Optimized Opt-in Pages Increase Conversions

The purpose of your email opt-in page has one goal - to convert as many visitors as possible to subscribers. Its design, layout and copy, therefore, should be similar to that of a landing page.

• Clean and Simple - The page should be designed in such a way that the images, copy and form instill confidence, trust and value.
  
  
• Samples - Always include a link to a sample copy or copies of your email and consider including a hyperlinked small screenshot of a sample email message.
  
  
• Testimonials/Awards - Use testimonials in pull-quote format, either text or as an image, that highlight awards or kudos that readers and third parties have bestowed on your email publication.
  
  
• Incentives - Offering up an incentive or discount is a great way to increase conversion. Whether it is a "free white paper" or "$5 off your next purchase", incentives work.
  
  
• Value Proposition - Subscribers are happy to provide you their valuable email address, but only in exchange for something of value. It is important that your opt-in page copy and images convey the core value of your emails. For example, if you are a retailer you should highlight things such as "email only specials", advance notices of sales and other value they will receive as an email subscriber. Newsletter publishers should stress things such as the type of content, timeliness, your expertise and the content relevance to readers.
  
  
• Privacy/Email Policy - We recommend that you include a brief 1 or 2 sentence email policy located near the form "submit" button and a link to your company's more detailed privacy/email policy. For example:
  
  EmailLabs will not use your email address or information for any purpose other than distributing the EmailLabs Intevation Report newsletter and related special reports. View complete Privacy Policy.
  
  
• Expectations - Lastly, the copy and layout should set expectations for the recipient. This includes accurately conveying the value and frequency of the email and whether they are giving permission for you to send other communications from your organization. Further, clearly explain your confirmation process if you are using a double (confirmed) opt-in approach.