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 Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!


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

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?


    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...