Hi there! Over the next month or so, whilst I work on WP Email Capture, I’m going to experiment with a few guest posts to get a bit more readership on a much neglected area of my site. So without further ado, here is Piers Ede on how to increase opt-ins without annoying your audience.
Although every second article claims G+ is the latest thing, or that social media is the most effective way to increase sales, our experience shows that email marketing remains, hands down, the most profitable way of earning money from a website. Ever heard the phrase ‘preaching to the converted?’ When you have a targeted group of people, all of whom have opted in to receive your newsletter, this is what’s happening. Having that data and sending out your monthly mail out is only half the battle though. Understanding the dynamics of email marketing requires a more subtle look into the ways in which users are going to read what you have to say. Here are some ideas on how to make it more effective.
Social Proof: Do a Little Boasting
All of us are creatures of the herd at heart and we respond to evidence that other people have done something before us. So if you’re got 250 subscribers boast about it. Write something like ‘Join our 249 regular subscribers to receive our fantastic monthly newsletter full of exciting offers.’ If you don’t have many subscribers just yet, contact an industry influencer and ask them to write something great about you and use that quote instead. Just as with the reviews on the back of books which influence our decision to buy, what influencers have to say about you can make a huge difference to sign up conversions.
The business of Overlays: Annoying but Effective
All of us have angrily clicked off an overlay that’s popped up just as we’re trying to leave a site. Yes, these pop-ups can be annoying, but people use them because they’re highly effective. Industry analysists Econsultancy report that using a pop up can increase conversions by a whopping 400 percent. One intelligent option to consider is a new tool called Bounce Exchange, in which a pop up will only appear when a visitor moves to the back browser button to leave the site.
Make your Calls to Action as Clear as Possible
Say your homepage has a call to action inviting users to sign up for your newsletter. It may even had a huge arrow pointing to the sign up box showing people where to sign. Clear, you think? Conversion Experts over at Conversion Voodoo released an interesting case study highlighting that even this may not be clear enough. Having a greyed out ‘enter your email here’ on the form itself increased signups by 36%.
Assuming the page is reasonably well designed, one factor is going to have more impact on click throughs than anything else and that’s how you write your headline. Conversion Voodoo’s testing shows that users respond to headlines which state as clearly and succinctly as possible what they are going to receive. Write something like ‘Get my monthly newsletter packed with discounts and special offers’: this likely to convert better than a phrase like ‘Sign up for my monthly newsletter.’