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How to Boost Your Email Sign-Up Rate - The Power of a Smooth Process
An Introduction to Forms, Magnets, and Methods
Lauren Haas
July 16th, 2023
Table of Contents
Is your email signup process as smooth as it can be? Many businesses don't give much thought to creating a user-friendly process — but it's crucial if you want to build a hefty list. You want your process to operate smoothly so your prospects don't get lost on their way in.
Let's take a look at the elements of your email signup process, including:
Email signup form
Opt-in methods
Benefits and list magnets
What is an Email Signup Form
An email signup form is a web page or pop-up window that allows visitors to join your mailing list by entering their name and email address. It's the first step for potential customers to become subscribers, and it’s important to choose the correct form in the right situation to create a smooth sign-up process.
There are several different types of email signup forms you can use, and when to use each one.
Inline forms are embedded in a page, post, or email. Inline forms are great for getting people to sign up spontaneously.
Pop-up forms appear as a visitor browses your site. Pop-up forms are a good option for converting website visitors into subscribers.
Lightbox forms fade in over the existing content. Their use is similar to pop-up forms.
Landing page forms are customized landing pages with signup forms. Ideal for bringing in new subscribers via links in ads or social media.
Welcome mat forms offer a full-page takeover that encourages visitors to join your list. This type of form is intrusive and works best when you're offering a strong incentive like a prize drawing or free gift.
An Opt-in box is a checkbox permitting you to add the user to your email list when they submit a form for another purpose. For example, you could add an opt-in box (checked by default) to an order form, membership form, or information request.
Should I Use Single or Double Opt-in?
What are single and double opt-ins, and which is better?
Single opt-in is when a user simply confirms their interest in your services or products by submitting an email address. Double opt-in requires the user to verify their email address by clicking a link in a confirmation email.
Double opt-in helps prevent spam and malicious use of your forms and ensures a clean, responsive list of people who definitely want to receive your emails.
On the other hand, a single opt-in can help you build your subscriber numbers more quickly. As a result, it can be a useful tool when you’re running campaigns that require quick list growth.
A single opt-in form is definitely a smoother process since it doesn’t require your subscriber to take an extra step. However, if you choose this method, be sure to clean your list regularly to make sure you’re only emailing engaged readers who will open your messages.
How Do I Get People to Join My Email List?
One of the best ways to encourage people to join your list is by offering an extra incentive known as a list magnet. This might be a discount, drawing entry, or a highly desirable piece of content that the person receives with their subscription.
Some examples of lead magnets include:
Enter to win $100 off your next vacation
Download our exclusive guide to staying fit and healthy while you travel
Get 10% off your first purchase
Sometimes your content alone is strong enough to pull new readers in. Think from your subscribers’ perspective and describe the benefits of your email list in terms that are enticing to them.
Some examples of stressing benefits include:
Sign up for weekly recipes delivered to your inbox!
Never pay full price again — get the best deals delivered each week!
Don’t miss another minute of the fun! Sign up to be the first to know about events.
What is a Good Email Signup Rate?
According to Sumo, the average email opt-in rate is 1.95 percent. So if more than 2 percent of your web visitors or readers sign up for your email list, you're doing well.
On the other hand, Sumo also reports that the top ten percent of marketers average a 4.77 percent sign-up rate. So if you're looking for top-echelon results, you can aim for that ballpark.
How Can You Smooth Your Process to Improve Your Signup Rate?
There are some guidelines you can follow to create a smooth signup process for your email list.
Keep Sign-ups Simple & Straightforward
Reduce the number of actions your subscriber needs to take to as few as possible. Use inline forms on your own web pages, so readers can give their email and hit the subscribe button without leaving the page.
When the reader will need to click a link to get to the signup form (such as social media posts or ads), send them to a simple landing page form with no links or content that might distract them.
Don’t Ask for More Info Than You Need
The more information you ask for, the more people will abandon your form.
People balk at giving out their information these days. Most people will only give out their email address in order to get something of value. They might be willing to share their first name as well. Beyond that, you’ll start hitting resistance. Don’t ask for a phone number, address, or even a last name unless you really need it.
Address Privacy and Frequency Concerns
No one wants their inbox inundated with messages and offers. If you can honestly reassure people that you will never share or sell their email address, do so. You might also tell them how often they should expect to hear from you. Use phrasing like “You’ll get a weekly update from us — and we’ll never share or sell your email address.”
Put Signup Forms Everywhere
Make it easy for people to sign up by putting forms where people can find them. For example:
On your social media profile
At the bottom of your blog posts
In a pop-up on your website
In your email signature
As an opt-in box on your store’s checkout page
What is a Professional Way to Start an Email?
Once you've enticed people to join your list, it's time to welcome them with a well-written first message. That first message sets the tone and helps build a relationship. Here are some tips for crafting a professional welcome email that will leave a great first impression:
Introduce yourself and your brand. Give a brief overview of your product or service, the value you offer, and why they should care.
People like to feel unique and included, so be sure to thank them for signing up and remind them what they're getting out of the relationship.
Make your email easy to read and scan, so readers can quickly find the most important information.
Finally, make sure your email meets brand standards and looks professional. This includes using a consistent voice, visual style, and graphic elements.
How Do I Create a Free Email List?
The first step to creating your email list is to sign up for an all-in-one platform that makes creating enticing signup forms and professional-looking emails easy. The beehiiv platform was created by the team behind the growth of the legendary Morning Brew newsletter, so it includes all the tools you need to grow your audience and serve up excellent content.
Signing up is free and takes just a few clicks, so you can be on your way to building an engaged email list instantly.
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