Customer Aquisition Via Email: Top 3 Considerations To Ensure Registration
Email continues to grow as an efficient and effective tool to engage with customers and as an essential part of the conversation ecosystem. My team and I see impressive and measurable results in the campaigns we create and manage for our clients when these conversations are relevant, mobile enabled and intuitive in design.
Email success is dependent upon having a sizable targeted audience receiving relevant messages tailored to their likes and interests. Frequently we consult with brands that are struggling with collecting enough names to see the desired response and ROI in their email programs. We address the issue of anemic email registration results by evaluating the Placement, Proof and Process involved in the collecting of names.
1. Placement: THINK: “Hi, I am here whenever you are ready”
By placement I am referring to the location(s) within an online property where we display email registration units or callouts. Nearly every major brand we have consulted with in the past two years has acquisition teams that do not understand this concept. From usability studies to behavioral analytics the conclusion is clear; people register at places where value has been proven.
These value “zones” include content pages, product detail pages, download/video pages, and Facebook plug-ins. At these locations one must employ proximity design principles to ensure that value association is intuitive and encourages registration. One of the most common oversights we encounter and one of the major flaws responsible for yielding weak results is concealing registration units in the page footers or headers in an attempt to keep the page design clean and simple.
2. Proof/Incentive: THINK: “Let’s talk, I’ve got some great stuff to share, just ask your friends”
What are you going provide in exchange for a prospective customer’s email address? Special offers, exclusive content, coupons, first-to-know news, are key incentives with measurable proof of value that encourage registration. It needs to be good and it needs to be stated simply in strategic proximity to the registration unit. In addition, the value of social proof displayed within the same proximity can’t be over emphasized. This must be viewed from the customer’s perspective: “why should I surrender my personal information? Will this be a nuisance or will it provide value?”
3. Process: THINK: “A simple handshake will do!”
To ensure acquisition request the customer’s email address only. Trying to collect too much information initially via multiple fields is perceived as “work” by the customer, and behavioral data concludes that this approach will result in high abandonment rates. Once the customer submits their address they should immediately receive a confirmation notice, followed by a welcome email. At this point we can begin our conversation and eventually persuade customers to engage with a preference center where gathering additional info can be facilitated.
Any questions feel free to reach out to me directly: firstname.lastname@example.org
1 year ago
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