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:

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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

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