This is a guest post from Nataliia Matsyk at Plumrocket, Inc.
Even though the significance of email marketing was put to the side when social media, mobile marketing, and SEO entered the game, it remains one of the most efficient ways to promote your website.
According to Email Marketing & Marketing Automation Excellence 2017 research, almost 54% of marketers rate email as the top tool compared to other digital marketing channels. Also, 58% of the companies surveyed stated that they planned to increase their email marketing budget, whereas only 7.5% are thinking of cutting their costs.
If your company hasn’t taken the time to implement an email marketing strategy, there are more chances of losing your targeted audience and leaving money on the table.
However, building a strong email marketing strategy can be a challenging and time-consuming task. The process requires consideration of a number of factors, and creating an up-to-date and extensive email list is no exception.
What is the importance of a newsletter pop-up for your website?
One of the most effective ways to increase the number of collected emails is setting up subscription pop-ups. Read on to discover the advantages of email marketing and explore the importance of newsletter pop-ups for capturing your website visitors’ attention and making the business successful.
5 key benefits of e-newsletter advertising
Promoting your site via email is a fast and cost-effective way of reaching new visitors and retaining the existing audience. Whether you are running a blog or obtaining an e-commerce store, email marketing provides you with an opportunity to benefit from:
1. Targeted audience
Segment the individuals in your audience into various lists based on the lead demographics, preferences, age, location, etc. These personalised emails ensure that your website users receive suitable information in accordance with their demands.
Also, you can customise the message for each reader depending on the segment to improve click-to-open rate (CTOR) and achieve the desired results.
2. Brand awareness
Send the emails consistently to build brand value. However, you should avoid bombarding individuals with too many e-letters.
It is recommended to create a scenario in which they are looking forward to receiving a message from you. This way, you can keep the visitors or customers interested and build trust.
3. Budget-friendliness
Take advantage of email marketing and benefit from a cost-effective way to promote your website. Since there are no advertising rates, media space prices, and printing fees, your company can easily save for other activities.
4. Reporting metrics
Measure the success of marketing campaigns with the help of analytical tools. Useful insights can be gained from valuable metrics like delivery, open, click-to-deliver, subscriber retention tools, and so on. The reporting data offers you the possibility to discover more about visitors’ behaviors and interests, as well as use this information to optimize future campaigns.
5. Opportunity to share
Make your subscribers the brand advocates by launching email marketing campaigns. With the click of the Forward button, your customers can share the news, content, discounts, etc. with their friends and family.
In this case, your website users help to build company reputation by word-of-mouth or viral marketing.
An email marketing strategy offers a number of benefits for your business, so it is essential to avoid missing any details during the implementation process.
One of the great ways to set up a successful email marketing campaign and increase the amount of the collected emails is to use newsletter pop-ups.
Read on to learn more about subscription pop-ups and discover the primary steps toward creating this effective tool.
Newsletter pop-ups: Main aspects to consider
Generally speaking, newsletter pop-ups are on-screen interactions that are used to display any call to action (CTA) and help the website owners gain more subscribers.
Compared to a traditional footer signup link, the implementation of a subscription pop-up enables you to attract users’ attention to every important event with better client engagement, as well as benefit from the top 3 advantages:
- Visibility aspect. Capture more emails and turn leads into loyal customers with amplified visibility of your pop-up.
- Sales enhancement. Increase your business revenue by attracting visitors’ attention at an unexpected time with a strong CTA phrase or image.
- Content flexibility. Deliver suitable content to the right people at the right time by designing different types of personalized pop-ups.
Now that you’ve become acquainted with key benefits of newsletter subscription pop-ups, it is time to find out how to create an effective newsletter pop-up for achieving the right balance between the marketing goals and customer satisfaction:
Select the perfect timing
Being unapologetically interrupted by subscription pop-ups can be annoying, so it is necessary to diminish the interruption by analyzing and identifying the optimal time to approach. Usually, choosing the best time to display an email pop-up depends on your company model.
For instance, some retail websites show the pop-ups on the homepage within three seconds to avoid intruding on the buying process.
Other companies show the subscription pop-ups when the visitor is surfing a category or specific product after some user engagement has occurred.
In other words, there is no right or wrong timing; it is your responsibility to test different methods and decide what works best for your company in acquiring new users, boosting sales, and so on.
Also, using the personalized way of approaching the right people at the proper time can increase the chances of reaching the desired results. With the help of cookie tracking, you can create the pop-ups that only appear to:
- first-time website visitors or to second- and third-time users who haven’t subscribed to your newsletter yet;
- individuals who haven’t clicked from your email campaigns;
- prospects who haven’t bought the products or services, etc.
Ask for the right information
When deciding how much personal data to ask from your website visitors, it is suggested to keep it short and simple. The users don’t want to spend more than a few seconds filling in the form, and you don’t want to interrupt users’ experiences on your site.
Think thoroughly on the exact information you want from the visitor by taking into consideration the type of market you promote to, characteristics of the product or service you offer, as well as segmentation of the email list.
For example, if you run an online business and sell for both women and men, you can place a male/female button on the newsletter pop-up.
Explain the benefits
When website visitors can’t understand what subscription implies, the possibility of skipping the pop-ups can rise significantly. Can I get discounts when I sign up? Will I be invited to interesting events? Am I going to receive the latest updates about the company?
It is essential to understand that the pop-up text is a key. Without clear pop-up content, the website users can simply decide to not provide their contact details.
The good news is that you are not required to write long pop-up text. Your task is to specify what your email newsletters will entail, as well as determine the frequency of sending the e-letters.
Acknowledge the signup
According to BlueHornet research, 79% of subscribers expect a welcome email. After your website users have provided all required information to receive the newsletters, the next step is to show them that you care and welcome the readers and potential customers in the right way.
So you can choose to either confirm the subscription in the pop-up or send an immediate greeting email to build trust with new users.
Also, you can use your first email to provide additional information about your company and explain the subscription details.
Test your pop-up
One of the best ways to reach business objectives is testing on a continuous basis. The aforementioned hints are just a snapshot of all elements that need to be taken into consideration during newsletter pop-up implementation.
Without testing and analyzing all details, like timing, content, targeted audience segments, and so on, it can be difficult to measure the achieved results and identify what works best for your business and clients.
By exploring pop-up effectiveness, you can make the adjustments and further improvements to increase the subscription rates.
By and large, a newsletter pop-up is an effective tool that can take a lot of time and effort, especially if you are running a Magento online store.
We suggest taking advantage of Magento Newsletter Popup Extension by Plumrocket to gain more email subscribers and enhance your business revenue.
The extension supports the integration with different CRM and email marketing automation solutions like Campaign Monitor to sync the newsletter leads and save them to your Magento database.
The plugin enables you to take advantage of 20 built-in newsletter pop-up responsive themes and collect only legitimate email addresses.
Also, you get an opportunity to offer discount coupon codes for each new subscription, as well as track impressions, conversions, and total business revenue.
Wrap Up
Email advertising provides an opportunity for subscribers to stay tuned in to your company’s latest updates, as well as be aware of new events or activities your business has to offer.
So, don’t forget to include the newsletter pop-up into your email marketing strategy to build better relationships with website visitors, expand company popularity, and make your business flourish.
Nataliia Matsyk is a marketing manager and e-commerce specialist at Plumrocket Inc. Being open-minded, she always pursues to learn new things and share her knowledge with others.