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9 Effective Strategies for Small Businesses to Attract New Email Subscribers

To help small businesses effectively attract new subscribers to their email list, we asked nine professionals, including marketing managers and business owners, to share their best strategies. From curating a content-rich blog to offering exclusive subscriber discounts, these experts provide a range of actionable insights for small businesses.

  • Curate a Content-Rich Blog

  • Craft an Enticing Landing Page

  • Provide Desired Content

  • Offer Free Signup Bonuses

  • Utilize Gated Content

  • Share Valuable Newsletter Content

  • Run Social Media Contests

  • Maintain Consistent Messaging

  • Offer Exclusive Subscriber Discounts

Curate a Content-Rich Blog

Developing a blog with high-quality, informative content that addresses common problems or questions within your industry widens your audience and drives subscribers.

This educational content serves a dual purpose as a resource for your clientele, as well as a means to expand your audience. Including strategically placed email sign-up forms within your blog posts and incorporating content upgrades like downloadable PDF versions of articles will help encourage subscriptions.

Erin Rowe, Marketing Manager, Hourigan

Craft an Enticing Landing Page

Over the years, countless strategies have been observed. One notable instance involved a local bakery aiming to increase their subscriber list. They created a landing page featuring an enticing offer: "Sign up for mouthwatering recipes and receive a special discount on your next purchase!"

This clear call-to-action, paired with appealing visuals of their baked goods, was highly effective. Within a month, the bakery saw a significant increase in email subscribers. This example demonstrates how a well-crafted landing page, tailored to the audience, can greatly benefit small businesses.

Joe Troyer, CEO and Growth Advisor, Digital Triggers

Provide Desired Content

Give your audience what they want, and they will subscribe to your email list with no hesitation.

It's not enough to just say “Sign Up for Our Newsletter.” Something bigger is needed to actually attract subscribers. Even the words “Exclusive Content” don't hold the weight they once did.

Articles are written on the best Amazon recommendations for small-business owners. Fully understanding that this is something that many users want to see, the newsletter offer is headlined with the heading of recent articles.

This promises the user that they are going to have access to this content plus other interesting content like it. It showcases what is being done and draws people in as it's something that they actually want to read.

Stefan Campbell, Owner, The Small Business Blog

Offer Free Signup Bonuses

Offering a free signup bonus or downloadable assets is a sterling strategy to bolster your email subscriber base. Create a valuable, relevant digital asset—like a guide, ebook, or an exclusive report—that addresses a key concern or interest of your target audience. Promote this free offering on your website, social media, and other channels, making it accessible in exchange for their email subscription.

This not only provides immediate value to your audience but also establishes a foundation of trust and expertise between your small business and potential customers. Over time, this strategy can significantly enrich your email list with engaged subscribers, paving the way for fruitful interactions and conversions.

Utilize Gated Content

In the quest to expand an email subscriber base, small businesses often grapple with finding the right magnet to draw in potential subscribers.

One strategy that has consistently proven effective is the use of gated content. This entails offering a meticulously crafted, high-value piece of content—a comprehensive industry guide, an in-depth research report, or a toolkit tailored to their audience's needs. The catch? Interested individuals can access this treasure trove of information only after providing their email address.

The allure of gated content lies in its promise of genuine value. When businesses offer something that piques interest and addresses a pressing need or challenge faced by their target audience, the proposition becomes irresistible.

By ensuring that the content behind the “gate” is of impeccable quality and genuinely beneficial, businesses grow their email list and establish a foundation of trust with new subscribers from the get-go.

Share Valuable Newsletter Content

Skip the fluff and share valuable content in your newsletter! Many small businesses dedicate their newsletter to promotional, sales, and company news. While all these are important, your newsletter will stand out if you include free, valuable information for subscribers.

Suppose your subscribers know they will benefit from reading your newsletter by learning about your industry or product. In that case, they will be more likely to subscribe and actually open your emails. Everyone loves getting things for free, even tips and tricks.

When promoting your newsletter to attract new subscribers, make it a point to highlight the valuable content that your emails will provide. Entice them to subscribe by using your industry’s most frequently asked questions as a draw. If a lot of your audience members are asking those questions, your ideal email subscriber may be wondering about them as well. If you prove that your main focus is providing value, word of your newsletter will spread!

Run Social Media Contests

Running social-media contests can be a highly effective strategy for small businesses to gain new email subscribers. Encourage participants to enter the contest by signing up for your email list. Make sure the prize or incentive applies to your target audience. This not only attracts new subscribers but also engages your existing audience, as they often share the contest with friends and family, expanding your reach.

Adil Advani, Digital PR and Marketing Director, AnySoftwareTools

Maintain Consistent Messaging

One effective strategy a small business can use to attract new subscribers to their email list is to be consistent with their messaging. A small business needs to make sure that they are sending out emails that people will want to read, and this means making sure that the content of those emails is compelling and relevant.

The best way to do this is by being consistent with the types of content you put out and how often you send it out. Don't try to get too creative or change things up too much—stick with what works!

Rengie Wisper, Marketing Manager, SupplyGem

Offer Exclusive Subscriber Discounts

Offering exclusive discounts or promotions to email subscribers is another successful tactic. Small businesses can entice website visitors to subscribe by promising access to special deals or early access to sales. People love to feel like they're part of an exclusive club, and this can be a strong incentive for them to join your email list. This strategy has led to a significant increase in subscribers for many businesses.

Ranee Zhang, VP of Growth, Airgram

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