How to Attract the Right Email Subscribers
Are you eager to work on your email marketing for your online business or personal brand? I love email marketing because it is a great intersection between content marketing and Pinterest marketing. In this blog post I discuss how you can turn website visitors into raving fans on your email list.
Reverse engineer your Lead Magnet to get into the mind of your ideal customer
The best way to attract subscribers is to offer them something that's free and useful. This free and useful resource is known as a lead magnet. You'll also hear people call it an opt-in or a freebie. If you’ve put time into researching your ideal customer for your paid offers, then why not work backwards from your paid offer when designing your lead magnet?
Think about this for a minute... Why do you want to gain subscribers?
Unless you're treating the number of your subscribers as some kind of vanity metric, the whole point of growing your email list is so that they will purchase from you at some point.
That's why your lead magnet needs to be connected in some way to your paid product or service.
For example, if you're selling 1:1 health coaching package, and your lead magnet is a content marketing guide, then there's a huge disconnect. A person who signs up for a content marketing guide isn't necessarily looking for health coaching services. So the next time you email them something about holistic health solutions, they'll scratch their heads, can't recall why they're on your list and unsubscribe.
If you’re wondering what lead magnet to create related to your paid offer, here are some ideas to consider:
a guide
a product buying guide
a planner
a tips page
Make your lead magnet SO good, that is the quality of a digital product that people would actually pay for.
For example, here is one of my lead magnets:
Using Pinterest to Market Your Lead Magnet
Did you know that you can use pinnable images to drive traffic to your lead magnet? Ideally, you should be driving traffic to both a landing page for your freebie, as well as a blog post that promotes all of the benefits of your freebie.
Make sure there’s a clear call to action when creating the pin graphics that lead to your landing page. Try different options out and to determine which one resonates the best with your audience.
If you haven’t already, write a blog post about your freebie (and create pinnable images to go alongside it).
How to know if your Opt-In Connects with Potential Email Subscribers?
Sometimes, we may feel like our lead magnets are failures… It happens to me and I’ll bet it happens to you, too. But how can we measure whether a lead magnet is successful or not?
If you have a specific landing page for the opt-in, and you’re getting a high number of website visitors to that page per month with only a handful of sign-ups, that is a problem. You need to look at the words on that page and see if there is some disconnect between where the visitor came from and what they’re reading on the landing page.
Try to figure out why it didn’t resonate with your audience and look for ways to make changes to see if it can perform better.
Once it comes to actually drafting your emails in your marketing platform - don’t be afraid to hit send on your emails!
This was something I struggled in the beginning of my email marketing journey, but once I got over this hurdle, I started to see my efforts in email marketing paying off. I got comfortable with selling my products and the manner in which I talk about selling AND to stop feeling bad about it. After all, if you can’t hit SEND on a sales email, you’ll never sell anything.
I can’t not mention my favourite email marketing tool in this blogpost, I am an avid user of Convertkit, if you’d like to give it a try, sign up with this link and you'll unlock 1,000 subscribers for free.
Chat soon!