Boost Email-to-Print Subscriptions with 5 Ideas Anyone Can Do
When building an email newsletter program that uses print to drive engagement and sales, you must build a three-dimensional universe where your message can be shared.
If you’ve been following my articles on Email-to-Print, you know that an email-to-print campaign uses regular email communication — messages, promotions, newsletters or sales letters — to tell your story in a helpful and relevant way. A targeted print piece follows up the email, based on who the best prospects are, how they engage, and other intelligence you gather on the recipient.
Let’s focus on your newsletter. If your email list is growing but not robust, you’ll want to boost sign ups by expanding the places where people can see your email newsletter. Here are 5 creative ways to put your Email-to-Print campaign in front of new subscribers:
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CUSTOMERS: If you’re like most printing companies, you have a customer list in your accounting system. Be sure current accounts are added to your contact management system and to your email newsletter list. Your customers need to hear from you on a regular basis aside from getting their invoices. Also, happy customers can be terrific advocates.
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LINKEDIN: Post your email newsletter as an update on LinkedIn. Include a teaser to one of the items within. Keep track of who shares and thank them for helping you.
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TWITTER: Post your newsletter link on both your personal and business Twitter account. Use a shortened link through bit.ly, Tweetdeck, Hootsuite, Bufferapp or other service to help you track engagement.
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PINTEREST: If you have a Pinterest account, you can right click on the photo in the web version of your newsletter. You’ll see the “Pin it” option in your drop down menu. Pin the photo to a board with an enticing name that uses keywords your prospects are searching. Your unique newsletter will be attached to that photo. Be sure to write something in the comments section. You can share that pin on your other social channels. Make sure your Pinterest notifications are turned on, so if anyone comments or likes your pin, you’ll get an email.
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SIGNATURE BLOCK: Include an invitation to subscribe to your newsletter in your signature block. Focus on benefits to the recipient, not a blanket “Please sign up.” Readers need a strong reason to add one more thing to their inbox. Including a link to a sample issue is helpful. If you use an email service to send your business emails, you’ll be able to see who clicked through to view your sample newsletter.
Finally, every edition of your newsletter should include buttons for social sharing and a place where people can sign up.
To keep the momentum going:
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Be sure to thank people for sharing.
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Generously share their posts in return.
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Start conversations around the topics in your newsletter.
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Include an item in your newsletter that is geared to the greater good so your efforts don’t seem entirely self serving.
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Be consistent in your efforts — regular newsletters get the best results.
And most important: Make sure your content is share-worthy. Well-written, relevant and useful articles and tips will keep readers coming back.
As you track your interaction, follow up your email with a memorable printed piece to prospects and influencers. Remember, print is the the glue that holds together your email-to-print campaign. It’s the strongest and most credible part of the email-to-print strategy and your path to profitable sales.
Sandy Hubbard is an expert Marketing Strategist specializing in the Printing Industry. She consults with Print CEOs and owners of print, media, and platform businesses of all sizes — helping marketing teams build visibility and increase sales.
Sandy is also co-host of #PrintChat, a weekly discussion on LinkedIn. Join the group here — and enjoy social media’s most popular chat for the global printing industry!
