TOC #79: How To Get More Subscribers On Your Email List
(June 28, 2022) Email Marketing Series Part 2: Learn how to get the right people on your email list.
In order to reap the benefits of email marketing, you'll need to get actual people to sign up for your email list.
In last week's series kickoff email, we chatted all about how creating an awesome lead magnet was the best way to do that, but one essential factor was left out:
You have to make people actually want the lead magnet that you create.
“And how do I do that?”
By convincing them that it's worth it!
“Again… how do I do that?”
You write really great opt-in copy.
And that's where I come in. 😎 Keep scrolling for easy ways to spruce up your opt-in forms and get more subscribers!
We should prob start with what opt-in copy even is, huh?
Opt-in copy is the copy that goes on your opt-in form—the form that tells people what they'll get in return if they enter their name and email.
(Also, quick reminder: copy, in the simplest terms, is words that sell things.)
Here's an example of an opt-in form:
Now that you know what it is, let's talk about how to write a great one!
#1 - Tell them what they'll get!
Don't be vague; tell them what they'll get, but try to consider what they really want and focus on the benefit—do they care more about getting a 4-step strategy for setting up Dubsado automations, or do they care more about the peace of knowing that their workflows are all set up for them & their days of spending hours responding to emails and sending contracts are over?
You'll also want to make sure you give the details.
When people are considering downloading a lead magnet, they want to know:
What do I get?
When do I get it?
Why do I need it?
What's the format of the freebie?
When people are considering signing up for a newsletter, they want to know:
How often will it be sent?
What is it about?
Is it worth reading?
And no matter what they're downloading, they're going to wonder: is it worth the trade for my email?
& speaking of…
#2 - Make it worth the trade!
We talked about this last week, but I'm going to reiterate: your freebie should have juuust enough value.
It should either make someone's life easier, or help them with a problem they're trying to solve, or give them information that may not be readily available elsewhere, or teach them how to do something, or make something more convenient.
There has to be a reason they'd want it.
Find that reason, then capitalize on it.
#3 - Keep it simple!
Don't make people read too much. You have limited space, and they have a limited attention span.
For example, my newsletter opt-in could say:
“Sign up for my newsletter, Tuesday Table of Contents, where I send a marketing tip, my favorite resources from around the Internet, and a book rec every week!”
But, instead, it says:
“One marketing tip, once a week.”
The decision to shorten it was intentional, because I want people to know what it is, how often they'll get it, and what the topic is immediately upon reading.
You can also spice up your opt-in forms by adding social proof. Here's an example from my friend Harry of Marketing Examples:
Don't you feel way more inclined to subscribe now that you know how many other marketers invite him into their inbox? And how many of them seem to love it?
That's the power of social proof.
(Speaking of: my intern is working on a blog post all about how to use social proof to improve conversions this week, so stay tuned for that coming to the BTL blog soon!)
>> For more opt-in copy tips—and about a thousand other marketing-and-copywriting-related tips—join the waitlist for my website copywriting and digital marketing course, coming back in October!
Today's email was an adaptation of a lesson from Site Series™, so if you liked what you learned, you'll love the course.
Other ways to get more subscribers on your list:
Ask people to join! Make sure you're talking about it often on your other platforms; as creators it can be easy to think we're alwaysss posting about our offerings, but in reality, followers need to hear things tons of times before taking action!
Consider adding an opt-in to your intake form. Something like “check the box below if you'd like to be added to the BTL email list!”
Mention it in your blogs. Include CTAs in the middle and at the end of your blogs to prompt people to subscribe—your blog readers often come from places like Google and Pinterest, and may not know who you are yet (aka they may not know what you have to offer, cuz they just landed on your site via some random search).
Start a newsletter! More on this next week. 😏
Optional homework time!
As I mentioned in last week's newsletter, I'll be adding optional homework to the end of every email in this series, just in case you're using this as your push to finally get started with email marketing!
Here's your homework:
Sign up for an email service provider. I use and love Flodesk—use my code “BTLCOPY” for 50% off!
Create 3 opt-in forms. You'll need a pop-up form (add this to your site's homepage when you're ready), an inline form (this is good for on your webpages and in your blog posts), and a full-page form (so you can link directly to your freebie; great for linking on IG!)
& that's it!
Stay tuned for part four of the series—coming the week after next—to learn how to write a welcome sequence; you'll need this key component to ensure your subscribers stay engaged (and don't ditch you after the freebie)!
Hi, I’m Sara Noel—website copywriter and marketing mentor for creatives, copywriters, and all-around cool people. Thanks for reading this edition of the Tuesday Table of Contents! If you like my content and you want even more BTL in your life, here are a few ways you can connect with me:
Check out my services. I write website copy, sales pages, email sequences, blog posts, and brand messaging guides for entrepreneurs of all kinds! Maybe you’re my next favorite client. ;)
Read my blog. It’s home to everything from copywriting tips, to marketing education, to freelance advice, to portfolio-worthy projects… if you like this newsletter, you’ll love the blog. Here’s a quick roundup of my most popular posts.
Sign up for my web copy course. Actually, it’s not *only* about website copywriting—I also teach modules on copywriting basics, developing your target audience, search engine optimization, blogging, and email marketing.
Enlist me as your mentor. I have an entire in-depth blog post about my one-on-one consulting process for new and aspiring copywriters, if you’re interested in having a big-sis-style mentor to help you grow your freelance copywriting business & get results.
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