If you want to grow a stellar email list that is filled with engaged subscribers who are truly interested in your brand, you’ve got to start with an opt-in form. Now, I’m not talking about any old subscription form — It needs to be easy to find, intuitive to fill out, and simple to complete. Avoid long, arduous forms that ask for every subscriber’s life story and stick to getting the information that matters as quickly as possible. Once you think you’ve nailed the perfect opt-in, now comes the hard part: Where should you put it? The short answer is, “Where your potential audience would easily find it.” The long answer, however, is a little more complicated.
There are a variety of methods that you can use to figure out where the ideal home for your subscription form is located. First, I would recommend finding where your target audience would visit most — Your website, social media sites, online publications, etc. If your website is the most popular spot (it typically is), use Google Analytics to see which pages traffic hangs out on the most once they make it to your site. You can then use free tools such as heat maps or content experiments to determine where the audience usually clicks or hovers. Once you can find the most popular spot and the most engaging design layout, use this to your advantage by placing your opt-in form there. Make sure that your opt-in is obvious, descriptive, and includes a clear call-to-action.
Take the opt-in form on our homepage for example:
Once you discover which placement would get the most eyeballs, begin promoting this spot more through social media initiatives. The goal is to get as many potential subscribers to that spot (after you’ve given them reason to come, of course) in order to grow your email list. Use A/B split testing to find the most engaging, dynamic methods that make potential subscribers become loyal subscribers. This week we’ve been discussing testing methods to help you get the most out of your email program — What are some of your favorite methods of testing?
Inbound Marketing Coordinator, WhatCounts