4 Tips to Ensure Customers Join and Stay on Your Email List

by G.B. Oliver

One of the biggest revenue streams for any online business is repeat customers. Once someone has bought from you, if they are happy, it would seem obvious that they would likely buy from you again. Getting them to subscribe to your email list is a great way to keep customers coming back, but it can also turn people off in fear they are going to be inundated daily with messages from you.

Email Sign-up at OldNavy.com

So, here are some tips to get customers to subscribe:

  • Explain Exactly What They Are Getting. It’s as simple as stating, “We frequently offer one-day sales up to 40% off. If you would like to be notified, please add your email to this list. We promise, no more than one email a week.”
  • Give Them Options. Better to have them a little, than not at all. For example, “If you would like to be notified when we are having a sale of 30% or more off, please subscribe to our 30%+ list. If you wish to be notified of all sales, please subscribe to our All Sales list.” OneKingsLane.com actually allows you to choose which days of the week and times of the day (AM or PM) that you wish to be notified of any sales. People like having options and being the one in control.
  • Allow Emails to be Product-Specific. Maybe you sell a variety of products and they are only interested in certain ones. So, offer customers the ability to select certain items that they would like to be notified if they go on sale. This is similar to the service Hukkster.com, which allows you to track your favorite products on any shopping site and be notified when that specific product goes on sale.
  • Maintain Email Etiquette. You can also offer a feature that Fab.com does, whereby Fab will stop sending you emails if they detect that they are going unopened. It is a new form of email etiquette as they are assuming you are away and they do not want to fill up your inbox unnecessarily.

If you are not selling on your own site, but a major marketplace, you can still have customers sign-up for Email Alerts through your Gmail Contacts Group.

FINAL WORD: If you want repeat customer business from your email marketing campaign, you have to be more flexible and scale it to what different customers want and need. People have become leery of email, so give them options and they will be more likely to subscribe. (By the way, did you know you can be alerted by email when I have a new blog post by just clicking on the Follow icon  in the  right side bar).

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© 2013 G.B. Oliver. All rights reserved.

Author: Gail Oliver, Online Small Business Consultant

I'm Gail Oliver, an online marketing consultant. Welcome to my blog, chosen one of the Top 10 Small Business Blogs to Follow in 2014 by American Express Open Forum. If you need help with your e-commerce business, be sure to see MY SERVICES, above.