Tips for Building a Quality eNewsletter Subscriber List

If you’re like many business leaders, you’re ready to jumpstart the New Year with a promising marketing plan. As we covered last month, there are convincing reasons to include a regular email newsletter as part of your overall marketing strategy. Hopefully, you’ve outlined your newsletter content in a monthly (or more frequently) editorial calendar with timelines and responsibilities outlined. Another important aspect to address is building your subscriber list effectively and ethically. In this post, we’ll dive into ways to encourage your customers and prospects to sign up to receive your valuable content.

1. Create valuable content: Offer valuable content that encourages visitors to subscribe and even refer your insights to their colleagues and contemporaries. This isn’t just content in the form of blog posts and eNewsletters. You also should be updating your website to include industry insights, case studies and downloadable reports that educate your target audiences. Then link to similar content elsewhere on your website, creating a true “web” of applicable content. People inherently appreciate informative articles and lessons learned, especially as opposed to constant sales pitches. According to Constant Contact, “60 percent of consumers say they’ve made a purchase as the result of a marketing email they received.1” Imagine one customer buying your products or services as a result of an email and then recommending that purchase to another.

2. Customize content: Here are a few outstanding examples of how several businesses have customized their email marketing with innovative campaigns. Spotify’s personalized year-in-review emails, known as “Spotify Wrapped,” have become a highly anticipated annual event. These emails provide users with insights into their listening habits, creating a personalized and engaging experience.

Airbnb uses email marketing to send personalized travel recommendations based on users’ past bookings and preferences. This approach not only drives bookings, but also enhances the user experience.

Lastly, Amazon’s email marketing strategy includes personalized product recommendations, order updates, and special offers. By leveraging customer data, Amazon delivers relevant content that drives sales and customer loyalty. Since it’s based on your order history, you’re almost guaranteed to final options you’ll love.

3. Use sign-up forms: Place sign-up forms prominently on your website, blog, and social media pages. If you are a brick-and-mortar establishment, place these forms near the checkout counter or provide a QR code to make signing up digitally a snap. Carefully consider the amount of information your form asks from subscribers. You want to balance collecting meaningful data that you can use to customize interactions with subscribers and asking non-critical info that can become a barrier to subscribers.

4. Use pop-ups wisely: Implement exit pop-ups or timed pop-up messages on your website to capture visitors’ attention before they leave. Ensure these pop-ups are not intrusive and offer something valuable like a piece of free downloadable content that shares knowledge about your industry. People already on your website are likely interested in what you’re offering so don’t overlook an opportunity to engage them while you’re literally top of mind.

5. Offer incentives: Provide incentives such as discounts, free trials or access to exclusive content in exchange for email sign-ups. This can motivate visitors to join your list. You can also add applicable dates to incentivize purchases during your slow sales periods. If you don’t offer a commoditized product or service, motivate potential customers to subscribe by offering a free downloadable article or research that will help them improve in some way. That positions you as an industry leader, building trust and credibility with your target buyers.

6. Leverage social media: Promote your email newsletter on social media platforms to encourage followers to subscribe. We recommend also cross-promoting your newsletters on social media by adding a link to the online newsletter and then adding a message such as “Like this article? Subscribe to our newsletter to get timely info delivered to your email box each month”. Of course, those who are following you on social media are likely to also be interested in your email content. Use call-to-action buttons and posts to encourage your followers to subscribe.

7. Host webinars and events: Collect email addresses through registrations for webinars or in-person events, asking if the registrants would also like to sign up for your eNewsletter. The wide familiarity of tools like Zoom and Microsoft Teams make virtual sessions easy to set up and run, sharing your expertise with little geographic restrictions and low costs. If you are speaking at an in-person event, ask the organizer if it’s acceptable to have a physical sign-up form for those interested in subscribing. (Shameless plug: I’ll be sharing tips on traditional and digital marketing, including artificial intelligence, at the West Houston Business Summit on Friday, February 14, 2024, at Norris Conference Centers – CityCentre, and would love to see you there. Yes, I’ll have a newsletter sign-up there.)

8. Collaborate with partners: Team up with other businesses or influencers in your industry to co-host events or create joint content. This can help you reach a broader audience and gain new subscribers. Again, always ask if the audience members want to subscribe to your emails with similar thought leadership.

9. Deliver a good user experience: Ensure your sign-up forms and landing pages are mobile-friendly. Many users access content on their mobile devices, so a seamless experience is essential. There’s little more frustrating than navigating to a website that doesn’t size appropriately for viewing on a mobile device.

10. Engage with new subscribers: Send a welcome email series to new subscribers to introduce them to your brand and set expectations. Engaging new subscribers early can increase retention and loyalty.

Developing eNewsletters and building your subscriber list should be part of your ongoing marketing efforts. Let people know how often the eblasts are distributed and communicate that you’re committed to never selling or sharing your email lists. Then follow suit. These participants are often highly engaged and interested in your content. If you’re looking for a partner to help develop your email newsletter content and execute on your behalf, contact Tell Your Tale Marketing & Design.

Sources & References:
1. Pinkham, Ryan. “Benefits of Email Marketing for Small Business (With Real Examples),” Constant Contact, published June 12, 2024. Accessed December 28, 2024.