Whenever a customer, future customer or stakeholder supplies an email address, you must manage their trust meticulously. When they actively give you this information, they are saying: “I am ready to listen to what you say and think.” Barriers are down. Consequently, newsletters are a very efficient and powerful channel for communicating with all types of interested parties. Because digital newsletters are “measurable” down to the individual level, the right messages can be directed to the right target groups. Thus, there are greater opportunities for hitting directly home. Naturally enough, to increase the impact of your newsletters, you simultaneously want to communicate with as many people as possible. We have here compiled know-how and tips for increasing the number of subscribers to your newsletters.
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- Keep messages relevant
The golden rule of all communication applies equally to newsletters. Messages must be right for the target group you are addressing. For best results, you should send different versions of your newsletters to different target groups. Studies show that, compared to sending a single newsletter to a conglomerated list of subscribers, you getter a better response if you send to several lists with fewer addresses. By segmenting your mailouts on several criteria (e.g. place, subscriber title and interests), you make them more personal. You then have a greater chance of keeping loyal subscribers who appreciate your communications.
- Create trust
By being clear about what your newsletters contain and how often they are sent out, you create trust. Write a short description of what your newsletters will contain and, to encourage reading and subscription, link to the latest edition or an archive of all your newsletters.
- Simplify cancellation
Something else that is enormously important, and which also creates trust, is clearly showing how your subscribers can easily cancel their subscriptions at any time. This makes subscribers aware of your respect. They are then more inclined to subscribe. Furthermore, it is vital to remember that, by law, every mailout must have a cancellation link.
- Use website forms
The easiest way of attracting more readers is to use a subscription form on your website. Visitors to your website can then easily choose to become subscribers. This offers the opportunity of forming long-term relationships. Remember to ask subscribers for essential information only. If you ask for too much, it may be perceived as intrusive or time-wasting. This risks losing subscribers. Keep the form simple and readily understandable. Explain also what subscribers can expect and which added value you offer.
- Add links, banners or pop-ups
A link in your email signature or a banner on your website can take readers directly to a subscription form. When anyone is leaving your website, ensure there is a pop-up window where they can enter an email address. There are several tools you can use to create banners and pop-ups.
- Attract subscribers in physical meetings
Even though your newsletters are digital, subscribers can be attracted outside the virtual world. Take the opportunity to collect business cards at trade fairs. Ask for addresses and consent at sales and customer meetings. If you have a physical shop or restaurant, you can collect addresses via a tablet computer or paper and pen. The physical contacts you establish with subscribers create trust and the opportunity for long-term, digital relationships.
- Make recommending easy
Make it easy for satisfied subscribers to tell friends and colleagues about your newsletters. In Paloma’s tool, there is a special link for readers to recommend the content to friends, etc. You can add the link anywhere in a newsletter. When a subscriber’s friend clicks the clink, the newsletter in question is shown along with a subscription form.
- Share in own channels
A good way of reaching out with your newsletters is to share them in your own channels, e.g. Facebook and LinkedIn. Here too you can take the opportunity to encourage subscription.
- Seize on natural opportunities in the customer journey
If you work with e-commerce or any form of marketing automation, there are several natural opportunities for offering newsletter subscriptions. Seize on these opportunities and create various types of newsletter depending on the future or present client’ current position in the customer journey.
- Never buy email addresses
Last but no least – never buy email addresses. Millions of email addresses can be bought from various network suppliers and auction sites. However, using these indiscriminately will definitely not improve your results. For your email marketing to be efficient and remunerative, you need to act correctly right from the start. Take a long-term approach and focus on quality. Using bought addresses on our platform is absolutely prohibited.
We wish you every success!