The most successful way to grow your email list is to always remember it’s an exchange.
You want the most valuable thing people have and that is…
If they give you their email, that is 1 more notification and 1 more piece of content in their inbox.
What do you have to offer? What is your fair trade for their time?
They are asking: “What’s in it for me”. What is your answer?
Know Your Customer, GROw YOUR email list
We all know Marketing Rule #1 is Know Your Customer. And, today, this rule has even more profound application to your online customers — the customers you will likely never meet in person.
However, the #1 Marketing Rule equally applies to new subscribers, a.k.a. future customers.
Really, you should look at new subscribers and existing customers as one in the same. Their motivations to act, whether it be to sign up, learn about your products/services, shop on your site or to not unsubscribe, are the same.
If you really want to grow your email list, take the time to begin to understand the subscribers you want to attract:
- What demographic(s) of subscribers do you want to attract?
- Where are they in the buying cycle?
- Where are you most likely to find them?
Marketing is two things at its core: attention, and message.
- Know WHERE your customer IS, so you can REACH more people.
- Know WHAT your customer cares about, so they will LISTEN to what you have to say
The better you understand who and where your prospective subscribers are, the more subscribers you will gain for each advertising and discount dollar you spend to attract them.
I won’t subscribe without a good reason
It is essential that you offer an immediate benefit upon subscription sign-up. Very few people will give up their email and their “perceived privacy” in exchange for something that might or might not appear in the future.
Offering an immediate incentive also provides the added benefits of creating a seamless method to authenticate new customer emails.
Be incredibly useful
What do you know and what can you teach?
Even a simple plain text email can be incredibly useful if it speaks directly to someones need and teaches them something they did not know.
Creating a library of interesting and informative content sounds overwhelming but this doesn’t have to happen in a day.
Whether you write a blog, newsletter, tips, how-to articles, recipes, checklists, etc. make sure that it is something that matters to your customer.
Each email that gives is building up trust with your audience so you can eventually ask for something in return. A set of emails that ask for something every single time is the quickest way to get unsubscribed.
Ensuring Your information matters
Many of your competitors are already sending out lots of information to their customers.
You can stand above the competition if people can see greater value in your resources.
Consider these factors when preparing content:
- Timely Content: Make sure your content is something your customer will want to act on right away. Are you sending out the seasonal recipes, fashion tips, or checklists during the best time-frame in advance of the particular event? Are you timing this to give your customers enough time to plan, shop and receive delivery of the related products you might be promoting?
- Create Relevant Content: This seems obvious, but only distribute information that your customers will either see as new and fun or something they can learn from. You will also likely have a diverse customer base with diverse interests, so don’t waste your time trying to write for all of them, target those that are most likely to act on the content and buy your products.
- Use Content Experts: Fashion-focused writers are usually not well versed with, nor great at writing tips for buying power tools. So use your marketing budget dollars wisely by hiring freelance writers who represent or best understand your key product categories.
- Customers Know Best: Consider including a simple 3-5 question survey as one of your email blasts to your subscribers. For example, list three topics for future fashion tips, and ask them which one is of most interest.
You can also use this strategy for new subscribers. Offer the choice of 2 or 3 value offerings on your pop-up subscription box. See which offer attracts the most subscribers, then focus on that.
what’s in it for them?
- Remember that your customer’s time is incredibly valuable.
- Always have an answer for a customer who says “what’s in it for me”
- Make sure that you have something useful to offer.
- Be purposeful about building very useful content