Want to know why I won’t be subscribing to your newsletter?

ecommerce conversion rate optimisation

‘Subscribe To Our Newsletter’ or ‘Register For Our Newsletter’ or maybe ‘Give us your email address. We’re not quite sure why, but we’d like it all the same’.

A few months ago I was researching competitors for a particular startup client within a niche SaaS (Software) industry. The client was very weary of what was going on within their sector. My task was to court the digital marketing prowess of 5 competitors.

When I Say Prowess….

Each had a presentable website with the natural inclusion of a homepage carousel (shudders). Each invited me to ‘subscribe’ or ‘register’ for their newsletter…. so I did. Not due to the persuasion tactics, but due to duty to my client.

I received the usual Mailchimp subscription confirmation from one and the other 4… nothing… not a dicky bird.

That was 6 months ago.

The Power of Subscribe

Strategists, speakers, authors, we all talk about the power of subscribe. The ability to harness a relationship where individuals request to receive further information from you, usually in the form of the email newsletter.

I don’t know about you (or maybe I do?) but over the last year i’ve unsubscribed from more newsletters than I’ve requested. Whether underhand tactics of Linkedin connections, or assumed ‘hey you must be interested in us!’ newsletters from companies who provide webinars for interesting people. We find ourselves slipping into databases.

So, when a customer actually requests a newsletter, that’s a powerful approval of your marketing content’s persuasiveness. That’s an invitation to keep the conversation going.

Why Ignore  a Subscribe Request?

More to the point, why request that people signup for your newsletter in the first place? A foolish ploy.

Whilst many businesses, potentially competitors of yours, have switched focus to shiny new things – Social Media – email, and by email I mean an aligned email marketing strategy, is often overlooked. If I’m entrusting you with my email address and requesting to hear more about your company, does that trump the click of a ‘like’ button or a twitter follow? I’d be concerned if it did.

Where The Problem Lies

The phrase ‘Subscribe to our newsletter’. What does it tell you about the value placed on email marketing?

  1. As a recipient, what’s in it for me?
  2. How often will you email me?
  3. Is the information unique, or just lifted from your latest blog article?
  4. Can I trust that you won’t sell my data on?

A default request that does nothing to strengthen an already weak call to action. When I see ‘Subscribe to our newsletter’ I’m already aware that you won’t value my trust and provide me with information above and beyond that I can already find on your website, if I’m emailed at all.

It’s Not About What’s ‘Yours’. What Are You Wanting To Share?

If you’re asking me to subscribe tell me what I’m subscribing to. We’re talking a simple sentence to persuade me to share my personal details:

  • Every Monday We’ll Provide You With Top Tips To Help ….
  • Each Month We’ll Send You Quick, Digestible Pointers That Will Keep You Informed About….
  • Receive Daily Updates As We Share Our Views On The Current Impact Of….
  • Find Out How To Improve Your… Direct To Your Inbox Each Week.

Tell me WHAT I’m receiving and WHEN I’ll be receiving it. Don’t ask me to subscribe without this key information. Test it. See what happens to your subscription rates as you start fleshing out your email strategy.

For Thought….

Your subscriber database not only provides you with an opportunity to ‘keep the conversation going’ with your audience, it’s also a barometer of the success of your marketing. Generic call-to-action are ignored. Take time to ensure each angle of your conversion strategy is tailored appropriately. Leave a hook. Be succinct. Ensure you’re not leaving your audience second guessing your motives. They won’t.


Written By:
baf9974133182a27cc880cca71372aba?s=180&d=mm&r=g

Ian Rhodes

Twitter

First employee of an ecommerce startup back in 1998. I've been using building and growing ecommerce brands ever since (including my own). Get weekly growth lessons from my own work delivered to your inbox below.

Leave a Reply

Your email address will not be published. Required fields are marked *