Easy Tips for a Successful Email Marketing Campaign-Create an Opt-In Page

Your opt-in page is very important because it is the place where consumers will decide if they will or will not give you their email address to receive email from you. It also sets the tone for future email communication. When done correctly, it can drive future email activity; and when done poorly, it will result in lower email activity. To these ends, the most important thing to do when constructing your opt-in page is to focus on building value and setting expectations.

Build the value of opting-in by focusing on what's in it for the consumer, not for you.

~ "Be the first to know"
~ "Free, timely market updates"
~ "Special offers" or "Special discounts"
~ "Save money with weekly coupons"
~ "Strategies to improve your....."

Set the proper expectations up front by explaining on the opt-in page:

~ The types of messages recipients will receive,
~ Message content,
~ Frequency of messages, and
~ If they'll receive third-party offers

Other considerations to take when building your opt-in page include:

~ Will you use a short or long sign-up form? A short form will garner more sign-ups, but a longer form will collect more information about the consumer.

~ Will subscribers need to create a password to opt-in? A password could give subscribers access to an account, but you are likely to lose subscribers who do not want to create a password just to receive email from you.

~ Will you provide options for subscribers to choose what types of messages they receive? Asking subscribers to select their interests allows you to send targeted messages, but requires more work to create separate lists and content.

Don't make these important decisions blindly. Test you opt-in page for higher conversion and/or more qualified opt-ins. Aspects to test include the following:

~ Incentive to sign up vs. no incentive
~ Long vs. short opt-in form
~ Copy (value statements)
~ Sign-up options vs. global opt-in
~ Create password vs. no password
~ Placement of opt-in box on your website

Follow these easy tips to create a successful opt-in page.

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