Search, social, PPC — that’s all old hat. The most effective digital marketing channel today is also the oldest: email marketing.
Marketers consistently rank email marketing as one of highest ROI marketing channels. 52% of retail businesses say that the ROI from email is good or excellent. Little wonder that 58% of marketers plan to increase spending on email marketing in 2017.
For online retailers, building email lists has clear benefits. For one, sending the newsletter gives you access to your customers’ most private communication channel — their inbox. It is also cheaper than most channels. Once you’ve acquired a subscriber, you can send them emails for pennies.
To run an email marketing campaign, you first need to capture emails. The rate at which you can convert visitors into subscribers will have a big impact on the success of your email campaigns.
In this article, we’ll share actionable examples of how to build an email list and get maximum email subscribers for your store.
1. Offer Daily Deals via Email
Offering daily deals is a powerful tactic to get people to return to your site regularly. Customers enjoy the thrill of discovering a new product at a heavily discounted rate.
Instead of showing these deals on your site, you can push them via email. This gives customers an incentive to
You can even do a hybrid model where you offer exclusive deals to email subscribers and push the rest to your website. Or you could give email subscribers early access to a deal.
The idea is to give email subscribers a tangible benefit for subscribing. If you consistently promote
The perfect example of this tactic is the plethora of flash sales sites that popped up a few years ago. These sites, such as Gilt.com, BeyondTheRack.com, etc. would offer deals only to email subscribers.
2. Offer Prizes and Coupons in Exchange for Emails
At its heart, email marketing depends on a mutually beneficial exchange: you give something valuable to visitors, visitors give you emails in return.
How likely people are to give their email addresses will depend on the value — real or perceived — of your offer.
As it turns out, offering prizes is an easy way to entice people to share their emails. Since prizes have a tangible benefit, your customers are likely to value them highly.
You can offer products, discounts and coupon codes as prizes. As long as customers perceive them to be valuable, you’ll do well.
You can use apps like Coupon Popup to create such offers. For fancy interactive popups, like the one shown above, use Assistantly Wheel. The interactivity can help increase conversions and generate new subscribers in your email list.
3. Run Giveaways that Require Emails for Participation
Running giveaways is a
- Sweepstakes, where you choose winners at random from a list of participants.
- Contests, where you pick participants based on some merit.
Businesses often use the terms interchangeably (“contest” is far more popular) but legally, there is a clear distinction between them. Some sweepstakes might have to abide by state laws and FTC regulations.
If you do decide to use giveaways, the process is simple:
- Offer a prize, such as a product or a big discount coupon.
- Ask each participant to share his email to enter the giveaway.
- For even better results, give participants some incentive to share the giveaway with their friends (such as offering a higher chance of winning if they refer more people).
Data gathered by Privy shows that enter to win forms (i.e. contest forms) have a substantially higher conversion rate than conventional forms.
The Sweepstakes app in the Ecwid store is a great tool for quickly creating giveaways.
4. Offer Discounts to Newsletter Subscribers
A lot of
While some people might
Therefore, focus on discounts in your newsletter subscription
How much discounts/coupons you offer will depend on the lifetime value of each new subscription. If you can make $20 in profit from each subscriber, giving away $5 to get a
If you’re using this tactic, you’ll find these two Ecwid apps very helpful:
- MailChimp email capture popup, for MailChimp customers.
- Email Popup, for other email services (including MailChimp).
5. Create a Loyalty Program
Loyalty programs are powerful tools to lure customers back to your site.
Usually, loyalty programs offer customers some rewards or points for each action they perform on your site. Spending $100 might earn the customer 10 points. Referring a friend might earn 2 points. Signing up for a newsletter gets them 1 point, etc.
The kicker, of course, is that you have to create an account to get these rewards. This way, you can get a new user and email.
Loyalty programs are particularly effective for promoting repeat purchases and getting users to follow you on social media. If a customer is at 200 points and can get a reward at 250 points, it gives him an incentive to come back.
6. Create Multiple
One of the bigger mistakes you can make with email marketing is to use just a single
No matter how well you’ve optimized your site, a single
Instead, try to create multiple
- Top of the page in a hello bar
- Bottom of the page in the footer
- Bottom of site content
- Top of site content
- As exit popup
- At the checkout.
Doing all of these, of course, would be overkill. But at the very least, you should have
Keep in mind that adding too many
A marginal increase in your
- The design of the form, including number of form fields
- The copy used in the form
- The placement of the form
For LeadPages, breaking down the
However, unless you are experienced with conversion rate optimization, we recommend using the default designs. These are usually
In our own tests, we found that the standard designs included in Sumo (our lead capture tool on this blog) outperformed tested variations.
8. Use Social Media to Capture Emails
Facebook and Twitter are two underlooked but powerful ways to increase your
Twitter offers lead generation cards to capture emails from interested users as they scroll your feed.
This explanatory image from Twitter shows how these cards can be used in an
Facebook’s email capture solution — Facebook lead ads — is even more powerful. It gives you an opportunity to grab emails right from within Facebook itself.
9. Use Landing Pages
Given that 50% of emails in an average inbox are newsletters, your visitors are right in asking: why should they subscribe to you?
One way to underscore your newsletter’s value is to direct visitors to a dedicated landing page. This landing page can sell your newsletter to visitors, giving them an incentive to
This is a common tactic in B2B markets, though it is equally helpful for retailers. A dedicated landing page gives you an opportunity to give visitors a preview of your content.
10. Use Urgency and Scarcity
Urgency and scarcity are powerful tactics for motivating action. As Dr. Cialdini points out in Influence: The Psychology of Persuasion, the more scarce a person or thing is, the more value it has in our minds.
You can use this in your email marketing campaign by offering discounts or deals over email for a limited time
For example, Tradlands has a
This compels action by forcing visitors to take action immediately. If they delay the action, they stand to lose the deal.
Ecwid customers can use the Timer Plus and Countdown Timer apps to create such
Email marketing is one of the most effective channels for
By following a few simple tactics shared above, you’ll see a drastic improvement in your email
Try some of these tactics in your store to see an immediate boost in total email subscribers. Use the aforementioned apps to help you create these promotions.