Keys to getting more subscribers and customers with your email marketing campaigns

What do we need to make a successful email marketing campaign? One of the main requirements is undoubtedly a quality contact list. Building a database is not an easy task; it takes time and, above all, to make effective attraction strategies… However, work is not only reduced to “attracting”, but also to converting and retaining. In this article, we’ll look at existing strategies for making powerful subscriber lists and tactics that allow you to convert leads into customers.
Email marketing campaign: Strategies to attract more subscribers, incentivize conversion, and retain customers
1# Promotion and email marketing
Promotion is part of the “marketing mix,” and it is said that its objective is to influence the attitude of the target audience in favor of the product or service. The objectives of a sales promotion are strongly related to short-term objectives, that is, they are objectives that seek to “attack” quickly and thus achieve an immediate reaction. We are talking about promotion, not advertising. While the former seeks what has already been mentioned, advertising tries to penetrate the consumer’s mind and achieve the long-awaited positioning.
Promotions are usually done to increase sales, get the public to try our new product, reduce our stocks, break seasonality, etc.
And what is email marketing? Email marketing is “email marketing”. A word used to define the mass sending of mailings to a list of contacts who have previously given their consent to do so.
Through a mailing campaign, we can encourage both our distributors and end consumers, achieving, on the one hand, motivating the sales force in pursuit of meeting their monthly objectives and, on the other hand, making consumers get up from the sofa and go buy our product immediately.
How do we use sales promotion to attract subscribers, convert, or retain customers? Here are some real examples.
- Eye-catching offers
The 2×1 is one of the most popular promotions in the world of sales. Its logic is simple… You pay for one product and you get two. It is used by a large number of businesses worldwide. According to some data, it is known that its effectiveness in the consumer’s mind is overwhelming (33% of consumers choose to choose it). Through a mailing campaign, you can communicate this promotion and use a direct subject line such as: “2×1 in summer offers”… More than one person will click on your email.
- Attractive discounts for the target
Attraction and retention, discounts, within a promotion strategy can be used in both stages of inbound marketing. With this type of strategy, what is wanted is to encourage sales, “reward loyal customers,” and stay competitive. Salsa Jeans includes two types of promotions on its website, the first to encourage subscription to the newsletter and the second to encourage sales. We see that both strategies can work correctly if we apply them in a complementary way.
- Subscriber-only contests or sales
Exclusivity always tends to generate a sense of belonging. Someone who feels committed to your brand will always speak well of it. Through a discount newsletter for subscribers, encourage your customers to go from online to offline in a few minutes.
2# Improve the design of your newsletters
Optimizing the sales process is crucial for conversion. We can have an excellent promotion, competitive prices, but what if the user experience with our blog, website, or newsletter is not optimal? Basically, I would recommend you go for a minimalist newsletter. Here are the keys to designing one and increasing conversion.
- Light background and dark font: white text on a dark background is usually (or always) not very well seen by users. Ideally, you should maintain this law; this simple action will make your content stand out effectively.
- Type of colors: bright colors, pastel tones. The idea in this type of design is to make the content the “star”. Choose two or three colors at most.
- Typography: If you like “long” titles and subheadings, then now you will have to be creative and choose to make them short. The favorite fonts for the body of the message are sans serif.
- Responsive templates
The use and diffusion of mobile devices increases over the years. According to a GSMA report, by 2020, there will be 5,700 million mobile phone users worldwide. With this data, it is impossible not to think of responsive, but what is it about?
We are talking about a set of design techniques that adapt to all types of screen resolution. In more exact terms, these techniques use “media queries” and CSS on a per-screen basis. But it should be said that when we talk about responsive, we are also talking about adaptive design, a design adapted to the different screens of existing devices.
What does a responsive newsletter look like? It is a newsletter that can be viewed perfectly on screens of various sizes, from a smartphone to a computer. There are many apps on the market that offer editable responsive templates for free download. When opting for software, choose the one that allows you to choose from a large gallery of templates categorized by sector and that also has a bank of quality photographs. Remember that for today’s users, “a picture is worth a thousand words”.
- CTAs that convert
Is it really complicated to create an effective CTA? Not really, but we must give it due importance, remembering that our conversion often depends on our CTAs. What should we take into account when creating them?
- Text length: keep the copy short (between 90 to 150 characters). Use words like: “now”, “today”, “ski”. Use practical language.
- Design and visibility: flat colors and large, visible buttons, that’s still the trend when designing CTAs. Regarding the location, we suggest placing them in the upper left, having as a directionality the way we usually read (right to left).
3# Use the resources that bring you the most traffic
- Share your most read articles
With Google Analytics, you can know which posts are the most read on your blog. Use these to drive traffic and, therefore, more leads for your email marketing campaigns.
- Popups, banners
A pop-up or pop-up subscription form is a resource that helps you have dynamic communication with those who visit your website. It is a widely used method to get leads. Its great disadvantage? Popups are usually considered by many to be intrusive, with very little ability to bring us leads that are really worthwhile and profitable.
How to use it effectively to get subscribers? The answer: content. Popups should provide information to your website… Include an attractive discount like Atrápalo using a simple pop-up with attractive content.
- Landing pages for email marketing campaigns
Why should you give special importance to landing pages? Landing pages designed especially for a mass mailing campaign can make all the difference. A landing page is a page whose content has been created based on a goal. Do you want to have more subscribers? Generating downloads of your latest resource as part of your retention strategy? Include creative landing pages in your email marketing campaigns.
What do you need to do it?
- Thinking about the goal
- Create the landing page; if we talk about aesthetics, it must be in line with your graphic line.
- Include CTAs
- Measure the results of your campaign in the “statistics” section of your email marketing software.
4# Mixed strategy: social networks and email marketing
Email marketing is one of the most used techniques in countries such as England, Spain, the United States, and France. According to a 2014 study of the retail sector by Adweek in the US, of 925,000 subscribers, who were sent an email coordinated with Facebook ads, 22% were more likely to buy.
This study gives us a clue as to what a good combination of both tools can do. As we can see, despite the years, email marketing is consolidated as one of the most effective and profitable communication strategies. Strategies are understood as the set of actions that allow us to meet a previously defined objective. If our goal is “engagement” or loyalty, using this tool will be of great benefit to us. We are talking about addressing the customer, getting closer to them permanently. On the one hand, we get the necessary information to generate quality content, and on the other hand, a mechanism that helps you to be closer to the customer.
- Integration? But how?
The dynamics are simple: from social networks, you can monitor your audience, know what content they are excited about, the type of offers they prefer, the style, tone, and communication preferences. With all the insights obtained, you can develop an effective email marketing campaign. Remember that to build loyalty, it is necessary to know the consumer beforehand. When designing your newsletter, include buttons from your social networks: Facebook, Twitter, Instagram, and invite your customers to join them with a simple text such as: “Follow us on Facebook, Instagram…” With this simple action, you manage to energize and make both tools integrate powerfully.
By including your social media buttons, you incentivize your customers to come to you. I assure you that you will get more followers. Through Facebook, Twitter, or we can send messages about our brand, and by using a newsletter, we can expand the information and offer more content. For this, we must take into account the customer; only then will we get more followers and fewer “unsubscribes”.
- Integration Advantage
“Your brand goes where the customers are.” With this phrase, we simply define the great advantage of integration. A large part of our lives is spent in front of a computer or smartphone. Online marketing allows your brand to be in touch with your community in an omnipresent way. Your brand becomes that whisper that reminds the customer of your existence. So if you ever crave a cupcake, for example… Walk a mile or two and go to your bakery, without even thinking about buying it anywhere else.
5# Satisfaction surveys
If what we are looking for is loyalty, we must pay attention to what our customers say and think about us. Only in this way will we be able to achieve the so-called “engagement”, loyalty that translates into generating strong emotional ties between customer and brand. Knowing the preferences of customers will allow the company to improve intrinsic aspects of a product or service, thus achieving an increase in loyalty and word-of-mouth recommendation, in an obviously positive way. Now that we know more about the main purpose of measuring customer satisfaction (engagement), it’s time to learn how to design surveys through your email marketing platform.