A newsletter is one of the most effective marketing strategies in any industry.
Thanks to a newsletter you can keep in constant communication with your users. In fact, a newsletter is used to share new news, offers or events, and in general, anything that you think will be of interest to you. And it is especially effective when you dedicate yourself to ecommerce, since you can share the news about your products or seasonal offers.
Creating a quality newsletter, sent with some regularity and focused on a particular audience is an excellent way to keep yourself in the minds of users and customers without them having to review your content on social networks or on your website.
Why is it important to have a newsletter?
What is a newsletter, and what is a newsletter? Newsletters, or informative bulletins, are electronic mail messages (emails) that you send to your users so that they are aware of the news of your company or business.
Basically, creating a newsletter is part of a larger strategy called email marketing or email marketing campaigns. And we say that it is part because email marketing includes a whole series of email messages for other parts of the interaction process between a brand or business and its users, such as the emails they receive when they subscribe, when they leave their shopping cart with some product or others.
The importance of email marketing is that practically everyone on the internet has an email. To be more exact, 92% of adults online use email, according to Pew Research. Much more than social media users, for example.
However, for all these messages to reach the right people, you must first make a market segmentation and define your audience. The audience will be your subscribers, who are people who voluntarily want to subscribe to your email base to receive your messages. To these subscribers, you will eventually be able to deliver other types of marketing messages.
But first, you have to work on how to get a qualified audience. A qualified audience is the one that has voluntarily and specifically given their data to receive your messages. And the reason they usually do is because they think what you have to say is interesting.
Before we go on and tell you how to get subscribers to your newsletter, answer the following question: why do you want to build a subscriber list? And you can’t imagine the number of businesses with thousands of subscribers who don’t know what to do with them. Answering this question will prevent you from making the same mistake.
Determine what you want to attract subscribers for
Subscribers are users that you managed to captivate, as they have already lowered one of their barriers so you can contact them.
Think of it this way, on the street you don’t give your phone or address to just anyone. If you do, it is because you possibly want to be contacted, and if you want to be contacted, it is because you consider that there is something of value to you.
If you convince a user to subscribe to your newsletter, you have a better chance of turning them into a customer later. This is because, by giving you their email, they guarantee that they have minimal interest in hearing from you (or your brand).
Looking at it like this, having subscribers to your newsletter is like having an entire audience waiting for what you are going to say. It may be that new products have arrived, that there are offers on the balances, or you simply want to share a review of a new item so that people can know how to use it in everyday life.
Based on the audience you build, you should also build a strategy to keep them interested.
How to get subscribers to your newsletter
You already know why it is important to create a newsletter and why you want to attract subscribers. So, how do you attract subscribers to your newsletter?
There are several ways, let’s look at some of the most effective.
Create a Lead Magnet
One of the most effective ways to attract subscribers is to create a lead magnet (or prospect magnet). Basically, the lead magnet is content of value that we promise at no cost to the user in exchange for registering in our database.
This valuable content can be anything you think your audience will be interested in.
Generally, they are divided into the following formats:
- Guides on a specific topic
- Ebooks or product catalogs
- Webinars or videos on specific topics
- Mini courses or tutorials
- Whitepapers (guides with facts or discoveries about an industry)
- Resource packs such as kits or filters for other programs
In reality, valuable content can be anything you think your audience will be interested in. Generating various types of lead magnets will help you identify where the user is in the funnel. For this, it is essential to have an idea of what type of audience you want to target and what interests them. And to achieve this, you must first establish what your target market is.
We recommend that, to make the lead magnet, you rely on design and editing professionals. Thus, the product you deliver will look quality and will have more options to satisfy subscribers.
The lead magnet will help you increase your list of subscribers and better segment them according to their interests. And, in addition, it will help position you (or your brand) as an authority in the niche in which you operate.
For example, if you have a sports accessories store, you can make a small ebook of the 10 best dumbbell exercises and use it as a lead magnet to attract subscribers to your newsletter.
Place subscription forms on your website or blog
Another option (the most used) to attract subscribers to your newsletter is through subscription forms. Forms are ubiquitous on the internet and we are sure that you see at least a couple daily. As such, there are several ways to include them on your website to attract the attention of potential subscribers.
Forms are everywhere on websites: they can be at the end of a blog post, in the middle of the text (with a highlight design), or in some section on the side of the page. For example, in the Ecovs Blog, do you identify our newsletter subscription form on the right of the page?