What is an email subscriber?
An Email subscriber is an internet user who allows a particular brand to send emails to them. In return for sharing their email, subscribers expect to receive something valuable like discounts, special offers, valuable information, or assistance making a choice.
Companies can build and manage their email lists with email marketing software. This software targets email sends and monitors subscriber responses. These tools easily integrate with CRM software, allowing it to enhance the platform's predictive capabilities.
How to gain email subscribers
A company can generate growth by adding to its email list. Businesses can gain subscribers in a number of ways.
- Encouraging email sharing and forwarding. Using social sharing buttons and adding an “Email to a friend” button on marketing emails will gain access to the recipient’s networks and expand the company’s email subscriber list.
- Using an opt-in campaign to reinvigorate older lists. Sending an engaging opt-in email to an old list, and promising to remove contacts who don’t respond will help increase the email deliverability rate and improve the chances of the email being shared with target audience members outside the current list.
- Creating a free resource that requires sign-up. If users see a resource that’s likely to enhance their lives (save them time, teach them something important, etc.), they’ll be motivated to give out their email address to access that resource.
- Linking to offers across the website that capture email sign-ups. Strategically placing calls to action (CTAs) that link to offers throughout the website will help capture email sign-ups. Some key website placements to optimize this tactic are on the homepage, about section, and contact page.
- A/B testing different campaign aspects. Sometimes a slight change to the design or copy can help drive conversions. Items to test include the subject line, personalization (using sender’s name), images, layout, and CTAs. A/B testing software can come in handy here.
Segmentation criteria for email subscribers
Companies should segment their email lists to keep messages timely and relevant to recipients. Further, segmenting the list helps reduce the unsubscribe rate. Some subscriber categories to use include:
- Job title. Companies most likely use a different tone with an entry-level marketing position versus a CEO.
- Industry. The motivation for subscribing may differ for workers in different industries.
- Age and gender. Interests vary between age groups and different genders. Therefore, companies should consider segmenting to ensure they provide valuable content to all.
- Geographical location and time zone. Companies that advertise live events must segment by geographical area and time zone to ensure that only relevant users receive emails.
- Location in buyer’s journey. A new subscriber is less likely to purchase after one interaction with a brand than someone who has already downloaded a resource and signed up for a free trial. Companies should have content for each stage of the buyer’s journey.
- Purchase history. Companies with access to their customers’ purchase histories can use this information to tailor email lists based on customer interests and buying behaviors. Additionally, if a company is releasing a new product, it can use past buying patterns to predict whether or not a customer will be interested.
How to use email subscriber insights
A company that understands its customers needs and wants can turn email subscribers into regular consumers. Some ways a company can use subscriber insights to optimize email marketing campaigns include:
- Asking for feedback. A simple yet important way to gather email subscriber feedback is to ask for it in every email campaign. It could range from a “What did you think of this email?” CTA to a quick thumbs up/thumbs down emoji. Regardless of the company’s approach, it should clarify that someone is reading the subscribers' replies and taking note of the feedback.
- Simplifying post-purchase feedback. By inserting a response form directly in post-purchase emails, companies can get honest feedback from customers while the purchase process is still fresh in their minds.
- Collecting feedback during unsubscription. Although it’s frustrating to see subscribers leave, it’s more important to figure out why. Businesses can gather critical data about why subscribers leave by including multiple choice questions or free form text fields where consumers can leave more detailed responses.
Amanda Hahn-Peters
Amanda Hahn-Peters is a freelance copywriter for G2. Born and raised in Florida, she graduated from Florida State University with a concentration in Mass Media Studies. When she’s not writing, you’ll find Amanda coaching triathletes, cuddling up with a good book, or at the theater catching the latest musical.
