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Two things are pretty common in today's world: email marketing and coffee. Most of you have been to Starbucks and have had to choose from the dozens of coffee options. In fact, you can't just order "coffee" without the cashier looking at you curiously. You don't have a choice; you have to select a tailor-made coffee to fit your needs. So if we pay this much attention to the little decisions, such as our coffee order, why wouldn't we pay just as much attention to other seemingly small decisions such as our method of gathering emails? What many people don't realize is that your method of gathering emails, your opt-in method, should also be tailor-made to fit your company's needs and goals. It isn't just opt-in anymore. There's opt-out, confirmed opt-in, and the double opt-in (or double latte, non-fat, no foam, please). You may think that all you want is to have people subscribe to your newsletters. But the way that they subscribe says something to them, positive or negative, about your company. So what do the various methods of opt-in mean? |
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The Opt-In Form on your website can lead you to more...or less...subscribers than you may think. How much information are you asking for? Is your form easy and quick to fill out? A study done by Jupiter Media Metrix shows that most internet users are comfortable with sharing their email address (at 61%) but much less comfortable about sharing any more information beyond that (at 49% and below).
To gather a larger number of subscribers, make your initial form quick and limited on what you ask for. If you want to gather more information, offer your subscribers the ability to update their profile at a later date. When your subscribers have learned they can trust your company and that you will offer them value, they'll be more likely to offer you information. |
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