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As a marketer, we would love for everyone to actually subscribe to our email updates so we can reach out to them every week to keep our brand in our consumers' minds. However, email is one of the most prominent aspects of our daily working lives, where we are inundated by work emails, social media updates, and email advertising campaigns. Therefore, getting someone to actually subscribe to your email can be tough. 

Instead of immediately asking someone to subscribe to your email updates, my suggestion is to ease them into the process to give them exposure to the types of emails you are sending out. Here are 2 ways to do this: 

1. Use social media to promote your email. 

Every email has a link associated with it, generally located in the header or footer of the email. Use this link to share your most recent email via social media. Mention the most important content of the email, and make sure to ask people to subscribe to your updates. Think of the most important content in your emails as almost a blog post - if people like what's being said, they will most likely subscribe to your blog, or in this case, to your email.

2. Have an email archive widget/page on your site. 

One of the best ways to let more people read your emails is to have them on your site. My suggestion is to have an archive widget on  your site, either located on the sidebar, or having a page specifically dedicated to your email archive. I would organize this by month, week, or whatever works best for your email campaign. You can create an RSS feed for your emails so they automatically show up in these sections. 

I know some brands might be skeptical doing these things since it might decrease email conversions, but they of it this way: if visitors like what you're saying, they will want more. Why wouldn't they want to subscribe to your email updates if the only other option is to continually go back to your site or social media networks every week to read your newest email? 

Email marketing is permission-based marketing at its core. Giving your potential consumers an idea of what content you are providing will allow them to make a more educated decision when subscribing to your email updates. As a result, you will have more dedicated subscribers and less unsubscribes.  

Guest Blogger | Jenn Lisak 

Jenn is a relationship manager with DK New Media. Jenn consults and manages marketing strategies for clients and speaks and writes on marketing and social media.