Want to Double Your Email Sign Ups?
There are so many marketing strategies out there:
— Display advertising
— Print ads
— Email marketing
And without a doubt, the cheapest, and most effective advertising channel is your mailing list. Email marketing generates $44 for each $1 spent (2016 study by campaignmonitor.com)
Trouble is, every marketer knows this. So there is a mad dash to get any site visitor to signup. This is probably why the first thing I see on any site is an email signup popup. It’s a pretty crappy experience.
Interested in an idea to double email signup rates? Here it goes: don’t have your email signup form be the first thing visitors see. Show the email signup contextually. The impact is magical.
Here is a personal experience. I was on SeatGeek and wanted to see prices for an event.
— There was no distraction when I landed on the homepage.
— No distraction as I narrowed my search.
But when I got to the pricing page (which is likely where most visitors exit) that’s when SeatGeek contextually showed an email signup message with a context-rich message: “Give us your email and we’ll let you know when Cardi B event prices drop.“
In this example it seems the aspect of the email request that makes it likely to be effective is that the visitor expects to obtain something of value in exchange. And the value offered – notice of a lower price – is best delivered by email.
People know their email address has value and that giving it out entails some risk. It can be useful to think of the email address as having a money value and thereby put ourselves in a sales mind set – what am I offering in exchange for that email address that is worth money to this person?
Just as in off line relationships, it makes sense to think about when is the right time to ask for something. But in a commercial relationship perhaps the bigger question is what value can I give in exchange for my ask and does that value make sense in terms of the visitor’s interest in my business, product or service.
Thanks for the blog – all good stuff.
Hi, Jerry. Thanks for adding your comment. You’re exactly right: thinking about the ask from the point of view of the person giving their email address is critical.
It’s thoughts like this that separate great marketers from the crappy ones.
Bad marketers ask, “how can we maximize email signups?”
Great marketers ask, “Why should someone trust us with their email details? What are we giving in return?”Reply