Why Do People Sign Up For Your Mailing List? Or, Why Should They Sign Up For Your Mailing List?
This week in Brainstorming Hour with my private mastermind group, we did live reviews on opt-in boxes and opt-in copy. It was an enlightening session where we discussed placement, color, copywriting and the use of opt-in incentives.
Today we'll go over ways you can increase your conversion rate and get more (high quality) subscribers to your mailing list using incentives...
Your Objective: Why Did You Set Up An Email List?
Before you brainstorm your opt-in copy, or the type of incentive or bonus you want to offer when people subscribe to your list, you should analyze your objective.
What are your plans for your mailing list, and what do you hope to accomplish with the messages you send to subscribers?
Take out a notepad and jot down all of the ideas that come to mind. Now, cross off those that serve you (ie, make more sales, earn more advertising revenue, etc). The end result should be a list of ways you can best serve your specific market via email.
Next, describe your ideal subscriber.
Who are they? What do they need and/or want most? What do they struggle with, what problems are they facing, what can YOU help them with?
Knowing WHO you want to serve, and HOW you are going to serve them, is the first step to creating a profitable email list.
Using Incentives & Rewards To Encourage Sign-Ups
The copywriting (text) you use to encourage visitors to sign up for your mailing list should be in line with your primary objective (above). You want to keep your targeting as tight as possible. Use your incentive to speak directly to your target market, and invite the very specific type of people you want on your list.
How you get people to subscribe, or WHY they sign up, will determine the quality of your mailing list. If your incentive is tied in closely to your follow-up series, or the context of your emails to that list, you'll have a more loyal readership and see higher click-through & conversion rates.
"A great way to grow your list is to use an incentive. Your incentive should obviously be compelling, valuable and relevant for your target audience. What you don't want to do is attract tire-kickers who are just in it for the reward, so plan it carefully..." -Phil Hollows, LBFB page 36
Types of Opt-In Incentives
The most common form of opt-in incentive is an ebook or report the subscriber can download once they confirm their subscription. But there are many other incentives you can use as well. Get creative! Some ideas include:
- An Ebook or Report
- Free Software or App
- Coupon or Special Offer
- Free Trial
- Entry into Prize Drawings
One idea that Phil shared in his guide is to hold a drawing that is eligible to current subscribers every week, month or quarter. I love this idea! You could give away a product of your own, an Amazon Gift Card, etc. Again, get creative!
Improving Your Opt-in Copy & Incentive
Studying the Heat Map and Color Psychology guides was a real eye-opener. Michael Campbell teaches which colors you should use to sell which products, for example. Where elements should be placed on your page to get the most action, etc.
Grab a copy while it's on sale, if you haven't downloaded it already.
I encourage you to study your subscription forms today.
What incentive do you give visitors to subscribe to your list? Is this incentive compelling? Does it attract the ideal subscriber, and lead into the objective of your list? Are the emails you're sending to that list related to the reason people subscribed? And - are you split testing copy & incentives??
My own subscription forms here on ClickNewz are rather boring. There are two: one in the sidebar above the fold, and one below each post. So don't feel bad, we're working on this together!
I'm in the process of completing a new opt-in incentive, with a cover graphic and new subscription forms. Inspired by this series, of course! Right now I only offer updates/tutorials as an incentive, though I do have an unadvertised bonus for subscribers once they sign up (hidden! ack! lol).
If you need help or feedback, or you're looking to hire out some of the technical aspects of this task, jump over to the ClickNewz Forum and ask away. If you need step-by-step help creating an ebook or report to give away, click here.
Next we'll look at different options for creating professional opt-in forms that really catch your visitor's attention... Stay tuned!
p.s. If you don't yet have a copy of List Building For Bloggers, and you want to follow along in the series this month, grab a copy here and use the coupon code "clicknewz" for $10 off. That makes it only $14.95!