Email Opt-in Forms

Creating and displaying opt-in forms might not deliver instant results. If your results are less than what you expect, consider increasing your marketing efforts to drive more traffic to your forms, (if low traffic is the problem) or changing your offer (if conversion is the problem).

In addition, try some of the following tactics to improve the results of your online opt-in forms:


1. Display multiple opt-in forms. One of the biggest mistakes you can make when building your email list is to assume people will find your opt-in form. Give them a variety of ways to find your forms, or you’ll lose opportunities to grow your list.

2. Use calls to action (CTAs) to guide visitors to your opt-in forms. Sometimes, you won’t be able to include a full opt-in form in certain areas of your website. Instead, you can use CTAs that guide visitors to your opt-in forms.

3. Offer options. If your offer exceeds your audience’s needs, you might have to offer different options to boost conversions. For example, if visitors are promised a daily email newsletter when they submit your opt-in form, that might equate to too much email for some people. If your email marketing provider and opt-in form tool allow it, offer multiple subscription offers, such as daily, weekly, or monthly.

-Another example involves allowing visitors to choose not just the frequency of communications they’ll receive from you but also the types of messages they’ll receive. You can offer options to receive informational or promotional content, as well as options to receive messages related to specific topics. A health coach might offer options to receive content only about weight loss, exercise, recipes, or low-cholesterol diet tips. Assuming the health coach publishes enough content to fill all these topics, giving people this type of choice not only makes them happier but also allows the coach to segment the audience. If the coach knows that only some audience members are interested in weight loss, then promotional content related to weight-loss products can go directly to those people in the future.

4. Segment your audience and offer lead magnet choices. You can also segment your audience by offering lead magnet choices. For example, a pop-up opt-in form that appears when someone visits a specific page on your website could give people a choice to download one of two e-books on topics relevant to the page topic but different from each other. A follow-up email marketing campaign could include a link to download the second e-book as well, but based on the visitor’s choice when they submitted the form, you can segment that person using a specific interest. This is valuable information for future email marketing.