Email Marketing Strategy. GROW in 15 minutes: Take the GROW Challenge

Email Marketing - banner

I can’t get enough email today!

No one has ever said that. Why would you ask someone, “Would like to join our mailing list?”? This is not to say that people do not want to be in their email lists… it’s just to point out that sending more emails isn’t a good enough reason to get into an email box.

What if you could ask for an email address with greater confidence?

You’ll get more people to join your list if you know how to highlight the benefits that your audience will receive. This means that more people will do business with you.

Want to know more about list growth? Join Constant contact for a FREE Webinar: Asking for Email Addresses Anywhere. You can’t attend the live webinar? Constant Contact can send you the recording if you register.

Before You Start Your Script…

Download the worksheet to follow along.

Email Marketing - script

Answer the question below.

Why do people subscribe to email lists?

These are the top 3 reasons consumers join email lists, according to our survey:

1. Receive discounts and promotions

2. To receive exclusive content

3. Showing continued support to an organization

This is why you should focus on delivering value for your email subscribers.

Customers want something in return for providing their email addresses.

Remember this as you answer these questions. Modify your script to suit the different places where you might ask for email addresses.

Use these four questions as a guide to help you create a script that is geared towards the email subscriber.

1. What would be appealing to a potential subscriber of an email?

2. Do they have any objections?

3. How can I sign up quickly?

4. What can they expect?

Answer these questions by thinking of a retail shop.

1. What would be appealing to a potential email subscriber?

You can use this information to help you decide what you will offer as an exchange for an email.

Discounts and promotions. People like to save money. It is a great way to get people to sign up for your email list if you offer promotions or discounts.

Exclusive content. Don’t discount your email list. Think of it as a VIP Club. What exclusive content could you provide that only your email subscribers would receive?

Support. Maybe you partner with local business and host events or activities which would appeal to potential email subscribers.

It’s perfectly fine to offer all these benefits to your subscribers.

2. Do they have any objections?

It’s not a good idea to give out an email address. You may be worried that you will send them irrelevant information. They may worry that you will send them too many email. They may think that you will share their email with others.

You can eliminate the risk by identifying and addressing these objections. You can do this by letting them know how often they will receive emails, the ease of unsubscribing, and that you won’t share their contact details.

3. How can I sign up quickly?

What the customer has to do depends on where you ask — online, in a store, at an event —

If you have Signage that allows customers to join using their mobile phones, for example, then they will need to do so. You can ask them to enter their information if you have an sign-up form available on your site.

4. What can they expect?

Do they need to check their email for a code? Are they going to receive an welcome email with additional details? Let them know what they can expect. This will increase the likelihood that they will engage with your email.

Let’s put together a script that you can customize for your business.

Let’s start by imagining that you, or someone from your team, is in front of the customer. You can use the answers to these questions as a guide when writing your script.

Scenario : Face-to face with the customer in store.

Your customer had a wonderful experience in your store. It is a good time to get their email address so that you can contact them and encourage them to buy more from you.

You could write your script as follows:

Thank you for shopping with Us Today. You can get [enter the details of your offer : % off on your next purchase] Exclusive information for VIPs? Details about local events and special offers? First, I need your email address.

We’ll continue to send you emails every month about promotions, VIP events, and special offers. You can unsubscribe from our emails at any time, and we will never sell your information.

[Customer says Yes]

Great! Enter your email on [sign up sheet; tablet].

[Customer does so.]

You’re done. You’ll find more information in your email.

You now have a script that you can modify.

You can use the script as-is or customize it to suit your company’s personality. You’ll get more email addresses if you answer the questions above.

The script can be modified based on the situation. You can use the following image if you are asking via an online signup form.

Email Marketing - signup form