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Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level by Ali Sales, Chris Baggott

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Online Registration

Online sign up typically occurs from a website, micro site, or landing page. There are some general rules of thumb to keep in mind here. If you already have an email sign-up program going, see if your current approach is in line with the following. If you are starting a new program, you’ll want to ask yourself these questions prior to implementation:

  • Is your registration form easy to find? I’m lazy. Most people don’t want to look for your email address registration form. Make it easy! Don’t bury it at the bottom of your homepage. Test different locations to learn what spot drives the most conversions without sacrificing your other objectives.

  • Is your form on every page? You may be tempted to put your registration form on only your homepage because you don’t want to take up “prime real estate” on other pages of your site. Big mistake. Permission to build a relationship is critically important to your organization. Email registration must be prioritized.

  • Do you provide compelling reasons for registration? “Sign up for our newsletter” won’t cut it any more. You need to paint a clear picture of the real value. Your subscribers don’t care about the newsletter itself; they care about the coupons, special research data, or other great information and offers you’ll deliver via email. Your subscribers must see a compelling reason that convinces them to add you to the 100+ emails they already receive. The good news is that despite crowded inboxes, people are still willing ...

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