61% of Internet users are comfortable with sharing their e-mail address; but 49% are less comfortable about sharing any more information. (Source: Jupiter Media Metrix - Mar '02)
Even if information beyond an e-mail address is required, users should be able to subscribe to free newsletters in less than two minutes. (Source: Jakob Nielsen, Usability expert Oct - '02)
The subscribe's the thing
A common question when first launching a newsletter is 'What's too much information to ask for when people sign up for my newsletter?'
Here is a very brief guide to best practice in subscriber sign ups (and sign offs).
When assembling your subscribe function, it is important to remember that for most of your subscribers this will be the first impression they have of how your company handles them and their details. This is the first step to building a solid ongoing relationship (and trust) with subscribers. It's important to make a good first impression. It is especially important in the current climate of stuffed in-boxes to be up front, clear, concise, and after all that - sending something of value to the subscriber.
Make sure they know what they're signing up for
Have a short clear description of what the subscriber is going to receive and how often. Indicate that it is free, and that unsubscribe instructions will be included in every issue.
This will also help you attract the right type of subscribers. Don't concentrate on numbers, concentrate on quality. Quality of your subscriber base, and quality of content you mail to those subscribers.
Make the unsubscribe function extremely easy. Don't trap your readers. Avoid password protection - keep newsletters separate from other password functions you may have on your site. Don't ask for confirmation of an unsubscribe, just let them go!
Required fields ..... how many?
A study by Jupiter Media Metrix shows that most Internet users are comfortable sharing their e-mail addresses (at 61%) but much less comfortable sharing any more information beyond that (at 49% and below).
Marketers can be tempted to make more of the fields 'required' than should be. But you will lose subscribers before you even begin. Just as with any other aspect of business, start out in a very formal manner, don't pry or ask too many questions.
Jakob Nielsen, in a usability study of newsletters, says the average newsletter sign up process they reviewed took five minutes, and the unsubscribe process took three minutes. He recommends setting a usability goal for new subscriptions of less than a minute for free newsletters that don't require any information beyond the user's e-mail address. Even if additional information is required, users should be able to subscribe to free newsletters in less than two minutes. He says that exiting users, assuming that the user has a recent copy of the newsletter available, should be able to unsubscribe in less than one minute.
The more questions you ask, the less opt-in subscribers you will receive. Another study by NetLine, an online marketing company, tested a short opt-in form (requesting an e-mail address and brief contact information) against a longer form asking three business questions. The short form captured 74.6% of potential subscribers compared to 50% from the longer form.
Unless you have very specific reasons why you need detailed information from subscribers, and are ready to accept a lower subscribe rate, then a good rule of thumb is to keep your form to no more than 5 to 7 fields for the visitor to fill out. Explain why you need the information ('for personalisation', 'to better tailor the content you receive'). To make it really easy, only require the e-mail address field to be filled in. Example of fields for a business newsletter: first name, last name, e-mail address, title, company name and country.
Avoid sensitive questions such as political affiliation, race, and religion (unless they are relevant to your offering and even then be careful). Asking for information such as a telephone number or income when someone is registering for a free e-mail newsletter triggers privacy and spam concerns in subscribers. This information appears to have nothing to do with receiving an e-mail newsletter, and should be avoided.
Don't trick them into other mailings
If you are intent on sending promotional and/or third party mailings, make this crystal clear. And give the subscriber an option.
Best practice is to include an UNTICKED box, and have them tick it only if they wish to receive the extra mailings. Avoid using the pre-ticked box. You are only risking losing a subscriber when they begin receiving the mailings they don't remember signing up for.
Let them know you respect their privacy
Make sure you have a clear privacy policy. Include a few of its key elements, e.g. 'We do not share e-mail addresses with third parties', etc. at the subscription point. Also have a link to the policy from the sign up page as well as in the newsletter.
Keep to your privacy policy - do not break your trust with your subscribers.
Some links to help you devise a policy, and to also help you assess what data protection you should have in place:
Take up the challenge - build a relationship over time
The good news is, by starting out simply, earning their trust, and delivering a useful newsletter, you can begin to build a relationship with your subscribers. DoubleClick's European Consumer E-mail Study found that 55% of European consumers are willing to divulge more personal information to companies they already subscribe to. 43% of the unwilling consumers would part with more information if they were enticed with a special offer.
Ideas for building a profile of your readership:
- Feature an occasional optional survey, offering a special bonus for those who complete it. In this survey you can add in (optional) demographic or relevant business questions.
- Ask them to visit a web page to express preferences about future content for the newsletter. The final questions of the survey can ask who they are - again optional.
- Something I saw recently for capturing just a bit more information without intrusion: You were first asked to submit your e-mail address. Then a pop up window came up saying, "To allow us to personalise your newsletter we'd appreciate a few details: Title:, First Name:, Surname:, Company:" with the advisory: "We will not pass this information on to any third party."
- Offer your subscribers the ability to update their profile at a later date. When your subscribers have learned they can trust your company and that you will offer them value, they'll be more likely to offer you information.
