Before your subscribers ever get an email from your brand, they have to opt into your list. So how do you convince them to take that first step?
Like with any new relationship, you first have to start a conversation – and that begins on your website. Here’s how to kick it off on the right foot.
Find the right form style
Our friends at Privy recently studied the most effective form display types to learn which performs best. First, here’s a rundown of each display type:
• Pop-up: Also referred to as a lightbox, this display type often appears in the center of a website or "flies out" in the corner.
• Bar: This display type is a full-width bar that typically sits either at the top or bottom of your website.
• Banner: This is a more subtle interaction that sits at the top or bottom of a site, but starts in a "hidden" state until triggered and then rolls into sight.
According to the results, the banner outperforms both the pop-up and email bar. While it's easy for visitors to feel bombarded by a pop-up or overlook an email bar, the banner display seems to strike a happy medium between the two.
Choose a strategic placement
This signup form example from Frank + Oak showcases the banner style, and they upped their game even more by strategically positioning it on their website.
After Frank + Oak announced that they’d be producing women’s clothing for the first time ever, my colleague Jamie clicked through an ad about it, landed on this page, and was served this signup form.
Since she filled it out on the women’s clothing page, their team could immediately identify that she was interested in those products and use that data to send her relevant content upon signup.
Use a compelling lead magnet
In this example from O’Charley’s, they ask for a LOT of information right out the gate – but they also incentivize you to provide that information by promising lots of great goodies and giving you membership into an exclusive club.
Plus, by making a lot of the form fields optional, they allow people to only provide the information they’re comfortable sharing.
Take a note from these guys and use a lead magnet, like a discount or exclusive content, to encourage signups. New subscribers will be more likely to give you the info you need, like name and email address, and other things that help you learn more about them, like birthday or location.
And make sure to follow through, too. If you promise something on your signup form, immediately deliver it in your welcome email so new subscribers aren’t left hanging.
Which tactics have helped your brand attract more email subscribers? Share away in the comments!
About the Author
McKenzie Gregory is a senior content manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.Follow on Twitter More Content by McKenzie Gregory