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Building an Email List – Why It’s Important and How You Can Do It Better

0131_Building_an_Email_List

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Building an Email List – Why It’s Important and How You Can Do It Better

If you’ve spent any time in the world of digital marketing, then you’ve probably heard all about the amazing opportunities email marketing can provide to your ecommerce. But in an age of pay per click advertising and influencer marketing, should email marketing still be a focus for your business?

The short answer is yes, and the long answer is definitely yes.  Not only does email still deliver the highest ROI of any marketing channel, but a recent study by Omnisend found that on average every email sent by an ecommerce store brought in $0.71.

There’s no doubt that stat is powerful, but you can only reap the benefits if you put in the effort to create an email list. Unfortunately, the sad truth for many online businesses is that they simply don’t invest the time into developing their lists. Many marketers feel that they are stretched too thin with advertising, SEO, and all the other responsibilities that come with running an ecommerce store.

Thankfully, there are a few simple tricks you can start using today to make list building a breeze. This week we’ll be looking at 3 best practices you can use to get the most out of you email list building. If you sell anything online, you’re going to want to keep reading.

Use A Signup Incentive & A Strong CTA

When displaying an email opt-in form to your users there needs to be a bit of give and take. You want a visitor’s email address, but in 9 out 10 cases they’re going to want something in return for giving it to you.

For ecommerce stores, that “something” is usually a coupon code or some other type of a discount. You’ve likely seen it hundreds if not thousands of times on the web, the old “Sign up to our list to get 20% off your first purchase”.

Have you ever wondered why so many sites use this tactic? It’s really quite simple… They use it because it flat out works. And discount codes also have another benefit beyond just getting new newsletter subscribers, coupons are also one of the biggest factors in influencing buyers’ purchase decisions. So, if you can afford the discount, it really is a win-win.

Once you’ve decided on the right coupon amount for your opt-in form, reinforce the process with a clear CTA that further motivate users. Avoid using something bland like a “Submit” button, instead try something like “Send Me A Coupon”!

Make Sure Users See Your Form in The Right Place at The Right Time

You would be amazed at how important timing and location are when it comes to a forms conversion rate.

When it comes to timing it’s a hotly debated topic that quite honestly, will require a bit of testing. Every store’s audience is a little bit different and all audiences have different preferences, but if you take a close look at how most stores do it, you’ll see two approaches are more common than others:

  • Instant Popup: As the name suggests, this style of popup is displayed to users the instant they land in the store. This approach will often get you more email addresses, but the trade off is that the email you collect might not be as “qualified“ as our next approach.
  • Time-Delayed Popup: The other common popup you’ll see on ecommerce sites is a time delayed popup. These opt-in forms will usually appear 60 seconds after landing or become visible when a user goes to exit the page. With this technique you’ll most likely get fewer emails but because you already know that the users are interested in your store, they are far more likely to convert from future email campaign.

In addition to timing, the next factor that needs to be considered is location. When selecting a location, the most important thing to consider is whether your opt-in form is relevant to the content that a shopper is looking at. As an obvious example, you wouldn’t want to display an offer for 20% off women’s swimwear in the men’s clothing section of the website. Consider creating several different opt-in forms for various sections of your website and test to see which perform best. The real secret is to continually experiment and optimize you forms.

Minimize Form Friction on All Devices

No matter how simple the form is and how great the incentive is, you’ll never be able to escape the truth that forms are annoying to fill out. If you want to get the most out of your opt-in forms, you need to make it as easy as possible for users to complete the form.

Thankfully, psychology has shown that humans are predicable and by doing a few simple things you can minimize the pain and increase conversions. The real secret is that people are far more likely to do something that’s easy than something that’s hard. So, when it comes to form design the number one thing to keep in mind is “how can I minimize friction and make it as easy as possible for people to fill out my form?”

As a rule of thumb, as you ask for more fields, fewer people will fill them out. There are exceptions to this rule – but generally it holds true across the ecommerce space. If you want to capture emails for your ecommerce store, the best bet is to keep your form between one to two fields:

  • Email
  • Name + Email

In addition to minimizing the number of fields on your form, it’s also critical to remember that roughly 1/4 of ecommerce purchases are now completed on mobile devices. You want to be sure that your forms provide a great experience for them as well. Your opt-in form needs to be functional on handheld devices as it is on a desktop.

In general, you’ll want to make sure that you have:

  • Big, touchscreen friendly buttons
  • A clear, easy to understand CTA
  • Properly-coded fields so that smartphone users get the right keyboard options (e.g. A Numpad for phone numbers, an email keyboard for email capture, etc.)

Is your ecommerce capturing emails for remarketing purposes? Do you have any tips for boosting conversion rates? Be sure to let us know in the comments below and if you’re looking for more email marketing content be sure to check out previous post 10 Email Marketing Essentials in 2018!

Sources

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Dalia El Gammal

Sr.Marketing Specialist PAYFORT

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