Subscription visibility increases number of new sign-ups

Increasing subscription visibility on email marketing messages is a key way to acquire new members, an expert has advised.

According Kim Zinda, vice president of business development and strategic marketing at Ovation Marketing, making a subscription button visible helps gain new customers by creating interest from visitors to email or e-newsletter programmes.

Increasing the subscription button’s visibility can also be achieved by promoting email or e-newsletter opt-ins throughout high-traffic areas on marketers’ websites.

Ms Zinda also advised marketers to employ email on-boarding programmes in order to help boost click-through rates.

On-boarding programmes consist of a series of communications specifically developed to target new e-mail sign-ups on mailing lists and are important for nurturing client relationships immediately after registration - a critical period when it comes to holding on to clients.

“New signups are up to 3.7 times more likely to click on e-mails than customers already on the file, so this is the time to engage with relevant, timely and consistent messages and information,” Ms Zinga said.

“It is important to demonstrate what your company stands for because this is the honeymoon period when new readers have the highest click percentages. This period lasts up to eight e-mail blasts, unless an on-boarding program is firmly in place.”