Optimize Your Sign-Up Part 3: Landing Page & Welcome Message Musts
Now that you have created a stand-out sign-up and optimized your form to gather pertinent information, don't fall flat after the subscriber hits "submit." Your landing page and subsequent welcome message are your first opportunities to create a positive impression of your brand, introduce your offerings and potentially make some money right off the bat. The last thing you want to do is miss the boat.
Landing Page Secrets to Success
No matter what, you need a subscription landing page. If you take subscribers right back to the home tab or simply refresh the page without confirming a successful sign-up, they will wonder what just happened and if, indeed, they are now on your list. In addition to avoiding confusion, the subscription landing page is your opportunity to:
1) Thank the person for signing up.
2) Reiterate expectations. Remind them what you'll be sending them, how often and maybe even lead to email examples or recent sends. If you are including a coupon or special prize in your welcome message, let them know they can find it in their first email from you.
3) Offer whitelisting instructions. (i.e. "Please add email@example.com to your address book to make sure you receive our exclusive subscriber-only offers.")
4) Engage new sign-ups by introducing and linking to social media pages, product lines, blog, etc. At a minimum, encourage them to "Start shopping."
Example: SHAPE FX - Minimalistic, but gets the basics done.
ShapeFX successfully tells subscribers to look for a special deal in a forthcoming email, offers whitelisting instructions and invites folks to start shopping. Example: FRED FLARE
Fred Flare does a colorful job of welcoming subscribers into the "fred flare fan club" and introducing lots of fun ways to interact. Reiterating what subscribers will receive plus some whitelisting instructions could round out this page.
Welcome Message Best Practices
Lucky you! Welcome messages incorporate many, if not all, of the same best practices as landing pages! Make sure to incorporate the above suggestions into your email as well. For introductions and links, you can keep them exactly the same in both places or vary them if you like.
A couple of additional thoughts:
1) Make sure you're sending your email from your brand name and not from "Customer Service" or firstname.lastname@example.org. Your recipient will not recognize you and your email will look somewhat amateurish.
2) Think about how to welcome subscribers into your community rather than thank them for joining a list. In other words, instead of saying "Thanks for joining our mailing list!" you can create a different customer experience through statements like "Welcome to our exclusive community!" or "We're so happy that you've joined this very special group!" You get the idea.
3) Also avoid subject lines like "Email Marketing Confirmation." First, that sounds very stiff and non-personal. Secondly, a statement like that makes me wonder, is this saying I'm confirmed or that I still need to confirm?
4) Consider a welcome coupon or incentive to start shopping/interacting right away.
Minus the very large welcome masthead area that could be minimized to allow for the main message to live higher in the email, Segway does a truly fantastic job of including best practices. They welcome subscribers into not just a newsletter but a green "movement," reiterate expectations, offer a coupon, encourage dialogue and invite subscribers to engage with their various social media sites.
All of these elements - a visible, info-gathering sign-up, subscription landing page and welcome message - together create a pleasant and clear sign-up process that builds a positive first impression with your brand. If you haven't evaluated your sign-up in some time or are relaunching your site, I encourage you to check out Part 1 and Part 2 of this optimization series and get started today. You could find yourself with a nice boost in subscribers and revenue.
How have your sign-up tweaks impacted your results? Please share your success stories!
Email Strategist at Bronto
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About the Author
Kristen Gregory helps clients build relationships and boost revenue via detailed, business-specific strategic advice on all facets of their email marketing programs. She is a regular contributor to Bronto's best practice blog, speaks at industry conferences and has been featured in and/or mentioned on Chief Marketer, The Retail Email Blog, Email Marketing Reports, Shop.org and Marketing Profs Get to the Point Email Marketing.
Kristen has multichannel marketing experience within the healthcare and publishing industries, with more than 5 years concentrating on email alone. In her spare time, Kristen is a volunteer doula and works on Bronto's Community Committee to serve the local Durham area.