By Larry Alton, Published October 13, 2014
So you’ve set up your official website set up, along with a fancy email subscription widget. You’re also planning to produce content on a regular basis, perhaps something once a week. However, your subscriber list is underwhelming. It can be difficult to motivate yourself to craft stellar email campaigns, especially when your subscription numbers are so low. Here are four ways to increase sign-ups and generate widespread buzz surrounding your subscription content.
Offer Something of Value
You audience isn’t looking for the same, bland dross that continually piles up in their inboxes. So focus on creating marketing campaigns, content, and promotional materials that enrich your customers’ lives somehow. Think about the common issues that your customers’ face and try to provide useful content that actually addresses their needs. For example, if your audience demographics are made up of college age students, then send them how-to guides on decorating their dorm rooms or finding low-cost housing solutions near the campus. Impart some wisdom that will genuinely assist your audiences.
Distinguish Yourself
Try to answer the question, “Why should someone want to listen to what you have to say?” Think about the unique perspective or information that you or your organization can provide subscribers. Why sets you apart from your competitors? Take these unique features and highlight it on your subscription signup widget. For example, if you are the only organization that provides a complimentary set-up service for a particular type of product, then make sure to highlight this distinguishing feature. These statements will help your consumers buy into your unique perspective.
Be Transparent
Before people sign up for an email subscription service, they should know exactly what they’re signing up for. You want to let your audience know exactly what you plan to deliver. This helps you build a clear value proposition that is devoid of any misleading information. For example, if you wish to connect with your audience by providing them with handy DIY home improvement tips, don’t start spamming them with unwanted and irrelevant content, like product listings from your promotional catalog. Make it explicitly clear that they will receive those DIY tips, but you can mention your company’s products if they are relevant to the theme of the subscription service. Transparency can help you or your organization build a trusting relationship with audiences based on consent.
Watch Your Metrics
Are you actually paying attention to your email campaign open rates, conversions, and clicks? If not, then you could be missing out on massive opportunities to improve your email content or repeat trends of success. Many email subscription services, such as Constant Contact and MailChimp, provide users with easy ways to track their metrics and identify user behaviors. It is crucial to consider this data before your next email campaign.
Are you ready to take the next step toward gaining new email subscribers? Carefully construct a content campaign strategy that keeps your audience in mind. Demonstrate value and set your emails apart from the competitors. And finally, keep track of metrics so that you can respond to success or opportunities on the fly.
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