Why Your “Sign up for our Email Newsletter” Homepage Link is Not Working

Newsletter

There are a plethora of articles touting the popularity of newsletters. Email newsletters can help businesses nurture relationships, grow brand awareness, increase authority and introduce new products and services. The gist of the articles is that opt-in email newsletters are effective if they are informative, educational, and entertaining. Wow, if that sounds like a lot of work you are correct. Newsletters may be effective for keeping in touch with people; however, I argue that the “sign up for our email newsletter” homepage link is an ineffective tactic for generating leads. Your efforts could be better spent on more effective qualified lead generation that helps propel people through the sales funnel to turn them into buyers.

The email newsletter strategy for lead generation is ineffective for several reasons.

  • First, by merely asking for the name and email address and nothing else, you have not prequalified your visitor.

For example, let’s say your target market is businesses with more than 25 employees, but a business owner with 1-5 employees signs up for your newsletter. There’s certainly no harm in that person receiving your newsletter, however you are not reaching your target market. Ultimately this lead will most likely never become a buyer. Also, the lead has no way to know what your newsletter will contain. So, if your newsletter is written for a different target audience, that lead will quickly opt out, and you will wonder why so few of these leads turn into actual sales. By not reaching the person who could benefit by your information, this lead generation tactic is ineffective. The goal shouldn’t be lead generation; it should be qualified lead generation.

  • Secondly, using the newsletter strategy your message is not customized based on who they are or where they are in the sales funnel.

The same newsletter goes out to everyone, regardless if they are far or close to buying. Ideally, by customizing the message based on who they are and what problem you can solve for them, they are more likely going to move the through the sales funnel naturally. Your strategy will be more effective if you provide them information pertinent to their interests and needs.

  • Finally, sending a monthly newsletter may not be timely.

The information may be relevant at some point, but there’s no method to make that determination. Since it is impossible to intuitively know the visitors needs at the moment, a more effective strategy is to include a way to discover current pain points and then offer a solution to their issue at hand. Your leads will be compelled to take you up on your offer because it is appropriate and timely, and therefore they are more likely to turn into buyers.

In Summary:

So, rather than using the strategy of “pushing” monthly information that may be irrelevant and untimely, it is more effective to segment your database when the visitor first visits your website. Using different call to actions that appeal to people at different stages of buying, you gently “pull” leads into the appropriate section of the sales funnel. This inbound marketing concept and method of lead generation is significantly more effective because you qualify your audience and their needs. You guide them from one segment of the sales funnel to the next at their pace and time. Your sales team will thank you for giving them more qualified leads that are more likely to turn into buyers, and you will see more leads become loyal customers.

About Michael Senger

Michael Senger is an energetic, results-oriented Senior Marketing Professional with almost 15 years experience in strategic online marketing. Before joining Hidden Peak Interactive, Michael successfully led the launch of StoneMass, a web marketing agency. Michael also spent 8 years at Symantec, directing their Global Online Marketing initiatives leading a diverse global team of matrixed team leaders and digital/online agencies leading to successful global results.

Michael has a MBA in Marketing Information Technology from the University of British Columbia in Canada.

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