Get more (valuable) Newsletter Subscribers
Email marketing is still the most effective way to generate new leads. However, converting a website visitor into a hot lead takes time and effort. The first obstacle? Getting someone to fill out their contact details to register to your newsletter.
1. Reduce the number of fields
First, try the number of fields people need to fill in to sign up for your newsletter to a minimum. Each field is an extra step that someone has to take and thus a potential kick-off moment. To put that hypothesis to the test, try adding a field to your sign up form. As other emailers notices, this will decrease your sign-up rate by as much as 11 percent. However, the decline isn’t necessarily a bad thing. It might indicate that only subscribers who are more serious about your product sign up, and helps your conversion rate derived from sign-ups increase. Also, acquiring additional information will help you understand your subscriber better and to send more relevant content to them, which may help in the sales process.
To truly know whether you benefit or suffer from your long contact form, test both versions and find out which one led to the most (valuable) conversions.
As rule of thumb, marketers use on average two to four fields for newsletter sign-ups. In addition to an email address, the first name is often asked to use for the subject line and/or the headline of the newsletter. This way your newsletter is more personal and increases the opening rate.
2. Social media
Research from responses of 255 B2B and B2C marketers, social media accounts for 45 percent of signups and is identified as one of the best performing marketing tactics for obtaining new newsletter subscribers.
Social media allows marketers to collect customer data and then bring their proposition to the right people. Therefore, write to your audience in such a way that the message is appropriate within each individual social media channel. For example, on Facebook and Instagram, it works better to use an image, so make sure you place an image of your eBook with little text rather than a full-on description. Every channel has its preferred way of soaking in and distributing content, adjust your content accordingly and use it to your benefit.
3. Lead generation
While you may get in new subscribers in via your website or other channels, you can also opt to collect new subscribers by being part of a shared survey campaign. In such a campaign, users fill out questions about their interest in your product or service. When clicking ‘yes, I am interested … [to receive information about you]’, they are send to your email marketing database via an API. They are then signed up to your newsletter. In practice, it means that the consumer doesn’t need to be on one of your landing and/or social pages in order to sign up. Hence, you can reach consumers you normally may not have reached via your usual channels. You expand your reach in a cost effective manner, and all subscribers’ contact details are validated in real time – another thing less to worry about.
4. Call to Action
The copy used in your email newsletter registration form has to be relevant in order to increase the number of subscribers. First off, Try to emphasize the benefits of enrolment. A bad example in this case is ‘sign up’ or ‘subscribe here’. People need to see the benefit, so instead write "discover weekly how to score more leads." You need to give people a reason to register, and provide with something of value.
Second, avoid negative words around your call to action (CTA) and try to exert some positive influence. By removing the possible fears or problems of the user the chance to click, and ultimately sign up, increases.
Last, think carefully about the text of your CTA. For example, the word ‘free’ can adversely affect your conversion as consumers may feel like they’re being tricked (nothing in this world is free).
5. Exclusive content
The best way to get more subscribers for your newsletter is to offer exclusive content to subscribers. You may think of it as a gift that you offer to new subscribers.
This exclusive content may consist of an e-book, video series, or other tips about your field of expertise that you give in exchange for your visitor’s email address. This way you build a database of people who may eventually be interested in your services or products.
Giving away templates, information, or trial memberships on your website is a way of pre-qualifying potential leads; as they expressed interest in your giveaway that is specific to your industry, chances increase that they will become willing to invest in your premium offerings.