24 email marketing tips to gain more subscribers

Now: 10% discount for members only!’ “Have you forgotten anything?” You only have to open your own mailbox and you will see the latest news from your favorite brands or companies appear on your screen. What does this show most? Simply the power of email marketing. Not only for ourselves, but also our customers apply email marketing as an important part of their marketing strategy. Especially the collection of e-mail addresses for their business requires the necessary effort. But what do companies actually do with these email addresses?

In this article, you’ll read 24 email marketing tips to not only collect more email addresses, but also to get the most out of your mailing list. Are you still completely new to the world of email marketing or have you been working for a few years now? In both cases, discover the best tips to make your email marketing even stronger!

We start from the beginning: tips that will help you get more names and email addresses for your mailing list. Do you already have a decent list and are you particularly interested in sending better emails? Then scroll through to the section ‘14 Tips to better apply email marketing’.

1. Use an opt-in page

An opt-in page, also called a special landing page with a registration form, has only 1 purpose: to collect new registrations and therefore e-mail addresses. An opt-in page is a separate page on your website: visitors are therefore not distracted by other parts, which makes this type of page super effective.

2. Split-test your opt-in page

A very important part of email marketing is to split everything, also called A/B testing. In other words, you draw up two different versions to see which of the two ultimately yields the best result. Why? Why? What works well for one entrepreneur or target group does not necessarily have to give the same result for another type of company or segment. So make two different versions and test what works best: you can also optimize from here later.

3. Choose a powerful headline for your opt-in page

“Can I have your number?” Chances are that you immediately answer ‘no’ to this: why should you just leave something of yourself, especially if you do not know the company or the person (who asks) at all? The same applies to your company. Do you want to bring in a lot of email addresses? Make sure there is something very good about it: so good that your new registrations are almost eager to find out more about your product or service. 

This starts with a super triggering headline, also called a headline that immediately attracts attention. You will also split the headline(s): which version works best? Is that clarity and being specific in what you give away or do you prefer to remain somewhat vague to arouse the curiosity of a visitor? This also applies to one industry or target group giving different reactions, which emphasizes the importance of testing.

4. Use a giveaway

An ideal way to collect email addresses for your mailing list is to use a giveaway. This can be a free training, but also a webinar or e-book. Look here also what fits well with your company and your target group, but also what can be the ideal trigger to attract new contacts. So make it so enticing that a visitor registers for your mailing list with great enthusiasm.

5. Use the 2-step opt-in

You can also use the 2-step opt-in: this is an intermediate step that a user must take before his/her email address can be entered. This is reflected in the example above: a user will initially only see a download button from our giveaway on our site. When someone clicks on this button, they will only see the registration form afterwards to leave their name and e-mail address. You can also apply this to your opt-in page.

Because the user has already clicked on the download button, -psychologically - the choice has already been made to want the giveaway. We have seen that this makes a positive difference in the conversion rate of this opt-in.

6. Split test your CTA

Your CTA, also called your call to action, is a perfect candidate for split testing. For example, what triggers an action works better? Is that “Direct Access” or “Free Download?” Sometimes it is the small details that make the big difference. This of course also applies to the color and shape of your CTA: although most people like round shapes for buttons better, rectangular shapes may fit better with the corporate identity of your website. Also, it is often advised to use an opposite color (for your buttons) as a CTA button, such as an orange button opposite our own ‘Brownmailer’. But, here too: test with split tests from what works best for your website.

7. Just ask for the information you need

Do you only need a name and e-mail address to email him or her? Then it is important to focus on this. So do not ask for information such as the home address, income or other data if it is not yet needed: the more information someone has to fill in in in advance, the lower the conversion of your opt-in page will be. Of course, you ultimately want to be able to email your contacts as targeted as possible and therefore have specific information at your disposal. Nevertheless, we advise you to ask for this data only at a later stage, for example via email: the registration step has already been made, so releasing more data is now experienced as a less big step.

8. Make tactical use of the thank you page

How nice is that when you unpack a package? An attached card to thank you for your order. It is a small effort from the company and the customer is - above expectations- positively surprised. A thank you page is also important for your website, but it is often forgotten by many people. A missed opportunity! You also want to thank your new contacts for their interest in your service or product by registering for your mailing list.

With a thank you page you have the ultimate chance to express your appreciation. In addition, it has another function, because also on this page itself you can give contacts direct access to the giveaway that they can download here. And, that you have also sent an extra link to their mailbox. What -in contrast- hardly anyone does, is actually subtly putting the offer in the spotlight. Think, for example, of a (low-threshold) product that people can purchase. Or, ask people here to join your next live webinar.

Do you use the thank you page well and tactically? Then you can even earn back the advertising costs you paid to collect names and e-mail addresses, within 5 minutes.

9. Use Facebook Ads to collect email addresses

One of the big ponds to fish out subscribers? This is the use of Facebook advertising. The Facebook advertising is an important way to get more names and email addresses. Why is that so? This is because the ads are relatively advantageous and the conversions are good. Almost every market or target group is on Facebook: the ideal way to grow your mailing list exponentially.

10. Know your numbers

What is the lifetime value of a customer? In other words, CLV (Customer Lifetime Value) means the total (expected) net proceeds of a customer over the entire period that this customer is. If you have this information in sure, you can also gain insight into what you can spend on bringing in new customers and their email addresses for your mailing list.

When you know these figures, you can start advertising on Facebook, Google and other platforms. Can you get a new customer for a lower amount than it will earn you and therefore get it back for this? Then you are doing well! This way you can invest more easily and in a targeted way in getting a new customer.

14 Tips to Better Apply Email Marketing

Do you want to get more results from your email marketing strategy and send better emails? Then get inspired by these 14 tips to apply your email marketing even better.

1. Start building a mailing list

Haven’t started building a mailing list yet? Then here is the first important and factually essential tip: start your laptop and open the Brownmailer website. Lucky? Start your free trial account now and find out if this works well for you: you can immediately collect email addresses and build your first mailing list.

2. Don't hide that unsubscribe link

Of course, it’s a shame to see when people unsubscribe from your mailing list after you’ve just sent them a mailing. Our advice? Never hide the unsubscribe link in your email.

It may not be fun, but people who unsubscribe from your mailing list are indeed better not to have on the list. Why? Why? Unsubscribe already shows reduced interest, which means that they probably won’t buy anything from you either. Owning a ‘clean’ list is also essential for your email marketing success. The better the interaction with your customers, the sooner your mail will end up in the right inbox. You absolutely do not want your mailings to end up in the spam box, as well as other factors that influence your deliverability and transmission reputation. Even unopened mails (when contacts are not interested in clicking on your mail) have a negative impact, which shows all the more why a ‘clean list’ is of great importance.

For the reliability of your company and a good broadcasting reputation, it is therefore so important not to hide your unsubscribe link. Are you hiding it? Chances are that people (who no longer want to receive emails) will mark your mail as ‘this is spam’ within their mail provider. Do several do this? Then all these notifications will damage your deliverability. Contacts that are interested in your mailings will also receive your mail in their spam box due to a bad broadcasting reputation and will overlook your message. Preventing this? Keep the unsubscribe link clearly visible.

3. Segment your target audience

An extra important tip for successful email marketing? Here it comes! Have you built up a mailing list and want to get results from this? Then divide your mailing list into segments, also called target groups with certain personal interests and/or needs. The idea behind this? When you know exactly what someone likes to receive, you can send relevant and targeted mailings and prevent your contacts from being burdened with messages that they have nothing with.

The first step is to place your potential customers on a separate list, create a second list for active customers and a third for ‘stopped’ customers.

Sending an offer can - in many cases - be irrelevant to active customers: you do not want to bother this group. An offer for ‘tucked’ and new customers, on the other hand, is perhaps very interesting, because this could actually lead to new names and e-mail addresses.

You can also apply the process of segmenting at ever deeper levels: this so that you can send the mailing more and more focused and therefore also to increasingly specific target groups. Think, for example, of customers who do/do not open certain mails, are/are not resident in a province X or, for example, have visited a specific page on your website more than 2x. With segmenting you make your mailing as relevant as possible.

Please note that this is only applicable to larger email marketing software.

4. Send mailings from your personal name

Nowadays, especially through social media, the offers of different companies are flying around your ears. You might think: enough to choose from, so! True. But, you also like to go for the person, for example the owner of a company, with whom you feel a certain connection. Your customers are also looking for a piece of authenticity. Are you setting up a mailing? Send it with your personal name. This creates a piece of personality and your mailings are often opened better. Of course, you can also test this in advance.

5. Optimizing Open-Rate

Each part of a mailing has a function. Of course, it starts with the subject line: it must immediately invite you to open the e-mail. You can try out different types of subject lines (and pre-header texts) on your mailing list: this also applies to every company or target group reacts differently and therefore not ‘1 type version’ always has to be successful. What you can think about for different types of subject lines? Go for a descriptive title or one that arouses curiosity. You can also test the use of emojis, also called the well-known smileys and signs to make your subject line stand out: be sure to test whether or not this suits your type of target group.

6. Optimize click-through-rate

Of course, you want as many people as possible to click on your links and move on to certain pages, for example where your offer is presented. The more people click on your links, the higher your click-through-rate. So it’s up to you to make your call to action as attractive as possible to click on. To optimize these, we also recommend that you regularly perform an A/B test here.

Within advanced email marketing software you can often also test on the content of mailings: therefore change the use of color of, for example, your button or see if the shape of this affects the click behavior, such as a rectangular or round shape. And, what do you think of testing the right tone-of-voice in the text or showing multiple product images?

Mobile View

Everyone nowadays has a smartphone and does everything on it: the mobile version of a website must therefore also be up and top for successful use. This also applies to your mail: you also have to optimize it for mobile viewing. The perfect view will also increase the click-through rate here. Make sure that you use a responsive template, also called a template that adapts to the device used for optimal display. Many email marketing software companies offer you pre-built responsive templates: you can use them immediately and save you a lot of extra work. 

Within advanced email marketing software you can often also test on the content of mailings: therefore change the use of color of, for example, your button or see if the shape of this affects the click behavior, such as a rectangular or round shape. And, what do you think of testing the right tone-of-voice in the text or showing multiple product images?

Social proof

Another tip to increase the click-through rate within your email? Use social proof: also called recommendations from others. If your service or product is recommended by others (and therefore previous, happy customers), the recipient will be more likely to make a purchase. Think of useful reviews or request the recipients to share the mail on social media: this works especially well to promote an event or to bring a new product to the attention.

Leave out information consciously

Do you know the power of tension? Just like soap operas that stop exactly at an exciting moment? This can also be a successful method for your mailings. This way, it is true to trigger someone to click on a link to find out more information that you still consciously leave behind. The idea behind this? Make your readers feel like they’re missing something when they’re not clicking the link. Awaken their curiosity!

Personalize your mail

Last but not least, personalize the mail. In addition to creating target groups through segmentation, you can also personalize your emails and thus give them a personal touch. This often starts by calling the contacts by their first name, such as ‘Hi, Fleur!’. When you see your own name, it immediately feels a lot more personal. And, of course, personalization does not only apply to the use of the name: for example, responding to previously purchased products or based on the data you have about someone, such as gender, age, profession or specific details such as clothing sizes. All of these profile enrichment features can be used to provide your email with targeted content.

You can also make the emails more personal by introducing the recipient to the team behind the company. Use the names of staff members and show who exactly communicates with the recipient: this creates a bond and strengthens the trust.

7. Make your emails recognizable

The big goal of your mailings is of course that your readers are almost waiting for the next email. You can only achieve this if you are consistent in the use of the sender (name and e-mail address) and you apply a recognizable factor in your e-mails: think of always processing your logo in your e-mail, but of course also how you bring the message. Do you always have success with rake, even humorous lyrics? This can also be your distinguishing factor.

8. Keep it short and use bullet points in your mailing

Nothing is as exhausting as listening to a very long-winded story, especially when unnecessary details stretch the extra. Of course, you don’t want this for your mailings, especially with the thought that everyone is also careful with his or her time. So in your post you are short and powerful and especially to-the-point. Bullet points, for example to list all the benefits, also provide clarity and a certain structure.

9. Building a relationship

The fact that your mail is read is of course great, especially when (potential) customers also enjoy this. But, to be honest: above all, you want your contacts to place an order with you and not only use your mailing as a pleasant reading moment with the coffee. For this reason, it is important that you build a relationship with a registrar.

When the subscriber regularly receives content from you in which you often share value, this recipient will linger. In fact, the respect for your skills is growing and he or she would like to ‘do something in return’. Do you build the relationship with your recipients in the right way? Then they will, and at the right time, be willing to take your service or buy a product from you. Here again the piece of authenticity comes back: do recipients feel more of a connection with you than with your competitors? Then you have a dash for the rest!

10. Don’t be afraid to be commercial

Many entrepreneurs only send valuable mails, because they know that purely commercial-oriented mailings often provide more de-registrations. It is of course also very normal that contacts would rather receive a valuable email than just a sales message. A good reason to combine these two elements: be valuable, but also come up with supply. Suppose you got people excited and they would like to see more of you: how a shame would it be to not follow this in your mailing? Don’t be afraid to be commercial.

In addition, it is not a disaster when people unsubscribe: these would not have bought your product in the end. It is precisely by daring to be commercial in your emails that you also ensure turnover, which is of course the most important thing for a company. With this combination, being valuable and commercial, you create a selection between your active and valuable subscribers versus ‘sleeping’ contacts who will ultimately not take anything away from you.

11. Always add a CTA to your mailing

Even when you send a content-oriented email, and therefore less focused on the commercial, adding a valuable call-to-action is important. For example, you can always link to a blog article, your YouTube channel or a directly relevant product. If you do this in the right way, you will see that you can also turn turnover from every email you send directly or indirectly.

12. Be yourself: write as you are

A professional tone is always important: you want your service and/or product to be taken seriously. The great thing about this time is that you have a lot of space when it comes to the tone-of-voice. For example, one chooses business and the other has a playful-humorist tone. What is important for your company is that you not only speak ‘the language’ of your target group, but also fit your company perfectly. For example, are you going to be forcefully funny? Then people will be poking through this. Only when you are really yourself, and therefore authentic again, do you build a relationship with your audience and you are unique in your market.

13. Build a funnel

You have new subscriptions to your mailing list: top! But, what next? What mailings will he or she receive? With a funnel or auto-responder you go for the automatic sending of e-mails to your new subscribers.

This way you can introduce yourself in an auto-responder before your leads will receive further emails. Subscribers get a first impression of who you are (good reason to handle this extra well) and why they should definitely stay on your mailing list: you can see this as the starting point of a beautiful relationship. For a phase further, you will build several funnels to automate the mail traffic with your contacts. And, do you take advantage of the personalization and segmentation possibilities? Then you can also apply splits in your automation (based on measured action and behavior from your contacts) so that each message is personal and relevant.

Conclusion

As mentioned earlier, it is of course not the intention that your mail will end up in the spam box of your leads. It is therefore essential that you immediately enter into the interaction in the first email you send to your lead. Are you interacting with your contact(s)? Then most email providers (think Outlook and G-mail) see this as valuable and your delivery ratio is increased. So you get into the inbox more often instead of being dumped in the spam.