A mailing list is only as good as the content you provide. Yes, some unsubscribe rates are inevitable. In fact, in some cases they represent the lead qualifying process. However, if your attrition rate is going far beyond the range of normality the problem likely rests in the way you manage your mailing list. The ideas below will help you learn what it takes to keep “ME”, your subscriber, on a mailing list.
Plug-in Your List
Don’t be mistaken: an email list is like a relationship. Your subscribers want the 411 on you and your business. Sending one or two promotional emails a month just won’t cut it. According to Marketing Sherpa, “79% of leads never convert to sales” and the cause is largely attributed to poor lead nurturing strategies. Therefore, if you put more effort into plugging into your list of subscribers, they’ll become more responsive and open to your marketing messages.
Create a Consistent Content Engagement Process Using Your Blog
Some businesses may not know how to contact subscribers on a consistent basis without appearing spammy or excessive. You can avoid the appearance of spam mailing all together by broadcasting blog announcements. Simple messages like, “We’ve just updated our blog, stop by and let us know what you think”, can be very powerful engagement strategies.
Hosts Contest or Promotions
Oftentimes subscribers need incentives, so the more value you can offer them to remain a subscriber the better. Consider doing a joint venture with another provider in a related field. Offer your subscribers discounts for your joint venture partner’s products or services. Many businesses are turned off by the idea of a contest or promotion because quite frankly it’s outside their comfort zone and does not represent a concrete ROI. However, different cost effective avenues like the joint venture option mentioned above can help reduce costs risks and increase potential gains. For example the company Freelancer.com runs a contest to help expose their brand. They offer a $22,500.00 prize for a winning creative video about their brand. At face value some would say, ‘are they really willing to pay $22,500.00 for one video?’ The answer is “Of course not.” By throwing this contest they increase traffic via participants, improve email open rates, and get their brand spread across the internet by thousands of video creators.
Connect with your subscribers on Facebook
This may seem a bit far fetched but actually social media helps keep your brand connected on a global scale. In fact, this year Edison Research and Arbitron discovered that 80% of respondents prefer using social media to connect with brands. That being said, be sure your team and your fanpage is connected to your subscribers. This connection helps to ensure your company’s message is viewed across all platforms.
Host Free Webinars
Hosting free webinars is particularly useful because it allows your subscribers to connect with you on a more interpersonal level. Hosting a webinar is basically an attraction mechanism. The more open and accessible you appear the more responsive your subscribers become because you’re no longer just a business but a friend or at the very least a competent source. The point is once you become more than a random “Joe Somebody” the more less your rates depreciate.
Mail on Holidays
Sometimes businesses forget it’s the little things that count. But companies like Hootsuite and Aweber understand the importance of caring for your subscribers. Whether it’s Thanksgiving or the New Year send your subscribers a kind message wishing them a safe and joyful celebration. The concept is really very simple but can have a dramatic influence on your campaign.
Send Lead Level Appropriate Emails
It’s important to keep your emails relevant. Yes, you can mass distribute your blog updates. However, when it comes to specific lead nurturing processes you should ensure your subscribers receive appropriate content. For example, if an existing customer receives an email regarding a discount for the first three months of service but the content does not pertain to this particular subscriber, the likelihood of the unsubscribe rate dramatically increases.
Ask for Feedback
The age old concept, “The Customer is Always Right” remains true in email marketing. Your subscribers have firsthand knowledge about the effectiveness of your email marketing campaign. To get feedback ask subscribers to complete a survey. Be sure to emphasize their information is protected. Also, describe how the survey will help improve your service to them.
If keeping subscribers on your mailing list is something that you are interested in but don’t know how to get started, contact us today to schedule your free marketing analysis.