E-commerce: Grow Your Opt-in Lists by Turning Browsers into Buyers
Research shows that most people say they trust the content in e-mails they’ve signed up to receive. The challenge, though, is to build an opt-in list of loyal customers so you can convert those eyeballs into sales and keep them buying. GOT Corp., a Montreal-based e-mail service provider, offers several suggestions in its new white paper, “Growing Opt-In Lists: Turning Web Browsers into Buyers.”
• Place multiple opt-in locations on your site. Too many marketers make the mistake of limiting opt-in requests to the home page, the whitepaper states. Include e-mail registration and opt-in requests on every page and at every potential customer interaction point on your site.
• Give users lots of options. Users want to be able to control the flow into their e-mail inbox as much as possible. Offer them choices about the types of e-mails you can send them, such as newsletters and alerts and their respective frequencies, and chances are you’ll get more opt-ins.
• Convince them your site is secure. Recent surveys show Internet users are still concerned about online security, Got Corp. says. Use every possible means to convince users that you will safeguard their private information. Provide numerous privacy policy links and reassure them that their addresses won’t be shared without their permission. Display the Secure Socket Layers (or closed lock symbol) and explain what it means.
• Keep it short. When preparing your opt-in form fields, be specific, but limited, the whitepaper says. Researchers have found about half of Internet users say they’ve been asked too much information when they register. They’re also not likely to spend more than two minutes with the registration form.
• Make it personal. The GOT experts say sending personalized e-mails are a powerful tool for converting prospects into loyal customers. You’ll soon know more about customers’ interests and be able to send more relevant messages to increase response and retention rates.
For a free copy of the white paper, “Growing Opt-in Lists: Turning Web Browsers into Buyers,” go to www.campaigner.com
