Increasing your subscribers list is one of the most important marketing tasks that you consistently have to work on and create solutions for. The growth of your email/subscription list is one of the metrics by which your marketing activities and performance is measured.
However, growing your email list requires a lot of strategies and techniques to be put in place. Like Joe Pulizzi says, “Once you build an audience (of email subscribers), anything is possible.”
In the post below, Content Marketing Institute’s Aaron Orendorff explains some strategies that have worked for them:
1. Carrot content
Most checklists focuses on the details: What types of forms, where to use them, and how to optimize each one. But all the forms in the world won’t do you a bit of good if your content isn’t compelling.
That’s where “carrot content” comes in.
Carrot content – also known as lead magnets or bribe-to-subscribe offers – provide immediate value to your subscriber. This free content could be how-to guides, reports, webinars, white papers, e-courses, or even discounts and coupons. The goal of your opt-in content is to improve your subscriber’s life by solving a problem.
In other words, focus on the payoff for your subscriber.
Of course, testing the click-worthiness of your content is the only way to find out if your carrot is enticing. That’s why using Google Analytics’ goals to set up easy-to-understand funnels is a necessity.
Another fantastic tool that goes one step beyond Google Analytic’s on-site data is Cyfe, an all-in-one analytics dashboard that measures everything from marketing efforts to web analytics to offsite sales and more. When it comes to building your email list, Cyfe can help in two ways:
It identifies the highest converting traffic sources for each piece of content.
It also tracks conversions over time to learn about their continued engagement and if they buy.
2. Landing pages
No post about building an email list would be complete without exploring the fundamental importance of landing pages. To keep this short, here are some landing-page best practices from the pros:
Make your call to action big and post above the fold.
Use A/B testing.
Try videos, which have shown to notably improve conversion.
Keep it clear, simple, and focused.
Use only one CTA.
Craft compelling copy to tell a story instead of stating facts or just selling.
Lastly, be sure to optimize your landing pages for mobile viewing. This example from GetResponse illustrates mobile optimization perfectly.
3. ‘Happy’ buttons
What makes a seductive, click-worthy button? One thing: Happiness.
Get rid of any and all “Submit” or “Sign up” buttons. Instead, you should:
Use first-person language – at the very least try “Sign me up” or “Send me updates.”
Use active language: “Give me access” or “Start discovering today.”
Give concrete previews of what the subscriber will receive.
Detail the ultimate payoff such as, “Make me a better marketer.”
Tell the people exactly what signing up will really give them. Hint: It’s not a weekly email.
All this means creating button copy that shows the value of your offer.