4 Ways Retailers Can Court Email Subscribers
As retailers, you're on a constant quest to connect with new customers. And whether you operate brick-and-mortar stores, an e-commerce website or both, a high-performing email database is one of the best tools in your sales arsenal.
However, cultivating a high-performing subscriber base takes work — and it's a never-ending process. The average email list churns by about 30 percent every year, so a successful email marketing strategy should include a whole slew of activities to keep that list lively and growing.
The following tips can help retailers connect with customers and nurture a subscriber list primed for sales engagement:
1. Make it easy. Journalists are taught to make the most important details of a news story easy to find. In fundraising, development pros learn to lead with their ask, followed by supporting facts to establish need. Retailers should follow this same model when considering how they present an email sign-up form on their website.
Many retailers’ websites corral links in footers for the sake of design. Sure, it looks clean, but this is a surefire way to miss opt-in opportunities. Don't make site visitors work to make a connection; put your sign-up form at the top of your homepage alongside some other engaging content. You'll get the most eyeballs possible on your form without requiring site visitors to scroll all the way down to the bottom of the page.
2. Spread the word — then spread it again. We're all storytellers. In retail marketing, your brand story is the center of your strategy. Every organization should have three to five key messages ready to share with prospects at any time. However, many organizations fail to plug these messages into channels that can help grow their list, resulting in missed sign-up opportunities. Adapt one of your core messages to create a clear call to action for prospective subscribers. Then, use this new messaging to promote your company's sign-up link on social media. Not just once, but on an ongoing basis.