Ten Tips For Capturing New Subscribers

I've assembled my ten tried-and-true ideas for generating new subscribers for your in-house mailing. But before I divulge them, here are some pointers to remember in your search for new readers:

Remember: Quality vs. quantity

There may be pressure from within a company to try to get as many email addresses as possible on a mailing list; as if that leads to 'value for money'. However, your goal should be to find and persuade as many people in your target audience as possible to want to subscribe. One hundred interested, interactive readers who open your emails are a thousand fold more valuable then having 100,000 "who are they?" in your database.

Opt-in is best practice

Newsweaver endorses opt-in as a best practice policy (Even if you can legally contact an email address on an opt-out basis - it doesn't mean you should.). An opt-in procedure means that you have asked and received permission to send your email newsletter or communication. Opt-in makes sense - that's because subscribers who are interested in receiving your communications are much more likely to open your mails and interact with your content. Here's an article which defines many common terms used in email marketing (e.g. Opt-out, Opt-in).

Have a privacy statement

It's legally required, but it also helps you build trust with your readers. Potential subscribers want to know what you do with their supplied data. See our business of email newsletter’s privacy statement as one example. Place a link to your statement near your subscribe function in every newsletter. 

Here they are.... Ten tips for gathering new subscribers

1. Have the subscribe box featured prominently on your company’s website. Have it on more than just your homepage - have it on every page if possible. (Read a business of email article 'Required Fields: How many are too many?')
2. Have a live link to a subscribe form in your signature file.
3. Include subscribe instructions in your voice mail and on-hold messages. Callers may be at their computers while on hold and might well do as you suggest.
4. If you send printed material to customers, such as bills, invoices or statements, ask them to send in their email addresses if they wish to receive your newsletter.
5. Promote your email newsletter through offline and online advertising.
6. Activate a 'tell a friend' element in your newsletter, or simply remind them to forward to a friend.
7. Use the meta tags in your newsletter, inserting meaningful keywords to help search engines such as Google catalogue your content.
8. Try that old standby – a press release. Make sure to stress the unique benefits of your newsletter, giving the journalist a reason to mention it above all others.
9. Pay-per-click Search Engine advertising. A method to intercept anyone actively searching for information relating to what your organisation offers.
10. A sign up sheet at trade shows and at any presentations your company gives - make it clear what they're signing up for. When doing a mailing after such events, include text welcoming new readers, to help them remember why they're receiving it!