Rik van den Brink

Place a sign-up form on display

Make sure your website visitors know you want them to subscribe to your mailing list. Place a sign-up form on every (relevant) page on your website. Besides in-page forms you can make use of pop-ups to grow your number of subscribers. Pop-ups put your sign-up form in the spotlight and increase their visibility which will lead to more subscribers.

Offer value to your visitors

Give something away for free that is of actual value to your target group. Think about what your buyer persona would want. For example: if you offer of the beaten track tours to Sri Lanka, you can offer a ‘Top 10 secret highlights that most tourist miss out on’ eBook. In return, travellers give away their name and email address, which you can use to promote your tours to them personally.

Build a landing page

An easy way to get more people to subscribe to your mailing list is by building a landing page. A landing page is a specific page on your website designed to convert website visitors to (in this case) subscribers. This is the page you use to convince your website visitors to subscribe your mailing list and receive your giveaway.

Landing pages works best when they are free from all other distractions. Consider removing everything on that page aside from the content that is designed to get people to subscribe to your mailing list.

Personalise content based on interests

The more your emails are personalised, the better they will perform. So, ask yourself how you can personalise your email content based on the interests of your subscribers. If you offer tours in a variety of countries or areas, consider sending separate content to subscribers with different interests.

Write great subject lines

Writing a great subject line is extremely important if you want your subscribers to actually open your emails. A simple way is to use verbs in a subject line. This allows readers to know what they can do with your email and motivates them to take action.

Also consider to personalise the subject line with a subscribers (first) name. This will help you increase the opening rate of your email.

Add a call-to-action

Make sure you add a call-to-action to every email. A call-to-action should reflect what you’d want your reader to do. For example: view your offer or read the content you wrote. Design buttons for your call-to-action as an easy way to draw attention. Use bright colours to make them stand out even more.