Grow Organically It Is So Worth The Wait: Part 2 in a Series
When formulating a strong and effective Email Marketing Acquisition Plan, do not underestimate the power of a well positioned subscription button that pops off the page. As email marketers we spend a great deal of time and effort crafting, revising, testing and sending campaigns and yet we don’t focus on marketing our subscription buttons.
Your current PPC and SEO campaigns are driving traffic to your homepage at a significant cost (SEO consultants are not cheap). Ensure you at least have a chance to acquire their email address by promoting and marketing the subscription button. Site designers like to hide the sign up link in order to maintain an aesthetic “look and feel” at the cost of attaining one of your company’s most valuable assets.
After a great deal of research I was truly surprised to find how many on-line retailers do not currently market their subscription buttons.
Start marketing your subscription button today by following this simple and straight forward formula:
Place the subscription button near or within the top and bottom navigation throughout the entire site. Do not limit your marketing efforts to only your homepage. BuyBeauty.com incorporates their subscription button above the top and bottom navigation bar on every page of their site to ensure a shopper can easily sign up at any point during their visit:
Subscription Button #1 positioned in the top right corner above the top navigation bar on every page
Subscription Button #2 positioned in the bottom left corner above the bottom navigation bar on every page
Position a third subscription in the center of your homepage – which is seen by all site traffic. Think of this button as a road sign for all traffic entering your site to immediately stop, look and consider joining. Again BuyBeauty.com created a third clearly visible and well positioned subscription button on their homepage:
Subscription Button #3 positioned next to the top call to action image on the homepage
Invest the time to create clear and concise subscription buttons that grab your consumer’s attention. Potential subscribers must be able to sign-up for your email marketing campaigns quickly and with ease – or you simply lose the opportunity.
Kimberly Snyder
Account Manager at Bronto
Other posts in the Grow Organically Series:
Sell Subscribers on Signing Up and Staying Subscribed
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