DestinationCore | An approach to subscribe to

An approach to subscribe to

Getting email subscribers is an art, so put down the sledgehammer and pick up some different tools.

Asking your audience for their personal information is a tricky subject, especially with GDPR looming in the background to keep us all (rightly) in check. But it doesn't have to be as trepidatious an undertaking as you may think and for those more confident out there, it also shouldn't be an in your face 'GIVE US YOUR EMAIL' approach either.

Read on for some ideas around building an engaged audience via the most targeted and direct marketing channel you have at your disposal.

Who are you trying to reach?

Seems like a pretty obvious answer right? Your users!? Well, yes, sort of. I mean if you could sign up all of your website users, you'd probably have a pretty big list of people to send your snazzy newsletter to, but how many of them would actually read it, better still click on it? Truth is, not that many.

Building an audience is not a numbers game, well it is but not solely a numbers game. Obviously it would be great to have thousands of subscribers actively engaging with your email marketing but getting there is not about every user on the site having a form thrust under their nose.

The aim should be quality not quantity, 15k subscribers is no good if they aren't opening your emails, 2k engaged subscribers is much more valuable.

It's all about timing...

I can't tell you the amount of times that I have landed on a site, ready to find what I am looking for and BANG! A popup appears asking me for my details. Let's look at this from a few angles...

Firstly as a new user, I don't know you or your brand from Adam and the first thing you have done is, rather intrusively, asked for some personal information, with no context or inclination that I may be interested in doing so. Even worse you have committed one of the cardinal sins of User Experience and interrupted my user journey.

The natural reaction for most users to a popup is to immediately try and close it - it's like that annoying fly that starts bothering you at the family BBQ, you just want to swat it away.

So the best case scenario is that the user just closes the popup but still wants to continue with their journey on your site. They may decide to enter their details just to get the popup gone, so now you have their details (begrudgingly) and one more unengaged subscriber. The worst case is that they think, you know what, I'll look elsewhere and hey presto, you lose a potential customer and brand ambassador.

Now another option with the ol' popup approach is to put it on a timer, or look for when the user is heading for the 'close' button on the browser tab then flash it up in one last attempt to get them on your list. I can promise you that this approach will end up in the same end result - at best an (even more) unengaged subscriber or another negative experience.

So how should it be done?

Well, our suggestion is to offer the opportunity to stay up-to-date with your content but in a contextual way. For example, I've just enjoyed reading a great article about the best street food in your location. When I get to the end of the post, a form appears that reads something like:

'If you enjoyed this article and want to read more like it, why not simply enter your email below? You can opt out any time..."

This way you can be more confident that the user is going to actually be interested in hearing from you. Email Sending Platforms (ESPs) like Mailchimp (the DestinationCore choice) are able to segment users based on any categories that you can think of, so on your form you can either have some checkboxes so the user can choose what they are interested in or you can make it contextual and silent i.e. on a food blog, the form can automatically add the food segment tag to the user.

Segmentation allows you to be able to deliver targeted content to the right users that are more likely to engage with it.

The key is to make it passive, not aggressive. Contextual not general. Make the user feel like they are getting a personal experience and they will stick with you longer and shout about you louder!

View some case studies

Epsom BID

Epsom BID

Epsom is an historic market town nestled between London and The Surrey Hills. Epsom is more than just home to The Derby. It’s famous for Epsom Salts and has an abundance of history and heritage. The challenge was to showcase everything that Epsom has to offer without blowing the budget - enter DC One!

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Uxbridge BID

Uxbridge BID

The team at Uxbridge BID wanted to upgrade their website in order to offer greater value to their levy payers. DC One was the ideal solution to meet their needs as the automation offered through the combination of Business Login and Automated Subscriber Emails gave them incredible value on a tight budget.

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Midsummer Place

Midsummer Place

With the shopping centre having moved away from the ownership of the intu Group the client was looking for outstanding value for money and lots of built-in automation in order to stretch marketing budget as far as possible. They love the simplicity of DC One, with the structure making it easy for users to find what they are looking for.

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Merry Hill Centre

Merry Hill Centre

With the break-up of the intu Group, the client was looking for a website they could get up-and-running in a short space of time and as a temporary solution, so they had a web presence to give them time to build out the website of their dreams. DC One was the perfect solution – offering all the functionality they needed with a quick turnaround.

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NewcastleGateshead

NewcastleGateshead

The NewcastleGateshead Initiative is the DMO representing Newcastle, Gateshead and the surrounding areas. They came to us frustrated with their existing website solution – feeling that their current provider was offering poor value for money. Our solution has helped transform their online presence by improving the user experience and offering greater value for their members.

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Visit Southampton

Visit Southampton

Southampton BID had just gone through a brand refresh and were looking to help bring that brand to life with a powerful online experience. They wanted visitsouthampton.co.uk to be the go-to website for users to find out about what to do and what's on in Southampton. They chose the Pro core package and The List Events Feed module to power their website.

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All About Ipswich

All About Ipswich

All About Ipswich is a DMO for Ipswich and the surrounding area. The website showcases events and offers, and also includes a business directory. It provides easy access to a huge range of content, with the Journey Planner and Itinerary Builder modules enriching the user experience. The Campaign Section module provides a hub for the client's numerous marketing initiatives.

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Visit Clapham Junction

Visit Clapham Junction

As a BID in their first term The Junction BID needed to make an impact. Attracting visitors to Clapham Junction by showcasing what’s on offer and demonstrating value to the businesses they represent was essential. They chose the Offers and Events progressive web app alongside the Pro core package to encourage people who work within the BID area to spend more time at The Junction.

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In Colchester

In Colchester

In Colchester is the consumer website for the Colchester BID. We helped them create a new consumer facing brand, and then applied that brand to the DestinationCore platform to create a stunning looking website. Launched in August 2019 the feedback for this site has been superb.

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Visit Melchester

Visit Melchester

We’ve created a demo site for our fantasy town of Melchester. It’s an idyllic location by the sea, with an abundance of independent retailers and fair number of local characters too. Be sure to check out the blog about a true local hero - Admiral Standfast. Go on. Take a trip to Melchester!

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Tel: 01473 215656

Email: info@destinationcore.com

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