We need subscribers. It is a certainty in the confusing world of starting out in email marketing. The problem is that generating them is neither easy nor cheap. You can buy-in lists, but many feel this does not normally give value for money. It might be better to find those who want what you are promoting.
One of the most popular methods, because it works so well, is to use a lead magnet. These are gifts, ostensibly free, where the persons have to identify themselves and give their details, including email addresses; leads in fact. You can ask them to sign up to one of your lists. This can be an enewsletter, email marketing list, or something else; it matters not. We are after getting them on board.
Despite the various types of lead magnet there are some features common to all of them. After all, regardless of what your offer is, you need to get them to react to you in some way, be it visit your website, your stand at the show, or be tempted by an offer you are promoting. You should:
1/ Target your campaigns
Work out who you are after by producing a detailed description of them. Know what they do, what they want and, most importantly, what problems they have.
2/ Don’t limit yourself
It can be all too easy to be over-precise in your targeting. Cast your net fairly widely in order to attract those who are a little different from your assumptions. It is easy enough to eliminate later those who are there by mistake or along for the ride.
3/ Target your gift
If you know whom you are after, you can offer something that will attract them whilst leaving those whom you don’t want unmoved. Offer solutions to their problems.
4/ Use multiple platforms
If someone is looking for the best epicyclic trunnion for the price, then you can produce a blog which shows the advantages of the one you stock. A YouTube video showing one being fitted will attract hits. Facebook offers lots of opportunities for attracting just the ones you want.
5/ Don’t be stingy
You’ve had to work for what you’ve got, so it might be difficult for you to throw money away to people who aren’t even your customers. To lower your blood pressure, work out the cost of each subscriber to your email marketing list. That’s money you are spending without generating any sense of gratitude.
6/ Just a click on an icon to spread the word
Make it easy for a person to share the link. Giving presents, even when it cost the person nothing, is a way of making them feel good about themselves. Have prominent sharing buttons.
7/ Be clear what they are signing up for
Don’t give anything away without, at least, an email address. Be clear as to what they are signing up for. Have sign-ups for an email marketing list on the landing page.
8/ Ensure they are grateful
Point out just how great your offer is.
