Are you looking for a way to turn first-time website visitors into email subscribers? If so, you're not alone. Email marketing is one of the most effective ways to communicate with existing customers and nurture prospects.
On average, brand leaders see an impressive 4,400% return on investment when they optimize their email strategy. Why? Simply put, email subscribers are more likely to become customers. You'll have plenty of unique opportunities to send eye-catching messages that bring people back to your online store to complete orders and participate in events.
Business owners and marketers agree that getting people to subscribe to their email list is the most challenging part of the process. My goal is to help ease that burden by showing you several tried and true tactics that will help you convince new visitors to subscribe to your email list.
Ready? Let's begin!
Your company blog is one of the best tools you have for getting more email subscribers. Consumers are no longer interested in short sale cycles where they buy a product and ignore the brand until they need them again. Instead, many customers continue engaging with brands long after they buy their product or service.
Similarly, visitors are more likely to continue engaging with a new brand if they have something to do on the website that doesn't involve them pulling out their debit card. You may be shocked to learn that 47% of shoppers read 3-5 blog posts on a website before they decide to buy their product.
The key to getting more subscribers with your blog is to post high-quality content with user intent in mind. In other words, your blog posts should address specific pain points and goals cited by your audience or through customer research.
If your posts resonate with readers, they will likely want to read more of your content. Use this opportunity to put your value proposition on display and give users a concrete reason to sign up for more content.
Now, it's time to think about how you will turn visitors into subscribers from your blog posts. The best way to handle this situation is with a strategically placed signup form. Your goal is to catch visitors when they are in the middle of enjoying your best content and encourage them to join your email list for more top-notch posts.
Review your Google Analytics account and find out where users spend time on your website. So, let's say you notice that one of your blog posts has 10x more traffic than your other articles; you may want to add a signup form to that page.
I prefer including the form on the sidebar of our website or at the bottom of the post. If a visitor gets to the end of your post, they are primed and ready to subscribe. A properly timed form could be just the thing to convince a visitor to join your email list.
You can also create a popup that appears on-screen at just the right time. You can include the signup form within the popup, which means a sleeker design for your website. Ultimately, it's up to you to choose how you gather leads from your website, but we've seen tremendous success using both strategies across our brands.
Imagine what it would be like to visit an unfamiliar website and see no trust signals. Do you think they would give you their email address? The answer is not likely. You have to build social proof and show visitors that customers and businesses see you as a respected figure in the community. When new visitors see that you're trusted by other community members, they are more likely to subscribe.
We like including real-time stats on our signup forms. When a user is browsing our blog, they can see that we have over 235,000 email subscribers. This figure shows unsure visitors that our brand is trusted by the community.
You don't need to have quite as many subscribers or customers to use this strategy either. Businesses that let visitors know that they have 1,000 subscribers tend to have more consistent growth than those that don't mention impressive real-time stats.
It's also possible to grow your subscriber count with social proof by gathering more customer reviews for your site. On average, 85% of people trust reviews written by other customers. You can dramatically impact a user's opinion of your brand by simply featuring reviews on your product pages and prominent areas of your website.
One mistake many new business owners make is they forget to optimize their website for mobile devices. As a result of their decision, they see slower growth and struggle with engagement. Over 5.16 billion people use mobile phones globally, so this is one demographic you need to address, regardless of your industry.
Not only will optimizing your site for mobile improve UX for smartphone users, but it will also make your website easier to find. Consequently, you'll encourage more visitors to subscribe to your list while bringing in brand-new traffic.
I suggest spending plenty of time improving the performance and usability of your website. You'll want to test everything from your loading times to button functionality on smartphones. You can streamline part of this process by using a mobile-responsiveness theme for your site.
You'll also want to make sure your contact forms and popups are all optimized for mobile devices. If a user tries to fill out a form from their phone and your site breaks, they will likely leave and won't return in the future.
Finally, let's talk about how you'll entice users to subscribe. There are countless strategies you can use here, depending on your industry. Here are a few ideas for offers we use now or have successfully used in the past.
One of our oldest marketing strategies is to create a high-quality lead magnet. Lead magnets are premium pieces of content that are behind a subscription wall. To get the magnet, they have to subscribe to your email list. This tactic ensures that you're attracting qualified leads that care about future content and offers.
You can also grow your list by creating landing pages for specific products and offers. There's plenty of room for experimenting in this environment. I recommend testing different headlines, offers, visuals, and designs throughout your campaigns. Use what you learn to fine-tune your strategy and get more subscribers.
If you're looking to grow your list fast, you could offer a discount to all visitors that subscribe to your email list. Some businesses offer users 10% off of their order; others opt for 25%. Of course, this is another one of the choices you'll have to make based on what you sell and your typical asking price.
Building your business with email marketing is a time-consuming but worthwhile strategy. There will be days where you get no new signups. Instead of letting these moments define you, use them to identify your weaknesses and build on your strengths. Use the tips I outlined here today as guiding points so you can consistently generate new leads and grow your small business.