Email newsletters are a great way to turn leads into conversions, encouraging more consumers to interact with a brand in the form of a purchase.
Ideally, that’s the goal when rolling out email newsletters and lead nurture campaigns. Marketers want to make an impression on their audience, establish a connection, and build trust.
The sheer volume of email users across the world makes email one of the best ways to establish these relationships.
There are 3.7 billion email users across the globe. And by 2021, that number will jump to 4.3 billion.
But even then, securing these emails when it comes to a newsletter subscription list can be tough. Convincing users to subscribe to email lists isn’t as easy as it seems – there are a few factors to consider and intricacies to make a note of throughout the process.
Some brands will invest in paid initiatives to build email lists. But this initiative for growing your email subscribe lists can have a negative consequence, turning audiences against you.
By following a few helpful best practices, marketers can ensure their campaigns make an impact.
These best practices are great for B2B and B2C brands of all shapes and sizes across a variety of industries.
How to Grow Email Lists Effectively
1. Increase Opt-In Options Throughout a Website
When it comes to increasing your email subscription lists and getting over subscription fatigue, one way to do that is by increasing the number of email opt-in CTAs throughout a website.
Sometimes the orientation and placement of a newsletter opt-in isn’t right – this could affect desktop and mobile conversions because the orientation and layout of an opt-in can be altered depending on the device.
To up email marketing campaign success, marketers need to rethink how they go about asking users to sign up for newsletters and other marketing and advertising campaigns.
In some instance, creating an opt-in that follows users throughout their journey in the same way as AI chatbot boxes would do the trick. A following opt-in is constantly on the mind of a user as they scroll.
Similarly, brands can encourage users to sign up and create an account at checkout. This method helps marketers better understand user behavior and purchase decisions. It can also be a great way to monitor customers and establish strategies for retention.
In some instances, keeping these email opt-ins embedded in the header, footer and navigation bars always keeps the idea of email top-of-mind for potential customers, increasing the chances that users will subscribe to email lists.
2. Try Subscribe Pop Up Messages
Another email subscription best practice brands can learn from includes adding email pop-ups that jump to the screen as a user scroll.
To limit the friction these pop-ups can have on the user experience, brands should automatically have these pop-ups appear within the first few seconds of a page loading. An immediate appearance makes it easy for users to sign up for email subscribe lists by making it the first action they take when interacting with a brand.
Many eCommerce brands utilize this opt-in method. It gives consumers a very direct and obvious CTA to interact with.
Brands that are struggling to get people to sign up for accounts and subscribe lists more organically can turn to this method to drive sign-ups, conversions, and sales.
3. Incentivize Email Newsletter Sign-Ups
There are a few ways to display email newsletter sign-ups. These can be in the form of traditional opt-in forms embedded in landing pages, CTAs, and pop-ups. But regardless of how brands display these forms, one way to increase sign-ups is through the use of specialized deals and coupon options.
By giving users something tangible that they can use, marketing teams can solidify a robust list of contacts genuinely interested in making a purchase from a brand.
Often, this comes in the form of s simple 10% off, free delivery or a certain amount off of a given order. By engaging consumers in this way, marketers can ensure that their email lists grow and thrive.
Newsletters are an essential part of any robust email marketing strategy. But there are some additional best practices to follow to ensure that once brands secure these email addresses, they can keep these consumers interacting and reading through newsletters as they land in email inboxes.
General Email Marketing Best Practices
When launching a successful email marketing campaign, it’s important to keep the below best practices in mind. A robust email subscribe list is nothing if the emails being sent don’t leave a positive impression on audiences.
Keep Branding and Communication Consistent
Email communication is essential. Consumers want to hear from the brands that they subscribe to, and want to interact beyond a newsletter.
But to make the best impression, brands need to communicate fluidly, frequently and cohesively. Similarly, they need to make sure messaging and branding is clear and consistent.
If a consumer gets an email and it looks and feels nothing like what they know of a brand, they’ll be suspicious. Anyone would! That’s why email marketers need to pay close attention to the information they’re providing their audience.
Frequent communication is great for branding. And consistent branding leads to 23% higher revenue for brands overall.
Email is one of the most direct ways in which brands communicate with their audience, and it’s a medium that relies heavily on consistent and frequent, branded communication that sells.
Here’s an example of a brand that keeps branding consistent while also showing consumers that they’re invested in them.
Image Credit: Really Good Emails
Make it Easy for Users to Interact
Emails are supposed to open pathways for communication. Therefore, make sure recipients have a way to interact once an email is sent.
These techniques include adding social networks, unsubscribe links, contact information and more into the body of an email to encourage action.
It’s important that marketers give consumers a quick and easy way to interact. Creating avenues of communication is important because consumers can ask questions, and express concerns or general inquiries.
Brands don’t want to make consumers do more work than is necessary. That’s how consumers get turned off and decide to follow other brands.
40% of consumers begin working with a competitor because of the expectation of better customer interaction.
Users want simple, efficient and clear calls to action. These demands are just as important when it comes to driving users to a website as it is continuing communication.
Prioritize Email Personalization
Personalization is key. It's what shows consumers that they matter in the eyes of the brands they support. This personalization can occur in a few ways.
It can occur through an email that highlights past behaviors and congratulates them on their actions – like purchases, for instance.
In other situations, lead generation emails lead users on a journey and compel them to buy based on their past behaviors and their preferences when they do peruse a website.
These campaigns are based heavily on metrics and analytics. These robust data sets help marketers better understand their audience so that they can build the emails and the overarching campaigns that drive results – whether those are conversions, sales or greater brand awareness goals.
Here’s an example of a brand infusing personalization into an email campaign to encourage interaction.
Source: Really Good Emails
Wrap up – How to Drive Email Subscriptions
The three rules to follow when growing your email subscribe list include:
- Adding more opt-ins and playing around with their orientation
- Trying out automatic newsletter sign up pop-up messages
- And adding more incentives to compel users to sign up.
These methods are a sure-fire way to get more consumers signing up to your email list, giving brands more opportunity to make an impact on their desired audiences – and give their eCommerce sales a must-needed boost.
But in addition to these methods for increasing sign-ups, brands also need to follow very specific email marketing best practices, whether they’re a B2B or B2C business. These include:
- Keeping branding and communication frequent
- Making it easy for the user to interact with brands
- And personalizing every chance they can.
With these tips in mind, brands across industries will be one step closer to acing their next email marketing campaign.
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