If your content marketing strategy includes e-newsletters, then e-newsletter email opt-in forms must become your priority.
An opt-in form is simply a means to request additional information about users who visit your website or blog. And if you want to convert general web traffic into outrageously loyal fans, get visitors to your website to “opt in” to what you’re delivering — be it free content, a class or discounts.
Here are some best practices to follow when developing e-newsletter email opt-in forms:
- Location, location, location – Where you place the form on a landing page matters a great deal. Most experts advise businesses to place the form “above the line,” which simply means that it is easily viewable as the page opens, because most users will not scroll down farther on the page.
- Repetition – Not all experts agree on how often to place an email opt-in form within a website. Some experts believe that the form should appear on each of your web pages, while others believe a single strategically placed opt-in form works best. Where you place it often depends on your business model. A more traditional marketer, for instance, might place it on every page, whereas content marketing professionals are moving toward a single-page approach, and then directing traffic specifically to that landing page.
- Be brief – A simple form that gets the information you need and doesn’t take long to fill out will lead to more opt-ins. For e-newsletters, a first name and an email address will generally suffice.
- Motivate – Users need a reason to opt in, so give it to them. Let them know if by subscribing they’ll get access to special deals or promotions, a free e-book, and so forth. Some industry experts estimate that offering a reward for opting in can increase responses by as much as 250 percent.
- Land quality leads – More and more, businesses are using double opt-in requests. This method requires that a user first fills out the opt-in form, but then also has to later verify the request to join your mailing list. The theory behind double opt-ins is that it vets higher-quality leads, or users who are truly interested in what you have to offer.
Develop your e-newsletter email opt-in form carefully, and watch the email addresses roll in.