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.
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?
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.
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:
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?