, whether they are from web searches, social media, blogs, or another source. Keep this page short and sweet and let people know what they will be receiving in their inbox. Examples of what you can offer them include:
- Weekly tips
- Product reviews
- Interviews with experts
- DIY/how-to guides
- Anything else you include in your newsletter
Whether users are directed to these email-specific landing page or to other parts of your website, be sure to have call-to-action (CTA) buttons on every page. Doing so means you don’t miss out on any potential subscriber, no matter where on your site they’re browsing.
You can increase the number of sign-ups you have simply by giving potential subscribers special offers. These offers come in many forms and can be introduced on a range of platforms (e.g. your social media accounts), such as:
- Courses and webinars
- Content downloads, such as whitepapers
- Referral offers
The key to online newsletter effectiveness is to be creative and use the technology at your disposal. The more distinctive you make each of these methods, the more successful you’ll be in gathering those engaged subscribers.
Check out our free list acquisition cheatsheet for more advice on collecting email addresses for your database.