A Better Opt-In Process
Many marketers leave lots of money on the table simply because they don’t set up their opt-in process properly, taking the easy “default” options offered by their auto-responder software.
Now that’s a big shame when a few extra minutes slightly modifying the process can get your new relationship with your subscribers off on a far better footing!
The Default Opt-In Process
Here’s how the “easy” process goes…
- Subscriber adds details (name and address etc) to Opt-In Form (or Squeeze Page) on web site
- Auto-Responder software displays default page instructing person to check email
- Subscriber clicks link in email
- Auto-Responder software displays default “Thank You” for subscribing page
- Auto-Responder software sends first “welcome” message in sequence.
Essentially, all the marketer has to do is put the form code on his/her web site, and prepare a welcome message to plug into the Auto-Responder. Simple. Quick. Very basic.
And while it does get the job done, it’s not as effective as it could be!
A Better Opt-In Process
This time, instead of using the default pages created by the software, custom pages are used in steps 2 and 4:
- Subscriber adds details (name and address etc) to Opt-In Form/Squeeze Page
- Auto-Responder software redirects to display custom page (on your site) instructing person to check email
- Subscriber clicks link in email (and perhaps, depending on your software, you may be able to customise this email too)
- Auto-Responder software redirects to display custom “Thank You” for subscribing page (on your site)
- Auto-Responder software sends first “welcome” message in sequence.
While it means a little extra work - creating the custom pages, uploading them to the web site, and inputting some URL’s into the Auto-Responder software - this approach is much more “personalised” than the “default” process.
At each stage, YOU have 100% control over what your subscriber actually sees!
The custom pages you display appear with your site’s “look and feel”. They display specific instructions from you, depending on the type of offer you are making - i.e. how to confirm your subscription, WHY to confirm your subscription, reinforce what happens after you have confirmed, links to (perhaps unadvertised) freebies to download from the final thank-you page, making an up-sell or alternative offer on either (or) both the confirmation and thank you pages… etc.
Many more options for only a little more work.
Much more likely to get things off on the right foot with your new subscribers, and work better for you in both the short and long term!
And well worth making the extra effort.
Comments
4 Responses to “A Better Opt-In Process”
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I’ve just been visiting a give-away site, and the experience reminded me to mention the absolute “frustration” you can often cause when you display just the final “default” thank you page after clicking the confirm link… especially when your subscriber is expecting to do something else!
Please do NOT force people to go back to check their email to get that download link!
Sure, include the download link in the “welcome” email… But also send them to your custom thank you page with the link as soon as they confirm!
Hi Stephen,
I totally agree with you about customizing your opt-in process. It looks like you took the time to make things as clear as possible for the subscriber.
Right or wrong, when I see a guru using the default process, I get the feeling that they’re just after my email address and can’t be bothered to go the extra step of making sure it is all clear to me.
I also think customizing is so important in niches other than the internet marketing niche where people may not be so online saavy and may not understand the process.
After taking the time to offer a PDF you’ve created (or whatever) wouldn’t you want to do everything possible to get your potential subscribers to get all the way through “confirm” in the opt-in process?
Just my two cents.
Peggy
Hi Peggy
Your comment is worth far more than 2c
Customise the process and make sure your subscribers understand EXACTLY what’s happening, and not only will you have happier subscribers with a much better “first impression”… you’ll ALSO save heaps of time on support calls.
Cheers
Stephen
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