New subscribers are very
important for any email program. Many email campaigns have the problem that
their subscribers later stop opening their emails or unsubscribe from their email campaigns because their subscribers are no longer interested in receiving emails from
them.
If you do not replace your lost subscribers with new ones, you will see the
results of your email campaigns decrease. There are many ways you can get new
subscribers but the question is what list building method is good for your
brand.
If you want to make a good list of subscribers then you should target those
people who come to your website frequently.
You can try different listing methods, including:
- Placing “Signup form” on your website
- Giving a discount on your product for more leads
- For collecting emails, launch a lightbox on your site
- Placing valuable content like guides behind a signup
form
Outside of your site, there are different strategies for creating new
subscribers… although these are techniques you will need to follow closely.
With GDPR, CASL, and other email legislation being
introduced, you will need to confirm any strategy you pick is consistent for
any area you are sending into.
If you're an SMTP Server customer, make sure your
acquisition methods suit SMTP server policies and are unlikely to get
spam complaints from recipients. It will be key to tag the source outside of
legal and compliance matters so that you can monitor the correct results of
these signups or easily address any problem that arises.
Test your signup strategies
In our data-driven world, there is no substitute for testing different
strategies according to their performance over time. When it involves new
address acquisition, testing a variety of tactics is
formed much easier if you'll tag your subscribers by their
source.
If you're using SMTP Server's API, a simple and
effective way to tag addresses by the source is to utilize our unique
arguments feature. Unique arguments are essentially tags that you
simply can pass over to us with each message that allows
you to do more granular tracking via the event API or the
e-mail activity page.
Metrics to observe
With each of
those different strategies that you
simply try, you'll want to understand which of
them generate more conversions or click-throughs, which of them
generate the fewest opens, and which of them generate the
highest rate of spam complaints or bad addresses so that you'll continually
optimize for success.
To summarize, some of the important
metrics you'll want to trace will be:
- Unique open rate
- Unsubscribe rate
- Spam complaint rate
- Hard bounce rate
Importance of signup sources
At first, a
technique like co-registration might sound like a
simple win. Co-registration may be a method during
which users are given the choice (or forced) to comply
with receive emails from third-parties.
You will see that your subscribers mark your emails as spam at a higher rate
than normal by tagging this source. It will impact your emails to engaged
subscribers. For avoiding co-registration, you will now improve your signup
method by tagging and tracking the performance.
Other methods like Facebook Ad Leads may be expensive but you will
get your more engaging target audience. The cost per conversion would be high
but it is far better than cheaper methods.
Do the best strategy for your brand
If you want to improve your email program and want to get the right subscribers
for your brand, you can check our expert services offering.
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