Signing up to an autoresponder and writing a year’s worth of phenomenal emails is a giant step toward forming a genuine relationship with your clients and prospects…but how do you convince those people to actually opt in to your emailing list?
One of the easiest ways to get signups is to put a box on your website that asks people to sign up, generally in exchange for some sort of bonus. Such a box should be ‘above the fold’, or able to be seen without any scrolling necessary. Signing up should be easy, with absolutely no more than an email and a first name entered in order. If you can, get that box on every page of your site — or at least every landing page.
Incentivize, Incentivize, Incentivize!
No matter how awesomely you describe your email list, the fact is most people are already getting more email than they read by several dozen per day. If you want them to volunteer to give you permission to write them even more, you’re going to have to earn it. You can offer a one-time bonus like some sort of informational packet or a coupon. You can offer an ongoing bonus — maybe even make the emails themselves the bonus, promising to send them a different tax-avoidance tip each week for a year. However you do it, stronger incentives equal more signups. Then you just have to back up your incentives by making your first few emails high-quality, useful emails without marketing attempts built in — or they’ll cancel the first time they open one and they’ll never come back.
Advertise Your Website
If you don’t already do it, you should — put your website on everything you print, from business cards to receipts to the post cards that you probably already send your clients on their birthdays and anniversaries. Point out the email list and whatever incentive you have to get them to sign up. Mention it in your newsletter. Link to it in your email signature — whatever you do, subtly and classily link it back to your email list. The results will speak for themselves.