Seven Tips to Give Your Email-Marketing Signups a Boost

It’s true that customers can begin their journeys with your brand at many different touchpoints, both on and offline. During these first impressions, customers are often still anonymous. Many brands convert anonymous prospects to known prospects through email subscriptions. Use the following seven steps to increase your email-marketing signups!

1. Use Behavioral Indicators to Dictate a Tailored Email Capture Strategy.
Use the onsite behavior of your website visitor to dictate the precise moment that an email capture campaign would yield the highest rate of return without sabotaging the user experience. “The response variance between a static and behaviorally-driven email capture program is upwards of 300%,” according to Bounce Exchange’s Conversion Optimization team.

2. You Don’t Always Have to Provide an Incentive Right Away.
Chances are, if a customer is visiting your store or website, he or she already knows about your brand and is interested for one reason or another. Expanding on the first tip, use data to dictate whether you should provide an offer in exchange for an email subscription. In many cases, if you communicate the program value, customers will not need offers to convince them right away.

3. Make Sure It Is Clear What Subscribers Are Signing up for.
Here’s where you establish trust. Make it clear what subscribers will receive and that you will not use their email addresses for any other purposes. Do not opt them in to sister brands, partners, or other types of communications without their consents.

4. Don’t Overcomplicate Things — Keep Your Form Simple.
Remember, this is the start of a new relationship, and most folks don’t like things to move too quickly. Ask for only the email address at first. During a welcome program, guide your customer to a preference center where he or she can provide you with more information. Too many personal-information fields will result in signup abandonment.

5. Determine the Appropriate Permission Strategy.
At minimum, you should only be sending to customers who have opted in to receiving your emails. Depending on the types of communications you are sending, or the countries in which your subscribers are located, a confirmed opt-in may be required. Always consult with your legal team and/or deliverability team at your email-service provider (ESP) if you are unsure of the level of permission that is needed.

6. Check Syntax and Validate at Time of Capture.
Have basic rules in place to check email syntax on your capture fields. If you have a high bounce rate for new-to-list emails, look into an email validation service that flags when the email is invalid at the time of capture so that the user can correct any mistakes they may have made.

7. Kick off With a Well-Planned Onboarding Strategy.
Avoid your subscribers judging you as a spammer because you immediately start blasting them with too many emails and offers. Use your initial communications to set the right tone with your subscribers and encourage their continued engagement.

There is an evolving science to converting anonymous visitors to known prospects to loyal customers. Follow these tips to help guide you through the initial moments of that unknown-visitor-to-known-prospect aspect of the customer journey. Most importantly, deliver a consistent, valuable service, and do your best to build solid relationships with your customers based on exchanges of value for their investments.

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from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/email/seven-tips-give-email-marketing-signups-boost/