Today, choosing to implement the Email Marketing strategy allows you to increase the number of sales and expand the contact base . Among the different digital marketing tools, we recommend sharing exclusive content through the newsletter due to its enormous potential.
Now, you may be wondering how to encourage website visitors to subscribe to your newsletter. The answer is: the subscription form. It is a tool that collects all the information you need to expand your target audience such as email, phone number, name, among others.
If you want to discover how to use the forms and how to improve your audience, we invite you to read this article that we have prepared where we provide you with all the information you need.
What is a newsletter?
The newsletter is a digital publication that is sent periodically by email to users who previously subscribed to the newsletter . Its exclusive content varies depending on the interest of the target audience. In general, articles, discounts and promotions are usually distributed to encourage a specific action through the CTA (Call to action button).
And why is it important?
As we mentioned before, the newsletter is a communication channel that allows you to communicate with users who are interested in the products and services you offer . Unlike other media like social media that rely on algorithms, email works on its own.
So, adding a newsletter registration form to your website helps to get contacts from potential buyers who really like what you offer.
Creation of forms to attract readers
If you want the subscription form to meet the pre-established objectives, you must pay particular attention to how to create it. It is not just about incorporating a form on the web page.
You must plan all the details such as colors, fonts, what type of data to request and include arguments that persuade the visitor to sign up for your newsletter.
Why is it a good option?
The registration form is an excellent tool to capture leads. In this sense, creating a good form with an interesting copy can convince a visitor to sign up for the newsletter and encourage him to make a possible purchase of a product or service offered.
In short, you will be able to increase your database and create a closer relationship with your audience, sending information when and how you want.
What content should it have?
The form must provide a text that is relevant to the reader, with the aim of persuading them to fill it out and provide their personal data. The important thing, then, is to make it clear what type of information is going to be received (promotions, exclusive content, advice, among others) and what is obtained in exchange for the subscription (free e-book, etc.) .
In many cases, we have seen that the forms lack an attractive copy, when in fact a well-written and persuasive text makes the difference and can encourage the visitor to provide their data.
That is why we recommend highlighting that it will be obtained from the newsletter that is not on the website.
What fields should the form have?
Remember that the form is nothing more than a questionnaire to collect information. For this reason, there are some data that you cannot not ask for, such as the email and the telephone number. Other fields that can be included are the user's name and address.
Anyway, less is more. What do we mean? Although asking for different types of information can be useful to segment the database and better understand their purchasing behavior , in turn, a long form can tire the visitor and force him not to complete the form. Among all the data, the one that cannot be missing at all is the email.
Likewise, a button must be added below the form to accept the privacy policy for the management of users' personal data. Let's see how it works below.
Privacy Policy, why is it important?
Due to the fact that, in the forms, personal data of the target audience is requested, as of 2018, the General Data Protection Regulation (RGPD) began to come into force. It is a legal regulation that obliges brands and businesses that collect data to request the user's consent for the use of this sensitive information.
Consent is obtained with a checkbox added to the bottom of the form, where the person is told who is responsible, what the consent is granted for and where that data will be stored.
Once the user has been duly informed about how the information provided will be used, then the user can click on the checkbox and finish sending the form by subscribing to the newsletter.
Where to include the form
Now that you've discovered what data you should ask for in a newsletter subscription form, it's time to analyze where to add to the form. The preferred options for many are two: the website and social networks . The important thing is to facilitate access to the form, that is, that it is quick to find regardless of where you place it.
Next, we are going to tell you how to include the form in each case.
on your website
On your brand's website, the form becomes one of the elements that cannot be missing to expand your audience and customers. However, you cannot embed it anywhere on the web page.
Remember that if you put too many forms on the site, the visitor can get tired and leave. It is best to place it in specific places within easy reach as we are going to show you now.
Embedded in content
In most cases, it is convenient to insert the form directly into the content promoted on the web. It's usually suggested to embed it in the header because it's the first thing the reader sees on the page.
The masthead thus becomes the first opportunity to capture a new audience. Another valid option is to integrate the form in a published post.
Pop up when accessing or leaving or in the footer
Do you want your website visitor to quickly find your subscription form? The best option is to create a pop up for access or cancellation.
The same goes for the footer. In fact, if the visitor reaches the end of your web page after having read your content, it means that he is interested in the information provided. That is why the chances are high that you are willing to provide your data in exchange for exclusive content.
In short, it is more likely that you will want to subscribe and not miss out on the opportunity to be part of your newsletter.
link on page
If you don't want to integrate the form within a published article, you could use a link that redirects the reader to the page where they can insert all the data that may be useful to you.
In social networks
To maximize the possibilities of connecting with new subscribers, we suggest integrating the registration form in social networks. In fact, on Facebook or Instagram the chances are high that an interested user can see your content, so they may want to get to know your brand better and subscribe to your newsletter.
In short, it is about taking advantage of the enormous traffic that these platforms have per day to boost your Email Marketing strategy.
Keep track of subscribers
Finally, it is very important that you track your subscribers and review the statistics. In this sense, to attract new customers it is necessary to constantly improve the results by optimizing the website or the landing page to increase the conversion rate with the form.
By making some adjustments, you will be able to find out if the added text is persuasive, if the call to action is really attractive and encourages you to carry out that specific action, etc. In the event that the number of subscribers is not as expected, it is possible to make some modifications.
On the other hand, it is also essential to track your subscribers to verify that the content provided in the newsletter is of real interest. To do this, you could take into account some metrics or KPIs, such as the rate of abandonment, click and opening of the mail.
conclusion
To summarize, we can say that the subscription form is a strategy that no one should miss out on. In fact, this powerful tool can help boost a brand by increasing your database and expanding your audience.
Its implementation is simple, especially thanks to new technologies that allow you to create an attractive form that draws the attention of a visitor.
Even so, to finish, we suggest you follow all the tips that we provide in this article, to create a form that adapts to your marketing strategy and is truly successful.