SUBSCRIBE TO THIS FEEDOpt for more productivity: How the right opt-in technique can increase list quality and quantity
At first glance, the opt-in techniques you use every day may appear rather cut and dried. For example, either somebody wants to receive your newsletter or they don't.
Fact is, the language you use, the support graphics, and the staging techniques you employ can make a huge difference-between being totally ignored and creating an evolving, dynamic relationship that can enhance database precision, enrich dialogue, and help you showcase a larger scope of services.
Here are some simple tools and ideas to do just that:
"What's in it for me?"
Sounds like it's not too much to ask. But your audience still wants to know. So, which of these opt-in techniques would you more likely to respond to?
1. Get news and updates
2. Get FREE timely market insights delivered to your computer weekly.
Obvious, eh?
The point is, opt-in techniques that first "frame up" the benefit to the reader will always have the advantage. So enhance your response by always putting the value of your communication in reader terms. When that's taken care of, then request the action.
Clarify your privacy and protect yourself
As you know, laws are now rigidly controlling information sharing. Enhance reader comfort level by keeping your privacy policy up-to-date and always making it readily accessible to readers. Strive to make your policies on privacy up-front and clear. You can learn about constructing privacy policies by visiting the Direct Marketing Association's site.
In fact, the DMA provides a privacy policy generator: learn more here.
Help readers opt-in to more
You may offer a wide variety of information that's of interest to many different segments. Providing more opt-in "options" helps fine-tune your database, while helping people align with individual interests.
Here's an example:
Tell us what interests you. (Choose all that apply)
* New products
* Special promotions
* Local seminars
* Special events
Choose your questions wisely
Does your opt-in process scare people away? How much information do you really need to know NOW to move forward? In our opinion, the less data you need to initiate a response, the better. So be economical.
At the outset, do you really need a physical address and postal code? This can usually be relegated to a second page, after sign-up has been accomplished up front, via email submission.
When you do create questions, make them relevant to both your audience and your offerings. One of the most common mistakes we see is organizations making their opt-in pages marketing research projects. Only ask questions you have a use for in your segmentation strategy.
Sequence for Success
Surely you'd agree that the savvy email marketer treats information gathering as an evolutionary process, not a one-shot deal. That's why the "tiered" opt-in process - that is, setting it up over multiple pages or multiple emails - makes so much sense.
For example...
1. Lead with just an email address solicitation on the home page
2. That leads the user to the next page for basic information
3. Follow that with additional, and optional, questions on the thank you page or confirmation email.
4. Periodically send additional information-gathering emails to gain further segmentation insight.
The benefit: you gain your reader's trust, and you reduce his or her anxiety and fear.
Always present a totally professional appearance
As you know, people are wary of scam artists with bogus offers that make it harder for honest businesses to succeed. One potential red flag is an opt-in page depicting bland, all-HTML text that scammers sometimes use.
A good way to help separate your business and protect your brands is to make sure your opt-in page showcases high-quality graphics and clean design. Doing so adds credibility, elevates reader comfort level, and smoothes the way for continued communication.
Fact is, the language you use, the support graphics, and the staging techniques you employ can make a huge difference-between being totally ignored and creating an evolving, dynamic relationship that can enhance database precision, enrich dialogue, and help you showcase a larger scope of services.
Here are some simple tools and ideas to do just that:
"What's in it for me?"
Sounds like it's not too much to ask. But your audience still wants to know. So, which of these opt-in techniques would you more likely to respond to?
1. Get news and updates
2. Get FREE timely market insights delivered to your computer weekly.
Obvious, eh?
The point is, opt-in techniques that first "frame up" the benefit to the reader will always have the advantage. So enhance your response by always putting the value of your communication in reader terms. When that's taken care of, then request the action.
Clarify your privacy and protect yourself
As you know, laws are now rigidly controlling information sharing. Enhance reader comfort level by keeping your privacy policy up-to-date and always making it readily accessible to readers. Strive to make your policies on privacy up-front and clear. You can learn about constructing privacy policies by visiting the Direct Marketing Association's site.
In fact, the DMA provides a privacy policy generator: learn more here.
Help readers opt-in to more
You may offer a wide variety of information that's of interest to many different segments. Providing more opt-in "options" helps fine-tune your database, while helping people align with individual interests.
Here's an example:
Tell us what interests you. (Choose all that apply)
* New products
* Special promotions
* Local seminars
* Special events
Choose your questions wisely
Does your opt-in process scare people away? How much information do you really need to know NOW to move forward? In our opinion, the less data you need to initiate a response, the better. So be economical.
At the outset, do you really need a physical address and postal code? This can usually be relegated to a second page, after sign-up has been accomplished up front, via email submission.
When you do create questions, make them relevant to both your audience and your offerings. One of the most common mistakes we see is organizations making their opt-in pages marketing research projects. Only ask questions you have a use for in your segmentation strategy.
Sequence for Success
Surely you'd agree that the savvy email marketer treats information gathering as an evolutionary process, not a one-shot deal. That's why the "tiered" opt-in process - that is, setting it up over multiple pages or multiple emails - makes so much sense.
For example...
1. Lead with just an email address solicitation on the home page
2. That leads the user to the next page for basic information
3. Follow that with additional, and optional, questions on the thank you page or confirmation email.
4. Periodically send additional information-gathering emails to gain further segmentation insight.
The benefit: you gain your reader's trust, and you reduce his or her anxiety and fear.
Always present a totally professional appearance
As you know, people are wary of scam artists with bogus offers that make it harder for honest businesses to succeed. One potential red flag is an opt-in page depicting bland, all-HTML text that scammers sometimes use.
A good way to help separate your business and protect your brands is to make sure your opt-in page showcases high-quality graphics and clean design. Doing so adds credibility, elevates reader comfort level, and smoothes the way for continued communication.