It’s time for marketers to be pro-active and do more than just having a generic ‘Sign-up for our newsletter’ option on thier homepage, buried away where no-one will pay attention. Here are reasons why customers will sign-up to your emails.
You tricked them!
There are still marketers who hide opt-in boxes or indeed don’t even ask and just opt-in every email addresses submitted on any form. Not only is this illegal, it also creates issues around trust and may cause you to have delivery issues in the future.
Incentive for doing so
Take a look at Booking.com for their method for capturing email addresses on their homepage. First of all, they use a 10% exclusive discount above the fold, and if you scroll to the bottom you will see an alternative approach using the allure of potential 50% discounts.
In order for the customer to provide their details there needs to be a value exchange, and this is the most simplistic way of providing that value.