Building a meaningful relationship – from that initial sizzle of attraction to forging a deep and lasting connection – takes time and effort, we all know that. Any business owner understands it’s worth all the blood, sweat and (sometimes buckets of) tears to have loyal clients return again and again. 

Luckily, in this digital age, you don’t need to say it with flowers to build up your customer database. Instead, let email marketing and its juicy ROI of £35:£1 do the talking. So, where IS the best place to drop in an email sign up on your site? Read on… 

Welcome gates

They say: Full-screen calls to action that open before any other content on your site. Aren’t these 21st-century pop-ups?

We say: Absolutely not – though as with all things relationshippy, timing IS everything. Welcome gates are one of the highest converting list-building techniques and, if well-placed, can significantly boost your sign-ups. 

Floating Bars

They say: A campaign pinned to the top or bottom of the web page that remains visible as your visitors scroll. 

We say: Another bit of tech that’s moved on from the customer experience-crushing bad old days, floating bars can boost email sign ups by adding a sense of urgency, or offer a way to promote a seasonal offer or upgrade. They’re also great for enticing less loyal customers over to your social media, offering another opportunity for you to build a relationship. 

At checkout

They say: An email sign-up invitation at the point of purchase attracts customers when they are at their most engaged with your business.

We say: Supermarkets display sweets at the till knowing parents will be “persuaded” by their bored children to buy some while queuing. Popping in an email sign-up at checkout works in a similar way but without the tantrums. Don’t miss out on the ideal chance to offer customers in the process of buying your products a way to stay in touch. 

Blog page

They say: Use your website’s blog section as a lead generation tool. 

We say: Blog posts are a fantastic way to engage customers and quality content will always find an appreciative audience. What better way to maximise that appetite than popping an email sign-up form on the blog page? 

Overlays

They say: A content box that appears on a web page, obscuring the background. What, MORE pop-ups?

We say: Okay, okay, a pop-up of sorts but as we said before, they’ve moved on from the bad old days. Overlays can be a powerful tool in your marketing kit bag, especially if used as a response to customer behaviour – welcoming a first-time visitor, for example.  There are lots of software options out there for you to try, too. 

Resources

They say: Optimise the traffic on a website’s resource page by placing an email sign-up call to action. 

We say: A resources section contains the most helpful and in-depth content about your company, products or services, as well as FAQs, customer case studies – the list is endless. Naturally, they attract a LOT of customer attention, so placing an email sign-up here could give your business a nifty boost. 

Still unsure about wooing customers with a well-placed email sign-up? Book a discovery call with us at 24 fingers and we’ll happily play Cupid. 

If lockdown has revealed anything, it’s that staying connected is far more important than we ever imagined. In a world where 91% of us check emails daily (or even hourly, ahem…), it’s a powerful communication tool and a fantastic way to inform customers about your business or products. Read on for six ways you can get more email subscribers from your website…

Create great content

They say: Why should we hand out our email address?

We say: Good point. Businesses need to create a really tempting, compelling reason for people to sign up. Amazing, entertaining or memorable content will not only leave subscribers wanting more, yours will be an email they actually look forward to opening. 

Simplify the sign up

They say: Pack your sign up form with lots of information. 

We say: DON’T. Keep it as easy to fill in as possible and don’t forget to put a sign up link front and centre on EVERY page of your website. There’s an ongoing debate about whether to include a customer’s first name in the form. Some see it as an unnecessary extra step, while others argue it’s a great way to personalise future content. Test, test, test, we say. 

Say thank you

They say: Don’t bother responding to a new subscriber; you’ve got them now.

We say: We’re not suggesting you dash out and buy them a bunch of flowers but a thank you not only recognises a new addition, it’s also a way to further engage them with a sprinkling of discounts or the offer of a sneaky peek at future temptations. It can also be showcasing positive reviews, or even a springboard to bonus content.  

One size does not fit all

They say: Email content should be the same for all customers.

We say: Emails are like jeans: taking a one-size-fits-all approach will leave some customers struggling to find a good fit. Instead try tailoring your email sign ups by offering lighter versions for those who might have less time on their hands. It’s better to retain a customer who may receive less of your content than someone who gets it all and reads none of it. 

Pop-ups are back

They say: Using flashy technology like pop-ups to persuade people to sign up risks irritating them. 

We say: Anyone who remembers the early days of the internet will rightly hiss at the notion of pop-ups flooding their screens. But fear not: they’ve evolved into quite the smart little marketing tool and convert a mind-boggling 1,375% more than a standard sign up form. There are loads to choose from, including HubSpot and PopUp Domination, so dig around and see what works best for you (Ed’s note: then test).

Prove it works

They say: People can already see how successful the business is.

We say: Everyone loves evidence of growth and success, and social proof is a great way to show customers your reach and even your brand values. Listing subscriber numbers or icons of companies you’ve collaborated with can help persuade people to follow suit and sign up. 

They’re our six top tips but do you want to know more? Talk to us at 24 fingers about how to get more email sign ups for your business.