One of the million-dollar email marketing questions we constantly receive is: “How do I get people to subscribe to my email list?” Although obvious, the answer is to simply ask. Email opt-ins abound in places like websites, QR codes, or even links on signs. What’s not as prevalent, though, are brands actually asking for you to join their list by telling you why. Sure, there’s the age-old call-to-action “Join our email list!” but is that effective?
Instead, tell the potential subscriber why they should opt-in: “Join our email list for our newest products, coupons, and information on our upcoming sales.” This method is far more compelling than throwing the offer out there (if at all) and hoping they feel motivated to do so. Just keep in mind, you need to be able to back up what you promised by actually providing that product. For example, say your call-to-action to subscribe is “Sign up for weekly emails that will shoot rainbows from your computer screen and teach you how to fly!” Unless your newsletter will a) be sent weekly b) shoot rainbows AND c) teach subscribers how to fly, you’re not providing subscribers with what they want and setting yourself up for spam flags, increase in unsubscribe rates, and ultimately failure.
There are a number of places you can place this call-to-action along with your email opt-in. If visitors are already on your website and visit on multiple occasions, chances are good that they have allegiance to your brand or think that you provide them with a resource. If offered a a convenient, quick, simple opt-in on your website via pop-up (they’re more successful than you’d think) or banner, your list will begin to grow instantly. Obviously, I’m not telling you to begin blowing up your website with email list subscriber buttons, but make sure that the resource is available if they needed it. Sometimes people don’t know they are looking for something until they find it — Make your opt-in easy to find.
Feel free to test where and how you provide an opt-in, but the key is to make sure you provide it in the first place. Much like the famous Wayne Gretzky quote, “You miss 100% of the shots you don’t take,” you will pass up a significant number of subscribers to your email list by not providing them with an easy, obvious opt-in.
Inbound Marketing Coordinator, WhatCounts