How To Use Email Opt-In Offers To Attract More Subscribers
You email subscription list needs constant maintenance. Part of that job is removing old subscribers from your list so that those who are hard bouncing or not responding to your emails are no longer receiving your content.
The problem is that when you remove contacts from your list, your contacts list shrinks, giving you less opportunity to make a return on your email marketing campaigns. To avoid this you should look into adding names to your list. This is mostly done via an opt-in form that is either embedded on a web page or ‘pop-ups’ after an action has occurred.
Simply requesting the users details may persuade some people to sign up to your email list, but the vast majority of people will not just sign up. Instead you should look into giving something away for their contact details. This is a much better way to entice your website visitors to sign up.
Why Are Offers So Effective?
Email addresses are valuable. When businesses are sold, the number of addresses on their contacts list can form part of the valuation. Consumers know this and they have a vested interest in keeping the number of organisations who have their contact details down to a minimum.
Therefore, you need to give them a reason why they should sign up to your mailing list. Simply stating that they’ll receive more information every so often is not going to be highly effective – every business could offer that promise. You need something unique; an offer that will invoke their imagination and will be highly valuable to them.
What Can Be Offered?
There are a variety of options for your opt-in offer. Many organisations offer a free quote. This can be good for those businesses where customers have bespoke prices depending on the work that needs to be done.
An uncommitted potential customer now could be a loyal customer in the future, but only 30% of those who land on your website will ever find their way back.
Therefore, consider creating information you are willing to provide in exchange for their contact details. This information can be presented to the subscriber in many different formats such as:
- An auto-responder email system.
- A whitepaper.
- An ebook.
- A locked area of your website.
- A free application (or a lite version)
- A trial of your service.
The latter of these is very inefficient and should only be considered as a last resort. However, any of the other three options are very common. The first option, an auto-responder series is highly effective as it regularly reminds your audience of your brand.
However, the real power of the offer is that the audience will find it valuable. Therefore, giving advice like “how to…” and “X number of ways to…” are perfect options.
How Can You Deliver Ebooks, Whitepapers Or Apps?
If you decide to offer your subscribers an ebook, whitepaper o app there are various options for delivering on your offer. The first is through an autoresponder. That is, when the visitor signs up for your email you automatically send them an email to confirm their subscription and provide an attachment of the ebook or whitepaper.
If you use this option you should also include a confirmation link, so they confirm they have signed up to your email marketing list. Otherwise you may breech CAN-SPAM laws.
Another option is to send the visitor back to a secure page on your website where your customer can download the document. This can be effective as it is a double opt-in (where two actions have to be taken to confirm sign-up) and therefore conforms with best practices and CAN-SPAM laws.
Email marketing lists need constant maintenance. Removing old contacts is important, but so is the process of adding new contacts. One of the most efficient ways of adding new subscribers is to offer something valuable in exchange for contact details. This could be a free quote, but more than often it is an ebook or whitepaper. These are highly effective and can really grow your marketing list. The more on your email list – the higher chance you have to make a return on your email campaigns.
What offer do your new subscribers have? How many offers do you have?
Let us know in the comments below:
- Create more offers for your website to encourage more sign-ups.