How to Turn Email Subscribers into Customers

Contents

• Introduction
• Understand the Value of Your Email Subscriber List
• Create a High-Converting Welcome Email Series
• Nurture Email Leads with Relevant Content
• Schedule Impactful Newsletters
• Optimise Your Email Marketing Metrics
• Create Clear, Compelling Calls to Action
• Tools and Automation for Smarter Email Marketing
• Final Thoughts

Understand the Value of Your Email Subscriber List

It’s handy to have a large subscriber list, but size doesn’t always mean success. The part that really matters is the engagement. An email list that is interested and active will outperform a large, inactive one. 

This is where audience segmentation comes into play, by dividing your email subscriber list based on various factors. These factors include behaviours, purchase history, personal details, or preferences, and you can send more relevant and targeted messages to improve your chances of making a sale. Marketers who use segmented campaigns can see up to a 760% increase in revenue, according to Campaign Monitor.

Create a High-Converting Welcome Email Series

First impressions count, and a welcome email is your first real opportunity to make a lasting impression. Your welcome email is often the first real touchpoint with a new subscriber, and it carries weight. In fact, open rates for welcome emails are around 4 times higher than other marketing emails, and they generate up to 10 times more clicks (Mailmodo).

From discount offers to helpful content or a freebie, an automated welcome email series can help you build trust from the very start. Try to offer real value with a clear call to action that nudges new email subscribers towards their first conversion.

Nurture Email Leads with Relevant Content

Once you’ve reached out with a valuable series of welcoming emails, it is time to nurture your email leads. This means going beyond the sales push, trying to think about what your subscribers need to know, what they will find valuable, how to make your emails relevant to them and not just what you want to sell. There are various ways to help do this, such as using content marketing techniques:

• Share how-to guides or tutorials
• Include case studies that show real results
• Highlight testimonials to build social proof
• Customer testimonials or reviews to build trust
• Behind-the-scenes insights into your brand, team or process
• User-generated content such as photos, reviews or social mentions
• Interactive content, like quizzes or polls, to boost engagement
• Curated resources or roundups that save your audience time
• Educational blog content summarised with links to read more
• Product demos or explainer videos that reduce purchase hesitation
• FAQs or myth-busting content that handles objections before they arise

Consistency also matters; readers will forget you if you send too few emails, and too many will cause fatigue, leading to unsubscribing. Try and find the balance with a timed schedule that keeps your email subscribers engaged without overwhelming them.

Schedule Impactful Newsletters

Scheduling is a key actor in turning email subscribers into customers, as it allows you to strike at the optimum time. When sending newsletters, it is your chance to keep the conversation going and stay relevant. Newsletters that are effective, well-written and creative should aim to educate, inform and sell. You may want to include product spotlights, seasonal tips, thought leadership pieces, industry news, offers and insights. Set a schedule that is automated and right for your audience to keep your brand visible and informed, helping to convert email subscribers over time.

Optimise Your Email Marketing Metrics

Timing and personalisation are a huge part of email marketing, as personalised emails deliver six times higher transaction rates, yet 70% of brands still don’t use them (Experian). Sending emails based on personalised factors can help deliver the right message at the right time, such as sending emails based on behavioural triggers like abandoned baskets or page views. Using audience segmentation to group users by interest or lifecycle stage can improve the relevance or including dynamic content that is tailored to each subscriber. Try to consider these things when creating your email content, as they will help improve email marketing performance.

Tools and Automation for Smarter Email Marketing

Emails don’t always have to be done manually, which is where email automation comes in; platforms such as Mailchimp, Klaviyo and HubSpot allow you to set up behaviour-based automations for segmented audiences that run while you focus on other things. By utilising these websites, you are able to:

• Send emails based on lifecycle stages (welcome, post-purchase, re-engagement)
• Segment your audience for optimum impact
• Personalise product recommendations
• Re-target inactive subscribers
• Schedule emails so they send at the optimum time

Automating your emails not only boosts consistency and saves time, but it also drives real results – with one in three people who click on an automated message going on to make a purchase, it’s a no-brainer.

Final Thoughts

Your email subscribers signed up for a reason – they’re interested. With the right mix of segmentation, smart content, and automation, you can convert email subscribers into loyal, long-term customers.

At Clever Clicks Digital, we help brands turn email into a conversion powerhouse. Whether you’re starting from scratch or scaling a successful programme, we’ll make sure your email marketing is doing the hard work for you.

Looking to unlock the full potential of your email list? Let’s chat.