Building E-mail subscriber lists is always challenging as people surfing the Internet looking for content for the most part, enjoy doing this anonymously without giving you information about themselves. Often, if you do manage to entice them to your site in the first place, putting a big signup now to view the content will just get them to leave as opposed to subscribing as they really haven’t learned to trust you enough yet to give you their information so you can get into a marketing relationship with them. And this is where their thoughts will immediately go if you present them with a signup form immediately after you get them to your site. I have experimented with this, watching the statistics on campaigns I run where I push a signup form at the person immediately after I get to my site. The bounce rates on these campaigns are extremely high. So what are some good methods to get people to buy in to subscribing to you?
First off, regarding Landing Pages. If you can assume that people start off resistant about giving you information, then don’t ask for much on your initial subscription landing page. I personally bounce back and forth between just asking for just their e-mail address, or just asking for their e-mail address and their first name only. I’d love to have their first name so I can personalize the auto-responder e-mails I send them, but I know I will lose some people by asking for this extra bit of personal information up front. Bottom line though, is you can devise strategies further on into your relationships to capture more information about those that do subscribe to you.
A second thought, and this is used by most marketers, is to offer them something of value for giving you something they value – such as your e-mail address. Many marketers, self-included, offer the prospect some form of gift in return for their initial subscription and I find this works to a point. Bribery will get some action – but they are still giving you this action carefully and with reservations. They want the gift but they are still wondering if it is a good idea to give you their e-mail address in exchange for the gift. They are worried about what sort of relationship they are setting themselves up for such as tons of spam and selling e-mails hitting them, whether confidentiality will be protected, etc. And who can blame them – enough of this is happening out there that all of us are cautious this way. So the only conclusion I can come to is that before you get them to your Landing Page, you already have to build their trust. Do something to earn that trust before they hit this page. You want them eager to build this bridge between the two of you before they ever even get to this page. The solution to this is somewhat different for each person, business or enterprise but also somewhat the same as well. Do something positive for them first – and if you can do it more than once beforehand before asking for the e-mail relationship. A tough thing to ask for when you are trying to rapidly build tens of thousands of subscribers, but well worth the effort if you are trying to build the level of intimacy in your subscriber base that can actually lead to sales of your product and services offerings. Keep in mind, you should be able to automate much of the above relationship processes if you do things right so the work effort in getting their contact information won’t be inordinately high.
The above covers my primary thoughts on how to get people to sign up once they hit your landing page. Below are a number of ideas I have been using and experimenting with that for me, are helping to bring better results in capturing new subscribers.
In summary, if you start thinking about building relationships with people first and then using some of the ideas as I have mentioned above, your requests for subscribers get out to prospects much more softly than a full court press – and your results will be much better. Good luck building your e-mail base.
About Dan Grijzenhout: Dan has lived a successful entrepreneurial career for over 30 years. He has been a consultant, entrepreneur, investor and business owner and is now using this knowledge to create a series of “no charge to the consumer” videos on YouTube in an attempt to help others pursuing entrepreneurial business endeavors of their own.
Dan has considerable expertise in message management systems and recently completed a two year project as the lead architect and project manager that included building message management systems solutions that have been used by two major Canadian airlines in recent times. You can find Dan and all articles Dan has created on the “Website Downloads” page of his website at howtoguru.club and on YouTube at YouTube.com/DanGrijzenhout123
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