How To Build Your Email Subscriber List
Building a solid opt-in email list of subscribers who are interested in what you have to say is important to growing your business. Follow these tips to keep existing subscribers and attract new ones.
Make it easy to sign up for your messages
A name and an email address should be all you ask of your subscribers. You may drive off some people by asking them to fill in too much information—information they are unwilling to divulge. Determine the risk/reward or trying to collect too much data. Instead of asking for it all at once, develop a relationship with subscribers and collect it over time.
Use an appropriate call to action
Use the phrases “sign up” or “join” rather than “register” or “subscribe.” The latter two may have negative connotations because they imply a fee or a level of commitment. On the next page, thank them for signing up.
Place your call to action at the beginning of your newsletter
Place links (text or picture) at the beginning of your message, rather than the middle or end, so that recipients know what to expect.
Add subscription forms to your website
You can add a subscription form to every page, as long as it’s not too obtrusive (e.g., a small form near the bottom of the page). Whatever you do, do not include annoying pop-ups that, when someone closes the website, ask users, “Are you sure you want to navigate away from this page? Act now and receive a discount!” You are likely to drive many potential subscribers away for good.
Add subscription forms to your social media websites
Include sign-up forms and links to your website on Facebook, MySpace, Twitter, and other social media outlets. Include some of your blog posts or newsletters as “notes” on Facebook. Remember, it’s easy to make friends and network on Facebook. When people see your note in their News Feed, they may be interested to read your article. From there, you can point them to your website, landing page, or newsletter sign up form.
Publish a privacy policy and include it in your newsletters
Reassure your subscribers that their confidentiality is important to you and you will not share their information with others. Set up a privacy policy page on your website, and include a link to it below your sign up form. Include a note about privacy in the footer of your newsletters. For instance, “We take your privacy very seriously. Your email address and personal information will never be shared, rented or sold to third parties.”
Use a landing page
A landing page is a page that will take a user to a form where they can enter their name and email address to sign up for your newsletter. Landing pages encourage a “call to action” and thus are sometimes preferred over direct linking to your website. Encourage users to sign up by including a list of important features, as well as customer testimonials. Include a short video addressing your customers on the benefits of your product or service.
Provide samples of your newsletters
Subscribers want to know what kind of information they can expect to receive. Providing archives of past newsletters instantly gives skeptical customers a look at what you have to offer.
Add incentives to sign up
Give subscribers incentives upon signing up, such as discounts, access to articles, videos, or eBooks.
Make it easy to forward your newsletter
Viral marketing is an important part of expanding your online readership and reputation. Encourage your subscribers to forward your newsletter to friends, family, and colleagues. Offer a gift or discount on your product or service if they refer a certain number of people. Provide a subscribe link in your newsletter to make it easy to forward and gain new readership.
Post on forums and blogs related to your business
Posting on forums and blogs is a great way to spread the word about your business. Include your website in your signature. Point users to an article you have written that answers their question (but don’t spam).
Be honest and trustworthy
Tell your subscribers how often they can expect to receive your newsletter or other emails. If you have multiple channels of content, have them choose what they want to receive. Do not send out more than you promise, and always provide relevant information.