As a business, regardless of size, your main goal is to attract customers. There are several ways to do this. One very effective way is through email campaigns. However, in order to be able to construct email campaigns, you need an email list, so you will need to figure our how to capture email addresses.
There are multiple ways to collect email addresses. One crucial way to do this is through your website. As a business owner, you most likely have a website, given the time of age we live in. So you should take advantage of your site and not only use it for informative purposes but to catch new customers as much as you can.
We say “catch” because you should see your site as a spider web.
Potential customers visit your site and if you don’t have a sort of “spider web strategy”, then you won’t catch anyone and won’t be able to sell to them. Although you can purchase email lists, we recommend you not do that. You do not want to be seen as a spammer! Here are 4 ways you can capture email addresses from your website:
1. Navigation Bar
Your navigation bar is basically the map your site visitors use to navigate throughout your site. It is usually located at the very top above the fold of your site. There are a few things to consider when it comes to the navigation bar. First and foremost, make sure your navigation bar is mobile-friendly.
Mobile users are overtaking internet users and are already the majority. As of 2015, 51% of internet users were mobile users. As far as email goes, 65% of emails are opened through mobile versus desktop. Therefore, when constructing your website, make sure your navigation bar and your website overall are entirely mobile friendly.
Make sure it is all leveled correctly and no edges of your site are being cut off when seen on a phone.
Secondly, the navigation bar is just the right place to have a tab that reads “Sign up” or “Newsletter”. Remember that the navigation bar is the one section of your site every single visitor to your site will see. Everyone lands on this section of your site! Therefore, having a “spider web” here is much more beneficial versus having it anywhere else on your site.
It’s not to say that other locations don’t work to place the “sign up” button. There are other areas that can work as well for you such as at the bottom of a post for instance. However, ignoring the navigation bar is one way to truly not take full advantage of your website.
You want to make it as easy as possible for your visitors to sign up to your mailing list. For this reason, be sure to place a”sign up” tab somewhere on the navigation bar!
2. Blog Posting
This is a must have when it comes to your website. Blogging is very important in the technological age we live in. We live in what is called the “Information age”, which is a time when people around the world use the internet to find answers to their questions.
Having a blog on your site will do just that for the niche you are in.
For instance, if you have a car-parts business, your blog will have topics relating common questions your typical customers may have. Some examples of blog articles for a Car Part business can be the following:
- How to Install a new engine on your SUV
- How often should I replace my spark plugs?
- If my car doesn’t want to start, what parts under my hood should I check?
What this does is that people searching for these questions will find answers in your blog posts. If you help them find the answers they were looking for, your visitors will be very happy with your article. It is at this very moment that you should ask for your blog reader to sign up to your mailing list.
How should you do this? The best way is to have a “Sign up” button at the end of your blog post. Why the end and not the beginning? Very simple! If you were to place a “sign up” button before the blog begins, you haven’t answered your visitors question and therefore they have not invested any trust in you.
You want to place your “sign up” button below the post because if they got that far down, that means your post has truly resonated with them and they are more likely to want to subscribe to you. Besides, if you place your button above the post, even if they read the article and love it, chances are they won’t remember to scroll back up and sign up to you.
You want to be able to sell them your copy the moment satisfaction hits and this is done after you have answered their questions and concerns.
3. Newsletter Offer to Capture Email Addresses
What we mean by this is creating an offer your visitor cannot refuse. Your visitor is on your site for a reason. A reason that most likely revolves around your business model. Whatever your business is about, your website visitor is there because he relates to what you have to offer.
Knowing this, it is a great idea to offer something of value to your audience. Usually something for free.
There are several things you can offer for free to collect email addresses. An example of this can be a coupon for a first purchase of products you sell. Or a free complimentary sub-item you may have for sale but if they sign up, they will get for free. The idea is to make it so irresistible that they will want to sign up to your newsletter.
How would you do this you may ask? A great way is with a pop up ad. Sure, pop-up ads are for the most part annoying. This is why your copy must be gold to your readers! It must be something that has them running for the “x” to close your pop-up but stop all of a sudden to review this awesome deal.
You want to make this deal awesome and ask for only one thing. Ask for their email address so they sign up to your newsletter and receive this great offer and other sales you may have in the future.
That is it! If your visitor wants your free item, they will have to give up their email address and once they do so, you will have their contact info and can work on establishing a relationship with them and turn them into regular customers.
4. About Us Page
Your “about” or “about us” page is much more important than you may think. Most people tend to see this page as just an informative page to have to make your site look official and professional. However, this page does many things for you if used properly.
Firstly, your about page is the space where you can talk about your business and your products/services in an intriguing way. You don’t want to simply state the facts. You want to make them understand what you do and why you are the best option for the line of work that you do.
Why should you be trusted and why should they be your customer.
So what attributes should you include in your about page? Think of your about page as a friendly hub to convert visitors into customers. These are a few things you should include in this page:
- Explain how a service you offer is of direct benefit for them, the consumer
- Explain what makes your business stand out from your competitors and what traits make you different, unique and the better choice
- Add a link to sign up to your email list on the bottom part of your page
Basically, you want to convince your readers and earn their trust. It is important to always have a call-to-action in mind. Especially when you are able to resonate with your readers in any way. This is why again we state that you place a “sign up” button below your text on the about page.
Once again, the reason being that you want to ask them to sign up once you have instilled trust. You can’t expect to sell your idea without gaining anyone’s trust.
Wrapping Things Up!
Technology has placed business in a different world. For that we are thankful because we are able to reach out to our customers in better ways than ever before. However, if not used properly, we can lose out on these things. As stated in this article, email marketing is very powerful.
In order to practice email marketing, you need a list of subscribers. Although there exists a plethora of ways to achieve this, your website is among your best tools.
Use the 4 recommendations we suggested, and your website will be stronger than ever in turning visitors in to customers. Remember to add value to your visitors and make your copy convincing as possible.
The overall objective is to create positive relationships with customers and make it a memorable one. With these 4 changes (navigation bar, blog, newsletter offer, about page) on your website, your email list will grow and you will be able to market to larger audiences one step at a time!
Marvin Arciniega is a graduate from California State University of Los Angeles with a Bachelor’s Degree in Marketing Management. An avid blogger on Email Marketing and contributor to helping small businesses achieve proper Email Marketing strategies. Follow him on Twitter here: @EmailSkills1.