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Question: Why is nobody signing up for my newsletter? I know
that's where the money is, but I just can't get anyone to sign
up. What can I do?
Signed - Yoo hoo... Anyone there?
Dear Yoo hoo... Anyone there? Please don't feel badly. I
actually get this question a lot in my consulting business. It's
a very common problem and, fortunately, one that you can start
improving today.
Here is the short version of the checklist I go through with
clients when examining ways to fix this problem.
1. Where do I sign up? The first thing I do when I'm helping a
client is to play the game called "Where's the signup box?" If
it takes me more than half a second to find the newsletter
signup form, then we've got work to do.
Your signup box should not be a challenge to find. If it is,
it's defeating the purpose. So, put it front and center in the
top third of your page. It's not even a bad thing if you have it
on your page ... gasp... twice.
Also, most people have pop-up blockers now, so don't rely on a
pop-up to get you a parade of traffic. Pop-ups and pop-unders
are great, but they can't be the only ways to get people on your
list.
2. What am I signing up for? The next thing I check is the copy
in the signup box. If your best sales pitch is "Sign up for my
mailing list" or "Sign up for our newsletter" - then forget
about it!
It used to be years ago that's all you needed to say, but now
people need a little more explanation and encouragement. Will
you be providing tips, ideas, freebies, coupons, resources or
advice? Let me know what I'm getting into before I'll hand over
my email address.... And it better be good.
3. Why should I sign up? A little bribery can go a long ways.
Will I get a bonus for signing up? Do you have a special report
or a freebie for me? No? Well, get to work. There's a lot of
competition out there, so don't be afraid to offer a little
extra to your visitors.
4. How do I sign up? The last item on my checklist is the
sign-up procedure. If you're using a service that makes me jump
through too many hoops, then I'll probably give up and move on
to something else. Yes, double opt-in is good, but programs that
make you join and jump too many times are just ridiculous.
Plus, if you're asking for too much information (like my
telephone number), I'll likely pass. There's no email list worth
me getting phone calls during dinner. It doesn't matter how good
your mailing list is.
So, there you have it. Start with this quick checklist to see
immediate improvement in your sign-ups. As far as getting
traffic to your site to see your signup box - that's another
article in the making.
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