List growth is an ever-present item on any commerce marketer’s to-do list. While many companies rely on the common, yet powerful, practices of using the website header, footer, point of sale checkbox, and pop-up to gain new subscribers, there are other options available.
Here are four opportunities that can help you push the proverbial subscriber needle:
While you may do a wonderful job of driving traffic to your site, your customers are somewhere else online most of the time. Connecting with a partner company, either online or brick and mortar, can be a powerful tool for not only growing your subscriber file but also driving sales and reinforcing the value your company provides. If you can identify a complementary company that shares the same demographic, you can continue to convey the value of your company even when consumers aren’t actively engaging with you or visiting your site.
For example, when signing up, the contact agrees to receive emails from both companies. If one company sells mostly accessories and the other sells articles of clothing, the partnership could allow the customer to buy a complete outfit without having to search the web for mix and match pieces. Here’s a great example by Dannijo and Vince:
Contests are a great way to grow an email subscriber list. But why stop there when you can allow people to interact with you in a more engaging way? Creating a multi-site scavenger hunt can engage your audience and reward users for doing something other than simply filling out a form. Promote the contest well in advance across your social channels and even in your emails to build anticipation among your audience.
For the contest itself, hide clues across your website and social channels to encourage people to search through each of your online touchpoints. Each clue could require the contact to place a specific item from your site in their cart and have the cart total equal a specific subtotal. But of course, don’t make it all about products. Incorporate some fun as well, maybe with the use of a funny cat picture or silly employee selfie.
Your final clue would lead them to submit a sign-up form, where the winner, or winners, will be randomly chosen. This can be accomplished via workflows. Based on the structure of your scavenger hunt, you could include different fields on the form to request unique information that confirms the contestant completed their search.
As a final step, create an email to send to contacts who were randomly chosen as winners. You could also create a message for those who did not win and offer them a smaller prize. If you combine this hunt with a cart recovery contest, perhaps the clues could build a perfectly assembled outfit. And offering an incentive for the contest or in your abandoned cart messaging could be a great way to convert some subscribers to purchasers at this point.
Be mindful that while a scavenger hunt can be fun, you should not make it too difficult to find the clues. Consider creating a hashtag that members can use to help one another find clues or tweet updates and additional hints.
While a commerce marketer’s life is busy, it’s important to consistently devote time to growing your subscriber file. If you don’t prioritize list growth, your competitors surely will. So why not mix it up and have some fun? While list growth isn’t the sexiest of topics, it certainly doesn’t have to be boring.