Making the most of your subscriber's sign-up experience
6 steps for improving your website sign-up form and welcome letter
The "join my mailing list" sign-up box on your website makes it easy for visitors to add themselves to your email list. If you don't have one already, it's easy to add. At sign up, you have the opportunity to gather some very important preferences from your new subscribers. You have control over the sign-up form they fill out-and the welcome letter they receive after they join your list. Putting a little extra effort into both can make a big difference.
Here are some helpful tips on how to make the sign-up experience easy and engaging for your visitors, and a more effective marketing tool for you.
Sign-up Form - Get the right information
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Get a correct email address - When people sign up for your list, they may type in an incorrect address without realizing it. Have them confirm their email address, right on the form, before they are added to your list. Otherwise, the emails you send them will end up as a bounce-a lost opportunity for both you and them.
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Only ask for what you can use - While it may be tempting to know 20 fascinating facts about your new subscribers, most people don't want to spend more than a few seconds filling out a webform. So keep it short and sweet. Only ask for information that helps you send relevant and targeted communications. Requiring just "name" and "email address" will get you the highest number of subscribers.
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Give them choices (in the form of unchecked boxes) - Put your subscribers in the driver's seat. Let them decide what communications they will receive and how often they will receive them. Do they want your monthly newsletter or weekly reports? Do they want promotions, event invitations, or both? By enabling your subscribers to sign up for different communications, you can build segmented lists that you can use to send more targeted emails.
One of our customers, an arts and crafts school, does a great job giving their subscribers choices. They ask them to check off the categories they are interested in (glassblowing, ceramics, photography, etc.) when they sign up. When the school has class openings in glassblowing, they send an announcement to everyone who expressed interest in it. This way, they aren't overcommunicating with their entire list. Instead, they are sending targeted emails that their subscribers want to receive.
Do you want your "old" subscribers to know about the new categories? Send them an email asking them to update their profile or preferences. This will ensure that your current customers-possibly your most valuable customers-are receiving communications from you that speak to their interests or needs.
Welcome Email - Get them while they're hot
According to a recent MarketingSherpa study, your welcome email is likely to be the most opened email you will send. You want to take full advantage of this chance to engage your new subscriber-and potential customer or member. Here's how to make the most of this great relationship-building opportunity.
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Tell them what to expect - Your sign-up form doesn't tell subscribers much about what they will receive from you. Sell them on the value of being a member of your list by highlighting the content-from great events to money-saving discounts-your future emails will include.
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Reward them instantly - Subscribers are at the height of their interest when they sign up for your list. Validate the wisdom of their decision to subscribe with an "instant reward." If your emails are educational, provide links to past articles or past issues that you have on your website. If your emails are promotional, offer a discount or an incentive to encourage them to take immediate advantage of what you have to offer. Restaurants do a great job with this. I've gotten many "welcome" emails that include a coupon for 20% off or a free appetizer. If I wasn't planning on going there for dinner that week, I am now!
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Lead them back to the website - You've worked hard to make your website a great place for visitors to get information. Make sure your welcome email links them back to helpful information on your site that might interest a prospective or new customer.
When a new subscriber joins your list, it's the start of a new relationship that, you hope, will be a long-lasting one. Your first contact with them will make a big difference. It's your chance to get them connected and get the relationship going and growing.
Bonus: Unsubscribe - Get their feedback
While we are on the topic of new subscribers, it makes sense to think about those who leave your list as well. Take advantage of the opportunity to understand why. Include a text box with a statement like, "Please take a moment to tell us why you chose to unsubscribe." Getting this information is incredibly valuable. If people are leaving because they feel you are sending too many emails-or don't think the content of your emails is valuable-you can do something about it!
