Truth 13. Making your first impression count
Before we dive into building an email list, I want to cover some simple rules for ensuring your email sign-up process not only lures in prospects but also keeps them subscribed—and happy.
My biggest beef with email marketers is that they design and manage programs based on marketing goals and internal objectives, rather than the people they hope will sign up and engage with their brand. Let's face it: Email programs that come across as created and delivered specifically for the email subscribers’ benefits are few and far between. As you set out to grow your subscriber list, rethink the overall value your email program provides to your subscribers.
Your email program's (and often your brand's) first impression starts with offering up a value proposition to website visitors (or maybe a catalog or in-store browsers if you are a savvy retailer that collects email addresses via call center or in-store). I've said it before and I'll say it again: Be relevant and deliver real, valuable, and unique information. Offer something that is compelling enough to give your users a reason to read, respond, and subscribe.
It all starts with the sign-up process, which is the permission email agreement you make with opt-in database subscribers. This essentially is a contract and, as with any contract, if you violate it at any time during the email marketing process, there can be a penalty. It can be disengaging (or, as some call it, being unemotionally subscribed), unsubscribing, or falling victim to the dreaded “this is spam” label whether you received permission or not.
Ask these questions to ensure your email sign-up form works for both you and your prospects and customers.
What did you say you do?—Make the contents of your email clear. If you are offering special discounts each month, tell your subscribers. If you are dishing up best practices, make it obvious. When it comes to email, no one likes surprises. Don't just say, “Sign up for our newsletter.” That doesn't tell your potential subscribers anything. Offer up the benefits and a general overview of what they will receive.
Can you show me what you are talking about?—Samples, much like the snacks at gourmet retailers, can lead to a bigger purchase and convert browsers into buyers. In email, it can help seal the subscription deal or alleviate fears of potential subscribers that they may just be receiving “a bunch of emails” with little value. The Email Experience Council's RetailEmail.Blogspot found that only 12 percent of major online retailers offer a sample of their newsletter(s) during the email subscription process. You should feel confident about the value offered in your newsletter or other email communication, so dish it up—customers may take it.
How often will we be talking?—Spell out how often a subscriber will receive your emails. Daily or monthly can make a big impact on whether a user signs up. Don't mislead them. Signing up for a quarterly newsletter and receiving it three times a week constitutes a violation of trust and, in this case, the subscription agreement. Most companies do a poor job in this area. Notably, retailers are missing the mark. RetailEmail.Blogspot's findings revealed that not even 7 percent of retailers give subscribers any kind of idea how many emails to expect.
What's in it for me?—An enticing reward can often help create the email relationship and convert many would-be email subscribers. The reward must be of specific interest or value to your target audience only. Otherwise, you get people signing up just for the incentive and who will have no interest in your emails. A strong and relevant initial offer/reward also provides an early indicator that there is real value in being an email subscriber. Remember: Anyone can go to your website if all you are doing is cutting and pasting your home page and putting in an email template.
May I make a suggestion?—Let new email subscribers choose some content and control over their subscription, whether it is HTML versus text format, the frequency, the language, or just a nice menu of newsletter and email offerings.
How well do you want to get to know me?—The amount of information collected can often be the reason why (or why not) people sign up for your email program. As a general rule, if you have more than four to five fields of information, you may start to lose potential subscribers. If you are not using the information for segmenting, just ask for a first name and email address. Another alternative that I have found to be successful is asking for just the email address as step 1 and then gathering more detailed information on step 2. That way, you have fewer obstacles to capture the email address, and if the customer provides more information in step 2, consider it gravy.
Why should I trust you?—Every company should have a privacy policy. Make sure you make it accessible for your future subscribers with just a simple link, as it can do the trick in confirming you are a legitimate company with respectable privacy practices. RetailEmail.Blogspot's study found that almost 50 percent of major online retailers address privacy concerns during the email subscription process.
How easy is it for me?—Finding your email sign-up and ensuring the process isn't a laborious one is key to a strong first impression and foreshadows what kind of experience the subscriber can expect. Ensure your sign-up form can be found (and completed for the most part) on your home page. A study by email service provider Silverpop found that 80 percent of companies offered email sign-ups on their home pages.
Can you please confirm that with me?—Signing up for an email and not receiving a Web-based or email confirmation—or worse, not receiving an email for a lengthy period—can be frustrating. A confirmation email/page is a great spot to receive the actual coupon/white paper that you were promised and engage the new subscriber right away. Twenty-seven percent of companies in Silverpop's survey failed to send emails to new subscribers confirming their registrations. This can be a catalyst for your email relationship.