Opt-in for Email Marketing (Best Practices)

Introduction

Over the last decades, marketing channels have changed from posters and print paper to digital content. It has transitioned from people screaming on the street to newspapers, television, and social media platforms.

Even though marketing channels are constantly evolving, the underlying psychological and sociological principles that drive consumer behavior have remained constant.

The fundamental principles guiding marketing remain the same because they are based on human behavior and decision-making processes, which is something that does not change based on the progression of technology.

Email Marketing Opt-In (What Is It?)

Email marketing opt-in is the basic idea of having people wanting to be contacted by you. Marketing opt-in is rooted in human nature because it reflects a fundamental aspect of human behavior: the desire for control and choice.

When individuals opt-in to receive marketing communications, they consciously decide to engage with a brand and its messaging. This choice empowers them to control their experience and ensure they receive only relevant and valuable information.

Additionally, opt-in marketing aligns with the human need for autonomy and self-determination. People are more likely to engage with a brand or product when they feel like they have chosen to do so rather than when they feel like they were forced into it.

Opt-In Email Marketing (Key Considerations)

Seth Godin is well known for his concept of "Permission Marketing." According to Seth, permission marketing is: "the key to unlocking long-term customer relationships and building a successful brand."

In contrast to traditional marketing — which is often intrusive, disruptive, and gets forgotten at the bottom of the promotions tab — Permission Marketing gives consumers more control over the process.

By seeking permission from the consumer, companies, entrepreneurs, and content creators can ensure that their messages are being seen by those interested in the product or service being marketed.

Moreover, opt-in marketing respects individuals' privacy and data protection rights, which are becoming increasingly important to consumers.

By giving people a choice to opt-in to marketing communications, brands can build trust and credibility with their audience, ultimately leading to stronger relationships and increased loyalty.

In short, marketing opt-in is rooted in human nature because it reflects the innate desire for control, choice, and autonomy while respecting individuals' privacy and data protection rights.

By understanding these underlying human motivations, brands can create more effective and engaging marketing strategies that resonate with their target audience.

Opt-In For Email Marketing (Best Practices)

Give people a reason to opt in.

When you are asking someone to opt-in, you have to give them a reason to do so.

What are the benefits of opting in? What do they get from you if they opt in? How will it help them? What will they miss out on if they don't opt in?

The clearer you are answering these questions, the easier it will be for your audience to opt-in.

Offer an Incentive.

You need to offer an incentive to make readers into subscribers.

Incentives can be a free ebook, a discount on a product or service, or the chance to enter a competition. For example, did you know that beehiiv is offering a free trial?

This is a fantastic example of how to use opt-In marketing.

You should offer something relevant and useful to your audience. You mustn't give away too much information or value (e.g., "You'll get access to my best tips!").

Instead, offer something that people will want to receive in their inbox. (e.g., "You could win $100 if you're one of the first 100 people who sign up!")

Make It Clear What Subscribers Will Get From You and When They Will Get It.

The best practice is to provide a preview of what they can expect from your emails and tell them why they should opt-in.

Ensure they get the content; give them some value right away so that it feels like an exchange for their email address (and not just another spammy email).

It is not only about promising things. It is also about delivering and making sure the promised value is received.

Some email marketers create a chain of emails to ensure new subscribers get the promised rewards. For example, Jason Van Camp offers a free course where each day delivers two emails. The first email provides a lesson and the second email acts as a follow-up to help you put the lesson into practice.

Avoid Spammy Subject Lines and Phrasing.

You should avoid using spammy subject lines and phrasing. Your email subscribers have likely opted in to receive your messages, but that doesn't mean they want to be bombarded with spammy emails.

Avoid using words like "free", "money", "secret", "detox", "lose weight", or "weight loss" — especially if it's not related to your business. The same goes for phrases like make money online, wealth seekers club, get rich quick schemes...you get the idea.

Also, try not to use words like wealth seekers club or get rich quick schemes in your subject lines or body copy as this can trigger spam filters on some email providers (and what good is an opt-in list if no one ever sees it?).

Keep the Opt-in Process Fast and Easy

Keeping the opt-in process fast and easy is the most practical way to turn strangers into subscribers.

Use a single button that lets users submit their email address in one step.

If specific information is required (such as an email address), make sure it's easy for them to enter it correctly. The last thing you need is to lose out on subscribers due to a complicated form.

Use Social Proof in Your Copy to Show That Others Trust You (And So Should They).

Social proof is a powerful tool in marketing. People are more likely to join your list if they see that others have already opted-in and reaped the benefits.

Here are some examples:

• "Join our newsletter and get access to exclusive content that only 100 others have access to."

• "Thousands of people read this blog every month." This can be quantified by including the number of subscribers or views you've had on specific posts or pages on your site that relate directly to the topic being discussed in the opt-in form.

Referral is Opt-In Marketing

Working with current readers and subscribers is an excellent way to introduce you to other potential subscribers. A newsletter referral program encourages existing subscribers to become brand ambassadors and share their content with other network members.

Referral programs may reward subscribers by offering incentives. Incentives can include discount codes, vouchers, or exclusive access to new products, content, or events.

If you're selling something like yoga mats or workout clothes and want people interested in those products, offer your current readers a special deal on their first referral if they sign up for updates from your brand.

Ensure your emails are clear about what subscribers will get from you and when they will get it. If you promise a 30-minute seminar, ensure you deliver what you promise.

With beehiiv, you can create a referral program very quickly.

Users on our Grow plan can access the referral program from the Grow tab in the navbar. From there, it's as simple as adding the rewards you want to offer and assigning each reward a milestone (# of referrals).

It will automatically adopt the styles and configurations already set for your newsletter, so it looks like a native part of your newsletter.

If you want to know how to set up your referral program check this article

Conclusion

From small businesses looking for new customers to nonprofits raising money for their cause, email marketing is a powerful tool anyone can use.

Email marketing opt-in is a tried and tested strategy to get quality subscribers. With the right strategy and some hard work, there's no reason why an opt-in page shouldn't be part of every marketing plan.

Join beehiiv now and set up easy an easy referral program to use the power of marketing opt-in today.