Newsletter Sign Up Tips: Why I Won’t Sign Up For Your Newsletter
By Barbara Pfeiffer, The Partner Marketing Group
Are you in need of newsletter sign up tips? In my continuing marketing curmudgeon series, today I’m going to share all of the reasons I didn’t sign up for that newsletter you’re offering me and how you can avoid that at all costs!
Newsletter Sign Up Tips:
You’re not offering me anything of value
I was on your site and I saw this box. I’ve also seen “get updates,” “stay in touch,” and “connect with us.” The first thing I thought? No, thank you. I have no idea what I’m signing up for and am making an assumption that I’m going to get a lot of SPAM. So how DO you get me to sign-up? It’s simple – tell me what you’re going to send and make it something I want (hint: I don’t want updates on your company or your products and services).
How important is this? ContentVerve did a test a while back using two different forms. The one on the left is similar to the forms I see most often on partner sites. On the right, you can see the form I will most likely complete. As a prospect – I’m doing research to educate myself and the second form promises more material to help me do that. This minor change had a tremendous impact on sign-ups. You can read more about this test and the actual results (along with some more ideas on great forms) on ContentVerve’s site.
You asked me at the wrong time
Where is your newsletter sign-up? If you’re like many clients I work with, it’s on your home page. If that’s the first place I land when I’m going to your site, it’s unlikely I’m going to make a commitment that quickly. Once I leave that page, even if I am interested in your services, I probably won’t navigate back to your home page or spend any time looking for a way to sign-up.
What should you do?
- Include the sign-up on multiple pages.
- Include it on your blog page. Try a slightly different spin here. Consider language like: Enjoyed this article? Get more information like this direct to your inbox.
- Include the sign-up on other forms. Although you will have my email – you shouldn’t be adding me to your newsletter without my permission. Adding a simple checkbox to a download form though is a great way to add new subscribers. Like the blog – try a different approach. Consider “Want to receive our future eBooks direct to your inbox? Check here.“
I didn’t even know you had one
I completely missed that box with the email sign-up that’s in your header (or worse – your footer). You don’t need to take it out of there – but you do need to make it more prevalent. Consider a larger box, different colors and incorporating images that attract the eye. If you can’t do this within the header or footer – that’s fine. Just make sure that compelling and easy to spot sign-ups are used throughout your site.
That’s it! Give me value and make it easy to sign up, and you’ll see an increase in your subscribers. Want an assessment of your current sign-up form or what you are planning for a sign-up? Send us a message and we’ll schedule a free 15-minute check-up!
