When I first started LH design, my paper goods company, back in 2014, I was a newsletter Scrooge. I thought they were outdated, too intrusive, and too much work for no reward. Boy, was I wrong! After listening to lots of experts on the subject and entrepreneurs who swore by them, I realised they were the perfect way of getting trust and support from your customers (which we all know is what we need to get sales). It wasn’t intrusive, it wasn’t a barrage on their inbox, because they had opted in to your list, and they want to hear what you’ve got going on.
I soon created one with Mailchimp, and now I have three. One for LH design, one for One Girl Band and one for my stockists, specifically for wholesale. If you’re unsure about newsletters, or you have one but no-one's signing up, here are a few tips for growing your list.
Have a pop-up sign up form on your site
Again, I hated pop ups. ‘Pop off out of my screen and get out of my face’ I’d say. But as soon as I added one to the LH design site, my sign ups tripled. You don’t mess with those numbers. To create a pop-up sign up form with Mailchimp, head to ‘Lists’ > Click on the list you would like to have the form for > Go to ‘Sign Up Forms’ > and then ‘Subscriber Pop Up’. You can then create your pop up form using the tools on the right hand side of the page.
If you were at our Expertise Session in May with Daisy Leaf, you would have heard from her just how worthwhile content upgrades, or ‘free bribes’ are. A content upgrade is simply bonus content that people can get access to in exchange for their email address. They are unique to the specific content that people are already reading or listening to on your site. For example, you would have a lead box at the bottom of a blog post saying ‘Busy? No time to read it all? Receive a PDF download of this blog post for you to read later by signing up here’ or ‘Here is a free schedule for social media’ on a blog post about social media. They are just little extras that your audience would enjoy, and would give their email addresses over to you in return. LeadPages is a great piece of software that you can buy to create leadboxes. There is more info and examples from Daisy, here.
Avoid giving discount codes
I believe that giving discount codes as an incentive for people to sign up devalues all your hard work. It’s sending out a vibe that you don’t really care about your products, you just want that quick sign up from someone who probably just wants a cheaper item, and doesn’t believe in your brand. If someone is completely in love with your stuff, and wants to get messages from you in their inbox, they’ll sign up. You don’t need to entice them with a discount code. How about enticing them with exclusive looks at new collections? Or giving free clarity calls?