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Sunday, May 4, 2008

Compelling Sign-up Strategies

All email databases contract; unreported change of address, relocation, loss of interest etc all contribute to a process of natural wastage which is inevitable. So in order to stand still, let alone go forward, it is crucial to have a simple and compelling sign up process to attract new audience.
What contributes to the success of your sign up strategy?

Visibility, simplicity of process, and maximisation of opportunity are three key factors.
If using email to engage and market to customers is a core strategy, then signing up for your emails must be highly visible – it should be a focal point of every page on your website, and prominently displayed on non electronic media. It should form part of the standard text of every email message you send.

How many people track readers to their sign-up pages and then compare numbers with actual sign-ups? It makes fascinating reading, and percentages vary wildly from 5% to 95%. In every case, simplicity, and not requesting superfluous information is a key factor in sites with the higher percentages. Initial sign up is not the time for requesting too much personal information.
When someone is signing up to receive email from you, you have a wonderful opportunity to begin the process of engagement. Maybe even two or three opportunities – sign up page, thank you page and welcome email. Use them wisely.

Database wastage will only grow as email gets busier. Smart marketers will recognise this, and already be implementing strategies to marginalise its impact.

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