From small businesses to major tycoons like the New York Times, it’s easy to see the powerful effects of a strong email campaign. Getting those emails to the right people? That’s the result of an even stronger email opt in.
While it may seem like a straightforward concept, there are some central do’s and don’ts to setting up an email opt in, and following the right steps can greatly determine how successful your campaign is.
Read our best email opt in strategies below to get your email campaign off to the right start.
What is an Email Opt In
With the rise of social media and paid advertising, many businesses are operating under the false assumption that email is no longer a valuable marketing tool. However, research shows the opposite is true and that email continues to be one of the most powerful marketing tools available.
Still, this leads you with the problem of building your list. A well placed Opt-In that utilizes the methods below can help grow your email list so you can keep in contact with your audience. They are typically easy to set up, manage, and link to your own email or newsletter platform.
Why is an Email Opt In Important
Ever hear the saying out of sight out of mind? The same is true with your business. Without providing valuable consistent content to your customers and potential customers via email you can fall off of their radar, which isn’t what you’re going for.
That being said, you can’t just randomly add emails onto your listing without permission. This can lead to flags and reports that can actually hurt your email marketing techniques and can have your efforts being sent straight to spam.
Later on, we’ll get further into why giving people the power to sign up for your listing is so important.
Strategy #1: Keep it In Plain Sight
The first strategy for a strong email opt-in is to keep it in plain sight. This means your website should be laid out in a manner that allows the visitor to subscribe to your emails during any point in their visit.
Typically, this can be accomplished through a tasteful and well-placed call to action in your navigation bar, or through the activation of an announcement bar at the top of your screen. Many businesses also choose to add an attractive slider to their homepage as a way to direct attention to it.
Strategy #2: Resist the Pop-Up
That being said, we urge you to resist the siren call of the pop-up email opt in. Pop-ups quickly became a “go to” marketing technique for many websites, as it instantly grabbed the full attention of the site visitor. However, they became too popular, and before we knew it there was one on practically every web page.
As a result, site visitors have trained themselves to quickly exit out of the pop up before even reading it or seeing what it offers. Once the popup is closed, the call to action is typically gone as well, and you’ve squandered your only chance to grab that visitor.
Strategy #3: Offer Something of Value
“You know, I’d really like more spam in my inbox”- said no site visitor ever.
The truth is, most people are trying to avoid having any additional emails sent to their already cluttered email, which is why you need to do something to sweeten the deal.
By offering some valuable content (also known as a content grab) you’re making it worth the visitors while to sign up for your emails while also showing them what kind of goodies they can expect from your site.
Try to avoid the more cliche content grabs and really consider what would be valuable to your specific audience.
Strategy #4: Keep the Info Form Short
Finally, your visitor has decided to sign up for your email list! But what’s that? You’ve scared them away by asking for their phone number, address, and social security number? You’re not alone.
Many website owners make the mistake of asking for too much information on their opt in form. You want to keep this area as simple as possible so the visitor doesn’t change their mind.
If you can get away with just “name” and “email”, go with that! You can always set up separate gateways on your email platform to see where on your page they chose to sign up to gain more insight into what products they may be interested in.
Strategy #5: Always Go for Double
While you want to keep your opt-in form as basic as possible, avoid the urge to make the opt-in process too simple. Your forms will typically give you the option for single or double opt-in. Single opt-in means they just need to sign up and subscribe once, double meaning they will have to verify through a link provided via email.
So why the added step?
Because the last thing you want is multiple subscribers reporting or flagging your email after unintentionally signing up for your list. This can put a halt on future campaigns, send your emails straight to the spam section and even put your email address on lockdown!
Strategy #6: Give Your Subscribers a Heads Up
What exactly will you be sending your subscribers and how often will they hear from you?
Will you be showing up in their inbox with thoughts and sales pitches daily? Or will you just be sending a once a month update on any changes? Will you be offering deals and discounts that aren’t available elsewhere? What about early buying on new products?
Whatever you’re offering up, let your potential subscriber know ahead of time exactly what to expect. This will reduce your rates of unsubscribes and will increase your opens.
Strategy #7: Be Transparent
One of the most widely asked questions when it comes to email marketing is do I need to provide an unsubscribe list? The simple answer is yes, you do. Sidenote: You should want to.
Not only will you infuriate subscribers by making them hunt down a way to get off of your list and ruin any kind of respect they have for your brand, but it’s also the law.
The CAN-SPAM act requires all senders to not only include an unsubscribe statement but to also make it easy to find and access. So play by the rules!
It Doesn’t Have to Be Difficult
Creating a strong email opt in and a brilliantly crafted email marketing campaign doesn’t have to be so complicated. By utilizing the help of marketing savvy professionals, you can increase your traffic and use techniques that actually give you a return.
If you’re ready to get your email working for you, contact us today and we’ll see where we can be of assistance.