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It
is all very well focusing on the actual content of your emails
but one of the quick wins in your email marketing is in capturing
more emails with additional profile information. By spending
some time on analysing the sign-up process to your newsletter
(even if this is within the purchase process) you should find
areas to make improvements in the amount of visitors requesting
your emails. Here are ten tips:
- Make sure there are opportunities to sign up on all
pages of your web site. Make sure they are bold, clear
and obvious to attain more sign ups. Make clear the benefits
of becoming a member at the acquisition stage.
- Make sure
the sign up form is easy to fill in, clear & concise.
Provide lots of relevant information and make sure it
is well laid out. Welcome the customer to your site and
emails.
- Each field should be validated where possible to ensure
authenticity and correct syntax where applicable. Make
sure all fields that are mandatory are validated so the
user cannot enter false or incorrect data.
- The collected data should be in full and validated.
Collect as much relevant info as possible but not too
much so that the forms are too long and messy .Consider
a form that collects the minimum information you need
but then request the customer to add more preferences
on the sign-up confirmation page.
- Provide good honest information telling visitors how
the data will be used, the frequency of emails they will
receive a 3rd party disclaimer and the privacy policy
and other relevant terms and conditions should be very
clear. Make sure you then stick to these promises otherwise
you will destroy all trust between your company and the
customer.
Consider adding an example email customers can view so they
know what they are getting.
- Simple language should be used. Do not use any jargon
or web terminology, anyone should be able to do a complete
sign up without difficulty or not understanding what is
being asked of them. For example rather than stating 'HTML
or Text' as an option think about people which have no
idea what HTML is. Make it as clear and simple as possible.
- Make the benefits clear. The promotion process should
have many points outlining the membership benefits and
exclusivity that will encourage more people to sign up.
- Opt in to 3rd party messages tick boxes - make sure
they are not deceptive in any way and give a clear explanation
of how the data will be used.
- The confirmation page should not be too text heavy,
it should be well laid out and has an obvious 'Call To
Action' or path to follow. There should be offers relevant
to the information they have submitted. This is a real
opportunity to sell the business.
- The sign up confirmation email should have relevant
offers that relate to the information just collected and
should have Call To Action links back to the site. You
should have a reminder of the benefits of becoming a member,
personalised with the collected data and consist of welcoming
and engaging content and design.
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