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Mistake #3 - Poor Sign Up Experience

A few years ago, before email included features like dynamic profiling, web analytics, and integrated CRM systems, email marketers built long opt-in forms asking would-be subscribers to tell them everything from their preferred products to their preferred frequency. It worked at the time because it was an easy way to segment the audience and send relevant messages.

However, it really pigeonholed the marketers. If a recipient opted-in saying he wanted to be sent emails regarding LCD TVs, once the purchase is made any other LCD TV emails sent to him are most likely irrelevant as he's no longer in the market for a new television.

If you haven't revised your email opt-in form in a while, now is the time. Be sure to ask only for the information you need - in many cases that will only be the recipient's email address. Also be sure to keep your privacy policy visible so recipients will feel confident sharing their personal information with your organization. And, find a way make the experience a memorable one. After all, if subscribers don't remember opting-in to your lists they'll think you're spamming them.

 

Sample 3 - memorable opt-in experience