“Once your new fan has collected their download, your next job is to collect their email address in exchange for a second free gift. The best way to do this is to put the download link and the email collection offer on the same page…below this, you would include an email opt in form which invites them to subscribe for your free email mini-course.”
There are powerful tools built into the structure of your Facebook Fan Page including features that will help you gather emails to build your subscriber list. Make an offer to fans they can’t resist and use this opportunity to collect their contact information.
“While logged into your Twitter account, click the ‘Edit profile’ button on the right-hand side of your profile page. You’ll then be able to change your name, profile and header photos, bio, and more. Once you’ve added a link to your bio, click ‘Save changes’ and admire your work. Simple, effective, and takes minutes to implement.”
It’s so simple to do you’re going to kick yourself for not doing it sooner. The small but valuable real estate below your Twitter profile picture is a great place to link to a subscription form. If you’re tight on space, use a short link to squeeze it in there.
“Personalization means nothing if your data isn’t correct and you don’t have 100% confidence in it. ‘Paul check out these amazing offers!’ when my name is Christopher, or even worse ‘[test] check out these amazing offers!’.”
Your goal should be to build a loyal, receptive, and authentic subscriber list without relying on trickery as a mean to an end. In this case, deceitful personalization in an email (adding a person’s first name through a program setting) erodes the relationship and trust between you and the reader.
“My first trick is simple; add a ‘card’ to the YouTube video linking to a sign up form. A card is a little icon in the top right corner that tells the viewer you have something to offer.”
Don’t worry about becoming a huge YouTube star or getting millions of views on your videos. The important thing to remember is that YouTube is a viable, and easy, way to add people to your list. Once you set it up, forget about it and let it do its job.
“Six to 10 words is the optimal length for email subject lines, ranking highest for open rates (21 percent). Second highest is zero to five words, with a 16 percent open rate. The rates start to fall significantly in the 11 to 15 – word range, with emails only opened 14 percent of the time. Anything longer than that causes the open rates to drop further.”
If you’re not sure what to say in your email subject line, you’re in luck. Using fewer words has been proven most effective with consumers. So when it doubt, cut words out and keep the language tight and focused.
“Whichever tweet you choose to pin, just make sure it links to something with the potential to bring in more email subscribers.”
A pinned tweet on your Twitter account is a stationary tweet that remains at the top of your Twitter page. It’s prime real estate and it’s a great way to directly encourage fellow Tweeters to subscribe to you email list.
“Start at the very beginning. Tell subscribers that you appreciate them and explain the value that they will receive. Many email marketing efforts start wrong because they don’t give a warm welcome to the subscriber.”
From the moment someone opts into your email list, they should receive a warm welcome and feel appreciated for their time and interest. Remember that this is your first opportunity to connect with your visitor. You need to make a good first impression, even if it’s a digital one.
“If you asked for your subscriber’s name or other information when they signed up, now is the ideal time to use it. And whether you use their name or not, it’s always nice to simply welcome new subscribers.”
If possible, use your subscribers’ names when sending welcoming emails. This provides the personal touch many people want, as research indicates subscribers are 26% more likely to open emails with personalized subject lines. Get a little personal with your subscribers…and see if it doesn’t make a difference.
“The annoying thing about improvement is that it rarely just happens, even with the best will in the world. Schedule time on a weekly, monthly or quarterly basis — whatever works best — to review your email marketing and check how you are progressing against your goals for the year.”
Make reviewing your email strategy something you do every week, every month, or whenever it’s most conducive. Regular reviews prevent continuing with the same ineffective strategies, and allows you to capitalize on what’s working. See if you don’t enjoy much better results!
“Nobody has time to read lengthy emails, especially endless emails that never get to the reason behind it.”
Get to the point of your email quickly. Use concise language that lets the subscriber know what they’re gaining from your email. No one wants to read a novella that requires endless scrolling to get to the heart of the subject matter. Short and sweet is what you want…always.
“Think about it. Which email are you more likely to open — an email that comes from some faceless corporation, or an email that comes from an individual, like a friend or family member?”
The “from” field in your email address should indicate that the email is coming from you personally or a person in your company. It shouldn’t generate from a faceless corporation. This is crucial because the “from” field is typically the first thing an individual looks at when he or she opens an email.
“Depending on the nature of your business and your email-marketing plan, you should also consider whether you need lifecycle capabilities or integrated auto-responders.”
Unlike traditional email content, lifecycle emails are sent at particular milestones during their evolving relationship with your company. For example, if a new subscriber hasn’t made a purchase at the end of three months, consider giving them a discount to push them towards a sale.
“One thing we learned in reviewing the email marketing software solutions…is that, even though the packages are very similar, they are not identical. Some are more about visual design and others focus on contact management…Most software solutions offer month-to-month plans, but consider how quickly you may outgrow your tier before committing to a quarterly or yearly plan.”
Not all email marketing software will be a good fit for your specific needs. If you’re short on cash and don’t need a lot of customization, a free version may be your best option. Whether you need more segmentation control or better tools for customized graphics, do your homework first and find what works for your budget and marketing needs.
“Going back through 2015’s metrics will give you two things: 1) a clear idea of the goals you want to achieve in 2016; 2) the beginnings of a strategy for how to achieve them. Be specific with your goals too. ‘Improve average click-through rate’ is too wishy-washy. Quantify it. Set your benchmarks. Define what success looks like. 20 percent increase in subscribers? 10 percent increase in leads generated from email? It’s your call.”
Take some time to review your 2015 email marketing strategy. Think about what subject lines and content generated the most interest, and what practices should be left behind for good. This provides a much better idea of how to formulate a more effective, streamlined email marketing plan.
“The presence of any type of punctuation mark increased open rates by 9 percent. Question marks are particularly effective at engaging recipients. In fact, the study found subject lines with question marks have open rates 44 percent greater than those with exclamation points.”
The precious space in your subject line may seem like a bad place to ask a question, but according to Venture Beat, it’s a great way to stir engagement. In fact, punctuation marks of any variety increase open rates by 9% when used in the subject line.