Do you keep a Newsletter? Today, we’re only talking about Instagram and YouTube. But what about emailing? Is it still worth having a Newsletter? The answer: yes…
Research shows that 99% of consumers look at their emails everyday.
There is therefore always an interest in collecting email addresses, even with the new GDPR regulations. As long as you do it properly, you will not be fined.
In terms of ROI (return on investment), emailing remains the most profitable channel.
According to this Campaign Monitor study, emailing is 40 times more effective to acquire new customers than Facebook or Twitter.
But if you have not subscribed to your Newsletter, your emailing strategy will be useless.
You have to harvest a significant number of email addresses for it to be, but not at any cost.
It is important not to scare away visitors to your website by displaying pop-ups all over your site.
Fortunately, there are different ways to get subscribed to your Newsletter without bothering visitors to your website.
Here are a few.
Use the sidebar of your blog
The blog is still a great tool for attracting people to a website.
You already know that since you are reading this article.
As a rule, articles are arranged in two ways:
- Without sidebar: the content is then in the middle of the page;
- With a sidebar: the content is on the left.
Some say that conversion rates are not the best.
Maybe, but what interests us is not to disturb our visitors!
And trust me, if you have free and great deals, people will pay attention to them.
On my blog, for example, I placed this on my sidebar:
This little “box” promotes one of my guides on Facebook advertising.
Most of my articles deal with this subject, so it is likely that my readers will pay attention to it.
Obviously, the fewer “boxs” you add to your sidebar, the better.
If you place too many items, the user will no longer know which button to click.
To get the most attention, you can also make the last item in your sidebar “sticky.”
In this way, it will be permanently visible even when the user navigates further down the Page.
Submit your newsletter subscription during the check out process
More and more e-commerce sites offer you to place an order without necessarily creating an account. E-tailers know that this lowers their conversion rate.
Even if the person does not create an account, he must still give you his email to receive the order confirmation and delivery information.
In this case, why not offer newsletter subscription at the same time?
As you can see, Daniel Wellington has added a simple checkbox to confirm subscription to the Newsletter.
If you take a closer look, the brand specifies that you will have access to “their latest news and you will be the first to know their exclusive offers”.
For shopping lovers, this is enough to convince them to register 🙂
Place free offers at the end of your blog posts
Again, we don’t want to interrupt visitors to our website with opt-in offers all over the place.
This is precisely the advantage of free offers at the end of blog posts.
First, because they allow the reader to read your article quietly.
After all, what are the chances that it will register with your site if you show it a pop-up 10 seconds after it arrives on your site?
The second advantage of this method is that you give the person the freedom to read your content.
And believe me, if your content is really useful or inspiring, the person will want to know more about you and your business.
This is your chance to show him additional content in the form of an e-book, a checklist or a mini video course for example.
See how the Hubspot company does it.
As you can see, Hubspot does not ask you to subscribe to their Newsletter. They offer you a free guide to learn how to do inbound marketing in 2018.
They use a known principle of persuasion: reciprocity.
Reciprocity is the simple act of feeling indebted when you are offered something.
In this case, offering a guide in exchange for contact information is a completely fair “transaction.”
You give your email address and you receive in exchange for the value (an e-book for example).
Note also that by clicking on the button, you will be redirected to a landing page to fill out an opt-in form.
Some offer the form directly at the end of the article.
It’s up to you to decide what you prefer to do.
Trigger a pop-up when a visitor prepares to leave your site
At the beginning of the article, I told you that you should not overwhelm your visitors with pop-ups as soon as they enter your website.
There are indeed all kinds of pop-ups on the web. Those who fire:
- As soon as a page loads (the most annoying);
- After a period of time (e.g. 1 min);
- When the user has scrolled X% of the page (ex: 50%);
- When the user arrives at the bottom of a Page;
- When the user is about to leave your site (exit-intent).
It is this last trigger that interests us.
The previous 4 triggers will inevitably annoy any visitor who browses your site nicely.
You know like me that each visitor will not stay all day on your site. He will leave the page and press the little cross to close the tab. 🙁
This is when your pop-up will appear.
Some would say that this is annoying, but if the offer linked to your pop-up is irresistible, the visitor will be happy to subscribe.
I went to venture on this women’s ready-to-wear site known for its effective marketing … Look at what I found before leaving the site:
Again, I am offered something of value (a promo code) in exchange for subscribing to the Newsletter.
You can do the same on your blog and offer a guide.
This is what I do on my site.
I’ve had this pop-up on my website for over a year and no one has complained about it.
Besides, I have configured this pop-up so that it does not fire for 10 days as soon as a visitor to my site has seen it.
Offer content extensions
This strategy is simple: you write a blog article and you offer second content that goes further than your article.
This is sort of the logical continuation of your article.
It can be a checklist or a checklist in PDF format containing all the points of your article and how to apply them.
No need to write 30 pages. A few pages are enough to satisfy everyone!
Here are 2 simple ways to implement this strategy:
1) Create a magnet for leads that can act as a content extension for all articles in a specific category.
This is the best known strategy.
For example, if you write regularly on the paleo diet, you could create an e-book like “27 paleo recipes easy and quick to make”.
Then place the content extension at the start and end of your article.
This is how I do with this little colorful box that I place after the introduction and before the conclusion of the article.
If you are on WordPress, you can use plugins like Thrive Leads or OptinMonster to set up this kind of box.
2) Use the content of your articles
Look how Stan is doing from the Marketing Mania site.
The article talks about the visual hierarchy for a design that converts.
Then, at the end of the article, he offers you to download a checklist containing the most important points of the article.
When you click on the call to action button, it prompts you for your email via a pop-up.
This strategy is terribly effective because all you have to do is “recycle” the content of your article into a PDF document. It takes you up to an hour and you are sure to get conversions if your article was really useful. Here are some more ideas for your content extensions:
- A summary of the article (if the article is very long);
- A memory aid;
- Additional strategies to those presented in your article;
- A list of resources or tools.
In conclusion of this article, I will tell you a second time to prioritize your emailing strategy and to constantly seek to convert your visitors into subscribers to your Newsletter. That said, don’t do it to the point of annoying your visitors and driving them away from your website.
By applying these 5 strategies, you should have good returns (aim for at least 5% conversion). Your conversion rate will greatly depend on your offer. The more attractive the offer is for your target audience, the more your chances of collecting contact information increase 🙂
Also find me on my site and download one of my free guides on digital marketing by clicking here!