Bronto Blog

Grow Organically It Is So Worth The Wait: Part 3 in a Series

Marketing your subscription buttons on every page of your site is the first step in capturing a new subscriber’s email address. The second step is creating a compelling subscription landing page. The subscription landing page gives every email marketer the opportunity to sell subscribers on signing up and more importantly staying subscribed. Too often email marketers overlook this critical tool, essential to creating a strong foundation, by not implementing all the enclosed components or not utilizing a subscription landing page at all (many don’t currently offer this feature).

Consumers want, like and simply deserve to be provided exactly what they can expect and how often from a specific company’s email marketing program.

Providing the following expectations upfront will enable consumers to anticipate and accept your messages by knowing what they will be sent and when – keeping your subscribers informed rather than uniformed is to your benefit. The enclosed subscription landing page from RalphLauren.com incorporates the following elements seamlessly:

• Thanks the subscriber for showing interest and joining their email marketing efforts – the subscriber is welcomed immediately by the brand:

• Highlights and describes in detail the type of messages consumers will receive – promotes three very clear incentives subscribers will “enjoy”:

• Provides the consumer a preview example message from the campaign – enables subscribers to anticipate what will be coming as well as immediate recognition upon opening their first message:

The only element they do not incorporate currently is frequency. Setting a subscriber’s expectation around how often they will be “touched” by a campaign will only strengthen the relationship. Email marketers can gain more loyalty by giving your consumer the option to tell you how often they want to receive your messages.

Building a robust subscription landing page will ultimately build a stronger and more stable relationship with your subscribers - it is well worth the effort and time.

Kimberly Snyder
Account Manager at Bronto

Other posts in the Grow Organically Series:

It’s So Worth The Wait

Market Your Subscription Button