Five tactics to grow your mailing list through social media
The power of email and social is jaw-dropping! Both channels are extremely potent and warrant full attention from marketers like you. Why? Their direct and wide-reaching capabilities make it easy for you to connect with your subscribers and target your online audiences. And the ROI speaks for itself – £32 is returned for every £1 that’s invested in email, while social network advertising in 2017 generated staggering revenues of $41 billion. Furthermore, did you know that the Asia Pacific region accounts for more than half of all social media users worldwide and that 70% of Singaporeans are active social media users on the go, more than double the global average of 34%?
Adopting a holistic approach to your email and social efforts will drive better results; as you’ll find out in this blog, co-ordinating both channels adds fuel to the fire, helping you maximise your brand’s online reach.
Here are 5 super-effective ways to drive email opt-ins from social media:
1. Promote email sign-up in social environments
Having a brand page on social media is key in today’s digital environment. Facebook has a monthly audience of 2.13 billion, so you’d be mad not to!
For your social presence to be highly effective – so that it drives your followers to act on impulse – it’s crucial to link through to other revenue-generating channels such as email. Offering a simple sign-up on your Facebook page can drive enrolments into a welcome program or newsletter series, helping you nurture new subscribers into loyal customers.
2. Request followers to opt-in as part of a social campaign
Social campaigns – like competitions, contests and prize draws – are proven to generate buzz and hype around a brand. What’s more, they’re super-effective in reaching the desired audience thanks to the practice of social sharing.
This is a prime time to ask for an email address! When launching a competition for example, you can integrate a newsletter subscription as a condition for social followers to enter. Or it might cause more of a storm to inspire feelings of one-upmanship – give email subscribers a kickstart over non-subscriber entrants, incentivising those in a less advantageous position to sign up.
3. Exchange exclusive content for email addresses
Content is becoming a key driver of brand engagement – leverage it to your advantage! Social followers want more and more content, and – as they seek to unlock its value – there’s a chance they’ll act positively by sharing, interacting or buying.
Tapping into this trend, you can effectively increase your email database by making content you share on social media – such as Twitter for example – exclusive to those who’ve signed up to emails.
Gatekeeping your content for an exchange of email address is a win-win – followers engage with your piece and convert into email subscribers. Ensure the content you do gatekeep is enticing: think product-related tips and tricks, how-to guides or some rich media, such as audiobooks, podcasts or videos.
4. Leverage the social tools at your disposal
Sharing snippets of in-email content – that people are missing out on by not subscribing – is an effective means to increase sign-ups on social media. You could post exclusive blogs, offers and competitions – even a newsletter sample that you know will tickle your audience’s fancy.
To get their hands on subscriber benefits, followers will need to exchange their email address. But remember, it’s better that any incentive you do employ is tailored towards loyal followers, as opposed to the one-time deal hunters that generate less value in the long run.
Those who opt in on social media are likely to be the most engaged segment of your audience, interested in the products and services you offer – ideal subscribers! And, once these key influencers are on your list, ask them to share content with best friends and family members – this will further maximise your sign-up opportunities.
While posting and sharing on social media are compelling methods to increase sign-ups, neither is one-to-one – or rather, brand-to-consumer. A more direct and persuasive way of growing your email database is through hyper-targeted messaging.
For instance, imagine one of your social followers gives you a positive shout-out on Facebook. With the right tech stack in place, you can slide in a direct message – off the back of the social mention – requesting sign-up. I.e. “Thanks for the love. Let us send it back to you – sign up for 10% off …”. Contextual or what?
5. Utilise social ads
Paid media – if you’ve got the cash to splash – is a viable option for you to increase newsletter sign-ups. Advertising is tried and tested, capable of reaching audiences outside of your social sphere.
On Facebook you can generate powerful ads to collect subscriptions; they open a form pre-populated with already known data – such as name and email address – which makes the sign-up process quick and simple.
Ads can be used in a variety of ways to increase your mailing list: they can target audiences based on an exclusive sale, event or rich editorial content. Likewise, they’re an effective means for B2Bs to fill their pipelines with high-quality leads: job-profile ads on LinkedIn and software pitches on Twitter are just some examples.
Want deeper insight? Download our cheatsheet on how to convert social followers into email subscribers.
It’s full of stellar examples that’ll help you smash your online marketing!