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Sign-up to success

09 Feb 2017 by Farhan Rehman

Email remains the most effective digital communication channel, with 73% companies agreeing that email offers “excellent” to “good” ROI[1]. But it doesn’t matter how great your design and CTA are, if your data is not clean and engaged. Your results just won’t reflect all your hard-work.

5 Top Tips for maximising the value of your sign-up forms

1. Get your foundations right

Show your customers your finger is on the pulse by ensuring that your policies and practices comply with the new regulations.   According to the GDPR consent is a “clear affirmative action”, so providing an email address clearly meets this criteria.  And don’t forget to give your prospects the opportunity to subscribe which ever channel they are engaging with, whether it is website, social or blog. 

2. Start with the end in mind

Before you start thinking about your copy and design, think about what you are going to do with the data you collect. Do you want to build engagement with existing customers? Capture details from a whitepaper download? Or are you looking for an immediate trial or purchase?  Be clear when you set your goals as this will help you stay focused and in control throughout the development process.

3. Keep it simple, keep it clear

Keep your forms intuitive and clear.  Your subscribers must be in no doubt what they are signing up for. You may want to consider including information like how often you will contact them and the kind of information that you will be sharing. This will not only help with conversions, but the GDPR states that consent should be “freely given, specific, informed and an unambiguous indication of an individual’s wishes” – So say goodbye to ‘pre-ticked’ boxes! And hello to contact preference centres.

4. Test your CTA and make it ‘pop’

We live in a world where we are constantly bombarded with messages calling us to act, and as an audience we are growing immune to their charms. So how do you cut through all the noise and make your message “pop”?  Sadly there is no silver bullet, however, learning and evolving can pay major dividends. Test what your audience responds to and never stop looking for best practice and benchmarks outside your industry.

Not sure where to start? Here’s couple of suggestions:

  • Don’t underestimate your buttons – test colours, shapes and positions
  • Make it personal, make it all about me – write your CTA from their perspective (rather than saying ‘you’ and ‘your’, It’s all about “helping me solve my problem”
5. Consider nurturing your leads with an automated series
On average potential customers interact with 7 touchpoints before a sale is made. So bring your offer to the front of their mind and keep it there.  Nurture the relationship with a series of value add mails to inform and engage from the point they give you their details.  Just make sure that the content you follow up with is directly related to their sign up.  Keep it relevant and highly targeted.

I wish I could tell you that by following these tips you can simply sit back, relax and watch your opt-ins roll in – but as with all things marketing, it is an ongoing process where we have to grow and evolve, test and learn.

But with the help of the team here at e-shot™, we can help you keep it simple. They are always hand to offer their experience to help you get the most out of our fantastic sign up tool and landing page services.

Find out more

[1] e-consultancy – https://econsultancy.com/reports/email-census

Tags: Permission Marketing Opt-in

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