We all know that email is one of the most effective tactics for digital marketers. For most associations, email marketing is the cornerstone of your marketing strategy. So, how can you get more subscribers?
Follow these simple tips to make sure you’re making the most of your efforts.
An obvious and easy pathway
Make it easy. If you want someone to sign-up for your newsletter, make it as simple as possible. Last week I encountered a very confusing CAPTCHA when attempting to subscribe to a newsletter. If there’s friction you’re most likely missing opportunities. For example, ArcStones blog has a very straightforward subscribe button. Check it out below:
Their form is short and simple – the only gateway is providing your email. It’s also front and center on their blog so visitors can easily opt-in.
Timing is everything
Right place, right time. Include an opt-in form on your popular content. Lots of associations have a news page or blog on their websites. If you’re taking the time to write content for your members, make sure that you give them an opportunity to opt-in for your newsletter. If they’ve read your latest blog post, chances are they’ve found your content valuable and they’re ready to read other content you’ve created.
Not sure what’s been the most successful? Set up Google Analytics on your page and look for most viewed and highest average time on pages metrics. Last Tuesday, I posted an article on Social Media for Associations. Within one week it had some of the highest page views of all my posts. I knew I had to capitalize on this kind of engagement and visibility. We’re in the works of creating a helpful CTA and downloadable resources on that specific post.
Offer helpful resources
Offering a whitepaper or eBook converts higher than offering nothing. Give them a reward for subscribing. This may mean repurposing your best content or writing something new – just make sure to offer something your members will find useful.
I frequently read the Sumo blog (see below) because they always offer relevant, helpful content in every blog post. Make your post more memorable by offering collateral.
Image Credit: Sumo
Promote, promote, promote!
Too often, associations fail to mention that they even have a newsletter. Don’t be shy. Whether it’s online or at an event in real life, let your members know about your newsletter and make the case for why they should subscribe. If they’re an engaged member, they’ll want to know about your offerings so don’t feel bad about self-promotion.
Notice how Associations North calls out their newsletter on the homepage. There’s a lot of informaiton packed into their newsletter and they want members (and prospects to know) so they put it front and center.
Image Credit: Associations North
Ask for Help
Enlist your active members for help. Your association most likely has members who are engaged, attend your events and value your association. Ask them to encourage new members to opt-in.
Encourage your subscribers to forward your emails. This will always result in more subscribers for you because we listen to our friends and colleagues.
