In the previous blog (Email
Marketing List Growth - Some tips! (1/2)) we looked at 2 simple tips for
improving your list growth, today we look at 2 further areas to consider:
Make your subscription process easier to use
Make sure you don't ask for too much
Make it easy to use
The previous blog examples with Thomas
Cook and Kaufhof are also good examples of a sign-up process that's easy to use
- all you need to do is enter your email address and follow the instructions
sent to your mail box. Best practice reveals that - certainly at the initial
stage - the less information the customer has to provide the better. All this
extra valuable information can be gathered at a separate stage in the process.
Another important point on usability
is to educate the customer on how the subscription process is going to work. In
the below example from German electronics retailer Saturn, clicking on the
newsletter icon on the homepage outlines a simple 3 step process on what you
can expect to provide when signing on. So while entering a simple email address
sign-up on the homepage is a good idea, it is also helpful to give customers
visibility into the rest of the process.
Don't ask for too much information
Just as asking for too little
information will prevent segmentation opportunities at a later point, requiring
the customer to fill out too much information will impact on the user
experience. You should only ask for information at the sign-up point that you
are either legally required to have, or will use for a specific commercial
In the "2011 Email Benchmarking
Report" Marketing Sherpa got the below feedback on what data was collected
and used for email personalization, outside of an email address.
Unsurprisingly, personal name, company name (particularly in B2B) and lead source
were the most important. However personal/company addresses and
personal/company phone were two areas where most frequently, information was
collected, but not used. In this
case you should consider the benefit to your business of having this
information versus the cost of potentially impacting on the customer
Follow up with information after subscribing
As a final point, you have now taken the time to design an
attractive on-boarding process. It would be a waste of your efforts and resources if the follow up was slow or non-existent! With this in mind you should ensure that the
following procedures are in place:
Check the delivery settings of your email
programme. Confirmation emails should reach subscribers within 10 minutes.
Ensure subsequent information follows the
first email as soon as possible. The registration process should be completed
within one week of initial contact with the customer and the customer should
have already received information such as the current newsletter.
Design welcome or confirmation programmes
which familiarise the new customers with your offers.
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