Search this blog
Business Communication Articles

Business Communication Articles by Category

  • Advertising (15)
  • Blogs (13)
  • Change Communication (11)
  • Conflict Communication (13)
  • Corporate Intranet (14)
  • E-mail (29)
  • External Communication (21)
  • General (115)
  • Internal Communication (57)
  • Management Communication (64)
  • Marketing (29)
  • Podcasting (3)
  • Public Relations (36)
  • Publications (18)
  • Websites (35)
  • Writing (45)

  • Business Communication, Conferencing, Public Relations
         Google Reader Add to My Yahoo!
         Subscribe with Bloglines Subscribe in NewsGator Online
     

    Blog Search Engines

    Global Business Watch Blogs

    Related Links




     
    « Business Communication: Building Permission-Based Email Lists

    Business Communication: How to Optimize Your Unsubscribe Page »

    Business Communication: How to Optimize Your Opt-in Pages
    written by tessa and filed under General and Marketing and Websites and Writing and E-mail and Advertising and Publications and External Communication | 12:01 am | 1/19/2006

    In an article in EmailLabs, Loren McDonald gives tips on how to optimize opt-in pages.

    According to McDonald, the presentation of opt-in pages and forms determines how fast the list grows, the quality of the list, subscriber expectations and email performance.

    Getting People to the Opt-in Page

    1. Put a very prominent link to your email newsletter or email promotion on every page of your site, possibly in main and secondary navigation boxes and in promotional boxes in side bar areas.

    2. Use the terms “Newsletter,” “Enewsletter,” or “Email Newsletter” for links. Do not use a name or term that isn’t obvious to everyone.

    3. When appropriate, promote articles and news from the current issue on your home page with links to the article or issue.

    4. Newsletter publishers should have a “Knowledge or Resource Center” in your web site to house archived issues. Subscription to the email newsletter should also be promoted in this area.

    5. Back issues of the email newsletter posted in the web site should include a “subscribe” link inside the newsletter.

    6. Online retailers should consider putting prominent copy saying something like: “Sign-up for Retailer X’s free monthly newsletter and get Special Deals and sales only available to Newsletter Subscribers.”

    Copy and Design/Layout of Opt-in Page

    The design, layout and copy of your email opt-in page should have the goal of converting as many visitors as possible into subscribers.

    1. Keep it clean and simple, designed in such a way that the images, copy and form instill confidence, trust and value.

    2. Always include a link to a sample copy of your email newsletter.

    3. Include testimonials highlighting awards reaped by your email newsletter, or praise from readers and third parties.

    4. Offer incentives with subscription, such as a free white paper or a discount on the subscriber’s next purchase.

    5. Show subscribers the core value of your email newsletter or email promotion, which they will get in exchange for their email address. Retailers, for example, should highlight “email only specials” and advance notices of sales. Newsletter publishers, on the other hand, should emphasize content, timeliness, expertise and content relevance to readers.

    6. Include a brief sentence on your email policy near the subscription form’s “submit” button, with a link to your company’s complete privacy/email policy, e.g., “X Company will not use your email address or information for any purpose other than distributing the X Company Newsletter and related special reports.

    View complete Privacy Policy.”

    7. If using a confirmed opt-in approach, clearly explain your confirmation process.

    8. Set the recipient’s expectations by accurately describing the nature and value of your email newsletter or email promotion, and the frequency of emails you will be sending.

    The Opt-in Form

    The opt-in form should ask for the right balance of information.

    1. Do not ask for too little information. The minimum form fields are:

    - First Name
    - Last Name
    - Email Address
    - Format Preference (HTML or Text)

    Inform your subscribers that text is recommended if you use Eudora Light, Eudora Pro 3 and below, Lotus Notes versions below R5 or AOL 5.0 and under.

    Also ask for other preferences or demographics key to your program.

    2. Do not ask for too much information. Avoid asking for information that you cannot use for email delivery and personalization or segmentation. If you have too many fields, make some optional. Possible optional form fields are:

    - Secondary Email Address
    - Preferred frequency
    - Demographics (gender, age, location, etc.)
    - Interests/Preferences (topic, rock vs. jazz, etc.)

    3. Validate email addresses by including a script that checks for syntax errors upon submission, or include a secondary box that requires subscribers to re-enter their address.

    Other Opt-in Pages

    There are also other means of gaining new subscribers on your web site.

    1. Put an email subscription check box on your registration forms for downloading white papers, membership, demo requests, etc.

    2. Include product/shopping preferences in your shopping cart form and a clear opt-in check box for your email newsletter or email promotions. Putting pre-checked boxes is not recommended. If you do, the CAN-SPAM Act requires that you label your email as advertisement.

    Well thought-out and well-executed opt-in pages will bring in better returns.





    Technorati Profile

        Bookmark Business Communication: How to Optimize Your Opt-in Pages at del.icio.us    Digg Business Communication: How to Optimize Your Opt-in Pages at Digg.com    Bookmark Business Communication: How to Optimize Your Opt-in Pages at Spurl.net    Bookmark Business Communication: How to Optimize Your Opt-in Pages at Simpy.com    Blink this Business Communication: How to Optimize Your Opt-in Pages at blinklist.com    Bookmark Business Communication: How to Optimize Your Opt-in Pages at Furl.net    Bookmark Business Communication: How to Optimize Your Opt-in Pages at reddit.com    Fark Business Communication: How to Optimize Your Opt-in Pages at Fark.com    Bookmark Business Communication: How to Optimize Your Opt-in Pages at YahooMyWeb
    Comments
    « Business Communication: Building Permission-Based Email Lists

    Business Communication: How to Optimize Your Unsubscribe Page »


    Trackbacks

    RSS feed for comments on this post.

    The URI to TrackBack this entry is: http://www.bizcom-pro.info/wp-trackback.php?p=109

    Comments


    Leave a Comment

    XHTML: You can use these tags: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong>



    [Browse Through Our Media Kit]
    today about advertising opportunities!

    Copyright © 2005 . All Rights Reserved.