Confirmation page growing in email marketing importance

A recent Direct Marketing Association study describes the growing popularity of super-simple subscription processes — sometimes just asking for an email address. But even more noteworthy is the clever twist of nailing down details within the confirmation page.

In a way this is just a semantic trick. Instead of the subscription process being a two-page “ordeal,” with Page Two saying something like: “Almost done! Now tell us what you’d like to receive in our eNewsletter,” the second page says, “Thanks for subscribing. Your first issue will arrive shortly. Now, if you tell us in the form below what content would be most welcome, we’ll be about to customize those messages precisely to your tastes.”

Such a simple change. And such a big improvement in conversion rates! Privacy assurances and transparency about how often the emails will arrive are also key to raising subscription conversion rates, according to the study.

Other findings, as described in Chad White’s blog about the report, are as follows:

  • Only 3% of major online retailers use a double opt-in subscription process.
  • Only 92% [sic] of retailers have an email sign-up form or link on their homepage.
  • More than 43% of retailers allow customers to sign up for email with one click from their homepage.
  • The subscriber’s name (31%) and zip code (18%) were the two most often required pieces of information.

What are you doing to improve your eNewsletter’s subscription process?

Published by Jeff Larche

With a background that includes direct marketing and customer relationship management (CRM), Jeff Larche brings an unusual approach to his work. What these other two disciplines have in common is database marketing, and they continue to strongly influence his work as marketing technology leader.