Social media has become such a huge part of our daily grind. While these platforms demand their users to participate and interact, some business owners can barely grasp how to leverage their presence and convert their online exposure into revenue. In fact, according to TrustRadius\' survey, marketers that use the platform give more value in displaying an attractive set of vanity metrics than in striving to make their campaigns meaningful in a way that contributes to revenues, website traffic, or leads. Vanity metrics—social media figures that include followers, likes, comments, shares, or retweets—have been a long-used strategy to gain traction. However, these numbers can be easily manipulated, and thus, shrugged off as meaningless. So as marketers, how do you take advantage of your followers on these networks? Always use social media with the aim of encouraging your followers to join your mailing list. By failing to entice them to be part of it, you’re letting possible customers slip away. Remember: your goal is to not just attract them with a one-time, big-time offer, but to seek long-term relationships. What Is Email List Building And Why Is It Important? “Out of all the channels I tested as a marketer, email continually outperforms most of them,” Co-Founder of KISSmetrics, CrazyEgg, and QuickSprout Neil Patel once tweeted. To cite a success story, video editing startup Video Fruit had zero members to its list before beginning its journey. However, after 48 hours of aggressive e-mail marketing and strategic planning, the startup gained 205 email subscribers while generating $247 in revenue in two days. So How Do You Grow your Email List? For Shopify, one of the top e-commerce players today, the key is presenting to your audience the easiest way to get into your mailing list—all the while offering it in a creative and persuasive manner. This simple way is through the opt-in form. What Are Opt-In Forms? To make sure that your site visitors sign up for your newsletter, you need to have a strategically-placed opt-in form. Opt-in forms are the consent users give you, authorizing you to contact them for more information about your service or product. Where Can You Put Opt-In Forms? Opt-in forms should be placed where they will have the best chances of conversions. Think of it as your strategic position when going to war. This includes: Your header or navigation bar Since it’s above the fold, the header is an effective place to put your opt-in form, making it highly visible to all your visitors. Make sure that your call-to-action button contrasts with your overall site colors so that it would stand out. The text should also be compelling enough to encourage sign-ups. Your sidebar The most common location for opt-in forms, a sign-up CTA can also be placed on the top of your sidebar. This offers additional visibility on top of your header opt-ins. If you’re worried about aesthetics, you can place more ads under the opt-in form to balance the look of your sidebar. Your website footer The footer is an often-ignored space. However, studies show that site visitors scroll down a web page even before it loads. This then gives you the opportunity to optimize your below-the-fold area. The great thing about placing your opt-in form on your footer is that it acts as your safety net—if all else fails or if visitors do not want to go back to the top of your page to sign up, you can still persuade them at the bottom of your page. How Can You Grow Your Email List Using Top Social Media Channels? Now that you know how to encourage your site visitors to sign up for your service or product, let’s go back to social media—how it is revolutionizing the world and how you can use it for your marketing campaigns. On Facebook Here are ways for you to entice your Facebook fans into joining your email list: Offer freebies no one can resist You can place your links and offers on the left side of your Facebook page. Programs like Leadpages allow you to add special offers that you can then use to attract new clients. To make sure this is effective, you need two key components: 1) Offer freebies that will provide value to your followers; and 2) Always include a way for them to sign up to your email list. Promote your blog content to your Facebook fans Remember that the purpose of your freebies is to act as lead magnets. Regarding content, you can offer an info product, an e-book, or a helpful guide in exchange for their email addresses. Promote your content on your page, making sure that your opt-ins are placed within your blog content, placed on your side bar, or presented in a pop-up box. Use a Facebook call-to-action button On your Facebook page, the call-to-action appears right below your cover photo on the rightmost side. This button can be customized to suit your purposes. Simply hover over the button, select ‘Edit Button,’ then ‘Get in Touch with Us.’ Now you can choose from a variety of CTAs, which includes an option for your followers to sign up or subscribe as your regular follower. Promote a lead magnet in your Facebook Live broadcast Live videos are a go-to when people search for tutorials, behind-the-scenes videos, or immediate answer to their questions. This presents an opportunity to connect not only with your fans but also with potential customers. However, you shouldn’t stop there. During your live broadcast, promote your lead magnets that would then link to your opt-in forms. This ensures that you give your viewers an avenue to keep their connection with you. Create a Lead-generating Facebook Ad It always pays off to allocate some financing on ads as long as you know your audience. In the case of Facebook Ads, you’ll be able to target your exact demographic. If your message and strategy are right, you’ll see dramatic results almost immediately regarding gathering leads. On Twitter Like Facebook, Twitter is also a great platform for lead magnets. Moreover, the platform makes use of several features like hashtags, which are big traffic generators as long as you know how to use it. Use multimedia tweets According to a survey done by Twitter, multimedia tweets generate three to four times more engagement than a tweet in plain text. Multimedia content, which involves adding photos or videos to your message, is a good and simple way to spice up that tweet. Used pinned tweets to drive traffic to your landing page A pinned tweet is a highly clicked portion of your Twitter profile. So the more clicks you gain, the more website visitors you are attracting. By pinning a tweet, you’re boosting your site traffic and/or promoting your content—two avenues that you can use to lead visitors to an opt-in box. Create high-quality content Inarguably, content is a big booster for generating traffic. Sadly, some may have been doing more quantity at the cost of quality, thinking that numerous sharing and posting does the job. The key here is to keep providing relevant and valuable content to your followers, earning their trust along the way. Opt-in forms can be easily included in every blog post. Get active using hashtags and trends The hashtag itself is a way to draw attention. While it’s tempting to use more than one to target more audiences, more than two would negatively impact your engagement. When done well—that is, avoiding spam hashtags and using only the relevant ones in your niche—it will result in 21% more engagements and 55% more retweets. Optimize your hashtags to gain more followers, increase brand awareness, and lead them to your sign up form. Link everything to an opt-in page As the opt-in remains a crucial part of gaining subscribers, don’t forget to include it in every link. However, going back to the main rule, do not get obsessed with just vanity metrics. Make sure that you track the right KPIs and optimize it according to the data you gather. On Pinterest An advantage of Pinterest is that, unlike Facebook and Instagram that are operated by algorithms, Pinterest allows you to connect directly with your customers. Decide on the best free opt-in to pin on your page You can design and create your own opt-in for a more customized approach. But if you don’t have the resources for it, there are services that offer it for free. Once that you have an opt-in, link it to your email service provider and automate it, so it will be sent to each new subscriber who sees your pinned image. Create a “Pinnable Image” for your opt-in Several bloggers miss out on the advantages of creating pinnable images for opt-ins and attracting website visitors. To do this, have an image that has the right size (735 pixels by 1103 pixels), a readable title, and an eye-catching image. With more people finding your images captivating, the higher your chances are of repins. With more repins, you are then increasing your brand reach and the number of opt-in subscribers. Hide your pinnable image within your landing page Some people may prefer removing large images on their landing pages. You can always hide the pinnable image if you think it’s a big distraction to your website’s content. Click here for a step-by-step guide on how to put the image in hiding status. Pin it again and again, everywhere on your board No one’s stopping you from pinning your opt-in so you can do it anytime and anywhere on your page. Not just on your board, but on a group’s board too This may play a crucial role in your aim of generating traffic. Just make sure you’re pinning to boards relevant to your content. Most importantly, follow the rules set by each board group to keep from being blacklisted. Remember To Segment Your Email List According to Red Stag Fulfillment, an emerging e-commerce industry player, people receive a handful of email that, citing recent statistics, average worker receives 121 emails per day. This is exactly why there has been so much unsubscribing going on. Source: Red Stag Fulfillment According to Fluent, LLC, 57% of email users find the communication they receive “never” or “rarely” useful. About 29% said they “sometimes” find it useful, and only 15% said it was “always” or “often” useful. In contrast to the mainstream strategy of blasting emails, people take in information from emails that are relevant, timely, and necessary. As such, it is important to segment your email list after building it. By segmenting, you divide your contacts based on certain criteria and factors, such as geography, demographics, gender, job function, psychographics, and behavior, among others. Segmenting your subscribers helps you tailor-fit what specific deals they would like to receive and will catch their attention. As such, do not skip your buyer persona research so you can get to know your consumers more. Takeaway With the rise of social media use, plenty of brands stopped investing in email marketing, thinking that it’s an obsolete way of gaining followers and improving sales. This, however, shouldn’t be the case. Social media and email marketing can go hand-in-hand to increase the number of your newsletter subscriptions. Remember to consistently provide value to your subscribers. This way, they won’t unsubscribe and even go as far as recommending you to their family and friends.
Fun fact: every day more than 200 billion email are sent all over the world. Long considered the granddaddy of digital marketing, the astonishing number of email sent every day just goes to show how relevant is email in this day age. There are many reasons why email is so effective. First of all, everyone in digital has an email address. More than Facebook or any other social media platform, email is the most ubiquitous digital platform for users. In fact, you cannot sign on to Facebook without an email address. Think of the potential reach you can have. Next, you are sure that the message is received and delivered. On other platforms, your paid advertising efforts depend on its ability to attract that audience. Email is a direct shot to hearts and minds of your users. Email is also an open platform. Nearly everyone can shoot out an email to a person. No one entity controls the ebb and flow of email, unlike Facebook or Instagram which are governed by algorithms that change on a regular basis. Finally, email is here to stay. Social media has a lifespan. Think of how many social media platforms have come and gone. Friendster and MySpace have gone the way of the dinosaur, forgotten relics of a bygone age. Snapchat and Twitter are both fighting for survival. Only one constant remains - the email. Given that, why is that most email marketing schemes fail? Most of the email you send to your email list are left unopened, contributing no clicks and no conversions. The biggest mistake email marketers fall into is sending their email with their offer to all the people in their list. They rarely tailor fit their email to their target audience, making the message lost in the hundreds of email received by a potential customer every day. The secret therefore to a successful email campaign is the concept of segmentation. You divide your email list into specific segments, and tailor fit your content for their consumption. This requires you to know your audience more. The great Sun Tzu once said that you must know your enemy as you know yourself. The more information you have on your target market, the better you can segment. There are many ways to segment your marketing. Here are a few: GEOGRAPHICAL 1) Location The most basic way to segment is by location. First of all, if you have a global market, then you can tailor fit your content by country, city and area to regional and culture idiosyncrasies. For example, here’s an email sent by Spotify, to their subscribers who follows and listens to LANY, Zedd and more – about their concerts near your area. Moreover, the concept of time zones come into play. There usually is a best time to send an email and each time zone has its own best time to send. Demographical 2) Age Age groups are a great way of segmenting your market. Age groups have different backgrounds and a different mindset. Generation Z is swimming in tech and digital, millennials are flighty and restless, Gen Xers are hard-nosed and to the point, and Baby Boomers yearn for nostalgia. Each age group has certain world views where you can make specific appeals to purchase. Here’s one example from an email campaign sent by Adobe about their promotions exclusively for students. 3) Gender The gender spectrum has multiple segmentation opportunities. Each ray of the gender spectrum has specific needs and wants and can be addressed directly in your messaging. As more and more people are open to the gender spectrum, with platforms openly acknowledging different genders, it gives you the ability to tweak your message for maximum effect. Here’s an example of an email campaign sent by NIKE, catering to women, young adults and age ranges from 18-26 years old. 4) Job Function Email can also be sent via job function. Gatekeepers like secretaries and personal assistants are great targets for segmentation because they control the flow of information to the decision makers. Getting on the good side of gatekeepers through thoughtful email can do wonders for your business. Here’s an email sent by HubSpot indicating a link to an article that talks about neuroscience for marketing experts. Psychographics 5) Persona Personality is a broad term, but you could also segment via personality. People who identify as introverts could be open to content about activities that can be done indoors. Gaming and e-books are a great marketing play for the introverted set. On the other hand, more outdoorsy offerings can be sent to identified extroverts. 6) Lifestyle Lifestyle is also a big segmentation opportunity. Take, for example, flight attendants. Flight attendants fly in and out of countries every day. This allows you to make offerings that are tied to the jet-set lifestyle. Hotel offerings with discounts for short layovers can be sent to flight attendants who want to rest and freshen up. These are the broad segmentations. You could segment on a more granular level. 7) Interests Subcultures are a powerful niche marketing segmentation. For example, Star Wars fans are more likely to respond to Star Wars content especially if you send that out on May 4 (May the 4th be with you). Behavioral 8) Past Purchase An old e-commerce marketing technique is to create market basket analysis. People who purchase one product usually end up purchasing another product and patterns begin to appear. Analytics can be used to create a basket of goods where you can target users who purchased one product with an offering for another product. If they are in the same market basket group, more or less you could expect a bigger chance for a conversion. 9) Buying Frequency E-commerce platforms could usually track how much a user buys over a certain period of time. A frequent buyer would be a great person to send a frequent user discount while a user that has not bought in a long while can be sent a welcome back offering. 10) Website Behavior Even website behavior can be segmented. Window shoppers, people who just visit a website but do not make a purchase, are great people to send promotions that will nudge them into making a purchase. This example was sent by ZALORA informing their subscribers that their favorite brands are on sale and encouraging them to make a purchase, again. 11) Email Engagement Email engagement is also a great segmentation opportunity. Non-openers and people who do not click are a good segment to cull from your email lists. If you have likely gotten emails from brands saying, “We’ve missed you!”. These were probably the brands whose email you have not opened in a while. A great example would be the email sent by Uber, to those riders who were not booking lately. Conclusion Email is one of the most powerful ways to engage your audience. But it will all be for naught if you do a shotgun approach to marketing. Segmentation with market-specific content will go a long way to improving your open, click through and conversion metrics. Are you having trouble dividing your email lists into more specific and unified segments? Does this article help you to overcome it? If so, let me know in the comment section below. We would be happy to hear from you!