When it comes to email marketing, there is one thing that is far more important than anything else. That thing is your email list.
Quality over quantity is still important. A small list of interested people who engage with your brand is much more valuable than a list of 100,000 people who are all likely to hit the delete or unsubscribe buttons when your email arrives in their inbox.
Building your list is a continuous effort that must always be improved. The challenge is to attract new subscribers. You can do this by leveraging your current website traffic.
Let me share with you 3 digital marketing campaigns that eCommerce businesses forget to launch when building their email list.
Let’s get started!
1. Don’t forget to add creative newsletter opt-in forms across your online store pages
Guess what? Your website visitors landed on your site for a reason. They are at least somewhat interested in what you have to say or offer. They may or may not want to receive your emails, but you should definitely give them a choice and don’t be shy to ask for their email address in exchange for something.
Make it easy for shoppers to subscribe to your newsletter. Just be aware that, although people may want to signup for your newsletter, it may not be the main reason why they came to your site. That’s why it’s important to be creative with your opt-in forms.
Don’t simply ask people for their email address. Let them know the benefits for signing up to your newsletter. Also, remember to give them an incentive for signing up such as an offer towards their next purchase, free access to a buying guide or a chance to win a giveaway.
From my eCommerce experience, these campaigns are easy to launch and need minimal updates on a monthly basis. You can have them run on auto-pilot and you’ll start seeing new subscribers being added to your email list.
To help you get started with newsletter opt-in forms, you should read the following articles:
- The Most Popular (Easy-to-Implement) Opt-in Offer Used by Online Retailers to Get More Email Subscribers
- 7 High-Traffic Ecommerce Pages to Add Your Email Signup Forms to Grow Your Subscriber List
2. Don’t forget to host giveaways to acquire new email subscribers
Here is another newsflash: People love winning free stuff. Okay, so maybe you knew that already!
Nonetheless, in case you didn’t, giveaways are one of my favorite ways of collecting new email addresses from my target audience.
Some might argue that people who signup for giveaways aren’t engaged shoppers. While this may be true if not done right, it’s your responsibility to make giveaways attract the ideal type of audience.
When choosing a prize, be sure it’s something that is relevant to your brand and that aligns with your overall marketing efforts. For example, let’s say you’ve received a new women’s necklace collection. Select one of those necklaces as your prize. This will allow you raise awareness of your new collection by targeting the right audience, retarget those who have signed up to the giveaway and eventually offer something to those who have not won the giveaway.
You may also find that some participants might unsubscribe after the giveaway. To help reduce unsubs, make sure to communicate the importance of staying active on your list as this will keep subscribers up to date on the latest winners as well as when the next giveaway is launched.
Another great tactic is to limit the amount of newsletters you send to giveaway subscribers. By doing so, you will reduce the chances of them getting annoyed and avoid having them unsubscribe.
Here’s are my favorite Giveaway Tools to help you get started.
3. Don’t forget to create paid Facebook Lead Ads
You’re spending a lot of time and money driving traffic to your website. Get the most out of your marketing efforts by retargeting this traffic on Facebook.
Here’s a campaign I recommend you implement:
1. Setup your Facebook Pixel
I assume that you have a Facebook pixel already installed and configured. If you don’t, here’s a useful guide by Shopify to help you integrate and setup your Facebook pixel in your online store.
2. Create a custom audience for your email list
You do this by creating a custom audience within your Facebook ad account and linking it to your email list. Here’s a guide to help you Set Up a Facebook Custom Audience With Your MailChimp List. You can also read the help resources available on Facebook: Custom Audiences from your Customer List
3. Create a custom audience for website visitors
In this step, you will need to create a custom audience for people who have visited your online store in the past 15 or 30 days. To help set that up, you can read this article on Facebook: Custom Audiences from your Website
4. Create a Facebook Lead Ad for Your Newsletter
The last step is to create a Facebook Lead Ad that targets anyone who has visited your website in the past 15/30 days but isn’t part of your email list. The idea is to retarget website visitors that have not submitted their email address during their visit. You should also limit the amount of times they see the ad as you don’t want to annoy them.
To get started with Facebook Lead Ads, visit this link
Email acquisition strategies must always be tested and optimized. They key is to monitor their performance by evaluating click through rates, submission conversions and the cost of acquisition.
I hope these 3 digital marketing campaigns help you build your email list with ease.