1) Give your newsletter sign up form the best chance to be seen
Urban Outfitters are determined to have their newsletter sign up form seen. The first time you log onto their website you are greeted with a lightbox popup directing you to sign up to the Urban Outfitters newsletter. Whilst some may find this intrusive, the popup doesn’t appear on your subsequent visits.
Another nice touch on this newsletter sign up form is that it collects the subscriber’s gender without the need to fill in a different text field. Instead of a submit button, subscribers simply press a button with their gender on it.
2) Show an example of an email address
It may seem obvious but some people need to be told what to put in an email address field. By displaying an example email address on the newsletter sign up form, it acts as a subtle prompt for the subscriber.
3) The sign up button should be obvious
The most important part of a newsletter sign up form is the submit button. This call to action button really needs to stand out. See our recent blog post on call to action tips. Although this submit button from BHS is nice and bright, it is not particularly eye catching as it is placed too close to a similarly coloured content block. Contrast is the key to making your newsletter sign up form buttons stand out.
4) Use a two stage newsletter sign up form
Asking for too much information on the newsletter sign up form, will result in fewer customers submitting their information. It may be worth only asking for the email address to start with. Then once the customer has hit the submit button, they could be presented with an additional form and given the option to flesh out their details. If the customer decides not to provide any further information, then at least you have their email address.
5) Make it easy to supply further information
River Island’s newsletter sign up form, quickly allows subscribers to select the type of emails they would like to receive. This form doesn’t look too daunting, which will increase the likelihood of it being filled in.
6) Set the subscribers expectations
Half way through the Bose newsletter sign up process, the subscriber is informed of the frequency that they will receive these emails. Customers do not want to feel bombarded with emails so it is a good idea to set expectation. Of course in an ideal world, you would ask the subscriber how often they would like to be emailed, but you can’t ask them too much up front.
7) Give subscribers a reason to sign up to your newsletter
People are more likely to sign up to your email newsletter if you give them a compelling enough reason to do so. The retailer Next spell out the benefits of subscribing to their newsletter on their sign up page. The promise of exclusive offers always goes down well with potential subscribers.
Another nice touch is to include a link to previous newsletters, to let the customers see first hand, what they are signing up to.
8) Use a confirmation page
Once a customer has subscribed to a newsletter, they will be directed to a confirmation page. Make the most of this page, as your new subscribers are in the mood to receive information from you. Perhaps you could emulate Expedia and offer some of the same promotions on the confirmation page as you would in the newsletter.