As you can see from this data, placing the button in the footer results in a drastically higher conversion rate than placing it in other locations on the page.
I can’t emphasize enough how important it is for you to take your time when designing the layout of your opt-in landing page. Make sure it’s simple and clear, and think about other aspects such as the color scheme.
That’s because you can’t rely only on users visiting your website to navigate to this page. As I’ll discuss shortly, people will land on this page from a variety of sources and marketing channels. And that’s why you’ll need to take other factors into consideration as well.
Drive traffic to your landing page
You’ve got your email platform set up, and your landing page has been built. Now, you need to convert your website visitors into email subscribers.
The best way to do this is to get as much traffic as possible to your landing page.
You can start by increasing your SEO efforts, but that alone won’t be enough to build a huge subscriber list. You’ll need to feature this landing page on as many of your marketing channels as possible.
Share the link on your social media channels. Blog about it.
Put a CTA on the sidebar of each page on your website to increase the exposure and encourage conversions.
Here’s a great example of this strategy being used by HubSpot on its blog homepage:
Notice that a subscribe option is featured on multiple locations of this page. This makes it easy for visitors to spot it.
You can employ the same strategy. Visitors will need to make only one click to get to the opt-in landing page you built.
Anything you can do to drive more people to this page will increase your subscription rates.
Give people a reason to subscribe
Your company might be great, but not everyone knows that. This is especially true if you have a startup company.
Plus, people get enough emails throughout the day. Do you really think they want to receive more?
In fact, the average person who works in an office receives 121 emails each day.
Furthermore, 49% of consumers report they receive too many marketing emails from businesses.
It’s important you recognize these statistics. That’s because website visitors and customers won’t subscribe to your email list unless you give them some type of incentive.
You’ll need to provide them with some offer or value that improves their lives or experience with your brand.
Monetary benefits and discounts are some of the best ways to entice prospective subscribers.
For example, let’s say you’ve got an ecommerce store. You can have a pop-up or promotion on your homepage offering a discount off a purchase when a customer signs up to receive emails.
I don’t want to call anyone out, so I won’t use their name. But here’s an example of something I recently saw on an ecommerce website:
Don’t get me wrong, they aren’t completely off the mark. But look at this pop-up, and tell me if it excites you.
Telling subscribers they will be the first to know about a new product release, promotion, or story may not be enough to get them to opt in.
Compare this to our previous example. It’s much more enticing.
That’s because Bed Bath & Beyond is offering value people can actually use. People can get excited about a 20% off discount.
They may sign up just to receive that initial discount, but if you establish a good relationship with them, they could turn into subscribers for life. We’ll discuss that in greater detail as we continue.
Segment your subscribers
Here’s something else you need to recognize and keep and mind.
Not all your subscribers are the same, and not all your subscribers will sign up for the same reasons.
The key to building a great subscriber list is identifying these differences and grouping people accordingly—in other words, segmenting.
According to a 2017 study by MailChimp, segmented email campaigns have a 14% higher open rate. What’s even more astonishing is that segmented campaigns have a 101% higher click rate.
Segmenting your subscribers will help you lower your bounce rates and unsubscribe rates as well.
How do you segment your subscribers? You have many options, but some of the most common methods include factors such as:
interests location type of message email frequency
If you properly design the opt-in landing page I discussed earlier, this shouldn’t be difficult. Here’s a great example of how Bonobos uses this strategy to segment its list based on frequency:
Now, they won’t have to worry about sending too many emails to subscribers who want to hear from them only once a month.
Giving your subscribers the option will improve their experience and ultimately increase sales in the long run.
This will also keep your list strong and active, reducing unsubscribe rates.
Encourage your subscribers to invite their friends and family
To get the most out of your subscriber list, have your subscribers work for you.
Make it as easy as possible for them to forward your content to their friends and family.
Even if you’ve got a great newsletter or promotion, it’s unlikely that most people will do this out of the kindness of their hearts. You’ll have to continue with the strategy of giving them an incentive or added value to encourage an action.
You should offer a discount to your subscribers for getting their friends or family members to join your email list as well.
Research shows that 28% of people would be more likely to make referrals if they received a reward for doing so.
The idea here is to create a snowball effect.
You want each new subscriber to get more people to join. As I said earlier, you can’t rely on people signing up only from your website. Encouraging sharing will help you get more subscribers.
Send relevant and timely content
Now that you’ve got subscribers, you don’t want to lose them.
Make sure you send promotional content to your subscribers. Recall the discussion about segmenting your subscribers, and communicate with them accordingly.
Each campaign needs to have a reason and a purpose.
Sending a message “just to say hello” is a quick way to get lots of unsubscribes. Avoid that at all costs.
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