The reader needs the motivation to subscribe to emails from the company. This is the first step towards increasing the speed of receiving e-mail. The site should show the benefits of the subscription. The front page has simple, nondescript blocks that say “Subscribe to the company’s newsletter” and nothing more. There is no reason why a user should register if he does not already find the content of the website interesting. Many agree that content should be basic. But how fundamental is the question? Lonely log boxes are a big no-no. There should be at least one short promotional line that provides a specific benefit that motivates the reader to fill in the field with their email address and click the Register button. The advertising theme should answer questions such as “Why should the reader subscribe to the newsletter?”, “What solutions does the newsletter offer?” and “Is the newsletter focused and specific, concentrating on the needs of the reader?”
The same method will be used with the type of words and language used in the promotional text, or better yet, the entire website. Links should be clear and should not contain empty, vague, or general topics. The content should be able to solve the problem the reader hopes to solve. Readers should be offered back issues and samples to give them a good idea of what to expect from future newsletters they will receive.
Once a reader signs up, many of them will get a big “nothing”. They get great blackness and deathly silence. The subscriber wants something to happen in his mailbox immediately. So it’s a good idea to send a welcome email right away, which could include the latest newsletter or samples of the best newsletters. Try to include any special email offers. At the end of the message, tell them that they will be expecting such great deals and newsletter soon. A new subscriber should feel that he has joined the club and has already received some benefit. You should feel that the registration process is worth it. The welcome email also does the job of email verification, which checks the validity of the email address.
On the one hand, there are people who hardly have motivating information on the site, and on the other hand, there are people who have too much information on the site. Information is not organized and users are overwhelmed with myriad options. If a company has too many things to offer, it should narrow them down by grouping them into categories. Based on these categories, newsletters should also be sent. Newsletters must have specific content and any new material posted on the website must be linked and nothing more.
The last thing that scares a subscriber away is asking too many questions. On the registration page, they are only asked to provide an email address. They then link to the settings page, and then another twenty pages. This is truly a missed opportunity. It’s best to keep it simple and concise at first, asking for information such as first name, last name, and email address. Then send them a confirmation email where they can click on a link to select. Marketers need to know where to draw the line. A box that only asks for an email address is a great way to avoid getting subscriptions.
