Newsletter marketing has become one of the most effective and cost-efficient ways to reach your consumer. It’s a way to continue leveraging your brand, while also providing beautifully curated content. You might have a nice foundation of loyal subscibers, and that’s great. So, how does one grow that list substantially and more importantly, how do you keep them? Here’s 7 strategic methods that will help you grow that email list:
1. Selling isn’t always your #1 priority. It is so tempting that once you have a potential customer’s email address to want to move them quickly on the path of a purchase. Don’t do it! Companies need to realize they’re being invited into that person’s inbox. It is not a right, it’s a privilege. If you’re just marketing at them, that person will get turned off. They’ll think, “We didn’t sign up for this nonsense!” Don’t abuse your privilege of being invited into their inbox or they’ll unsubscribe and you may never earn their business.
2. Show off your personality! Your business needs to have a defined personality– it will help guide your communication with customers. Are you cheeky? Are you the helpful neighbor? Whatever it is, let that become the driving force to all your touchpoints including emails. It dictates what subject line you use, what images, what content, and so forth. The average person gets dozens of emails a day. Don’t be boring, get their attention! Make sure the subject line is short and concise. They signed up for your email list because they like your company, so keep building that relationship.
3. Offer some incentive. You need to give a reason why that person should subscribe to your email list. Will they get notified about secret promotions? Will they have early access to major sales? ideeli offers “First Row” service where subscribers get access an hour before other members to their flash sales. Make the perks abundantly clear, as well. Gilt City NYC recently sent me an email with the subject “Skip the Line, Shop Early” that made me feel like I was getting something special because I was part of their email subscriber list. People love perks, so give them something to love.
4. Tease upcoming promotions in a timely manner. People are busy, they forget things. Find a gentle way to remind them about an upcoming sale or promotion. A good amount of time to give a reminder about an upcoming sale/promotion is 24 hours. I often get emails from stores like LOFT that say, “Tonight at 8pm, 40% off sweaters” which reminds me of a sale happening in a few short hours. If they are relevant, then I am more likely to remember and click over.
5. Be short and sweet. There’s an urge to cram a lot of information into one email because you don’t want to bombard a person with multiple emails. However, this can backfire as you end up bombarding your subscribers with too much information in one shot. People have a short attention span and will most likely take less than 30 seconds to look at your emails. Find ways to encourage the reader to click through to your website for more information. Wakefield sends out a list of events in the tech industry but rather than email a never-ending list, they highlight a few major ones, then encourage you to click over to their calendar to find more events.
6. Give tips. Show fun ways the subscriber can use your product. Maybe even show off a user submitted image from one of your social networks. Julep Maven, a monthly subscription box for nail polish, emails their “Tuesday Tips” weekly which I always enjoy reading. They feature helpful advice on how to achieve a better manicure, or they show off a manicure from a Julep Maven that gives their users creative new ideas.
7. Be current. The news cycle moves very quickly but if you can find a way to tie in your company to a current event, this can keep your content fresh and exciting for your readers. It shows that you’re paying attention and that your company has a pulse on current events–this can either be playful or informative. Kim Kardashian recently had a “vampire facial” and it swept the internet. A beauty company seized the opportunity and emailed me with their dermatologist’s expertise about this latest beauty craze. They didn’t push their product, but instead used an expert’s opinion to discuss a current topic. Remember, you don’t always have to be selling the reader something! //
Editor’s note: Remember, your brand is a direct reflection of what you put out for the world to see and this most definitely includes your newsletters. Last year, we hosted a digital branding meetup and asked our panelist to rate their most effective marketing strategies on a scale from 1-10. Across the board, they all chose email marketing as their number 1. The more you work on growing that list, the better the conversion rate.
Kimberlee Van Der Wall is a Third Wave Fashion contributor. She’s also a Freelance Social Media Consultant and Blogger. Check out her site here.
Third Wave Fashion has been your fashion tech think tank since 2011. We publish the first ever printed fashion tech magazine, Third Wave. Follow us on Twitter or subscribe to our newsletter to stay on top of the latest in fashion tech + wearables.
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