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There are different techniques used by retailers to make subscribers signup. Below we’re gonna see what kind of strategy they’re using to get success in email signup
Globally, retailers use this leverages to perform:
- Target customers
- Placement page
- Be visible
- Timing delivery
You probably know already this rule: right offer, right time, right place.
Consider email signup as a targeted advert. Use data you know about your visitor such as the device used to consult your page, location or page context to make your offer pertinent.
Mostly online strategy to convert visitor into website is not targeted treating every visitor in same ways while they all behave differently.
This is the default placement for most of the website. It can change according to the style, wording, shape or size.
We can get 2 types: first a text link or a CTA to a signup page or much effective, an inviting box where the visitor can enter his email address to sign up.
No matter the style or type, the footer placement must be below all the content of the page as this example below for ASOS
Above others placement
There are many options to place a signup call to action even if we don’t see them much in others website:
In the homepage sliders in the page content
In the page header
In the menu header
A static/sticky footer menu
There are several options for dynamic placement of email newsletter sign up such as pop displayed in front of the web page however it can affect the user experience, the mobility usability and be blocked by blockers.
You can display them in the homepage and we can see 2 formats:
A web page light box as we can see in Gap website below
or through a bar at the bottom or top of the page that the users can click away.
There are two ways to make your call to action visible. The aspect (shape, color, text size etc.) and the importance such as when, where and how it’ll be displayed.
You can find plenty of options to stand out your calls to action on website such as fly out, widget or popup.
The most common call to action technique on website for sign ups are:
Bar: on top or at the bottom on the page website targeted with full width bar. it usually get an open rate of 1.34%
Banner: You can embed it at the bottom or top of your website. it usually get an open rate of 2.2%
Popup: you can display it in the centre of your web page. Get a conversion rate of 1.31%
Email call to action sign up can have 2 forms. The first is targeted to the audience and contextual relevance at the right time, right place, to the right person with the right offer.
You can get it by analyzing their behavior and the pages they visit on your website. For example, if a user is visiting women clothes and he’s interesting in purchasing, liking deals, you can attract him with a sign up to receive news, dresses discount or even reward him with a 20% off his purchases as follows
The second form is when the user has spent time on your website and he’s about to leave the page. The call to action may be triggered by scrolling, time or movement to exit as the example below
Your users need to know what do you offer through your newsletters.
We can see 3 types of newsletter campaigns
signup campaign: Simple ‘’join our list’’ without specifying what the subscriber can expect: offers, announcement without give any specific incentive. It gets a conversion rate of 1%
offer campaign: this campaign offers discounts, coupon or exclusive content. Conversion rate about 5%
Enter to win campaigns: by subscribing to this campaign the user will get periodically a reward. Conversation rate of 15%.
The CTA must motivate the user to subscribe to the list by choosing the right words to convince them. Apply this 3 rules: This an opportunity they can’t miss, focus on their needs and don’t use old marketing technics than everyone use.
Here are some examples:
- Sign up for ASOS style news – ASOS
- Get email updates – Nordstrom Rack.
- Sign up for the latest news, offers and ideas – John Lewis
Basically, you have to types of retailers: the ones who will make it easy by simply writing their email address and clicking on a button submission
Asos propose an option between men or women that can be interesting to get segmentation information.
Then there are the ones who make the sign up process harder by displaying a popup where the users will have to fill out fields as this example below from Nike
Obviously longer the form is less signup you will get.