Power list growth by your opt-in form

There are plenty of good ideas for building your database of opt-in subscribers. (I list some here.) But the most powerful one, and the one you should spend the most time perfecting, is your opt-in form. If it is set up correctly the opt-in form will serve as the engine that drives the growth of your list. 

Here are three steps to creating a form that attracts subscribers.

1. Create it

Creating the form is the first step.  Remember this isn't about what market research you can extract from the potential subscriber. It's about giving the subscriber the value and relevant content they expect. For most subscribers there isn't even a relationship with your company at this point, so they're not about to give you everything without knowing what they'll get in return. What you are aiming to do is capture the least amount of information that still gives you the ability to provide the most relevant, timely and targeted newsletters possible to your subscriber. 

Why are the number of fields so important? Because the more required fields you include, and/or the longer the form, the higher the abandonment rate during the subscription process. What is asked for in required fields can really put people off. Particularly if doesn't appear to relate to fulfilling their simple request to receive your newsletter. Unless you have very specific reasons why you need each piece of information from a subscriber, 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. Take the time to explain why you need the information - e.g. 'to better tailor the content you receive'. Don't waste any fields asking for things such as first and last name if you are never going to personalise your newsletter by name.  

If you have username/password access areas of your website, allow users to sign up for newsletters without having to go through this process of registering, and establishing a username/password just to get the  newsletter. The only reason you should require setting up an account is if it is a paid newsletter or membership/association value-add publication. If there are benefits to registering with the website, use the newsletter to highlight this.

Don't forget to include a brief and accurate description of the newsletter, and explicitly state the frequency in the subscription process. Include a link to your privacy statement, and an example of a current edition of the newsletter. Also provide a choice of html or text.

2. Test it

Test the form to make sure that it works all the way through the sign up process and properly captures the data for you. Also view the form in all browsers. Then, test the results of the form itself - tweaking fields and appearance to ascertain if you are losing subscribers, or if you can increase the subscribes you are getting. 

3. Link to it

Now make your form highly visible in all the right places - your website and newsletter. In Nielsen Norman Group's recent Email Newsletter Usability study they found that the best place to feature links on your website to your newsletter is in the main top or side navigation, and in the footer. This also means the links will appear on every page of your website. The study also discovered that using the word 'newsletter' or the phrase 'sign up' in the link works best in catching the eye and interest of the website visitor.

The Usability study also notes that 65% of those surveyed said they forward newsletters to others. Make it easy for them to do so, and make sure there are prominent links to the form in both the home page of your newsletter as well as on all the newsletter's back pages.