Adding an opt-in on your website is incredibly important for engaging your readers. Think of how many websites you have visited in the last week alone - some that you might easily remember and others that you have already forgotten. With an opt-in, you instantly engage readers and it allows you the chance to communicate with them beyond their quick initial visit to your site.
Here are a couple of ways that opt-ins can work in your favor:
It engages potential new customers.
They may not have decided to use your services or buy your product yet, but because they opted in, you have another opportunity to win their business. This is especially great if you provide a service that your reader doesn’t need quite yet, but might later. Example: You are a photographer and offer seasonal family mini sessions. Your reader opted in but hasn’t used your services yet, but because of your e-newsletter about the mini sessions they decide to try you out. Opt-in win!
It allows you to touch base with previous or current customers and gently nudges them to remember you.
If you’ve ever signed up for email coupons from Anthropologie or Target, you know exactly where I’m going with this. You might not need something from Target today, but you better believe when they send you that email saying this week is 30% off, you are instantly thinking about what you just might need to go and find there. It’s amazing what a trigger just putting yourself in front of someones screen on the right day at the right time can be!
Having an email list allows you to communicate directly with your followers, instead of relying completely on social media.
I don’t think Facebook or Instagram are going anywhere in the near future, but the algorithms are always changing. There’s no guarantee about who will see your posts. When you have a follower’s email address, they’re giving you direct access to their inbox. Treat it with care!
Now that i’ve (hopefully!) helped you see why you need an opt-in, lets discuss some key points and simple ways you can create your own!
Give a good reason.
Readers are more likely to opt-in if there is something in it for them. A pdf of a printable design, an email with your most downloaded recipes, etc are great ways to get people to opt-in to your email list.
Keep it simple.
Keep your questions/info required basic so it’s not too much work on your readers to participate. If you ask 18 questions, most people are going to just stop filling it out and move on.
Make it obvious.
A great way to do this is to have an embedded form to fill in right on your page. Don’t redirect your reader to another place, or they will be less likely to follow through with it. Squarespace is great for this and makes it very easy!
Set expectations.
We’ve all opted in on something and a few weeks later clicked ‘unsubscribe’ because they were flooding our inbox with so many emails. Set the expectation for your reader so they know what to expect from you, and stick to it! For example, "You’ll receive one email per month from me that includes a helpful tip on how to keep your house organized”
Also: Check out this great article on common mistakes email marketers make.
Take some time to brainstorm the best way you can add an opt-in to your own site.
Have questions? Send them my way and I’d love to answer them for you!