Why You Need to Track Where Your Email Sign-ups Come From

Conversation this morning with a client:

Me: So, how’s your email list coming along?

Client: Great! I’ve added 28 new names this month!

Me: I like hearing that – that’s really good work. So ... what are they most interested in hearing about?

Client: (silence)

Client: (silence)

Client: Um, what do you mean?

Me: Well, on your website you have a basic sign-up box, and you have a sign-up box on your Blog page. Do you know which one they used?

Client: Uh, no?

Me: That’s okay, you can check. Also, if they came from your social media accounts, do you know what post drew their attention?

Client: Uh, no?

Me: That’s okay, you can check that, too.

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The reason I’m sharing this conversation is because we often don’t realize the value of knowing where and why people sign up for our email list – and then how to use that information to our advantage.

So, how do we use that information? Here’s a perfect example:

Jane adds a post to Facebook with a link to her new blog post. Shortly after, she gets 5 new sign-ups to her blog. What Jane should should see is that these 5 new people were interested in THAT blog, and THAT SUBJECT.

So, Jane now got a bit more information she can use to reach back out – specifically about what her new ... we'll call them 'reader' ... just read. She can reach out directly via email, welcome them, offer them even a bit MORE information about the subject they are interested in (hint: maybe a free tip sheet or checklist?), and begin a casual email conversation with each of them.

Bottom line? Take the time to track where your new sign-ups are coming from, then use that information to foster first a beginning casual conversation, and then a longer-term and more in-depth conversation ... all of which, when done well, WILL grow your business.