Email Marketing Tactics Which Convert Subscribers Into Customers

DSM Digital School of Marketing - email marketing

Email marketing has the top return on investment as opposed to any other marketing channel. On average, email earns you R550 for every R141 spent. The best part about it is that email is an owned channel, which means you are able to reach your subscriber directly as opposed to relying on social media algorithms to surface your content.

One of your main priorities as an email marketer is building a base of loyal subscribers who eventually turn into customers. You will need to turn those subscribers. Unluckily, not everyone who subscribes opens your emails or – alternatively – clicks through to your site. Not everyone who engages with you, converts, which can be extremely frustrating.

But you can’t solve the problem by simply sending out more emails. Rather, you need to guide your subscribers through the customer journey with an email strategy that puts them at the centre.

How To Grow Your Email Marketing List

What most people do when they would like to build an email list is to put an opt-in form on their website and then hope that people sign up. Unfortunately, this plan usually doesn’t work very well. In order for you to grow your email list, it is necessary for you to attract individuals with a compelling offer. You require a lead magnet.

What Exactly Is A Lead Magnet?

A lead magnet (otherwise known as an opt-in bribe) is something awesome which you give away for free for an email address. You don’t need to pay money to put together. Most lead magnets are digital materials – such as PDFs, MP3 audio files, or videos – which you can put together yourself at minimal or no cost. It can be absolutely anything that you want, so long as it offers value to your visitors for free.

Some common-place lead magnet examples are:

  • eBooks
  • A cheat sheet of tips or resources
  • White papers or case studies
  • A webinar
  • Free trials or samples
  • A free quote or consultation
  • Quizzes or a self-assessment
  • A coupon

What Makes a Good Lead Magnet?

You by now know that a lead magnet needs to provide value for free. However, if you want your lead magnet to be highly effective, here are 5 criteria which you need to consider:

  1. Easily consumed: Lead magnets are only useful when the audience makes use of them, so if you offer a 300-page manifesto, you won’t gain any traction.


  1. Actionable: Lead magnets need to offer an actionable tool, skillset, or helpful information that your audience is able to apply.


  1. Puts together noticeable improvement: People will continue to buy products as well as services if they work well. Your lead magnet will only become successful if it’s as valuable as your products and services.


  1. Relevant: If you’ve done your homework regarding your prospects, you’ll have no trouble coming up with a lead magnet subject which solves problems.


  1. Instantly available: People love instant gratification, so give it to them right then and there.

Get in touch with the Digital School of Marketing

If you would like to become an email marketing expert, then you need to do our Digital Marketing Course. Follow this link to find out more.

DSM Digital School of Marketing Digital Marketing course registration