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BizReport : Email Marketing : July 15, 2011

Why you should incentivize sign-ups, registrations

As consumers become blinded to traditional ads and even sign-up boxes on websites, marketers are looking for new ways to capture email addresses to stay in contact. One expert says incentivizing things like newsletter sign-up areas and website registrations is one way to increase the number of email addresses in your queue and stay in contact with in-market consumers.

by Kristina Knight

Today's consumer stops by a website for one of two reasons: interesting content or product information, and data from SeeWhy finds that of those consumers to place items in a shopping cart, email is the best way to make them convert. This means that shoppers who have already shared their email address with a brand are more likely to convert - because an email brought them to the site.

That is why one expert says marketers need to start offering incentives of sharing email addresses.

"We know that it may take many visits to achieve a conversion, not a single visit. New traffic may not lead directly to a sale, but if it leads to a micro-conversion, such as a newsletter sign up, registration or social login, then it is very valuable. So perhaps we should be looking at search and social as a stepping stone--beginning to build a relationship--which ultimately will probably only turn into a sale after a sequence of touches," said Charles Nicholls, Founder and Chief Strategy Officer, SeeWhy.

Nicholls says two of the best ways to make these micro-conversions is to offer incentives and data from Exact Target agrees. Their research indicates that incentiving - offering discounts (67%), freebies (55%) or sales updates (50%) are the three top ways to induce a shopper to share their email address.

So, rather than putting a box on your site that says "Newsletter Sign Up", make the consumer want to share by giving something back. "Sign up for our newsletter to stay on top of sales" or "10% discount after signing up" are two options.

One more thing: give the consumer a reason to create a site profile. Rather than using a guest check-out time after time, which many shoppers think is better than increasing the amount of email in their inboxes, give them a reason to create a site profile - discounts and coupons, 'private' sales. You can make this even simpler by allowing them to use an existing social login, which serves a dual purpose by allowing them to share sales and information with friends.

Tags: Charles Nicholls, email content, email marketing, email registration, SeeWhy, website registration

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  • Trade Show Displays

    Good suggestion, Kristina - how come this site isn't using it?!



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