Social media provides invaluable opportunities for brands to build awareness and connect with target audiences. However, relying solely on rented social media land leaves brands vulnerable to changing algorithms and platform restrictions. So what’s the solution?
Convert your social media followers into email subscribers.
Email marketing allows brands to build more meaningful relationships, increase engagement, reduce platform risk, and support social media efforts. An engaged email subscriber list is one of the most valuable assets a brand can cultivate.
The Power of Email
Email provides a direct communication channel outside of social media. You fully control the messaging and strategy on email platforms. There’s no algorithm limiting visibility or reach. Brands can contact subscribers anytime.
Email also enables exclusive content and offers not available on social channels. This incentivises followers to subscribe.
Furthermore, email drives higher engagement and response rates compared to social media. Subscribers have opted in, making them more receptive. This leads to better conversion for sales and promotions.
Finally, if a brand loses access to social accounts, email provides a way to stay in touch with followers and rebuild. An email list reduces reliance on rented social media platforms.
Tactics to Gain Email Subscribers
Here are proven techniques for brands to convert social media followers into email subscribers:
Promote the email list in social media bios and posts.
Social media bios and posts are great places to promote your email list. Remember to mention the benefits of subscribing, such as exclusive discounts, early access to new products, or valuable content. You can also use a solid call to action, such as “Subscribe to our email list for 10% off your first order!”
Here are some examples of effective social media posts that promote email signups:
- Twitter: “Subscribe to our email list for exclusive discounts and early access to new products: [link]”
- Instagram: “Sign up for our email list to be the first to know about new blog posts, product launches, and more! [link]”
- LinkedIn: “Join our email list to receive valuable insights and tips on [industry topic]: [link]”
Offer an exclusive incentive in exchange for an email address.
One of the best ways to incentivise social media followers to sign up for your email list is to offer them something exclusive, such as a discount on their next purchase, early access to a new product, or a free ebook or guide. You can promote this offer in your social media bios, posts, and ads.
Here are some examples of exclusive incentives you can offer:
- 10% off your first order
- Early access to new products
- Free shipping on your next order
- Free ebook or guide
- Access to exclusive content or webinars
Use landing pages and lead capture forms to convert followers who engage with content.
If you have a lot of followers who engage with your social media content, you can use landing pages and lead capture forms to convert them into email subscribers. When a follower clicks on a link in your social media bio or post, direct them to a landing page that explains the benefits of subscribing to your email list and includes a lead capture form.
Here are some tips for creating effective landing pages and lead capture forms:
- Focus on the benefits of subscribing to your email list. What will subscribers get?
- Use a strong call to action. Tell subscribers what you want them to do, such as “Subscribe now!” or “Get your free ebook!”
- Keep your lead capture form simple and easy to fill out. Only ask for the essential information, such as name and email address.
- Test different landing pages and lead capture forms to see what works best for your audience.
- Send a welcome and onboarding email sequence when new subscribers sign up.
Once a new subscriber signs up for your email list, send them a welcome email immediately. This email should thank them for subscribing and introduce them to your brand. You can also use this email to start building a relationship with your new subscriber by sharing your story, mission, and values.
In addition to a welcome email, you can also send a series of onboarding emails to new subscribers.
This email sequence can be used to educate subscribers about your brand, products, and services. You can also use these emails to offer subscribers exclusive discounts or content.
Segment your list based on interests and preferences for targeted, relevant messaging.
Once you have a growing email list, it’s important to segment your subscribers based on their interests and preferences. This will allow you to send them more targeted and relevant emails.
Here are some ways you can segment your email list:
- By demographics (age, gender, location, etc.)
- By purchase history
- By website behaviour
- By interests and preferences
Use retargeting ads to drive conversions from followers who’ve engaged with your brand.
Retargeting ads are a great way to reach followers who have already engaged with your brand on social media. These ads can be used to promote your email list and encourage followers to sign up.
For example, you could create a retargeting ad that targets followers who have visited your website but haven’t signed up for your email list. The ad could offer a discount or other incentive to sign up.
Partner with influencers in your niche to cross-promote email lists to new audiences.
Another great way to gain email subscribers is to partner with influencers in your niche. You can cross-promote your email lists to each other’s audiences.
For example, you could offer to do a guest blog post or interview for an influencer in your niche. In return, the influencer could promote your email list to their audience.
Send periodic emails promoting your social media profiles and latest content.
Even if you’re sending regular email newsletters, it’s important to send periodic emails that promote your social media profiles and latest content. This will help you stay top-of-mind with your subscribers and encourage them to engage with your brand on social media.
In these emails, you can highlight your latest blog posts, product launches, and promotions. You can also share links
The key is providing followers clear value in exchange for their email address. Focus on developing relationships through content and engagement.
Continual List Growth
Once the initial subscriber base is built, brands can use email and social media together to continually grow their list:
Promote the email list regularly on all social platforms through multiple touchpoints.
Don’t just promote your email list once and then forget about it. Make sure to promote it regularly on all of your social media platforms. You can do this through a variety of touchpoints, such as:
- Social media bios: Include a link to your email signup page in your social media bios.
- Social media posts: Create social media posts that promote your email list and highlight the benefits of subscribing. You can also use social media polls and surveys to learn more about your audience’s interests and preferences, which can help you create more targeted email campaigns.
- Social media stories: Use social media stories to promote your email list and offer exclusive content or discounts to subscribers.
- Social media ads: You can also use social media ads to target potential subscribers and promote your email list.
Incentivise current subscribers to share your list through refer-a-friend promotions.
Refer-a-friend promotions are a great way to incentivise your current subscribers to share your email list with their friends and family. You can offer subscribers a discount on their next purchase or other incentives for each new subscriber they refer.
Here are some tips for creating effective refer-a-friend promotions:
- Make it easy for subscribers to refer their friends and family. Provide them with a unique referral link or code that they can share.
- Offer a valuable incentive for referrals. This could be a discount, free shipping, or early access to new products.
- Promote your refer-a-friend promotion regularly in your emails and on social media.
Use email to drive traffic and engagement back to social media profiles.
In your emails, include links to your social media profiles and encourage subscribers to follow you. You can also share exclusive content or discounts on social media that are only available to subscribers.
Here are some other ways to use email to drive traffic and engagement back to your social media profiles:
- Host social media contests and giveaways. Promote your social media contests and giveaways in your emails and encourage subscribers to participate.
- Share behind-the-scenes content. Give subscribers a glimpse behind the scenes of your business by sharing exclusive content on social media.
- Run social media live streams. Host live streams on social media and answer subscribers’ questions.
Direct social followers to the email list to access exclusive content.
Offer exclusive content to subscribers only. This could be a free ebook, guide, or access to a private Facebook group. Promote this exclusive content on social media and direct followers to the email list to sign up.
Here are some examples of exclusive content you can offer to subscribers:
- Free ebook or guide
- Access to a private Facebook group
- Early access to new products
- Exclusive discounts
- Behind-the-scenes content
Offer limited-time subscriber-only deals to create urgency.
Offer limited-time deals and discounts to subscribers only. This will create a sense of urgency and encourage subscribers to act quickly.
Here are some tips for creating effective limited-time deals:
- Make sure the deal is valuable and something that your subscribers will be interested in.
- Set a clear deadline for the deal. This will create a sense of urgency and encourage subscribers to act quickly.
- Promote the deal in your emails and on social media.
By following these tips, you can use email and social media together to continually grow your email list. This will help you reach more potential customers and grow your business.
With an integrated strategy, brands can grow an engaged community across both email and social channels. This diversification reduces risk and drives success.