The most important part of any email marketing campaign isn’t the initial draft, it’s the follow-up campaigns that ensure you keep your subscribers coming back to your site again and again. By following these seven steps to retain subscribers in your email marketing campaign, you can ensure that your message keeps getting through to your audience and they won’t want to unsubscribe from your emails anytime soon.
1) Know Who Is On Your List
Before you embark on your email marketing campaign, it’s critical that you know who is on your list. Asking subscribers for their contact information (name and email address) is only part of building a successful list; there are also implied opt-ins—the people who have made purchases or have agreed to receive certain types of emails but haven’t actually given out their information. Knowing who is on your list will help you determine how often and what content they want from you. It will also allow you to segment by demographics (age, gender, income level, etc.) so that you can tailor your marketing content accordingly.
2) Use Opt-In Forms Correctly
As you’re developing your email marketing campaign, make sure that you have a way for readers to subscribe. It could be something as simple as a form on your website or an actual email signup section on every page of your site. Whatever it is, just make sure it is consistent and prominent so that readers can quickly and easily opt-in. Not only does consistency help keep people subscribed, but including an opt-in form will mean they didn’t have to do any more work than they absolutely had to. To retain subscribers, make it easy!
3) Test, Test, and Test Again
The number one rule of any email marketing campaign is that you must test, test, and then retest. The biggest mistake companies make is sending out a message and assuming it will appeal to all of their subscribers. What works for one might not work for all. Creating several versions of your email content, split testing those emails against each other and your control group, and then analyzing how people are responding will help you get more eyeballs on your products or services. Note that subscriber does not always mean customer (just because someone subscribes doesn’t mean they’re going to buy), so keep that in mind when determining whether or not someone should receive your messages going forward.
4) Keep in Touch Consistently
Sending a weekly newsletter or email update is an excellent way to keep your subscribers coming back for more. Make sure you don’t just spout sales pitches, though! Instead, use your emails as another opportunity to build a personal connection with your customers. Ask them questions about what they need or what problems they’re currently trying to solve. When you give them something useful and don’t try and sell them anything, you show that you respect their time and make it easier for people to remember you as someone who cares about them (not just their money).
5) Personalize Every Email
When sending emails, make sure to include information that makes recipients feel special. Let your customers know you appreciate their business and recognize them as a person. It’s common for businesses to worry about increasing conversions or gaining new subscribers, but it’s also important to keep current customers happy and coming back for more. You can do that by letting them know you care about them on a personal level (for example, I can’t wait until our kids are old enough for science camp!). Make your customers feel appreciated so they won’t leave your list anytime soon.
6) Use Preheader Text
You know that bit of text some email service providers put at the top of your emails? There’s a reason it’s there: It works. Many people open emails based on what they see when they look at their inbox, so crafting a preheader that fits your content is a key way to boost engagement. Think about what you want someone to do with your email (read it? click on something?) and work backward from there. Is your subject line engaging enough that someone will want to read it? What do you think will happen if you give them a little taste before they click? Will it get their attention? Keep them reading? What do they have to lose by clicking anyway?
7) Turn Visitors Into Subscribers
If you want more people subscribing to your newsletter or list, you first need more people visiting your website. There are several ways to increase traffic, such as by running promotions and advertising on social media and other websites. But sometimes it’s easier (and cheaper) just letting a third party do it for you. For example, on their home page MailChimp states that they have generated 4 billion email addresses for our users – an amount many companies could only dream of reaching all on their own. By promoting MailChimp on their site (and others), they are able to convert thousands of non-subscribers into prospective customers every month. This not only helps businesses increase revenue, but also gives MailChimp more subscribers—which increases profits!