How to Get More People to Sign Up for Your Email Newsletter
You’ve heard it before: the money is in the list.
But for that list to be profitable, there has to be people on it, qualified leads that are ready to purchase.
Before you can make the most of email marketing, you have to actually attract visitors to sign up for your email list. The most important thing you can do with the traffic that you get is to create a communication channel.
Queue the pop up box.
I’ve written about the importance of pop-up boxes for e-commerce stores before and my experience has only supported the stats: every online business should have one—you just have to advertise it correctly.
And if you want your pop up box to become a part of your revenue-generating machine, there has to be an exchange or gated offer, better known as a lead magnet.
What is a lead magnet and why should I care?
The name says it all but to expound, a lead magnet is a piece of content or other offer that incentivizes someone to exchange their contact information for access.
It’s very much like the bait on the fishing pole. And if you’ve ever gone fishing, you’d know that not all bait gets a bite.
The key is to make the offer relevant for your specific customer avatar. The better you know the customer you intend to serve, the more compelling of an offer you’ll have.
How about an example?
If you were selling men’s ties and pocket squares to a single 27 year old millennial movie buff who is big on pop culture with fashion-related interests, you might offer a downloadable PDF with ‘Steal these 5 Foolproof Date Night Looks from Ryan Gosling’.
In it, you’d break down his outfits, why they work and where and you’d embed some relevant product links amongst the content.
It works for any industry, from beauty (3 Skincare Tips from Top Fashion Experts that you can use today) to cleaning products (8 Ways That a Clean Home Helps Fight Seasonal Allergies).
What makes for a good lead magnet idea?
Again, the key is to provide relevant, useful content that makes you valuable in the mind of the consumer. When you create a customer avatar or profile, it goes beyond just their buying power.
You have to know the motivation behind the purchase, their level of exposure and the lifestyle that they enjoy.
Armed with that, you can encouragement deeper engagement. Because the more you position yourself as an asset, focusing on what they care about, the more likely they are to trust you and then buy from you (cough CHA-CHING cough).
Online sales is like a conversation and a lead magnet is the ice breaker. You can go from being unknown to a top choice just by leading with a benefit.
So instead of offering a discount or hoping to entice someone with the promise of exclusive offers to come, create something that makes you memorable right now, something that shares value and actually helps your prospect become a lead (and eventually a customer).
Because once you have an email, a true opt-in based on value and not just general click bait, then you’ll also have someone who opens your email when you market to them with an offer.
The most important number in your business that you should be tracking is customer lifetime value, which really denotes how much a customer contributes to your revenue over the course of their relationship with you. If you want to increase that number, then you have to start on the right foot.
A lead magnet not only provides interest-based qualification, letting you know that the prospect is the right fit, but also makes a tangible investment in the perception of your brand.
First impressions count and if early contact with your brands gives them a reason to stick around and want to engage, you can be looking at a very profitable customer relationship for years to come.