Effective Email Marketing Strategies to Create Lifelong Subscribers

A B r o n t o W h i t e pa p e r
I Subscriber
Take Thee Marketer
Effective Email Marketing Strategies
to Create Lifelong Subscribers
by: Sally Lowery Director of Online MarketingThe reality is that your subscriber relationship is very similar to any relationship.
It starts with a date, doubts can occur, breakups may happen, or lifelong partnerships
are made. As a marketer, these steps are all part of the lifecycle so it's important to
be able to identify the phases and read the cues of your subscriber relationship. This
paper will outline the elements of a strategic email marketing program that takes the
subscriber from introduction to a lifelong relationship.
You Guys Met Online.
It started with a visit to your site, and there was an immediate attraction. Maybe. Maybe not.
Are you making it easy to be "introduced" to potential subscribers? It's essential to make it "easy" to sign up. Whether it's through your corporate website or promoted through your social media outlets, keep the following rules in mind when considering your introduction tactics:
Think Sex Appeal.
Okay, not really, but do think about appealing to your subscriber. How does the term "Subscribe" compare to the term "Sign up". It may be a small component of your registration process, but it's an important one because it's the first call to action. Consider all of the elements of your subscriber process and identify elements that may be less than appealing and may cause fallout.
D on't Be Afraid of a Little Self Promotion.
Reinforcing the benefits of your email marketing program is critical to increasing opt-ins. It also serves a great purpose of setting expectations. Regardless of whether it's content or frequency that you are promoting, it helps give the subscriber a clear description of what to expect and helps them make an informed decision.
I Subscriber Take Thee Marketer: Effective Email Marketing Strategies to Create Lifelong SubscribersPage 1 1-888-BRONTO1 . Bronto.com . © 2010 Bronto Software, Inc. All Rights Reserved. Be Careful of Coming Off Too Eager.
Many subscribers are willing to subscribe in return for something that is valuable to them. You can consider different offers for signing up. The offer may include free shipping, dollars off, content offer, "exclusive" opportunity, or a percentage discount. Be careful, though. Often times a contact that has been incentivized through an offer is less likely to be retained. You will have to work that much harder at making it a lifelong relationship.
Think About How You Make Connections.
It's critical to be where your possible subscribers are. Just like when you are in your twenties trying out the various social scenes looking to make a long lasting connection , so should you try out the various channels that your "would be subscribers" are hanging out. If you haven't leveraged social media to promote your opt-in you should consider it. Including a permanent spot on your Facebook page is a good start, or tweeting about it every so often will spread your reach. Don't forget the more traditional paths such as SEO/SEM as well.
These are just a few ways that you can raise your game in facilitating matchups. The challenge as well as the opportunity lies in finding ways to be creative, get yourself out there, and get those opt-ins.
The First Date
Oh, the nervousness of the first date. You guys are introduced, you feel a connection, there's a "how do we get to know one another better?" moment, and then there's magic.or there's a disconnect. This can also be true of your subscriber's first experience with your email campaign. If expectations weren't set or there wasn't reinforcement of those expectations, it may end in your subscriber feeling as though you aren't really in tune with their needs. Subscribers should receive a welcome message immediately following their opt-in to your email marketing program.
This welcome message is the first date. It tells whether or not you guys are going to last or if this relationship will fizzle fast. A well-crafted welcome message not only reinforces the benefits of subscribing, but it also puts content and frequency in the hands of the subscriber. If you aren't allowing your subscribers the opportunity to choose what content is relevant to them, h... [download for more]