This case study will cover
1. how to ask for email addresses on your site
2. the principles of an effective email
3. how email fits in to your overall marketing strategy
I’ll be using momAgenda.com because they are one of our clients and I know how and why they do what they do.
Part 1- how and where to ask for email addresses on your site
overview of momAgenda
So you know that an email list is critically important to your web campaign. Whether you are selling stuff, campaigning, lobbying, whatever- staying connected with people and getting them to take action is always important.
momAgenda.com sells high-end day planners. They have a fair amount of brand recognition, do some PPC, get mentions on blogs as well as traditional PR such as the NYTimes, and they do emails.
The emails don’t attract many new people to the site. Mostly, they go to people who have come to the site through one of the other means, and chosen to stay connected.
role of email signup forms
So of all the people who come to the site, we want as many as possible to sign up for the newsletter so we can stay in touch. We offer discounts and inside information in return.
So how do we get as many signups as possible? We have our signup boxes in three places:
where we put our signup forms
ubiquitous navigation signup box
On the left navigation bar we have a signup box that appears on almost every page on the site.
On the plus side, no one has to do anything special to see this form, so we get signups from people who may only stay on the site for a minute or two before they dash off to do something else.
On the flip side, because it is ‘just there,’ it does not attract attention to itself.
After people have already chosen to buy and checked out of the shopping cart, they go to a page to enter their shipping address. After someone has decided to give you $42 for a day planner, why not also sign up for the newsletter?
The box is also right above the Next Step button, so is hard to miss.
Nina offers the Printables for free- a try-before-you-buy PDF download. A week ago we added a page between the link on the homepage and the Printables page, asking for newsletter signups.
We are about to give you something free, so why not sign up for our newsletter? This page also shows a sample newsletter so you know what you are getting in to.
saying thank you
After someone signs up, you should also thank them. Here is some prime real estate to add whitelisting instructions, which Ian describes in #1 here.
strategy and results
So when someone takes an action, whether it is buying a product or downloading a printable, they are presented with the option to sign up for the newsletter. In both cases it is very easy to not sign up if visitors so choose.
As a result, we have seen a steady and accelerating growth curve in email subscriptions over the last year.
Now that you have email addresses, what kind of emails are you sending out? What email program should you use to send emails? Stay tuned…