Developing an email marketing list with enough email addresses is a mammoth task. Several opt-in forms on websites try to make this task easier. But any threshold that you pose, decreases the chances of a new email address. It is a constant balancing between minimalism and maximum information.
Therefore, we have put two examples that caught our eye under the magnifying glass.
Jump to the foreground
Our examples are both “pop-ups” that appear when you start scrolling down the website. Those forms are increasingly appearing at various websites, but it is usually when the website is loaded for the first time. This way you run the risk that your approach is a little too intrusive. And once your reader feels a little bit irritated, it is going to be difficult to score that email address. If you wait until your reader starts scrolling, he or she is probably a little more interested in what is on your website, but in any case he or she does not feel “robbed”. This way the option to subscribe is shown in a very clear way. Websites today are so vibrant and colorful that regular opt-in forms don’t even get noticed.
Use the envelope…
An envelope containing a letter sticking out is still a trigger for the human eye to open a message. Both examples use this form of iconography. And just look around, you will always find more out there that use the good old style envelope for collecting email addresses. Is it a retro style? No, it is rather to build on the shared memory of people. Recognition is what you want to pursue with any form of e-mail marketing. So if you have no envelope on your opt-in, you know what to do!
Use a clear CTA…
No consumer will just leave his or her email address, because not every email marketer has knowledge of netiquette. This means that you need to explain clearly what you will do with the email address. Both examples were picked from news sites. Both promote their newsletter, but each in a different way. The first example is a weekly newsletter and does use the word ‘free’. The second example has a more comprehensive option, newsletters, as well as news alerts. They are also free, but this is not written in the Call-to-Action. The reason is simple; the maximum length of the line is used. If the eye of your reader has to move down to a second line, you lose the strength of your CTA!
Balance your question…
The more information you can get from your future reader, the better you can make his or her experience afterwards. But each additional question is an additional threshold where they can opt to drop out. Compare two forms and you will see that both are limited to two elements. The first will just ask for your name and email address. This is useful to personalize afterwards, but also to check whether the new contact is not already stored somewhere in your own database. The second form uses the two-stage rocket in a different way. With this form they want the consumer to determine the content and frequency of the messages, before asking for the email address.
And complete your form…
Look at the structure of the first opt-in form. The header is followed by three equal steps, two input fields, and the ‘submit’ button is the logical third step. This is easy for the reader both visually and ergonomically.
One last detail assures your reader that his or her privacy is respected. In the second form the options are put in a row after the header and the illustrations. The buttons show clearly that a response is expected from the reader. They are made like any smartphone would show them. This is another link to the common reference memory. And eventually the email address is asked for. Finally, to pressing the button. Also note that both buttons in the examples tell textually what your purpose is. Clarity is very important in such forms. Only this way you will get engaged email readers!
