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Designing a fantastic email marketing campaign is all very well, but having people to send your emails to is the first step! Gaining subscribers isn't easy, so here's our little guide to help you on your way to building a substantial email list. How do I draw people to the subscribe page?The key is not to be secretive about your e-mail sign ups. If it's important for your business to get subscribers then try to integrate the sign up into your main web pages. Promoting your latest news stories, articles or guides is a good way of attracting interest towards your e-newsletters. It's advantageous to add lines such as "for more articles like this one, sign up to our e-newsletter" at the end of these pages. On your product or service pages, attempt to draw interest by advertising your e-newsletter within a sidebar (or similar). By offering special deals or specific information for that particular market, you'll increase chances of them visiting your subscribe page. Designing the Subscribe pageWith the purpose of the subscribe page being to convert as many visitors into subscribers as possible, the layout and design becomes very important. It should be though as a landing page, with the intention to provide as much information as possible within one page. The page should be simple and uncluttered, delivering the important
information quickly to the user. The information shown should instil
confidence that what they are signing up to is right for them. Things
to show on the page include:
The subscribe formThe form can be difficult to get right. Of course, you'd like as much information as possible whereas the user would most probably like to give as little as is necessary. Striking a good balance is therefore very important in order to ensure you get as many subscribers as possible. Ultimately, an e-newsletter sign-up isn't the place to qualify prospects. It's the users decision to take the next step once they have started receiving your emails. You should only ask information which is related to the delivery and personalisation of your e-newsletter. If you're not sure, don't make that particular field mandatory. Ensure you ask for the user's preferences when subscribing. Some prefer plain text emails opposed to HTML, image rich ones. With some employers using very strict anti-spam software, the plain text emails might be the only ones that will get delivered. If you have more than one e-newsletter, preferences can be extended to frequency, particular interests or demographics. Be sure to ask for the email address twice in order to improve chances of it being typed in correctly. After submitting the form, it's wise to send a confirmation email which validates the email address works. This process is known as 'double opt-in.' Make a positive impressionThe newest subscribers are the most motivated and likely to read your e-newsletters. Once they have signed up, follow up with a welcome/thanks email providing a link to your latest e-newsletter, white papers and special offers. You can help to reinforce trust in the welcome message by providing links to your privacy policy and a preference section so the subscriber can manage what they receive.
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