Test, Test, Test!
I was sitting in line the other day and scrolling through Facebook and came across an ad that was interesting to me. So I clicked the button to get more information.
It made me sign up with a bunch of info (not a fan of this as a first step... Let me see the page please first!). But I did it anyways...
The page I was redirected to was a dead page. Not a 404 on a website, just a totally dead page. So, then I go to my email and they start trying to sell me on the product. I immediately unsubscribed and actually marked it as spam because it was such a frustrating experience.
A few things...
1. A first step should be unintrusive and leave the subscriber "feeling good" about the initial interaction. I know we're all in the business of building a list, but if it's not a necessary part of the process, don't do it. In other words, you're asking me for something of value (my contact info) so give me something of value in exchange for it.
Trying to sell me on your image back up service hardly warrants an opt-in... Maybe give me the info and offer me a coupon as a reason to opt-in. But "give me your contact info for no reason" doesn't create a good first impression.
2. Make sure if your first impression is going to require someone to opt-in, that the confirmation page actually works. This should go without saying, but I'm stating it anyways!!!
3. Your first email should always create an impression. Remember the saying, "you never get a second chance to make a first impression". In this case, not only was that true, but I immediately opted out and was done with the relationship.
TIP: Use a sub email (ex regularemail firstname.lastname@example.org) By adding something after the sign, I can see if the person/company is just collecting my info to sell :). The emails come into my main inbox and I can just look at the to address if there's mail I don't recognize signing up for and then find out who sold my address!
For over a decade Heather Seitz used email marketing to build successful companies. She had to solve the biggest barrier to consistent profitability: deliverability. Today, she is the Co-Founder and CEO of Email Delivered.
Always test your opt-in process, here are tips http://www.emaildelivered.com/test-test-test. Remember to sign up for the FREE Email Delivered Pulse newsletter for articles, tips, and recommended resources for email marketers.
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