Home  › Email › Email Marketing

Improving Email Acquisition - Site Registration

  |  March 11, 2013   |  Comments

To maximize registration and opt-in page effectiveness, consider embracing these nine tactics.

Marketers are continually challenged to grow their lists; yet their best acquisition source, their own site registration pages, often aren't optimized to be fully effective.

Although consumers are generally willing to share basic information about themselves, such as email addresses, my firm has seen in surveys that at least one-third of consumers abandoned online purchases because the site required registration prior to the purchase. Such a tactic may be necessary for content-oriented transactions, like news sites, but forcing a consumer to register appears to limit online transactions' full revenue potential.

To maximize registration and opt-in page effectiveness, consider embracing the following tactics:

  • Promote registration and newsletter subscriptions across the site. Considering the value of an email address, registration opportunities should be treated as a product or service you sell to visitors. Promote registration across the site, especially heavily trafficked areas such as store locators and search results pages. Home Depot successfully grew its list by putting a simple registration form at the bottom of every page on its site.
  • Keep registration forms short. A recent random review of registration pages found 32 percent of surveyed registration/subscription pages had 21 or more fields. Consumers are leery of providing too much information and seek efficient experiences online. Only require minimal information, such as name and email address, to begin building a customer profile. Collect only the data and information you'll use immediately for segmentation purposes.
  • Collect customer information incrementally. With a minimalist approach to the initial registration page, use email campaigns that include polls and surveys to collect additional profile information incrementally. This approach can work well, especially as segmentation and targeting tactics evolve.
  • Use standard form-field names. To capitalize on the Autocomplete feature in browsers such as Internet Explorer and Google Chrome, adhere to Microsoft's standard form file names. For example, a previously typed "name" will drop into the name field, making the registration process faster and more efficient for the visitor.
  • Explain registration benefits. Provide visitors with a reason to opt in to your newsletter. Tell them about the site's or newsletter's registration benefits.
  • Ask a basic segmentation question. While keeping required information to a minimum, ask one simple segmentation question to help qualify prospects.
  • Make opt-in permission clear. Clearly identify whether registration data will be used for marketing. Use a separate field for consumers to opt in. This should be an unchecked box that visitors check to opt in. Such an approach may also help challenge spam complaints or navigate delivery issues that may arise from such complaints.
  • Confirm age. If your website could potentially draw teenagers and children, the registration form should request age. It should be compliant with the guidelines set by the Children's Online Privacy Protection Act of 1998 (COPPA), which prohibits companies from collecting data from children under 13.
  • Confirm country. If you market internationally, you must have permission and prove the opt-in when mailing to countries in the European Union.

Enlisting some of these slight modifications can help drive your newsletter registration conversion even higher.

All the best,

Email image on home page via Shutterstock.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!


David Daniels

For more than 20 years, David has been an industry proponent. Direct Magazine said David is "one of the most influential experts in email marketing, if not the most influential." Co-author of "Email Marketing An Hour A Day," David has held senior level positions at Forrester and JupiterResearch, Apple, Anthropologie, MacWarehouse, Proteam, and retailers that dotted the early days of CompuServe. David advises many industry organizations including the OTA, DMA, eec, and has been a contributor to the Weekend Today Show on NBC. Learn more about connected marketing and download free research with registration here. Follow David on Twitter @emaildaniels and learn more at www.relevancygroup.com.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Email newsletters delivered right to your inbox. Subscribe today!




Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.


    Information currently unavailable


    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...