Much like every other form of data, a decayed or old email list of subscribers is a burden on business strategies. Not only does it throttle your marketing efforts, but it’s also a waste of money. Since every subscriber loss demands additional efforts in lead generation, businesses need efficient marketing planning and resource allocation.
From lower performance to enhanced hard bounces, marketing efforts can fall flat without an accurate email subscriber list. Besides, an impressive email ROI of USD 36 for every USD 1 spent is only possible when B2B ventures put some thought into freshening their stock of subscribers.
While it’s not easy to make every consumer sign-up for your newsletter, here are the ideas that will create a steady flow of subscribers toward your business:
1. Keep The Push Away!
Making the content exciting and valuable for the audience is crucial. But on top of this, it’s important that they don’t feel forced to subscribe to a business.
Despite having a well-placed CTA, B2B might not witness any increase in the number of signed-up users due to the coercive feel. Moreover, your e-commerce or B2B venture might also give out the same appearance with random pop-ups upon visiting your platform.
You can enhance your subscriber base by offering the audience an opportunity to become a part of your venture willingly. So, rather than pushing people to take action on your platform, you can ask them about their choices.
On top of this, you can also motivate people to sign-up often through social proof. By including testimonials and reviews on your webpage, businesses generate more leads and acquire higher subscription rates. In fact, 97% of B2B consumers consider reviews and recommendations as a reliable form of information.
For instance, the University of Alberta incorporated a survey poll before showing their subscriber form. The poll appeared only to those visitors who stayed on the website for more than 10 seconds, and the results were astoundingly positive. Within one year, the subscriber list for the university grew by more than 500%.
2. Re-Engage The Attention!
For all the businesses still carrying the baggage of old and decayed lists, this is great news. You can initiate conversations with previous contacts with an exciting email or rewards to engage with you.
Doing this enables a B2B venture to weed out the non-responsive contacts and focus on the current ones. Moreover, with this list generation strategy, businesses can easily transform their deliverability and campaign performance.
You can even utilize Google remarketing to target your audience better using easier segmentation. In addition, you can instill a community feeling by enabling a common connection through a forum creation or a group exercise for quick sign-up.
3. Create New Invitational Avenues!
Whether you opt for the creation of gated content or a free tool, the aim is to enhance the value received by the consumer. Through innovating on the channels to acquire more leads, businesses can offer something the audience truly values.
The marketing campaigns can include a plethora of mediums to acquire new leads. You can include website visitor identification on your pages to see which businesses are interested in your products or services. Through the collected data, curate intent-based marketing strategies to deliver more effective campaigns.
Moreover, businesses can also create a limited-time offer channel in their opt-in campaigns to trigger quick action. Use a countdown timer or a floating bar option on your webpage to depict scarcity while the visitor is active on your page.
4. Utilize The Email Persona For Hyper-Personalization!
With a focus on the individual shopping experience, personalization is a necessity today. However, in the B2B space, a leap from standard to hyper-personalization is the key to staying ahead in the competitive market.
Through segmentation of the audience interaction with a business, the ventures can create a personalized purchase journey for each buyer. By assessing the audience’s preferences using AI, B2B brands can pave the way for higher interactions and, therefore, an increased subscription rate.
5. Generate Interest In Your Audience During The Exit!
One of the most effective ways to capture leads through email subscription is by timing your moves. By effectively placing your opt-in email forms before the consumer exits, you can evoke a sense of interest to gather more information. You can position an interactive pop-up as a final attempt to convert your visitors into your prospects.
With these exit-intent pop-ups, businesses can present exclusive offers on their commercial websites and stores. It makes the customers more proactive in taking action on your platform.
For instance, Social Triggers curate a highly targeted exit message for readers to take a pause before leaving the page. It provides an ebook in exchange for the subscription. In addition, the platform makes opting out even more interesting by personalizing the message according to each visitor.
6. Pay Attention To The Design And Color!
In email marketing, visuals have an immense impact on the actions of the audience. With each color having a unique appeal and message, B2B marketers need to involve them with adequate caution. In fact, 93% of consumers place color as the first consideration in making a purchase.
That’s to say, email marketing strategies for list growth can also utilize color psychology to create a lasting impression. For instance, regular visitors can be sent emails with red hues to trigger a quicker purchase.
In addition, marketers also need to factor in the different combinations to leave the right impression on the audience. For instance, using blue can lead to a calming effect on your target audience, but at the same time, if used in the food industry, it can depict coldness.
MAC utilized the coupling of white on red to create impulsivity and urgency in the site visitors. While white evokes approachability, combining it with red ensures prompt action.
7. Reveal To Instill Curiosity!
Putting all the information on your website doesn’t create any sense of wonder in the visitors. For businesses with blogs and long-form content, it’s imperative to deliver the solutions through their articles. However, companies must factor in content upgrades to keep the audience hooked to their products and services.
That’s to say, all you need to do is create an information gap by including the relevant information in your blog content, except for a few critical points. Leverage the curiosity of the reader to garner an addition to your subscriber list with a reveal through direct email. This information gap strategy is effectively used in email marketing to induce an informational deprivation for users to immediately work on.
Doing this enables businesses to gain only followers who are really interested in their products and services. In addition, it helps them target crucial subscribers who are more likely to convert.
To Conclude
Conducting a B2B venture goes beyond merely selling a product or service. In order to keep the revenue soaring, it’s essential to target existing customers to build strong relationships and ensure easier conversions.
A freshened email list does the job of acquiring new leads for businesses to allocate their marketing efforts and resources. It also enhances the overall consumer experience with the company.
Whether it’s a giveaway contest or repurposing old content, enriching an existing email list requires serious effort. Through such curing, businesses can streamline their growth with loyal consumers and reduce operational costs by weeding out dormant contacts.
Since it’s all about optimization, make sure to leverage multiple strategies to target a larger audience for list generation. Such widespread coverage enables businesses to nurture early-stage leads into sales-ready leads with personalized offers.
