What is your website doing for your marketing?
An online business card with crickets in the background?
Your clients find you elsewhere?
All through July, we're sharing website marketing essentials to help YOUR website evolve into a marketing monster. The good kind.
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TIP NO. 12: email marketing
As entrepreneurs, we rely on our reach and the momentum we manage to create for our product or service.
Our brand is our reputation and we carry its name like a torch, trying to light fires that pose the perfect background for happy clients to tell tales of our general wonderfulness.
If you are working on the momentum part of things via an email list, you are certainly on the right track. Let’s talk about some potholes along that track:
Pop-up boxes on websites are extremely annoying and tend to generate low-quality subscribers.
Think about it.
People who happily click on pop-up boxes tend to click on LOTS of pop-up boxes. As a result, they get hundreds of newsletters sent to them and are unlikely to notice yours among those, let alone to ever click buy. They may be freebie hunters or have a nervous tick that has them click on everything that pops up, which renders their participation on your list worse than worthless because they muddy your numbers.
Here is a suggestion: If you are asking people to subscribe to your newsletter, offer them something of genuine value in return for joining your subscriber list. The Biz Muses, for example, send out a GDPR-compliance checklist, created by an actual lawyer who specializes in economic and labor law aka someone who knows what they’re doing (give some love to Paula!). We wanted to provide sth of genuine value, not another virtual dust-catcher.
Also, before subscribers sign up, we tell them exactly what they’re in for: monthly discount specials, an exclusive coffee hour webinar just for subscribers, freebies, beta-testing. That’s it.
I also advise that you only ask for people to give you their name and email address… not their whole life story. Every additional piece of information you ask for, will reduce your sign-up numbers.