Here’s the thing about email marketing. Some people think of it as “the old man” of marketing, meaning that it seems outdated and far less sexy than many of the more contemporary techniques. But the bottom line is that it still gets results. In fact, McKinsey reports, “Email is 40 times more effective at acquiring new customers than Facebook or Twitter combined.”
According to Campaign Monitor, “For every $1 spent, email marketing generates $38 in ROI.” Pretty impressive. But one area that some legal marketers struggle with is getting visitors to sign up for their newsletters in the first place. Here are some incredibly simple yet effective ways to maximize opt-ins and grow your email subscriber list.
1) Make the Opt-in Box Visible on Every Page
If your opt-in box is only visible on say your homepage or landing page, you’re doing a great injustice to your email marketing campaign. This means that visitors are having to expend more energy making multiple clicks just to find your opt-in box. The end result? Fewer subscribers.
A better approach is to ensure that your opt-in box is visible on every single page of your website. Fortunately, this isn’t hard to do. If you’re a WordPress user, you can usually insert a widget on the right or lefthand sidebar and place your opt-in box there. This way visitors can see it regardless of the page they land on.
2) Add Overlay Text
Conversion Voodoo has an article where they highlight some of the extensive testing they performed to maximize opt-ins on a site called Shoemoney.com. More specifically, they did A/B testing on several elements of the opt-in box itself.
One of their more interesting findings was that Shoemoney.com received a 36 percent increase in sign ups by simply adding overlay text to the opt-in box. For example, they used “Enter Your Email Here” as the overlay text to encourage visitors to go ahead and sign up.
So in theory, you could boost your law firm’s opt-ins by as much as 36 percent by using this technique. It’s dead simple but gets results.
3) Eliminate Distractions
The same experiment from Conversion Voodoo came to another interesting realization. Adding too much text to the area surrounding an opt-in box can be distracting to visitors and prevent them from signing up. Initially, there was the following text just beneath the signup button:
“Not Ready to take that step? OK, Why not just Subscribe to the RSS Feed?”
Out of curiosity, they removed that line of text to simplify the opt-in box and reduce distractions. What happened? It resulted in a 28 percent increase in subscribers. Nice! Now this isn’t to say that you can absolutely expect this dramatic of an increase, but the results should be favorable.
You don’t necessarily need to do anything radical to maximize opt-ins. Sometimes all it takes is just a few simple tweaks and experimenting with different options that you haven’t yet tried. If email marketing is one of your go-to strategies, it’s definitely worth a shot to try these techniques out.
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