There is a lot of competition in catching the attention of the people in the email world - and you got to have a subscription process that works. To be distinguished from the rest of the clutter, communication must be made easier for the receiver. People get attracted to things that are easy and run away from things that are difficult to understand. Because of this hallmark of services and products like Google AdWords, Turbo Tax, etc., they have gained popularity all over the world.
Have you ever heard the saying, "It's easy to say but difficult to do"? So is the case with making each and everything easy for the customers and subscribers. Sometimes it might happen that the things which are accessible for a group of customers might not be easy for the rest, so let's understand that subscription process once and for all.
Step 1 – "It's right in front of you."
The very first step in making things more comfortable is to have a simple email address, link or opt-in form field in a promotional email or newsletter. Also, this information must be included on every page of the website.
Furthermore, there should be a provision of a web version of the emails which are in HTML. It helps to include a send-to-friend link or functionality in every message. The subscribers must be able to take actions in spite of the images being blocked. So, every submit button should be labeled as:
• "Subscribe here."
• "Buy now."
• "Take a look."
However, don't forget that if you want a high engagement rate, you must ensure that the recipient can read the message correctly. Take a look at the next article to understand why email testing matters.
Step 2 – Short and Simple
Subscription must be made more accessible by working on email ids, links and sign-up form and post this information on every page. Every email should have the subscribe link. This will tempt the readers to subscribe fast without accessing the website first.
To subscribe, the steps to be taken should be minimum. According to a survey, marketers who had cut down the subscription steps from 9 to 3 saw an increase of 300% in the subscription rate. Nonetheless, if you want to maintain a healthy email list, you should have at least 2-step verification for newbies. Once they provide you with their email address, you should instantly send them an email to verify their account. Once they've done that, you can award them with some discount or bonus to feel like they're gaining something if they engage with your campaigns.
Step 3 – "It's Not Me, It's You"
It's essential to collect as much information as you can about your subscribers, but you must know when. So, don't make them fill out a questionnaire. There is a time and place for that, and during the subscribing process, it's not it. Preferably, you should collect information once the subscriber has gotten used to your email's frequency and content.
On the other hand, you mustn't forget that personal information needs to be collected from the subscriber to send more relevant emails. It also helps in maintaining the email list effectively. But email marketers should know where to draw the line as too much information can turn off the subscriber, especially those who haven't subscribed yet but intend to do so.
Step 4 – "Say When"
A separate page can hold the opt-in form to collect relevant information. The critical fields on the form should be marked with a star, and the other extraneous field should be left on the subscriber's choice to fill.
The setting and updating of the customer's preferences about the content must be made easier. Password can be allowed along with the inclusion of link for the retrieval of password, in case it has been forgotten. These links should stand out on the web page and in the email.
Therefore, if a customer does trust you enough to provide you with even more personal information, they shouldn't feel forced to do so - a very important point to consider in your subscription process. While you can add some general questions regarding:
• Their region
• How old they are
When we say region, we don't mean to ask them about their specific location. In addition to this, you should stay away from specific questions. This includes questions regarding their birthplace or what's their mother's name.
Step 5 – "Professional, But Make It Fashion"
The email should stand out amongst the rest of the emails. The sender should be easily recognizable, and the subject line should be catchy. Emails should have provisions to take action quickly.
They should be text-based as well as HTML based. Include a link of the web version of the email, so that more vivid information can be seen. The emails should be printer friendly; if not a printer friendly version of the email should be provided.
The recipient will eventually get bored if you have the same style every time. As they will probably receive hundreds of emails per day, your campaign has to stand out from the rest to avoid low engagement rates and open rates. If a potential customer eventually subscribes to the email list, and you don't bring anything new to their inbox, they will ignore you or sent the email straight to the spam box.
It is imperative to check the working of every link, including the unsubscribing link. Clicking on the link, it should take the reader directly to the web page, image, or file. Subscribers find it very tedious to hunt for the desired content.
Subscription process also need an unsubscription process
Another important point which most of the marketers forget is to make the unsubscribe option easy - so every subscription process needs an ubsubscription process as well. This strengthens the trust of the subscribers. More can be gained out of the unsubscribing process by including various options such as address change or changing the frequency of emails.
Additionally, it’s now written in the law that a person must be able to unsubscribe from your list if they wish to. Thus, you should never think of making this action more difficult than it should be.
When all these points are pondered upon, you will be positively surprised with how your subscription process will be better.