A really awesome email campaign starts with great content. But before anyone can read that content, you need a way to get it into your audience’s hands. And that means you need to build a strong email newsletter subscription base. Without it, your great email workflows will just sit in your CRM, not getting read and not soliciting the business you need to drive revenue. So let’s start from the beginning and explore WHAT kind of content to create and WHERE to distribute that content.
What to create
In order to send really segmented emails to your leads and customers, you need to gather their email addresses. Enticing people to cough up their name and email address isn’t easy, though. You have to have something compelling and relevant to offer them in return for this personal information. What could you offer as an incentive?
- How-to video. You can give your audience something of real value by creating a video that walks them through, step by step, how to do something, create a process, build a case study, etc.. Just make sure you pick a topic that truly resonates with viewers.
- Educational. Troll the internet for information that already exists, and then choose a topic that hasn’t yet been covered or take a new angle on a familiar idea. You can create a guide, checklist, or ebook.
- Contest. Can you offer your consulting services for free? Give away a product? Running a contest is a great way to stir up some noise about the offer and drive traffic to your sign-up page.
- Updates. If your industry aligns with it, offer the latest breaking news that will keep readers abreast of the goings-on.
Whatever you choose to create, make sure to “gate” it behind a form. Keep in mind, the amount of information you’re asking for needs to match the amount of value you’re offering. If you create a checklist, asking for a first name and email address should suffice. However, if you’re about to give away comprehensive report that you’ve invested a lot of your time in, or a free consultation, make sure you ask for more information – industry, region, company size – depending on what you want to know about your subscribers. With a valuable offer on the table, you can move onto the next step: Figuring out how to promote this value to your prospective audience and converting leads into subscribers.
Where to promote your content
By all means, avoid the machine-gun approach, sending the alert out everywhere and to everything within earshot. Instead, be choosey about who will get this information. It’s much better to have a list of 500 subscribers who are highly interested in what you have to offer than a list of 50,000 people who aren’t the slightest bit interested in nor will the every buy your services. Here’s how to properly promote your email newsletter subscription:
- Get current subscribers to share it. They’re already committed and loyal, so ask them to spread the word!
- Use social media. Let your social media networks know that they can sign up for your newsletter. But promote it as a value-added service for readers. Let them know HOW they’ll benefit from signing up.
- Speak. Whenever you hit the road for a speaking gig or just contribute to your local Chamber of Commerce luncheon, showcase your authority and advertise your products/services. Make sure you let the audience know they can get valuable information by signing up for your email newsletter list.
- Leverage CTAs. However you communicate throughout the day, be sure to include a call to action (CTA) that encourages people to sign up for the newsletter. Again, remember to promote the value of doing so.
Growing your subscriber base takes effort. You’ll need to squash dreams of becoming an overnight sensation. It requires time and creativity to build the list. But the effort is well worth it. Do you have a targeted email list? What kind of results have you seen from building your list?