Autor:
Tomislav Jeličić
Direktor i osnivač Firmus grupa d.o.o.
With a free Mailchimp account, you can set up campaigns, and from my own experience I will list the most successful methods of attracting customers for the newsletter.
Method: Become a VIP customer
The most valuable outcome is when a customer creates a user account on the webshop and subscribes to the mailing list.
The system can discern whether the customer has a user account on the webshop and whether they are subscribed to the newsletter.
f the customer is not subscribed to the newsletter, the webshop will say:
“
Enhance your user account on this webshop and enjoy early access to the new collection and exclusive deals and discounts 7 days before everyone else.
After those 7 days, the offer will become available to everyone, so by subscribing to the newsletter, you increase your chances of having the best model in your size waiting just for you!
This way, we can notify you in time, and you will become our VIP customer!
Sign up here…
”
You can also send this invitation to all customers who are not subscribed to the newsletter. A single unsolicited email will be forgiven by most, and those who recognize the opportunity will sign up.
This is the VIP card system, and it can also be implemented through the newsletter.
Newsletter sign-up that occurs during the purchase process
Newsletter subscription is offered at the point of purchase, for both new and returning customers. Specifically, at the stage where the customer enters their details, they are given the option to become a VIP customer or to earn a discount coupon for their next purchase. Whether you treat all newsletter subscribers as VIPs is up to you. You can create a time-limited promotion and invite customers to sign up for VIP treatment. This allows you to announce an upcoming VIP treatment promotion and then launch it, repeating the process before a major sale. Customers can earn discount coupons for themselves and, similarly, can recommend them as gifts to their loved ones. I will discuss this further below. 
Coupon for Your Next Purchase
Offer a coupon for a percentage discount on the next purchase when a customer subscribes to the newsletter. The coupon is sent to their email immediately upon subscription. Such an invitation can be placed anywhere on the webshop, and ideally in multiple locations. It’s also a good idea to have a “newsletter” link in the main menu, with a page describing all the benefits of subscribing to your newsletter that you offer to the customer.
A referral coupon for your webshop
Offer customers the chance to become VIPs by subscribing to the newsletter and receive a discount coupon of, for example, 15% for themselves. Additionally, they can receive a referral coupon for their loved ones, also worth 15%. As a reward, you can immediately provide the subscribing customer with a 15% discount coupon to be used on their next purchase within, say, 7 days. This way, you gain a VIP customer and attract a new one. The new customer can also extend this benefit to other new customers. Isn’t that a real game-changer?! 
Conversion from social media to blog with newsletter signup
You write a blog describing a limited-time offer. The offer is time-limited, for example, lasting 3 days or until the first 30 customers are served. In this blog, you highlight the newsletter signup form in the header of the website. On social media, you post an attention-grabbing announcement for this blog. When a customer arrives from social media to the blog, a pop-up automatically appears offering a 15% coupon for their next purchase by signing up for the newsletter. They just need to enter their email and click “Send me the coupon.” This is a very effective “conversion path,” which means: these are the steps you take to guide the customer to the place on the website where you want them to take action. 
Conclusion
VIP treatment is the best because it doesn’t involve giving any special discounts beyond those you already offer. The VIP treatment means that no one can purchase except VIP customers for the first 7 days, after which everyone else can also buy. During those 7 days, products can be visible to everyone with a message saying: “Available only to VIP customers for the next 4 days. Check back later. Sign up for the newsletter and we’ll let you know when the offer becomes available for you.” Another option is to have products visible only to VIP customers during those 7 days. After the 7 days have passed, the offer automatically becomes visible to everyone.
What is the real strength of this approach? It specifically attracts the attention of interested buyers to each sales event. Additionally, it narrows down the purchasing window to 7 days. “After these 7 days, the offer will become available to everyone, so increase your chances of having your size waiting just for you!” You can definitely adjust this approach as needed, but the result will be visible.
Our offer for setting up a marketing system with a newsletter in your webshop includes:
- Configuration of the system
- Branding and design of all email messages that will be exchanged between Mailchimp and the customer.
- For each method, we will outline the steps for managing it.
- We will write the copywriting for social networks.
The real goal is for the customer to purchase the product. Although the customer has not yet made a purchase, we refer to them as a customer because they are in the process of buying. You have prepared your website for selling the assortment you offer. You definitely don’t want the customer to leave and go away “empty-handed.”
