4 simple steps to attract more ideal buyers to your list
Welcome to the first edition of the Send Better Emails Newsletter, where you get new, highly-actionable opportunity to drive more revenue and scale with email.
Because it’s the first issue, let’s start right at the beginning - getting more of the right people on your list.
Today in 5 minutes or less you'll discover
How your opt-in page can help you sell more products on repeat
Where to find the messaging that will attract your big spenders
4 quick fixes to set your opt-ins up for better conversions
How 3 minutes and some strategic thinking transforms a snooze-worthy opt-in from a bright and shiny brand...
Let’s get into it!
The anatomy of a conversion-primed email list
Which would be more valuable to your business?
A huge email list full of unknown subscribers who ignore you…or worse, send you to the spam folder?
Or a smaller (though not necessarily small) email list full of brand loyalists who open your emails and rapid-fire click on your offers?
If you’re salivating over that second option, your business is obviously in good hands.
Crafting an opt-in page or pop-up that attracts the right people has epic knock-on effects for your email marketing.
When you know your subscribers, and the messaging that resonates with them, you can start sending more relevant emails. That in turn leads to..
Better open rates
Increased engagement
Improved deliverability and sender reputation
Growing trust and loyalty to your brand
Higher conversions
Better retention
And because your subscribers actually get to know, like and trust you, you’re more likely to sell more.
Not just once, but over and over again.
That’s the power of an optimized email opt-in.
How to attract your ideal leads
After the last few years of extreme online-ness, market sophistication is far higher than it’s ever been.
We’re all savvy with marketing tactics and consumers are demanding more.
62% of consumers say companies need to care more about them
60% of consumers would buy more if businesses treated them better
And 71% of consumers expect companies to deliver personalized interactions
These days, opt-in offers like “Subscribe for news and updates” or “10% off your first order” are like wallpaper.
Great opt-in pages make an offer irresistibly clickable because they speak directly to what matters most to your buyer.
How do you find your Siren Song?
Look to your repeat buyers.
Use surveys, reviews, feedback forms, social media comments and the humble in-person call to understand how they're using and talking about your product or service.
What problem are you solving for them? What outcomes are they achieving with your product? Why did they choose your brand over the competition? What makes them keep coming back to buy from you?
Your repeat buyers will tell you your value proposition.
And they'll let you know exactly what motivates the type of people who are likely to buy from you multiple times.
Crafting the Optimal Opt-in (for your buyers)
Now to use that loyalty-inducing Siren Song to craft an irresistible opt-in.
The attention grabbing headline
The easiest way to nail your headline and attract your ideal buyer is to use your value proposition.
Remember, the one your loyal buyers just gave to you when you asked them?
If you know the problem your ideal buyer is trying to solve, or the outcome they’re trying to reach when they’re researching your product, you have a compelling headline ready to go.
Calm app uses their value proposition to effectively tap their ideal user’s desire to relieve stress and feel calm – before drawing them into a beautifully executed lead generation quiz.
Reluctant to let go of the powerful discount drawcard? Try bundling it in with your value proposition in a one-two punch of desirability and value.
Add a clear CTA
So many brands overlook this power of the Call to Action.
But why go to the trouble of crafting a killer offer and headline only to follow it up with a generic CTA?
While there’s a time and place for a straightforward “Buy Now” or “Submit”, an email opt-in page isn’t it. This is where you create excitement and interest in your brand.
Try mirroring the language of the headline to keep it relevant and exciting. Then throw in power words like “Discover”, “Claim”, “Grab”, “Now”, “Today”, and “while they last” and you’re golden.
Sprinkle in some urgency
Urgency can be a tricky one with opt-ins. Fake urgency smacks of insincerity and there goes your trust.
You can add genuine urgency to your opt-in page with things like
Referencing limited stock
Creating a time limit to claim a discount
Playing on the threat of external forces like the competition, changing algorithms, upcoming meetings with the boss, or seasonal time limits
Playing on the threat of internal forces like inertia, imposter syndrome, or not reaching your goals
You can see how Opt-in Monster creates urgency and drives conversions by suggesting a limited time to claim their discount.
Become undeniable with social proof
According to Hubspot, 88% of consumers trust user reviews as much as personal recommendations.
You can talk, or write copy, until you’re blue in the face. But social proof lets your readers know that other, unbiased people have benefited from your product or service irl.
That they can trust you. That investment is worth it.
Add elements like TrustPilot bars, Google review stars, and testimonials to your opt-in page and watch what happens to your conversions.
Last word
Your brand’s relationship with your email subscribers begins with the messaging on your opt-in pages and pop-ups.
Done right, an opt-in page can set you up for increased
Brand loyalty
Engagement
Deliverability and sender reputation
Relevance and trust building
Conversions
Retention
Use them like the massive opportunity they are and reap the rewards.