acquisition is the 1st stage of lifecycle email marketing
The goal for every marketer at this stage is the same. You want to get as many email addresses as possible, in the least amount of time, and with the least amount of work. And these can’t just be any email addresses- they need to be the addresses of people who are the most likely to convert on your offers.
By getting these email addresses, you can nurture these subscribers throughout the entire customer journey- from prospect to loyal customer. The best way to do this is through creating awareness, likeability, and ultimately, trust.
subscriber acquisition channels
Unsure of how to build this trust so visitors willingly opt-in to hear from you? Well, the starting point of lifecycle email marketing beings with channels other than email, ironically. Which means you’ll need to rely heavily on other members of your team.
Once your team is on board, you’ll need to focus all of your attention on subscriber acquisition channels. Subscriber acquisition channels are means by which you persuade prospects to opt-in to your messaging. Every company is different, so make sure to choose an acquisition strategy that blends with your existing team and marketing strategies.
What now? Test your chosen strategies. Optimize them. Constantly challenge yourself to improve them for your brand.
channel #1: website
homepage & blog
Start with your homepage. Add an email signup form as a scrolling bar at the top of the homepage, as well as a section of the page. Don’t forget about your blog. It should also have an opt-in form on the sidebar. Place your forms where the most action happens.
pop-ups
When pop-ups are tastefully implemented and properly set up, they have the potential to generate phenomenal acquisition rates.
gated content
An advanced strategy for gathering opt-ins is using gated content. This means limiting the amount of content a visitor can access without being a subscriber. The “gate” is the form someone has to fill out before accessing the rest of the content. The most valuable gated content covers relevant and timely topics, provides education about industry trends, or helps people accomplish a task more efficiently.
channel #2: social media
Your social media channels give you free reign to acquire subscribers and can be a key channel in your email marketing lifecycle strategy. Posting organically to your social media channels is the most obvious way to get people to opt-in. Through Facebook, Twitter, and Instagram, you can ask people to follow your different profiles. There’s also the option of using paid social media advertising, specifically Facebook and Instagram ads. This allows you to set a goal and targeted audience for your posts. But start with a small budget to test over one week to see if this is the right move for your brand.
channel #3: referrals
Word-of-mouth marketing is the most powerful form because it garners instant trust. So what better way to get more subscribers than utilizing existing ones? Refer a friend campaigns ask the subscribers you already have to spread the world and get the people they know to subscribe. This doesn’t come without incentives, however. The key to refer a friend campaigns is to make it as easy as possible for the existing subscribers and to give them a reward after doing so. This can also work for companies that you partner with. It’s always an option to ask them to refer you.
channel 4: other online channels
If your website has good SEO, you’re likely to rank higher in Google’s search pages. And if your blog, email preference center, or anywhere else you ask for an opt-in ranks high in search results, it’s reasonable to assume you’ll see more people opting in. You can also use SEM or paid advertising to drive your website to the top of search results for specific keywords.
But remember, even though a well-placed form on your website is crucial, without website visitors to fill out that form, it’s useless. You’ll be able to drive more website visitors- and acquisitions- by implementing SEO and SEM best practices.
Free tools/apps are also a great way to acquire subscribers. This includes free calculators, scorecards, checklists and apps. These tools can be used online and require an email address to access. It’ll take a little more time and effort to create, but it usually has high results and is worth the trouble.
setting the stage for conversions
Did you build likeability and trust with your messaging? Is your messaging consistent across all channels? Are you addressing the pain points your ideal customer has? Are you beginning the nurturing process that starts out subscriber acquisition and ends with customer loyalty?
If you can answer all of these questions affirmatively, you’ve accomplished your goals within the acquisition stage. Congrats- you’re ready for the next stage of lifecycle email marketing: getting the conversion.
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