Accelerate your business growth with the power of email marketing.
As an eCommerce or retail business, your email subscriber list is invaluable. There may be a wealth of new platforms, touchpoints, and technologies available to today’s consumers, but email hasn’t lost its promotional power.
Not only do 73% of millennials prefer email communications from brands and businesses, but since the start of the pandemic, marketing email open rates have risen by 31%. This is a testament to the fact that email should still be at the beating heart of your business’s marketing strategy.
If you invest the right time and resources in growing your email subscriber list, you will create a captive target audience that you can reach out to with direct, personalized communications that will drive more sales and help you retain more loyal customers.
Let’s explore the most effective methods to drive shoppers to your email subscriber list in the modern age.
If you’re a brick-and-mortar store looking to engage more customers through your website or other digital channels, you can convert paying customers into email subscribers in-store. After all, almost everyone uses email today.
One of the most effective ways to drive customers to your email subscriber list in-store is by offering clear-cut incentives.
People love deals, and by giving your customers an online discount code for their next purchase in exchange for their email address, you will accelerate the growth of your email list.
You can offer discount codes at the point of purchase (at the till) and by strategically placing tablets at high-traffic areas of your store with an easy-to-use email subscription form along with information about the discount code.
In both instances, it’s also worth telling your customers that, as email subscribers, they will enjoy access to exclusive products and content, special events, and further deals or discounts. Communicating the value of your email subscriber list will give you a greater chance of driving people to that list.
Social media engagement
Using your social media channels to attract more email subscribers works, and there are several ways to make it happen.
First of all, you should make it easy for engaged fans to sign up to email via your social media channels. Adding a link to your email signup page to your Instagram or Twitter bio will encourage users to click through and subscribe. And if you’re using Facebook, it’s possible to create a dedicated email signup tab that users can click on to subscribe. Here’s a tutorial that will help you get started:
Offering your social media audience seamless ways of subscribing to your email list will help you grow your email subscriber list sustainably. If you want to attract a wider email audience through your social media channels, try experimenting with these methods:
- Share exclusive content previews: If you’ve created an eBook, a whitepaper, or an exclusive infographic, previewing it through social media will make people curious and incentivize them to subscribe to your email list to access the rest of the content.
- Offer deal-based incentives: Much like offering in-store incentives, sharing deals and discounts with your social media audience in exchange for their email addresses will also prove effective.
- Host in-platform events or webinars: Setting up a Q&A, an exclusive product reveal, or an informational webinar is another value-driven way of incentivizing people to sign up to your email list. Driving customers to your email list this way also offers an opportunity to send a post-event email featuring relevant content or resources, which is excellent for brand engagement.
- Run a contest: Almost everyone loves a contest. By asking your customers to sign up to your email list and share a piece of content on their feed for a chance to win a prize, you will see your subscriber numbers soar while reaching more people on social media. In turn, this will grow your audience and boost your sales figures.
Local search content
When it comes to email marketing, not many eCommerce or retail business owners consider local search. But by creating content for local or geographically-focused audiences, you will open up a powerful outlet for email subscriber growth.
“Near me” searches on the likes of Google have skyrocketed 900% in recent times. That’s a lot of potential email subscribers.
If you create content aimed at people in specific regions or areas and engage in online conversations (through social media or community boards), you will attract highly engaged users to your brand, driving them to your email subscriber list in the process.
You should start with your locale before creating content and campaigns for other regions where consumers are likely to respond to what you offer or sell. Once you’ve captured people’s attention, you can direct them to your signup page and watch your list grow.
Here is a powerful mix of offbeat local marketing strategies that will help you attract more email subscribers.
If you add an online chat tab or widget to your website, you can leverage the power of chatbots to your email subscriber list-boosting advantage.
In 2020 alone, 41.3% of consumers said they used chatbots to make purchases. In 2021, consumers are becoming increasingly comfortable interacting with automated machine learning (ML) bots to resolve customer service issues, ask questions, or make buying decisions.
These automated bots learn from every single human interaction they encounter and have the ability to converse with customers while performing a host of useful automated tasks.
When you invest in chatbot technology, you can program your chatbots to offer email subscription incentives at the right times during interactions with your customers. Not only are chatbots now universally accepted and constantly evolving their efforts, but they will provide you with an automated touchpoint for gaining new email subscribers.
How to earn sales from your subscriber list
Once you’ve grown your email subscriber list, sending the right content to the right people at the right time will earn you a steady stream of extra sales. Here are some essential tips that will help you squeeze maximum value from your email subscriber list.
Segment your customers
To offer your email subscribers maximum value, you need to send communications that offer direct solutions to their pain points or that align with their personal interests or preferences.
Rather than sending out one-size-fits-all emails and hoping for the best (which won’t work most of the time), it’s important to split (segment) your subscribers into different groups based on their past purchases, demographics, location, or interests. Doing so will make your emails engaging, personal, and likely to convert.
Our practical guide to proper customer segmentation will tell you all you need to know to get started.
Get your subject lines right
Your subject lines usually account for 80% of your email’s value. Without an enticing email subject line, it’s unlikely people will engage with your content at all.
Creating a successful email subject line is a delicate art, but it’s easier than you think. Here are some dos and don’ts to steer you in the right direction:
- Keep your subject lines short and sweet. Aim for 50 characters or fewer.
- Use name personalization in your subject lines where appropriate.
- Tell your audience exactly why they will benefit from reading your email.
- Use numerals instead of writing out numbers in full.
- Weave marketing action words into your subject lines if suitable.
- Make false promises.
- Overuse emojis or exclamations points.
- Use any terms that are too technical or complex. This will alienate a lot of your recipients.
- Write your subject lines using CAPS only. These types of subject lines rarely convert.
Create email campaigns
Once you’ve segmented your customers and refined your subject line writing skills, it’s time to get creative with your content.
By developing email marketing campaigns focused on specific segments of your audience or based on a relevant theme (annual events such as Valentine’s Day, Easter, Christmas, etc.), you’re likely to grab the attention of your subscribers, encouraging them to connect with your brand on a deeper level. When that happens, you’ll reap the rewards of repeat custom.
Here’s a rundown of four successful—and incredibly creative—email marketing campaigns (including four bonus tips) for your inspiration.
“Signing up is a powerful signal of intent to buy. Send them emails until they do.” —Jordie van Rijn, Email Marketing Expert
Expanding your email subscriber list is one of the most sustainable ways of growing your eCommerce or retail business. Follow these tips and be consistent, and you will enjoy a healthy ROI from your email marketing efforts in no time.
For more tips on how to stay successful while gaining an edge on the competition, read our guide to 15 eCommerce and retail marketing blunders you should avoid.