Your email mailing list is a potential gold mine. Unlike social media and pay-per-click advertising, this is also one that you have complete control over. You don’t have to worry about algorithms or search engines to get your message across. This is the instrumental part of anything customer engagement strategy.
But how do you build a subscriber list in the first place? In this article, we will show you. Here are some tips on what to do to take advantage of all that email has to offer.
1. Identify and define your target market
First, you have to identify who your business goals are. You want to have a clear idea of who you want to subscribe to your email before you try to reach them.
A business that tries to attract everyone will waste a lot of time and resources. They create a nuisance to themselves in the process. For example, a company that specializes in selling skateboards will not try to register a local clergy member.
You probably already have a clear idea of who you want to attract. If not, you will need to do some market research.
2. Do market research and find your current audience
To do this, you need to analyze the people who are already using your business. This may sound complicated, but thanks to the Internet, it has never been easier. There are several factors you need to consider:
- The age range of your customers.
- Their location.
- their income.
- What devices do they use.
All of this data can help you understand your customer base better and respond effectively.
A lot of useful information is generated when shopping online that you can use to influence your strategy. For example, if all of your sales are generated locally, you’ll know to target nearby communities. On the other hand, if they are from overseas, you might consider adapting your website, so that it is available in multiple languages and makes it easier for overseas customers to use.
There are many analytical tools available online to help with this, such as Google Analytics. The more you specialize according to their needs, the more likely they are to sign up to your mailing list.
3. Check your product for defects
This may sound obvious, but it’s worth repeating: always check to see how you can improve your product. What problem does it solve? What problem does he have? Increasing the former and reducing the latter should always be on your mind.
After all, your product is the reason why the customer is in the first place. If it’s not up to par, it doesn’t matter how good your email strategy is.
Suppose the previously mentioned skateboard company got lucky and found a priest who happened to be an extreme sports fan; it will all be in vain if the wheel falls off after a month. Yes, they can make a sale at first, but they will have to refund a very hurt and frustrated customer later and he will most likely click ‘unsubscribe’ as soon as he gets home.
4. Perform competitor analysis
Figuring out who your competitors are targeting and how successful they are is another important part. There are several ways to perform a competitor analysis.
For example, if your competitors use blogs, you can use online tools to check which posts are performing well. You can use a program like Content Studio to analyze the performance of articles on social media.
It’s also worth taking the time to check out their web pages, especially if they’ve created segmented landing pages for their audience. If they have a very user-friendly and efficient setup, there’s no reason you shouldn’t try emulating it for your site.
5. Create a buyer persona
Once you have collected as much buyer data as possible, you may find it helpful to create buyer persona.
As a child, you probably had imaginary friends. The buyer persona is the mature equivalent of a marketer. These semi-fictional characters aren’t there to scare your parents and teachers; it’s to help you understand who your ideal customer is; the more detailed and specific, the better.
A clearly defined buyer persona will help you understand who to target and optimize your campaign accordingly. Arguably, their most significant benefit is that it helps determine who you should not target. There’s no point in repeatedly chasing leads from disinterested people.
So from the information you gather, what picture emerges? And how do you adapt your approach specifically to them?
6. Create a different landing page for each of your products
The best way to help generate sales is to make the customer experience as personal as possible. One way to do this is through a dedicated landing page.
Landing pages help attract a specific audience and are thus a great way to encourage people to sign up for your mailing list. Consider this one for example;
The company runs practice exam promotions for aspiring app builders. They have created this landing page to publish it, and have the same audience in mind. They will research SEO and choose the language carefully to attract clicks.
Anyone from the demographic who finds this page will feel their needs are addressed directly, and as a result, they will be more amenable to signing up for the email list.
7. Make an attractive lead magnet
One thing to keep in mind is that building an email list requires a level of trust. Your contact information is personal data, and it’s only natural that some people would be hesitant to submit it. They are wary of scammers and spammers, so it’s understandable that they would be wary.
One way to build that trust is to offer something in return. This approach is known as a lead magnet. And a freebie can be anything; discounts, consultations, white papers, it’s up to you.
Pop-ups are a great way to send out lead magnets, as long as you don’t break the golden rule: they shouldn’t interfere. If a visitor to your site closes a pop-up, it won’t reappear ten seconds later, and there shouldn’t be one on every page. Otherwise, they become annoying and will only motivate people to leave your site and not come back.
Used sparingly and efficiently although they can be effective. Take a look at this one:
Very interesting, the discount offer is right in the middle and the ‘X’ to close it is visible. Nobody likes having to scour every inch of the screen trying to figure out how to close unwanted ads, so anyone not interested in this deal can close it quickly. These pop-ups can attract extra quirks but are not so intrusive that they will turn people off.
8. Free and discount
Let’s imagine that you need to invest in a desktop computer. After doing some research online, you’ve found the best model for sale in an electronics store, and it’s perfect for your needs. Best of all, there is an introductory offer; 15% discount for new customers. All you need to do in return is provide your email address.
It’s hard to resist, isn’t it? Some email marketing in exchange for a discount is a great deal. You take the risk and make a sizeable savings. Then a few weeks later, you’re emptying your inbox when you see another email from that company advertising sales on laptops. Your daughter will be leaving for college soon; maybe he can do it with a new one?
Maybe you just intend to make your first purchase and take advantage of the discount. This is understandable; everyone likes to haggle. But the computer you buy is fast and reliable and great value. The company has earned your trust, and you are well on your way to becoming a repeat customer.
You’d never hear of a laptop sale without an email, and you wouldn’t see an email if that initial discount didn’t encourage you to sign up. This is a common marketing strategy, but it works.
9. Free shipping
Free shipping is another popular type of lead magnet. The cost of transporting goods can be inaccurate, and many sales are lost as a result. For example, a funky, eye-catching T-shirt might look great when it’s $30, but after $15 is added for shipping? Not too much. Maybe it’s worth looking elsewhere?
That’s why free shipping offers are so attractive. Customers want to see the total cost of goods up front and don’t like the extra cost. You can’t ignore the extent to which it influences purchasing decisions:
If you are considering offering free shipping, there are a few things you should keep in mind. Are you providing it as a one-time customer or as a long-term plan? You must also maintain standards; Free shipping is not an excuse for lost or damaged items. Generating a lot of new sales is not good if the majority of those customers never return.
Widgets are the unsung heroes of eCommerce. They are a valuable tool for obtaining data, and often times, people don’t even realize they are there. that little chat button in the corner of the website with the words “Help”? Those are Widgets.
They are also relatively easy to set up. Most have a copy and paste code block that you can embed into your website without drastic changes to the framework.
The purpose of a web widget is:
- To encourage customers to use self-service resources
- Allow visitors to message your team
- Activate them to start a live chat
Used well, they can make a huge difference and they are a useful tool considering how often they are overlooked.
Email is a powerful marketing tool, and it would be wise to take advantage of it. However, once you have created a customer database, use it wisely. Make sure not to send a dozen emails every day; flooding your customers’ inboxes will turn them against you.
Follow these suggestions, and you’ll be ready to build a sizable list of email subscriptions. Use email (including your list, of course) well, and it will yield great returns.