12 Steps To More Subscribers rahman
Forrester research and IDC both have predicted that email adoption
and usage will continue to increase through 2014.
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With email marketing continuing to be such a powerful medium
Forrester predicts 9000 email marketing messages a year will
be delivered to every individual by 2014. That's 25 marketing
messages a day to each user's primary inbox.
Most email users will tell you they already feel in-box overload.
The competition for your subscriber's attention is intense.
As a result of the increasing email volumes, it is becoming
harder to get sign-ups for your list. People are becoming
selective about what they'll subscribe to.
Good email marketing begins with the sign-up process.
Because no matter how persuasive your email marketing
messages might be - if you can't convince a person to
sign-up they'll never even see your first message!
Your sign-up form has to be better than good, it has to
be great! And a simple sign-up box just isn't enough.
Let's review 12 tactics you should apply today to improve
your sign-up form and get more subscribers!
1) Make the sign up form visible everywhere
Yes, I know this sounds obvious but it is worth repeating.
You need to have your sign-up form in the first fold of
your web page. No visitor should have to scroll to see
the form.
In addition, have the form on every page of your web site!
Most studies show the top right part of your page is the best
location. Try out the top right but test other layouts to see
if another location works better.
2) Link to More Information
A form box does not have space to provide subscribers enough
detail about your list. Sure you can have a catchy headline
with your form but many people want more information.
So don't keep your subscribers in the dark about the content
they'll receive from you. Create a subscribe landing page that
tells visitors all about your publication.
Include a link with every form to the full details page.
Those individuals who want to know all can then easily
find it.
Here's a past article on creating an effective sign-up landing page -
6 Keys to Double Your Subscriber Sign-Ups
3) What's in It For Me?
Use a headline with your short form that emphasizes the benefits
your subscribers will receive when they sign-up. Sell your
publication by telling prospects how you are going to make
their lives better!
Are you going to make them laugh? Improve their business?
Make them money? Save them money?
Give subscribers the juicy details and you give them a
reason to sign-up.
4) Frequency of the Emails Sent?
How often do you send messages? Tell your subscribers the
maximum amount of email they'll get from you. Daily
messages? Weekly?
Email marketing is about meeting the expectation of your
subscribers. If you say one mailing a week and then send
three times in a week you will disappoint your subscribers.
They may even report you for spam. You have to promise a
set number and then deliver.
As a rule, it is okay to send less email then you originally
thought but not more!
5) Provide Samples
Post an example of your emails on your web site. Or better
yet, archive your past email issues.
Showing a prospect exactly what they'll receive from you
can eliminate their concerns. It also will help to sell them on
your publication and convince them to sign-up.
6) Post your Privacy Policy
A quick note under your sign-up form to allay potential
subscribers privacy fears is essential. Also a link to a page
with your full privacy policy gives added assurance.
No one wants to think his/her email address is going to be
shared / sold to spammers. So tell people up front that you
don't.
7) Get the "Right" address
How many inboxes do you have? I would guess your sign-ups
have multiple email addresses as well.
Why not ask your sign-ups for their "Main" email address?
You will get better quality email addresses from your
subscribers by making that small request. The result of
better addresses will be higher response rates to your
emails.
8) Keep It Simple
A form asking for any more information than a subscriber's
email address will reduce sign-ups. The only additional
information to request initially would be "name". All
further information should only be asked after you have
established a relationship with your subscribers.
Once you have provided value to your subscribers you can
request additional demographic information. More detailed
demographics can be used to send your subscribers more
targeted material in the future.
To start, however, just get subscribers to provide an email
address. Realize that email alone is a big commitment for
most. So don't scare off prospects with a lot of questions.
9) To Freebie or Not To Freebie?
Recently, I've read some experts suggesting that your
newsletter sign-up have no free gift or coupon promotion.
The thinking behind the suggestions is that people often
times sign-up just to get the freebie and you get poor
quality subscribers. There is some truth to this viewpoint
but it is too simplistic. If you're offering a generic
freebie, such as a free Mini computer or monetary
compensation - yes you will have a problem.
However, a valuable targeted freebie is another story.
Giving away a freebie that is related to the content of your
products / services are very beneficial to getting sign-ups.
For example, consider a freebie that is a 25% coupon to your
store. Wouldn't you expect that those who sign-up to get the
coupon are interested in purchasing from you?
I say absolutely!
In addition, when you send coupons to your list in the
future, those individuals are likely to return to your
store and buy more.
Or what if you're offering an ecourse series that provides
quality information about the services you sell? Anyone
who signs-up for the course is an ideal prospect.
Targeted freebies both qualify your prospects as well as
encourage them to sign-up. Evaluate your freebie and make
sure it's pulling in the right audience.
So by all means - Yes offer a Freebie!
10) Use Your Social Networking Sites
Yes, a form can be placed on your Facebook page!
If you're maintaining a social networking presence put your
email sign-up form in that space! Take a minute to review
the social networking sites you are involved with and check
with your email list host. They'll likely have a strategy
to help you get a form onto Facebook.
If you're using Twitter be sure to regularly post links over
to your subscribe page on your site.
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Now after the Sign Up ...
Once you've enacted the 10 steps above to get the sign-up
there are 2 critical steps you must not forget.
11) Confirmation Page
Notify your sign-ups that they will be getting an email from
you confirming their sign-up. If they have to respond to an
email confirmation, inform them on the web Confirmation
page.
Be sure to highlight your sending "From" address as well
and tell them to "White List" that "From" address.
A "White Listed" address will get your messages delivered
to their inbox so don't miss this step.
12) Send a Welcome Email!
Immediately send your welcome email to all who sign-up
for your list. Thank your prospects for signing up and
deliver your freebie.
Your Welcome Email will have the best open and click
through rate of any email you send. Deliver on any promises
you've made and you'll immediately develop good rapport
with your new prospect.
Make that first Welcome Email a great one and you'll be
well on your way to email profits!
There you have it - 12 steps to more subscribers. Go take a
look at your sign-up forms today and think about what you
can improve!
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Abbie Drew
DEMC Editor
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