How to Authentically Grow Your Subscriber List and Why It Matters
Start where it matters most
The key to any email marketing strategy (or any content for that matter) is to provide relevant, informative, and timely content. Without that as your foundation, your strategy will fall short. Even if a catchy tactic brings people in, they won’t stay unless you are providing value to them.
One of the most effective ways to ensure that your content is relevant, informative and timely is to not approach your emails with a one size fits all mentality but rather create custom-built (with scale) messaging that speaks directly to the people you are trying to reach.
The best way to do this is by implementing a marketing automation platform to help you determine and track which behaviors and characteristics are most valuable to segment your audience.
For instance, if you are in EdTech don’t send articles and advanced course information on UX Design to your entire subscriber base. Instead target those messages to people who have completed your beginner series on UX, or those who have expressed an interest in web design fundamentals. VentureHarbour recently posted a review on their picks for top 2020 marketing automation tools if you are wondering what might be the best platform for your business.
Content is King, it’s an old saying but sometimes oldies are goodies, it’s one thing to bring people in but the only way to keep them is with a well thought out and expansive content strategy that gives them a reason to keep coming back for more.
Ignite your existing audience
WHAT TO DO WITH THOSE FOLKS ON YOUR LIST WHO DON’T SEEM INTERESTED ANYMORE?
When it comes to email marketing it isn’t, or shouldn’t be, always about bringing more email addresses in—engagement is also important. Communicating with 10 people who are all very engaged and interested is more impactful than communicating to 100 people with only a couple who engage in your emails.
Run a re-engagement campaign to remind inactive subscribers why they signed up to hear from you in the first place and get them opening (and loving) your emails again. HubSpot says that “when done well, re-engagement emails can reduce list churn rates and boost incremental engagement. In terms of deliverability, re-engaging your inactive subscribers can enhance or at least help you maintain inbox placement rates for your emails.” And they even provide 13 re-engagement examples to get your creative juices flowing.
ASK YOUR ENGAGED CONTACTS TO MAKE SOME INTRODUCTIONS
If people are continually engaging with your emails then they clearly like what you have to say and are most likely willing to share it with other like-minded people. Don’t just assume that people will share things or even know who to share them with, make it really easy with a simple “Did you find this valuable? Share it with your peers!” CTA at the bottom of the emails that will automatically create an email that they can seamlessly share.
Make the most out of your other content vehicles
SOCIAL PLATFORMS
Keep your social platforms active to expand the network of people who know what kind of content you share and point people directly to a subscription form so they can easily sign up to hear from you.
BLOG POSTS AND PARTNER BLOGS
Point your blog to your emails and your emails to your blog and cross-promote your content with CTAs and inline forms for subscribers. Remember to keep your forms simple, keep it to what you really need (an email) in order for them to subscribe. Long submission forms turn more people away and will lower your conversion rate substantially.
SUBSCRIPTION LANDING PAGES
In addition to subscription forms embedded on key web pages, create stand-alone subscription landing pages that directly show visitors what kind of information they can expect and the frequency that they can expect it.
EVENTS
In-person and online events are critical ways to build relationships, utilize those connections to let people know other avenues where they can connect with you.
Gather email addresses at trade shows with QR codes or business card collection (be sure to request direct permission to email them!)
Co-host online webinars with partners, this will not only provide enticing and valuable content but it will expose you to their networks, don’t miss out on these opportunities to tell people how to subscribe.
If you have a brick and mortar presence, include ways for people to sign up to subscribe with QR codes or with an iPad available to sign up on the spot.
Why it matters
Understanding how to authentically grow your database and not sending emails to people who didn’t ask to hear from you is not only good for your brand reputation but it will help you to continue to reach the inbox. This means that you need to rethink buying email lists—in other words, don’t.
Your sender reputation is based on a lot of things, not the least of which are how many people you send emails to, email frequency, and email engagement with your audience. According to Return Path, only 28 percent of all messages sent worldwide ever reach the inbox. They provide a Sender Score tool to help you determine how you are doing. This is important because simply reaching a certain number of subscribers does not equal success, rather
What to do once you have an audience
Continue to provide relevant, informative, and timely content to your audience. Subscribers are fickle, don’t inundate their inbox when you don’t have something important to say but do stay consistent enough so they are expecting, and even looking forward, to hearing from you.
If you are still trying to figure out the best place to start, contact us for a complementary email marketing audit. We will review where you are, and provide actionable suggestions on how you can take your email marketing strategy to the next level.
