If you have a blog on your website, odds are pretty good that you're pouring a lot of time and energy into creating content that will resonate with your target audience. While it would be great if people came back to your site again and again on their own, the reality is that it's far more effective to send new blog posts out to your readers on a regular basis. The less work you make readers do, the more likely they are to read and share.
Creating a list growth campaign specifically targeted at blog readers is easy and impactful. But it would be weird to offer them a 10% discount to sign up for the blog!
Blog Sign Up campaigns combine a scroll trigger, with a fly-out display, page targeting, and ideally a unique piece of content that you can entice people with.
How to Build an Impactful Blog Sign Up Campaign
Step 1: Choose the Display Format
Create a new campaign with a fly out display type.
Step 2: Customize
Customize your text to speak directly to what your shopper is experiencing. Something like, “Like what you’re reading? Sign up to get blog posts in your inbox.”
Step 3: Choose the Trigger
Choose scroll as your pop up trigger. Determine how often you want to show a single user the pop up. Once a day is usually a good amount.
Step 4: Determine Your Targeting
Set your audience targeting to show the campaign only when a visitor is on your blog.
Step 5: Don't Forget to Say Thank You
Edit the thank you page so readers know that they have been subscribed and that they should expect emails from you.
Step 6: Set Up An Autoresponder
Customize your autoresponder so that your subscribers receive a campaign-specific email that confirms their subscription and sets expectations on how often they'll hear from you.
A Note on Strategy
Once you've determined that you want to run a blog sign up campaign, you can try several different messages or offers to determine which one works best.
A great example that goes beyond a traditional sign up is a content offer. If you have a great piece of content like a white paper or some research that your readers would be interested in, use that to entice people to sign up. You can then send a permanent link in your autoresponder and include a button to read it right away on your thank you page.
In our next post, we'll talk about another type of page-specific campaign that can drive meaningful conversions: The Free Sample/Bonus product campaign.