When a customer, prospect or other stakeholder gives you their email address, they are trusting you with something. With that active step they are also saying: “I'm ready to listen to what you have to say.” In other words, their guard is down. That makes newsletters a very effective and powerful channel for communicating with customers, employees and all kinds of stakeholders.
Because a digital newsletter can be measured down to the individual, you can target the right message to the right audience; it gives you great opportunities to hit the mark. To increase the impact of your newsletters you naturally also want to reach as many people as possible. Here we have gathered knowledge and tips on how to grow the number of subscribers to your newsletter.
Read here about the impact email has.
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The golden rule of all communication applies to newsletters too – a relevant message for your particular audience. For the best results you should send different versions of your newsletter to different audiences. Studies show that you get a better response if you send to several mailing lists with fewer addresses than if you send one and the same letter to a single long list. By segmenting your mailings on criteria such as location, job title and interests, you make each mailing more personal. You have a better chance of keeping a loyal subscriber who appreciates your communication.
By being clear about what your newsletter contains and how often it is sent, you build trust. Write a short text about what your newsletter will contain and link to the latest issue or an archive of all your newsletters to encourage reading and subscribing.
Something that is very important, and that also builds trust, is to show clearly that your recipients can easily cancel their subscription at any time. Your subscribers then feel respected and are more likely to sign up. It is also worth knowing that the law requires an unsubscribe link in every mailing.
The easiest way to get more subscribers is to use a sign-up form on your website. Visitors to your website can then choose to become subscribers, which gives you the chance to build a long-term relationship.
Remember to ask only for the information you really need about the subscriber. Asking for too much can feel intrusive or time-consuming, and you then risk losing subscribers. Keep the form simple and easy to understand.
Also tell the recipient what they can expect and what added value you offer.
You can use a link in your email signature or a banner on your website that takes people to the sign-up form. When someone is about to leave your website, make sure a pop-up appears where they can leave their email address. There are various tools you can use to create a banner or pop-up.
Even though your newsletter is digital, you can still collect subscribers outside the digital world. Take the opportunity to collect business cards at trade fairs, and ask for addresses and consent at sales and customer meetings. If you have a physical shop or restaurant, you can collect addresses with a tablet or with pen and paper. The personal contact you make with your subscriber builds trust and the chance of a long-term relationship online as well.
Make it easy for happy subscribers to recommend your newsletter to friends and colleagues. Paloma's tool has a special link for passing it on. You can insert the link anywhere in your newsletter. When the subscriber's friend clicks the link, they see the current newsletter along with a sign-up form.
A good way to spread your newsletter is to share it in your own channels, for example on Facebook and LinkedIn. Here, too, you can encourage people to start subscribing.
If you work with the customer journey in e-commerce or any kind of marketing automation, there are several natural moments to offer a subscription to your newsletter. Make the most of these opportunities and create different types of mailings depending on where in the customer journey the prospect or customer is.
Last but not least – never buy email addresses. It is possible to buy millions of email addresses from various online suppliers and auction sites, but using them indiscriminately will definitely not improve your results.
For your email marketing to be effective and fruitful, you need to do it right from the start, work long-term and focus on quality. And it is strictly forbidden to use purchased addresses on our platform.
Christmas is coming fast, and it's high time to start planning your newsletters. November and December are the busiest months of the year for email marketing. Inboxes are overflowing, which means you have to stand out to be seen. A well-planned Christmas newsletter can not only boost your sales but also strengthen customer relationships ahead of […]
