Ask the Makers: Email Marketing Incentives
I’m so excited today because we’re debuting our new monthly group post. Getting advice and tips from one of us Create & Thrive writers is wonderful but what if our business doesn’t look anything like yours? With five of us giving our personal solutions and know-how on the same topic, you’re bound to find something that fits your business.
This first month, we’re talking all about email marketing incentives. What do we offer our visitors to get them onto our mailing list? How did we decide what to offer? Is it effective?
I’ve experimented with a number of different incentives – and it’s different depending on the mailing list. For example – my Epheriell jewellery list has a number of incentives to sign up – you go in a monthly draw to win jewellery, get access to exclusive specials, and you get 10% off your next order after sign-up, too. I think a combo of things works well in this case. For the C&T list, however, the incentive is simple – a free ebook you can’t get any other way. And the incentive of getting a round-up of the blog sent to your email once a week, too – I think for those who are busy, but don’t want to miss the C&T posts, that’s an incentive in and of itself. I know I sign up to similar emails for that very reason!
I have an opt in on my blog. It is for a free download of a perpetual calendar that I designed using an image of one of my hoops. I think it would be more effective if I showed a picture of the download file… I am going to experiment with that later on! I decided to offer this as my opt in because I thought it was useful and different!
The incentive for Plushka’s customers to subscribe to our newsletter is a monthly giveaway that is exclusive to subscribers. Every month I pick one of my creations that is seasonal or just something from a new range to give away and draw a winner in the last newsletter of the month (my newsletters are weekly). When the winner is announced, the subscriber needs to reply with the postal address and this way I can see that they do open and read my newsletters. If the person doesn’t claim the prize within a month, I re-draw a winner. So far I have had a good response and once I post a prize of the month on Facebook, I get new subscribers. I went with monthly giveaways because I wanted to motivate people to stay subscribed. The subscribers also get exclusive offers and discount codes so in combination with a giveaway, I make sure it is worthwhile for people to subscribe to my updates. However, the content is important too so I make sure I include some interesting links and some unique content along with Plushka’s updates.
My opt-in sends out a free, illustrated book. It’s a very short story about ‘The Luxurious Life of Rigel the Cat’ and includes 10 pages of text and cat drawings. This introduces people to my artwork and humor. Plus, it gets them primed for the weekly emails that I send out about new creations and more silly stories. I originally contemplated giving out free shipping but I know that my customer is there for my creativity, not to get deals on my products.