A poor quality list can damage the sender's online reputation, as well as the perception that subscribers have of your email marketing campaigns.
This article details four aspects that you should focus on to make a good first impression, both with the recipients of your campaigns and with email service providers (Yahoo, Gmail, Outlook).
1. To have a convincing underwriting channel
Insert a visible, well-designed and strategically placed subscription button.
This requires:
- Form: Include multiple opportunities to sign up to your mailing list, in relevant locations - next to Offers or News content - and redundantly - for example, in the footer of all web pages.
- Design: Ensure that the subscription option is eye-catching and intuitive and does not force the subscriber to jump through a myriad of hoops.
- Benefits: While most users understand that the message contains news and offers, explicitly stating this can increase subscription volume. Be sure to clearly state why subscribing is so advantageous and describe the benefits new subscribers will get.
Mitigate risk
Don't fall into the “more is better” trap when capturing leads, you will be risking deliverability. Being direct and setting clear expectations with future subscribers is key to avoiding future problems. Reduce risk by heeding these considerations:
- Explicit permission: An unsubscribed box at some stage of the buying journey may be tempting as a lead acquisition strategy, but it has risks, especially legal ones. Consents should be explicit, not via opt-out, i.e., those who signed up and then asked to be removed. At the end of the day, if a subscriber doesn't want to be on your list, it's best not to have them.
- Validation: Use, periodically or online, a list validation service to keep your database clean is a very efficient tactic, especially if your welcome message had a lot of bounces.
- Set expectations: You should always inform subscribers what they can expect from your email campaign. There are very few cases in which very high volumes of messages have provoked positive reactions among subscribers.
3. Have a confirmation page
The subscription process is part of the customer experience. Therefore, not having a confirmation page or confirmation messages is equivalent to not saying goodbye with a smile and a “thank you” to a customer who buys from your store.
It is not mandatory, but a customer who does not receive a confirmation will be left unsure whether the transaction has been completed or not. And it is definitely not the best way to close the subscription process. Ensure a good relationship with new subscribers by following these suggestions:
- Confirm subscription: Inform your new contacts that they have successfully subscribed and thank them for doing so. Don't let your brand be a strange entity that doesn't communicate.
- Reiterates benefits and sets expectations: It is often the case that we need to process information several times before we retain it. Remind your customers that your communications are of value, tell them what they will have access to and what kind of messages they will receive.
- Avoid the dead end: When everyone is already excited about your campaigns, channel them to better content. If you're using a confirmation page, don't force them to close one window and open another to get to the most interesting part, include the offer as a clear call to action on the confirmation page itself.
4. Make a good first impression
Now that they are part of your email communications program, give your new subscribers a proper welcome. Keep in mind that first messages are usually the key to better conversion and set the tone for your program. In terms of design and content, those first impressions can have a big impact. To provide them with an optimal welcome or onboarding experience, don't forget the aspects we've outlined:
- Thank / welcome subscribers: It is polite.
- Reiterate the benefits: Yes, reiterate the benefits. You don't have to overdo it, but it helps your audience internalize those value statements.
- Highlight: If you have really cool features on your site, don't let them pass them up.
For additional examples, see this eBook:
