Optimize Your Sign-Up Part 3: Landing Page & Welcome Message Musts March 15th, 2010 Kristen Morales, Senior Director of Client Services Kristen Morales, Senior Director of Client Services Kristen Morales, Senior Director of Client Services Author BioAs senior director of client services at Bronto Software, Kristen Morales oversees an organization that encompasses professional services, technical support and deliverability. She is responsible for the planning and growth of the services organization, including all service offerings, operations, delivery and sales training. Morales has a multi-channel marketing and consulting background and over 12 years of email marketing experience. In her past Bronto life as a marketing strategist, she spoke regularly at industry conferences and has been featured in industry publications such as Chief Marketer and MarketingProfs. Read More About Kristen Kristen Morales, Senior Director of Client Services Now that you have created a stand-out sign-up and optimized your form to gather pertinent information, don’t fall flat after the subscriber hits “submit.” Your landing page and subsequent welcome message are your first opportunities to create a positive impression of your brand, introduce your offerings and potentially make some money right off the bat. The last thing you want to do is miss the boat. Landing Page Secrets to Success No matter what, you need a subscription landing page. If you take subscribers right back to the home tab or simply refresh the page without confirming a successful sign-up, they will wonder what just happened and if, indeed, they are now on your list. In addition to avoiding confusion, the subscription landing page is your opportunity to: 1) Thank the person for signing up. 2) Reiterate expectations. Remind them what you’ll be sending them, how often and maybe even lead to email examples or recent sends. If you are including a coupon or special prize in your welcome message, let them know they can find it in their first email from you. 3) Offer whitelisting instructions. (i.e. “Please add firstname.lastname@example.org to your address book to make sure you receive our exclusive subscriber-only offers.”) 4) Engage new sign-ups by introducing and linking to social media pages, product lines, blog, etc. At a minimum, encourage them to “Start shopping.” Welcome Message Best Practices Lucky you! Welcome messages incorporate many, if not all, of the same best practices as landing pages! Make sure to incorporate the above suggestions into your email as well. For introductions and links, you can keep them exactly the same in both places or vary them if you like. A couple of additional thoughts: 1) Make sure you’re sending your email from your brand name and not from “Customer Service” or email@example.com. Your recipient will not recognize you and your email will look somewhat amateurish. 2) Think about how to welcome subscribers into your community rather than thank them for joining a list. In other words, instead of saying “Thanks for joining our mailing list!” you can create a different customer experience through statements like “Welcome to our exclusive community!” or “We’re so happy that you’ve joined this very special group!” You get the idea. 3) Also avoid subject lines like “Email Marketing Confirmation.” First, that sounds very stiff and non-personal. Secondly, a statement like that makes me wonder, is this saying I’m confirmed or that I still need to confirm? 4) Consider a welcome coupon or incentive to start shopping/interacting right away. All of these elements – a visible, info-gathering sign-up, subscription landing page and welcome message – together create a pleasant and clear sign-up process that builds a positive first impression with your brand. If you haven’t evaluated your sign-up in some time or are relaunching your site, I encourage you to check out Part 1 and Part 2 of this optimization series and get started today. You could find yourself with a nice boost in subscribers and revenue. How have your sign-up tweaks impacted your results? Please share your success stories!