5 tips to improve opt-in subscriptions to your email marketing list

We know building a permission-based list is more profitable than the ones you obtain by scraping or buying from agencies, but on the downside, it’s a time consuming activity. Depending on the content and traffic of your website, or the resources you use, making a healthy list might take months to build-up. Though there’s nothing bad about it, as the Rome wasn’t built in a day, but that doesn’t mean nothing can be done to boost up the subscriptions.

There’s no magical formula that will burst up your list with subscribers, but there are various ideas implementing which you can swiftly increase the subscription. Let’s have a quick look on few of the most effective ideas.

Tips to improve opt-in subscriptions on your website.

Placement of sign-up forms

This might sound silly, but a proper placement of the sign-up form matters a lot. It’s just like placing the ad units wisely to improve the click-through-rate (CTR). If your website contains long and interesting articles, placing a form just where the post ends might entice the readers to subscribe for the upcoming posts. For ecommerce websites, top of the sidebar or a subscription form on the check-out page does the trick. You can also attempt hit-and-trial to identify the best placement for your website.

Creating a pop-up form

A simple pop-up subscription form

A simple pop-up subscription form

Having a wisely designed opt-in form that pops up after a while can significantly boost up the subscription. There are various plugins to let you customize the way a pop-up window behaves. For example, you can chose to display the form only if a visitor arrives via a search engine. Or in case you think a pop-up form is annoying, you can display it only to the visitors who are interested in your website and visits more than x number of pages, or stays for more than x minutes.

Offering an incentive

Remember, a reader will chose to subscribe to your newsletter only for a reason. If your content is not enough to entice them, offer some additional incentives. You can create an industry report, or a list of tips, or anything that promises to deliver more value that what is already available on your website. If you are an ecommerce portal, try offering discount codes or gift vouchers. Better the incentive, more the chances of converting a reader into a subscriber.

Having a landing page


A landing page template

A landing page is like a sales pitch, with only difference that the product – the subscription – you are offering here is free.  An ideal landing page should clearly communicate the benefits you are offering to readers in lieu of the information they are providing. Moreover, dedicating a single page to sign-up form doesn’t allow you to overwhelm the reader with a long sales pitch or too many form fields. Keep your pitch short and crisp, and ask only for the information you actually require.

Sign-ups through Facebook

A newsletter sign up form on Facebook

A newsletter sign up form on Facebook

Do you have an active Facebook community around your business, you can simply embed a sign-up form on your Facebook fan page using third party apps. If you are ready to spend some bucks, you can create a Facebook marketing campaign to accept sign-ups. This will keep adding subscribers to your list even if your website doesn’t have a steady traffic.

This is by no mean an exhaustive list. Depending on the nature of your business and type of audience, you will need to identify the right mix.

Once you have a healthy list in place, the next job is to keep them engaged with the right kind of content. You can also track various parameters like open rates, CTR, conversion ratio, unsubscribes etc. We will discuss all these stuffs in the upcoming posts. Stay tuned!