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Tips for Staying in Constant Contact with your Clients – Effective Opt-in Forms
Email marketing is a very powerful and effective marketing method. It is also the most cost-effective way that exists today, to contact prospects and customers. If done incorrectly, by sending unsolicited emails, it is called spam and you will be blacklisted and hated by those you are trying to reach. When done right, it’s called permission-based email marketing and it will build your brand value, increase your sales and keep you in constant contact with your target audience, whether prospects or existing clients.
When most people think of consent-based email marketing, they automatically associate the concept with the age-old practice of mass mail, which is building a list, and emailing a message, or a newsletter. on that list. Now, the process is much more detailed, because you have to push your message in a way that doesn’t upset people, that you don’t get blacklisted and you don’t get marked as a spammer.
In this article we will discuss one of the lowest steps in building a successful email marketing campaign: the sign-up form.
With the introduction of the CAN-SPAM Act of 2003 ([http://www.ftc.gov/bcp/conline/pubs/canspam.htm]) makes it even more important to make sure your recipients opt-in, asking themselves to be emailed your information. The easiest way to achieve this is through subscription, or sign up forms.
Here are some tips on how to effectively create sign up forms, gleaned from experienced email marketers:
1. The more often your prospects are exposed to your sign-up form, the more likely they will notice it and actually sign up to receive your emails.
As with everything in life, you have to be very careful not to reach the saturation point, which is the point where your audience gets bored.
Our studies have found that strategically, it’s best to place your forms in one of the following locations:
– At the top right of a page;
– On the left hand navigation bar;
– At the bottom of the page, directly after the relevant content.
2. Attract your subscribers.
An effective sign-up or opt-in form is only as effective as your persuasion campaign. You need to convince people to trust you enough to give you their real names and email addresses.
Explain the benefits of subscribing (eg “to receive tips, tricks and techniques on how to….”), include some samples and testimonials. End it with a strong call to action.
3. Offer opt-in incentives.
Properly used incentives can increase opt-in rates.
Some of the most proven and effective incentives used are:
– Free whitepapers or e-books (you can find one on almost any topic, and if you don’t have one, consider writing your own);
– Opt-in discount or a free service (for example, if you are a web hosting company, you can offer a month of free hosting);
– Special report.
Whatever incentive you choose to offer, don’t forget to follow up on your promise. In your welcome message, you should automatically provide a link to the free product – if applicable, for example if you are providing a free report or an e-book, then provide a download link – or a coupon code (discount) that you are ready to automatically redeem online or by phone.
4. Design your form with the user in mind.
Go through your form yourself after you put it on the internet and see if you resent it or if you find it easy and comfortable.
A few tips to keep in mind:
– People use different devices and browsers today. Make sure that your form and the entire page that the form is on is readable in all browsers. Don’t put the form on a page that is heavy on graphics and multimedia, because people usually don’t have much patience if the page is slow to load.
– Don’t forget people browsing the web on PDAs. You might think I’m crazy, but it’s a fact, a lot of people these days browse on their Blackberries and Treos. This is especially important if your opt-in form is a link within an email message. People click on links on their PDAs and you don’t want to lose them, because after they read your message, they won’t come back to it again, on a regular computer. You want them to sign right there, right away. So keep the forms simple, use only plain and traditional HTML. Also, things move on a PDA screen so try borrowing one and see how your form looks and make the appropriate size adjustments.
– Do not forget to make sure that the TAB key advances the fields in the correct order and that the ENTER key submits the form. You’d be surprised to learn that many people are turned off by the slightest misbehavior in your form. You will also be surprised to know that most form fillers rely only on the keyboard. If hitting the ENTER key activates a link instead of submitting the form, you’ve lost it.
– Don’t ask for too much information, at least in the initial opt-in stage. People are reluctant to fill out long questions, especially when their intention isn’t specifically to fill out your form but you entice them to do so. Name and email should be enough. Collect your demographic data later.
– There is a privacy statement on the page where the form, or as a link, is directly accessible from the page with the form. People trust companies that openly display privacy policies and promise not to sell their data. Remember that when opting in, they don’t just put in fake data or use “shopping” email addresses, but they trust you with their real contact information.
– If you are rusty at creating HTML forms, use an opt-in form generator from a reputable email marketing solutions provider
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