Your relationship often begins with email

Danielle Johnson

On the Go! enews

July/August 2013

 

The main component and most important tactic in your housefile building strategy is a clear and easy process for email registration. The email signup shouldn’t be buried in the footer or in the content within the page. Users are trained to look for the signup towards the top of your website and won’t spend time searching if it’s not readily apparent.

 

When considering where to put the signup always place it above the fold. Ideally in your header so it is on every page of your website. And think beyond your website header, place email signup links throughout the site wherever you engage visitors.

 

When designing and placing email signup, pay attention to the color of the button or box. Branding is important on your website, it’s part of your organization’s identity, but your eNews signup should “pop”, a user's eyes should be drawn to it. We’ve seen beautifully designed websites with the enews signup buried because the font and color blended into the overall design.

 

Remember, an online relationship typically begins with email and when someone shares their email they are telling you they’re interested and want to learn more. Acknowledge that trust by thanking them. Send an immediate acknowledgement and thank you by setting up the survey autoresponder. You have a captive audience, use the time to tell them about your mission and when they can expect to hear from you.

 

Written by Danielle Johnson Vermenton