You want more subscribers because the higher the number of subscribers the better your chances of making a sale. But you're not just amassing a pool of people who will buy from you. Nothing is more valuable to a business than a list of qualified people who know you, your products and services, like what you have to say and what you have to offer and trust your recommendations. That old, familiar, 'know, like, trust' factor is as important as ever. But remember, having high numbers of subscribers is not as beneficial as having a smaller number of people with whom you have developed a rapport and a mutually beneficial relationship.
Here are the factors you can consider when it comes to improving email performance.
You want to increase:
- The number of subscribers
- Open rates
- Click-through rates
Before you start setting goals it's good to establish a business objective that you'd like to address. The three factors listed above are just a start. Let's say that you'd like to build your list and get more subscribers. Set a measurable, realistic goal for how many new subscribers you'd like to gain in a specified time frame. For our example we'll say that you'd like to add 300 subscribers by the end of next month.
2. What actions will support the goals you've set?
What do you have to do to attract 300 more subscribers to your list? Have you ever added that many subscribers in a month before? Come up with a list of actions that you can take to move towards achieving that goal.
- Participate in a product giveaway
- Do a JV swap with another marketer who has a similar audience
- Do some PPC marketing sending traffic to your opt-in page
- Come up with a compelling 'freemuim' product to give away to encourage more subscribers
- Run a contest
After you've chosen how you will attract more subscribers, after the allotted time period has ended, look at your analytics and see if you achieved the goals you set.
After you’ve seen progress in the chosen metric, choose another area to focus on, choose what actions you’ll take and test your results. Email marketing can still be very effective, but you’ve got to build on best practices that work and test and track your results to keep improving.
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