When it comes to email marketing, having a huge mailing list is not enough. You need to keep your subscribers engaged on a regular basis. This will help you build strong relationships and lower the unsubscription rates. Here are some of the ways you can connect with your subscribers:
- Identify your biggest fans
Since it might not be possible to engage personally with all your subscribers, you could identify those who are most active. Your analytics will show you the people who open, click and forward your emails. In addition, you can use tools such as Klout and BackTweets to see how your subscribers are engaging with your content.
Once you have identified your biggest fans, take time to build interact with them on different platforms. This includes social media sites such as Google+, Facebook, LinkedIn and Twitter, as well as networks such as Quora or Slideshare. To enhance interaction, you could create a Google+ circle, Facebook page or Twitter list. Say hi, share helpful links and comment on their posts. Listen to what they are saying to get an idea of what kind of content would interest them.
- Create personalized content
One of the best ways of engaging your audience is by creating content for a specific reader or group of readers. For instance, when a subscriber asks a question on social media, you could write a piece that offers a helpful answer. If someone shares their thoughts on a blog, you can write something which agrees or disagrees with their opinion. Explore the subject in detail and include evidence and examples to support your argument.
- Mention your subscribers in your emails
Mention your fans in your emails can be a very effective way of enhancing their loyalty. For example, if they made a memorable comment on your blog, you can quote them. If they prompted you to write on a specific subject, be sure to thank them personally in your emails. When you share the message on social media, be sure to tag them to ensure that they read the article. This will enhance their chances of sharing the piece with their networks.
- Create content in collaboration
Another fun way of engaging with your subscribers is by collaborating with them on creating content. This will not only help you build solid connections but will also save you lots of time. One way of collaborating with your fans is by interviewing them. Their answers can then form the content for your next email. You could also pick a subject and ask someone to research on it. The findings could be used to create a reference piece. Finally, you could ask your fans to write guest posts for your blog, and offer to do the same for theirs.
- Call them up
Once in a while, you could surprise some of your fans by giving them a phone call. This is an unconventional strategy that will definitely set you apart from the competition. If they are in the same geographical area, you could even go a step further and meet them for coffee! Why not?