For example, if asking for date of birth, let them know they’ll receive some sort of birthday surprise. You needn’t be shy about asking for information—just be respectful, keep consumers informed and don’t make it a requirement.
3. Keep it Simple!
The more hurdles through which your potential subscriber must jump, the more likely they will abandon the process. Think easy, simple steps and minimal typing.
- Eliminate address verification: On sign-up pages, only ask for an email address once and display it to the subscriber. They’re more likely to spot a typo when they’re reading it back than when they enter it.
- Consider Social Sign-In: Nearly everyone has an account on Twitter or Facebook. So provide them with options to use their social networking accounts, rather than making them type out all of their details.
4. Like Any Good Host or Hostess: Welcome Your Guests Properly
Think of your list of a community. These are people with whom you want to establish a relationship, and the welcome email (or even a welcome series) is an ideal opportunity to start building it. If your email service provider has trigger message capabilities, automate these emails to ensure they’re sent within minutes of the subscription’s completion. With a more robust provider, you can even make use of more advanced segmentation and testing to fine-tune your approach.
5. Watch Your Language!
Make sure the words you use for your subscribe option are suitable to your audience. “Sign-up” is a good choice—as it’s widely used and clearly understood. Still, it’s marketing language. When dealing with consumers, you may be better off using alternatives that call out your value proposition. For example, “Send me deals,” or “Join the VIP Club” to help express what they’ll gain by clicking that all important button and joining your community.