I don’t have the answer to this one. I’m writing, because I want you to think about what I have been thinking about lately, and at the same time, what I’m about to tell you is my latest test.
We are all looking for a successful method to build our e-mail list. We want that e-mail list to be huge. The more people who are subscribing, the more people will see our messages. That’s it.
I’ve been testing different methods, and the method with the best result was using a pop-over. A good looking pop-over with a good trigger, brings in a lot of new subscribers.
But, there are at least two major problems with a pop-over:
- It interrupts our readers
- It doesn’t help us earn attention
It’s easy to get attention. The hard part is to earn the attention. We’ll interrupt our readers, trying to convince them to join our newsletter, and in the end, that’s what they’ll remember. I’m not necessary saying it’s a bad thing, what I’m saying is this:
It’s important that they’ll join; a newsletter is a powerful method to build strong relationships with our readers. It’s part of how we’ll turn them from readers into customers – by focusing on relationships. In the end we’ll make them trust us, because we’re delivering high quality content, again and again.
It’s not all about numbers though. Maybe, instead, we should make the subscription to the newsletter “hard to find”.
Think about this for a minute – the harder it is to find, the higher quality leads we’ll be receiving.
There are several reasons why this might be important. First, I’m currently using AWeber, and I’m paying for each of my subscribers. The more subscribers on my list, the more I have to pay each month. It doesn’t matter if they’re paying customers or if they’re just reading my content. I’ll be paying for them, every single month, as long as they’re subscribers.
We all want readers who are interested in what we have to offer. We want them to stay with us for a long time, and we want them to engage with our content. And, if we’re selling, we want them to buy. The more interested they are when they subscribe, the more quality they’ll be bringing to our business.
It’s a lot easier to sell to someone who’s been reading your content and who found the “hard-to-find” subscription, than to someone who just discovered you via Google.
Like I said, I don’t have the answer. I’m testing a hard to find subscription at the moment, and I’m not receiving as many subscribers as before, but there are some new ones on a daily basis. I find it interesting to experiment, but right now, I’d love to have your opinion.
The definition of hard to find, is that the reader need to take a closer look at your site in order to find it. It shouldn’t be close to impossible to find, it’s just that I’m thinking that it should’t be the first thing they see when they visit.
Should we make our newsletter subscriptions hard to find?
(have you found mine yet?)