Easy Opt-In Form Tips
Providing consistently great content in your messages is key to turning your subscribers into raving fans.
Before you can foster that relationship, however, you have to get them to subscribe. You know that once they do, they’re going to kick themselves for not having done so before…
…but they don’t know that yet, and unless they opt in to your list, they never will.
By convincing people to subscribe, and removing barriers to them doing so, you can bridge the gap between a website visitor and another soon-to-be-devoted reader of your email marketing campaigns.
Here are a few ways you can make your web forms more effective.
Put the Form in a Prominent Location.
If visitors don’t see the form, they won’t sign up, right? So put it in an easy-to-find spot. For most sites, this means near the top of the page.
- Tip: Not all visitors have the same screen resolution, and so what might look like a good form location to you or me at 1280 x 1024 may be a poor location for people on 800 x 600.If you use Firefox as your web browser, there’s a nice extension that lets you quickly see what a page looks like on different resolutions.
I talk to a lot of people who want a “newsletter button” that visitors click on to display the form in a popup window. This is an alternative, but with this approach you risk popup blockers keeping the form from appearing. A simple inline form located near the beginning of the page avoids that completely.
Also, if you have a multi-page site and your visitors tend to browse the entire site, put the form on every page.
Keep it Short and Sweet.
Long forms may be tolerated for mortgage applications, but not opt-in subscriptions. When I go to a website, if the opt-in form looks like it’ll take me more than 10 seconds to complete, I’m put off. Remember, your competitors are only a click away.
Ask yourself: What do I need to get started with my subscribers? If you absolutely need your subscriber’s phone number or some other detail right now, OK, but if not, get it later as you further qualify him/her.
Give Visitors a Reason to Subscribe.
No matter how much value you’re delivering to your subscribers, your emails still take up real estate in their inboxes. Your visitors, who haven’t yet experienced the value you’re delivering in your messages, already get dozens to hundreds of emails a day.
Why Should They Make Room For You?
Clearly and concisely detail the benefits of subscribing. Use bullet points, bold text and other techniques to tell them why they’re going to be better off getting your emails.
This not only helps to get visitors to become subscribers, it also helps to build expectations which you can then meet to build trust and relationships with them.