Congratulations, you got me to come to your site. I don’t recall how I got there. It might have been via a link you posted on a social media platform, or maybe because your blog post answered the question that I typed into Google search.
However it happened, you deserve a pat on the back. You succeeded in driving traffic to your website, which is the hardest and most highly prized objective that everyone is shooting (praying?) for.
So now I’m on your site reading your blog post. I liked it. It was well written and taught me something new. Now I’m ready to move on, and there’s nothing you can do to stop me. But wait, you hit me with a “Sign up for our newsletter” box (or something like that).
Now you’ve got me thinking. Do I want to give you my email address and start a relationship that will add more clutter to my inbox? If you’re someone I’ve heard of before and you’ve built up a reputation for expertise in your field, then I might do it. If you’re not but I really liked your blog, I might bookmark it — but you’re not getting my email. Why should I, when I can just come back and read when I feel like it?
In order to get my email address (and first name?) you need to give me a good reason other than getting your updates or newsletter. You need to offer me something that I value enough to be willing to trade my info for. That can be an ebook, whitepaper, special report — it really doesn’t matter what you call it, as long as it is something that I consider valuable.
Without an offer you’re letting most of your visitors slip away … forever. That’s potential revenue lost. Painful.
Why should you care so much about getting email addresses?
1. You can nurture them into potential sales with an automated email workflow.
2. You can personally reach out to them to try and make a sale.
3. By using a service like FullContant you can get an incredible amount of information about the person behind the email such as their social media profile, the websites they are associated with and their interests. You can then connect with them in different ways to build a relationship which could eventually lead to a sale.
If you already have you’re “sign up for updates” box in place, you don’t need to get rid of it. Some people do actually sign up. But you should definitely add at least one offer that you can present to your visitors in exchange for their email addresses. You can then add those emails to your lead list and automated email workflow — or simply reach out to them directly — to move them through your sales funnel and hopefully to a completed sale.
If you’re interested in learning how we at Onrush do just that, download our free ebook The Digital Marketing Blueprint.