Top 5 Ways to Increase and Maintain Opt-Ins

List size, both increasing it and maintaining it, is a hot topic in the wonderful world of email marketing.

Why? Well, at the end of the day, your company’s CEO is probably not as concerned with engagement (though he should be) as he is with the size of his list. To him, each email record on that list represents a dollar sign. His list numbers begin to droop, your job could be on the line.

For those email marketers out there begging for some list saving tips, look no further!

According to a survey conducted for inclusion in MarketingSherpa’s Email Marketing Benchmark Guide, these are the top 5 ways to increase and retain your opt-ins (in order of importance):

1. Guarantee to not share their address with other companies
2. Offer special pricing for email subscribers
3. Allow subscribers to customize how frequently they receive emails
4. Allow recipients to customize the information they receive
5. Give subscribers the first look at new products and services

That’s right— the best way to get a new subscriber and keep an old subscriber (according to 1,400 email subscribers nationwide) is to keep their information sacred. This applies to list sharing AND third party marketing. You may think you can get more bang for your buck by allowing third parties to advertise their products to your list; you may even actually see increased revenue initially. However, over time, your list size will decrease so greatly that you won’t even come close to your long term revenue goals.

Ditch your bad email practices and put these tips into action!

Here are 5 examples of diligent email marketers that have:

1. Guarantee to not share their address with other companies
Cookies By Design does a great job of this. Potential subscribers will see their privacy pledge clearly stated at the top of their opt-in form.

 Opt-In-Form

Cookies By Design

2. Offer special pricing for email subscribers
World Market always includes a hefty discount in their email communications. An avid reader is sure to stay on the World Market list, as their track record proves they are dedicated to delivering deals to the inbox.

World-Market-discounts

World Market: Special Pricing

3. Allow subscribers to customize how frequently they receive emails
Williams-Sonoma gives recipients the option to update their preferred frequency at any time. Users can choose to receive one email per week, semi-weekly emails or one email per month. I have personally tested each setting and found that Williams-Sonoma abides by the request and in a timely fashion.

Frequency-of-Email-Send

Williams-Sonoma: Frequency Preferences

4. Allow recipients to customize the information they receive
WhatCounts client, Edison Research, fulfills this requirement by giving users an option to choose which specific distributions they would like to receive.

Email-sign-up

Edison Research: Distribution Choices

5. Give subscribers the first look at new products and services
Email marketers—be informative! Add value by letting your subscribers be the “first to know”. In the example below, Apple gave recipients easy access to pre-order or reserve the iPad.

apple-ipad-pre-sale

Apple: First Look For Subscribers

If you want to build your list or simply keep it from shrinking, follow the 5 guidelines above. It’s just that simple.

 

Lindsay McFadden
Director, Campaign Production Services

WhatCounts

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