Harnessing the Power of Email Marketing — SMC Communications

Harnessing the Power of Email Marketing — SMC Communications


Grow your subscriber list

The old adage ‘If you build it, they will come’ isn’t exactly true when it comes to email marketing. A beautifully designed template is a great starting point, but you’ll need to put in work in order to build and maintain your database. 

Try these creative strategies to help you attract new subscribers and grow your email audience: 

Add opt-in messaging to your digital platforms: Use your social media platforms and website to encourage existing customers to become newsletter subscribers by giving them multiple opportunities and reminders to join your mailing list. Install an attention-grabbing lightbox message on your homepage that pops up on the screen when visitors first arrive and add a signup form to your website site sidebar or in the footer. If you have an e-commerce site, prompt users to subscribe while they’re at the checkout by offering a special discount on their next order and include a link to your signup form on all purchase confirmations and receipts. 

Host a contest: Hosting a giveaway and asking participants to provide their contact information as part of the entry process is a simple and easy way to collect a high volume of email addresses for your newsletter list. Contests can be hosted during an in-person event like a trade show or festival or can be administered online using a dedicated microsite. Whenever you’re collecting email information, be sure to give people the option to stay in touch with your business by opting into your mailing list.

Update your email signature: If you communicate with clients and customers directly via email, consider adding a newsletter signup button to your signature at the end of your correspondence. Email signature marketing is underestimated opportunity for business owners to share a call-to-action message and drive newsletter signups.

Remember, before adding any new subscribers to your Canadian-based email database, you’ll need to make sure you’re in compliance with Canada’s Anti-Spam Legislation, which requires individuals to actively opt-in to receive follow-up communication from your company. 

Share compelling content

The best way to get your newsletters noticed and retain subscribers is to offer added value to your readers;  each targeted email campaign should serve a specific purpose and include a goal-oriented call to action. Commit to sending newsletters on a consistent basis, and ensure your content is entertaining, informative, and relevant for your audience. Rewarding loyal email subscribers with exclusive perks and VIP benefits is a great way to keep them engaged with your brand and might even inspire them to encourage friends and family to sign up for your list. 

Here are few examples of subscriber-only benefits that you can incorporate into your newsletter marketing strategy:

 Provide an instant incentive for new subscribers to use right away. For example, encourage people to signup for your newsletter to receive a coupon for 15-percent off their next order.  

 Announce new products or services via your newsletter first to give readers a sneak peek at a new collection or company update.

Share limited-time-offers and seasonal promotional codes exclusively with newsletter subscribers.

Give subscribers behind-the-scenes access to your brand by featuring Q&As with company spokespeople, holiday gift guides, how-to advice, recipes, or other exclusive content. 

Use newsletters to sell early-bird tickets for branded events or send invitations to exclusive in-person shopping opportunities.

This content was originally published here.

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