Freedom Digital Marketing founder Laurie Conrod helps real estate agents and other entrepreneurs grow their businesses. She teaches entrepreneurs how to automate their lead generation using direct response marketing and social media marketing.
She knew there had to be a better way to grow her small business efficiently and her client base than the time-consuming task of traditional prospecting. “I didn’t want to prospect people anymore for lead generation. I wanted to learn how to tap into the millions of people that are on the Internet,” said Conrod.
She needed a way to entice potential clients to attend her free training and then capture these attendees to offer her digital marketing services. This strategy would enable Conrod to demonstrate her knowledge and skills to prospects in a low-risk format. However, she lacked a reliable platform to manage her growing client database and power her online training.
Here are the 6 steps Conrod followed to grow her audience without prospecting.
Step 1: Create an engaging lead magnet
Conrod uses webinars as her lead magnet to attract prospects. “The goal as an entrepreneur is to build ‘know, like, and trust’ with people as quickly as possible in order to make sales. Letting them see me on a webinar, how I present myself and my expertise is one of the fastest ways for people to get to know, like, and trust me. GoToWebinar has been such a powerful platform for me to use,” says Conrod.
She usually offers free training on topics such as online lead generation, social media marketing, and email marketing. In Conrod’s training, she teaches realtors the basics of running Facebook campaigns and social media marketing.
AWeber provides a direct integration with GoToWebinar, which means you can instantly add GoToWebinar registrants directly to your AWeber list.
Step by Step on how to integrate GoToWebinar with AWeber
In your account, click the Integrations link in the upper right corner of the page.
Find the GoToWebinar integration and click on it.
On the next page, you will want to click the “Connect” button.
You’ll then be asked to log into your GoToWebinar account. After doing so, click the “Allow” button to grant access for the integration.
Now that the app is connected, it’s time to create your GoToWebinar automations in AWeber. To do so, click the “Create an Automation” button.
Using the drop down menu provided, select the webinar you would like to connect with AWeber. Once selected, click the “Next” button.
Next, select the AWeber list you would like your webinar registrants to be added to. Then, click the “Submit” button.
At this point, your webinar is connected to the previously selected AWeber list. Registrants will automatically be added to your AWeber list.
Step 2: Promote the lead magnet to drive sign ups
Conrod promotes her lead magnet through paid ads on Facebook and Instagram. The paid advertising drives prospects to a landing page to collect their contact information.
Conrod includes three additional essential elements on her landing page.
#1. A sign up form to collect email addresses
#2. Information about what she will cover in the webinar
#3. Social proof to demonstrate how past attendees found value
Step 3: Grow an email list
When these prospects register for the webinar, they are immediately added to an email list she has set up on AWeber’s email marketing platform.
“AWeber helps me build an email list. It is really the most crucial part of building a business. And that’s true for any business: brick and mortar, retail, restaurants, or carpet cleaning. If you’re building an email list, you can always generate new revenue from your client base and potential clients. If you’re not building your list, you’re leaving money on the table,” says Conrod.
Conrod promotes webinars to her customers and prospects.
To ensure the right messages are sent to the intended audience, Conrod segments the list to send appropriate email messages to her subscribers.
“My mission is to help people automate their lead generation so that their potential clients are coming to them. Entrepreneurs need to learn that ‘the money is in their lists.’ AWeber is instrumental because you build your email list and then automate your follow-up with as many potential clients as possible. I help entrepreneurs learn how to do that,” said Conrod.
Conrod emails her new clients almost daily with an automated email sequence. She has found that including links to watch videos is a really good practice because it allows people to know, like, and trust her much faster than just reading emails.
Conrod likes to give a lot of value and avoid salesy language in her email and social media. “You can’t constantly be pitching people and expect them to continue to open your emails because they’ll get sick of it. We have to let people see our expertise and the value that we give so that they want to do business with us,” says Conrod.
After the training, she continues to engage with her list by sharing the video recording through AWeber.
Step 6: Create a system for success
Conrod found a winning formula: a combination of AWeber and GoToWebinar. GoToWebinar became the driver of her lead generation strategy. AWeber handled the backend of her process and allowed her to connect with her audience to create remarkable experiences.
“You don’t have to be a PhD to have a skill that you can sell online, but you do need a reliable system to do it well. Having a system is essential to build a six-figure and beyond business,” says Conrod.
Ready to grow your business?
Whether you’re starting a new business, need to grow your audience, or you run an established e-commerce business, AWeber provides a powerfully-simple email marketing solution for any small business.
AWeber’s email marketing platform includes unlimited landing pages with every plan, unlimited emails, email automation, sign up forms, and email analytics.
Start for free and quickly grow your business with powerfully-simple email marketing from AWeber.
As the U.S. prepares to celebrate Independence Day, there’s another holiday trend Americans can expect to look forward to: July 4th promotional emails.
Whether you plan to host a huge sale, offer exclusive discounts or simply take a holiday spin on your typical content, getting your emails to stand out in the inbox can be a doozy – especially when there are hundreds of other businesses tying the holiday to their emails too.
So what can you do?
Here are three tips to keep in mind when writing eye-catching subject lines for your July 4th emails.
Use time-sensitive words, like “July 4th” or “Fourth of July”
Create a sense of FOMO — or fear of missing out — with your subject line. This is one of the most effective psychological drivers of email opens.
Referencing specific dates in your subject lines creates a sense of urgency with your subscribers, and ultimately encourages more subscribers to open your emails.
Plus, mention how long your promotion is running. Having a week-long sale? Be sure to mention it. This not only tells subscribers how long they can access the deal, it’ll entice them to act faster and take advantage of it as well.
Try subject lines like: “This Week Only: Hot July 4th Sales!” or “The 4th of July continues with 60% off!”
It’s tempting to get creative with your subject lines. Witty always wins, right?
Unfortunately, not always.
Subject lines that are direct and relevant to your audience often receive stronger open rates than subject lines that aim to be clever. That’s because subscribers want to know exactly what’s inside the email and will open if they feel it’s relevant to them.
So instead of subject lines like “Sales That Even Uncle Sam Would Want,” try getting more specific with something like, “50% off Patriotic Tanks & Tees for July 4th!”
Keep in mind that your subscribers may not be paying close attention to their inboxes on July 4. Consider sending your holiday email before or after the holiday when they’re more likely to open it. Plus, it’ll also give you an edge over the competition.
Considering a post-holiday message? You might want to try a subject line like, “We’re Still Celebrating July 4th: Buy One, Get One Cupcakes!”
Or, if you want to get a head start, try a subject line like, “Ready for this early July 4th deal?”
Start creating your July 4th email
Sending holiday-themed emails keeps your brand relevant, but be sure to keep these tips in mind for success.
Are you sending any July 4th emails to your subscribers? Tell us about it in the comments below!
James Maher is a New York Photographer, a huge Knicks fan, and a lifelong New Yorker who got his driver’s license at 30 years old — as any true Manhattanite should. Maher never took the conventional route. His love of photography started with using Photoshop to make fake driver license IDs at the University of Madison with his college roommates.
Over time, he grew his business to offer an eclectic mix of products and services — including photography print sales, a portrait business, conducting workshops, creating online content, and authoring three books. Despite having a diverse business, COVID-19 still shut down his business along with the rest of New York.
He knew he had to transition some of his business online, so he took some time to look at short-term revenue options that could set him up for long-term growth. He began brainstorming how he could re-create traditional in-person experiences into new online opportunities.
In order to do so, he followed 5 essential steps to grow his email list and pivot his business to an online format.
The 5 essential steps to growing your list
Step 1: Search Engine Optimization (SEO)
SEO is a process of optimizing your website to get organic (or unpaid) traffic. Maher drives traffic by regularly providing unique, engaging, and free content on his site for people interested in learning about photography.
For example, he gives away a free New York travel photography guide on his website. This free guide is an essential part of Maher’s SEO and content marketing strategy.
“Email and SEO together are the two backbones of my business. It is a vital way to reach my fans. I don’t think I could have as diverse of a business without it,” said Maher.
He also guest blogs on other photography websites that link back to a sign up form on his website to help drive traffic.
Step 2: Unique sign up forms
Each piece of content on Maher’s website is downloadable when a user enters their email address. Maher uses different signup forms for the various pages of his website that hosts unique content. The sign up forms connect directly to a list in Maher’s AWeber account.
Step 3: Automated email series
Depending on the content users download, Maher sends more in-depth information in an automated email series, which allows him to share information and tips, build relationships with new subscribers, and promote paid products.
Although each audience member will receive multiple emails in the sequence, Maher reminds them at the top of each email of the content they may have missed or that will be coming in a future email.
Each email includes thought-provoking images and step-by-step instructions for other photographers.
“My email list was always vital and incredibly important to my business, but it’s even more important now because I have started to transition to more online content,” says Maher.
Step 4: Let analytics be your content compass
AWeber’s analytics help guide Maher determine the type of content he sends and when. “It gives me a lot of information about how my information is perceived, and if the content is engaging,” says Maher.
Maher reviews regularly both the open and the click-through rate on the content that he sends. Sending engaging content has allowed him to attract new audiences to his email list.
Step 5: Expand your reach
Maher uses his downtime to set himself up for long-term success by creating content and online products to grow his email list.
His latest online product, “Editing and Putting Together a Portfolio in Street Photography,” drove revenue and allowed him to promote some of his other services like individual portfolio reviews.
While social distancing is still in place in New York City, Maher takes time to introduce himself to as many new groups of people as possible. For example, he gives photography zoom presentations to groups and camera clubs around the country. Most people who attend the presentation visit his website and join his email list.
Promote to your own email list
Maher also promotes the new online course to his email audience.
During this time, when many members of his audience have reduced income, Maher has adjusted his payment model to “pay what you can.”
The suggested price for the online class is $25. The average payment turned out to be about $25 because some people were getting it for free or $5, but some people paid $50 or $100.
“I’m going to do that going forward for more of my products now. It provides me some income and builds my emails list, so it is a win-win for everyone.” says Maher.
Take advantage of lower advertising rates to promote on social media
The rates for advertising are much lower than usual due to COVID-19, so it is a great time to promote posts on social media to stand out from the crowd.
Maher uses Facebook ads to target local photographers in the Northeast. They see the ad, download the photography travel guide, and are added to his AWeber list.
AWeber then sends an automated email sequence that lets them get to know Maher, learn photography tips, and get a sense of the type of content they will receive from going forward.
“I’m testing and tweaking the Facebook ad a bit now given that people aren’t really traveling to New York with COVID-19 going on. But I’m finding that it’s still doing very well at converting photographers, particularly with the cheaper ad pricing. If you provide them with good, interesting content, you can grow your list,” says Maher.
Short term cash needs can translate into long term growth
Maher has shifted his business’s focus toward creating online experiences that provide short-term revenue that keeps his business going. He created online classes about photo editing and online photography portfolio reviews. He even started working with photographers to help them create portfolio websites.
Every post, promotion, or email drives people to his sign up forms with the end goal of growing his email list.
The creation of each online product is just the first phase of its product life. “Each online product will eventually integrate into a bigger package in the long term. I’ve been building this business for about 17 years, and I had the formula down — but COVID-19 broke the formula,” says Maher.
“The silver lining is COVID-19 gave me the time to execute on ideas I always had in the back of my head. I believe my business is going to come out of COVID-19 stronger and more prepared for the future.”
Connect with your audience and start growing your email list today!
With AWeber, you’ll get everything you need to grow your own business online — including sign up forms, newsletters, landing pages, and access to our award-winning customer solutions team.
There’s a simple way to transform your email copy from passable to powerful — choose the right words. Effective words will inspire your subscribers to open, click, and buy.
Choosing the wrong words in your next email, on the other hand, could damage your email engagement and even annoy or insult your audience. By learning a few key tips, you can avoid these common mistakes and write emails your subscribers will love.
The word “now” is one of the most effective words to use in email, because it invokes action and urgency. It asks subscribers to do something right away, rather than putting it off until later.
“Now” is a good word to use in your subject line to increase open rates. Or, include it in your call-to-action (CTA) button to increase click-through rates.
However, when using this word in your emails, you want to make sure that subscribers understand what action they need to take. The next step should be clear since you’re asking them to do something immediately. You can achieve this by making your email focused on one specific outcome with one CTA, a top trend in B2B emails in 2017.
Rifle Paper Co. utilizes the word “now” by incorporating it in the CTA button and focusing the email on one outcome: shopping for planners.
You can also make your emails more compelling by using the words “you” or “your” instead of speaking in the third person.
“You” and “your” are effective because they give your message a personal feel. This viewpoint can make your subscriber feel like you’re speaking to them exclusively, rather than a group of people. We use second person in our emails, blog posts, and ad copy. (It’s even in this blog post’s title!)
This email from Sky Sports incorporates “you” and “your” to get subscribers excited for their own summer of sport. The email does a really great job of letting subscribers visualize the impact in their own lives.
Thanking your subscribers is more important than you think. Not only does it add a human quality to your email, but it also builds brand loyalty. When subscribers know you appreciate them, they are more likely to have positive feelings toward you and your brand.
Then, when they are ready to make a purchase, they may not remember why they like you, but they know you made them feel good at some point in the relationship.
Not sure how to thank subscribers through email? Here’s an idea: Send an email celebrating the anniversary of when they subscribed to your list. You can take this opportunity to thank them while also reminding them of their long-term loyalty.
And there’s an easy way to do this with email automation! Just add your anniversary email to your follow-up series for 365 days after the first message.
Here’s a great example of how Harry’s said thank you in an anniversary email.
The word “new” is a great word to give subscribers that extra push to download your content or buy your product. To subscribers, “new” can signify that the content offered in the email is fresh, and they have the opportunity to get it before others.
It may also guarantee that the content was created with the most recent information. For example, if you are offering a download of a new industry report, subscribers want to know that the information found inside is up-to-date.
“New” works especially well for sales emails when you are introducing a recent product that has just been released because it invokes excitement! Who doesn’t love something brand new and shiny?
Using the word “easy” in an email emphasizes to subscribers that what you’re asking is not difficult.
Also, if you’re speaking to a beginner audience, it can alleviate worries about not being able to complete the task.
For example, let’s imagine that you are a personal trainer and your audience doesn’t know how to get started with weightlifting. To make them feel more confident, you can assure them that your services or content make it easy to get started and begin seeing results.
Check out this example email from Uber, which informs new customers that using the app is easy:
Try this in your next content offer email: phrase the offer in a way that makes subscribers think they’re getting a great deal by using “and.”
Even when you have nothing else to give (or time to create more content), restructure the way you promote it to make it sound like a great deal!
For example, we offer a guide called “What to Write in Your Emails” and when we promote this guide we often call it the “What to Write guide and 45+ email content templates.” The templates are a part of the guide, but by using “and,” we phrase it in a way that adds more value to the guide.
Applying this principle, we sent out an email offering free content when subscribers signed up for an AWeber account. The email bundled two pieces of content using “and” to maximize the value of our offer:
It can get subscribers to take action, because there is no risk involved.
It can also signal that the subscriber is saving money. For example, online retailers use this effectively when they offer free shipping on purchases.
8. [Insert name here]
Personalization is key in your emails. Not only does it help you connect with subscribers, but it also catches attention in the inbox and in the email itself.
Consumer behavior research shows that when we hear our own name, it signals that important information will be directed at us. After all, it’s the first word we learn to read and write – even dogs and cats recognize their own name being called.
Adding a subscriber’s name to an email can earn more engagement and trust from the subscriber reading the message.
The email below from Simple uses the subscriber’s name in the headline to immediately catch his attention.
Words to start and end emails
Using the wrong words or tone at the beginning of your email is a great way to lose subscribers’ interest. You’ve probably received an email with an overly formal and impersonal “To Whom It May Concern,” or a too enthusiastic and unprofessional “Hey!!!!!”
And then there’s the awkward email endings. For example, a business ends an email with no signoff, or concludes an email with a mile-long signature, complete with an irrelevant, “inspirational” quote.
If you find yourself overthinking and unsure how to handle either your email intro or conclusion, here are a few tips to help you know how to say “hello” and “goodbye” in any professional email.
How to begin an email
When to say “Hello,” “Hi,” and “Hey”: These are written in order of formality, with “Hello” being most formal. If you’ve never met in person before and are writing for the first time, use “Hello [Name].” Once you’re more familiar, you can move on to “Hi [Name].” “Hey” is reserved for when you’ve established a rapport with the person.
When you’re unsure of their name: Say: “Hello there,” or simply: “Hello.” There’s no need to say: “To Whom It May Concern,” especially if the rest of your email doesn’t match this formal tone. When emailing a group of subscribers, instead of using “Hello,” you could try using an informal and fun greeting, like Ann Handley does in her newsletter TotalAnnarchy.
When you’re addressing a group: Say a variation of: “Hello everyone” or “Hi Team.” Keep it gender neutral and avoid saying phrases like, “Ladies and gentlemen.” If you’re sending an email marketing message to a group of subscribers, you should write as if you’re talking directly to one person. In this scenario, you could use “Hello” or even “Hello friend.”
When they have a title: If you’ve received an email from someone and their signature includes a title, you should always respond with this title. If you’re unsure of their title, it’s always best to do a bit of research ahead of time. Never address someone with a PhD as Mr. or Ms.
How to end an email
When to use which words: Think about the purpose of your email, and the kind of response you’re requesting to help you determine your signoff.
Best: A friendly signoff that doesn’t suggest familiarity.
Regards: This word is useful in a professional setting. You can soften it with “Kind regards” or “Warm regards.”.
Thank you: This is the most appropriate closing if you’re asking the recipient for a task or favor, or genuinely thanking them for something.
Sincerely – Use this only if your email is used in the place of a traditional letter.
What to include in our signatures: Most of us set up a signature to automatically populate at the bottom of our emails. Keep it simple to make sure it’s an appropriate signature in all situations. Include your full name, your professional title, and preferred contact methods. You can even include your headshot to add personality and a face to your name, like we do in the email below.
When to drop the signature: It’s a best practice to sign off your emails with a closing, even if your email chain has been going on for a while.
In the case of email marketing messages to a group of subscribers, you should include a signature if your email sender name is an individual’s name or an individual is sending the email.
Using words carefully
When in person, you can soften difficult conversations with your tone, face, gestures, and other body language. These subtle shifts are nearly impossible to mimic via email. When words are our only tool, here are some tried-and-true phrasings to help convey common awkward messages.
Sending emails during a crisis: In unprecedented times, there’s no one-size-fits-all manual for how to send emails to your email subscribers.
However, many learned during the COVID-19 pandemic that there *are* right and wrong ways to do it. Recipients can tell the difference between a genuine email and a company taking advantage of a crisis. Keep your messaging simple, your tone serious, and focus on the changes you’re making. We actually wrote an entire post about email marketing during a pandemic like COVID-19.
Asking for a quick reply: By using certain words, you can shift focus from the urgency of the situation to your appreciation. For example, “I would appreciate a reply at your earliest convenience.” Or provide a hard deadline: “To meet our deadline, kindly send me your thoughts by 5 p.m.”
Following up after no response: Most emails are opened the day they arrive. So sending a gentle reminder not long after sending your first email (around 2 to 3 days later) is a good way to gauge whether your recipient simply forgot, or they have no interest in responding quickly. For this email, you can keep it straight to the point, with a clear call to action: I am following up to see what you think about [issue].
For email marketing messages, you can easily send a follow up email to subscribers who didn’t open your first email. You can even send an email to subscribers who didn’t click on the call to action in your first email.
Common email mistakes and words to use instead
Sometimes politeness can be misinterpreted as passiveness, uncertainty, or a lack of confidence. Skirting around the issue of what you really want can just cause more emails, wasted time, and misunderstandings. It’s best to just simply say what you mean and ask for what you want. Here are some common mistakes and ways to correct them by rephrasing your statements:
Instead of: “Just checking in,” say “Let me know when you have an update.”
Instead of: “Sorry, I thought I mentioned that …,” say “As I said, …”
Instead of: “I was wondering if …,” say “It would be best to …”
Instead of: “What time works best for you?,” say “Can you meet between 3 and 5 p.m. ?”
Instead of: “Sorry for the late reply,” say “Thank you for your patience.”
Instead of: “Sorry I didn’t see that!,” say “Nice catch! Thank you. It’s updated now.”
Instead of: “I think we should …,” say “Based on my experience, we should …”
If you can’t fit the 8 power words or the email phrases from this post in your emails in a logical way, use the principles behind these words to brainstorm your own! Here are some guidelines to help you apply these principles to your own emails:
Keep it short. Use short words in your emails because they’re easier for your audience to read quickly.
Make it easy to understand. Avoid complex words and make it easy for your audience to understand your email.
If you’re stuck on how to effectively use these words in your emails or you just don’t have time to write your emails, try the What to Write guide. It includes 45+ email content templates, already loaded with the most effective words to use in your messaging.
Additional reporting by Shelby McGuigan. Updated on 6/2/2020.
Weblium, an AI website builder, now integrates with AWeber. You can instantly connect your AWeber account with any of the your Weblium sign up forms to quickly grow your audience and boost sales.
What is Weblium?
Weblium is an AI-powered drag and drop mobile-friendly website builder. What makes Weblium different from other website builders is its AI-driven design supervisor feature. Weblium will automatically adjust the visual look of a site during editing. You can manage global site settings — like color palette, theme styles, fonts — from one place.
The drag and drop website components let you build a custom and responsive website in minutes. Add texts, images, or videos in one click. All of your content is adjusted automatically in your content block layout. No coding is required.
The Weblium Design Supervisor automatically corrects fonts, punctuation, spelling, and colors. It’s error control system helps to keep your website text error-free and easy to understand.
The Weblium AI Design Supervisor lets you focus on your content while ensuring all of the design elements of your website look professional and modern.
How AWeber and Weblium help to grow your business
Weblium lets you easily customize your site with a variety of signup form options, including custom fields.
By connecting AWeber and Weblium, you can easily integrate any Weblium sign up forms to your AWeber lists. The tag support option lets you tag subscribers when they sign up, allowing you to automate your email marketing program.
Integrating AWeber with Weblium creates a seamless experience to collect visitor information, understand your audience better, and tailor automated email marketing campaigns to each customer.
For a limited time, AWeber customers can get 30% OFF of Weblium Pro annual subscription by using the coupon AWEBER30 at checkout.
4 easy steps to connect your AWeber account to Weblium
Step 1: Connect to the integrations options in Weblium.
Open the Weblium site builder and click the “Actions” tab from the menu options at the top of the page. Then, click “Go to Settings” to access the “Form Management” tab in your site settings. Next, click the “Integrations” tab. Select AWeber from the available integrations and then, click “Connect.”
Step 2: Connect Weblium to your AWeber account.
Log in to your AWeber account in the pop-up window when directed. (If you don’t have one yet, sign up here). You will enter your AWeber login credentials and click “Allow Access.”
Step 3: Synchronize your Weblium forms with AWeber.
Now go to the Integrations tab in the form settings to enable the integration. Click on AWeber, then select the subscribers list that you want the leads to be sent to automatically.
Next click the “Sync fields with AWeber.” Add all of the form fields one by one and match them with AWeber fields. This will synchronize your form fields with corresponding fields in your AWeber account.
Step 4: Add tags to your Weblium forms.
Add any tags that you would like to apply to your subscribers in the “Tags” menu. Then, connect the fields on your Weblium form to the corresponding fields in AWeber. You can connect custom fields too.
Michele Frolla is a travel and language blogger at The Intrepid Guide. She earns a living from affiliate commissions, advertising revenue, and working with tourism boards to promote destinations.
Unfortunately, when the world stopped traveling, affiliate income and ad revenue for bloggers in the travel industry stopped too. But for Frolla, COVID-19 has been a blessing in disguise. “It has forced my hand to do something that I’ve wanted to do for a long time,” says Frolla.
Frolla always wanted to launch a language program to teach her audience new languages. To help her decide if this was the right direction to take her business, Frolla turned to her email marketing platform and email subscribers.
It turns out her audience is as interested in language as the destination where the language is spoken.
So she launched a new language program using email marketing for every step of the process.
Here’s how she did it.
Build your email list to protect yourself from the unknown
Frolla learned the hard way, as did many in the travel industry, that things can change overnight.
The COVID-19 experience led Frolla to take a good look at her business and consider how she could continue earning money that’s not dependent on travel, advertising revenue, or social media platforms.
As a travel and language blogger, Frolla’s previous revenue sources had included income from affiliate commissions, advertising revenue, and working with tourism boards to promote destinations. Unfortunately, when the world stopped traveling, Frolla’s affiliate income and ad revenue from the travel industry stopped too.
That’s why she decided to investigate the option of creating a language education program. With a program like this, she could continue to provide value and a service to her audience — even when they can’t travel.
“I can sell my language products. My audience can purchase the product and use it when they’re commuting, at home, or traveling. It’s something that I’m quite passionate about and makes sense with the way things have been for the tourism industry the past few months, “says Frolla.
To promote her new language program, Frolla knew she would need a larger email list.
Frolla used 2 tools to grow her email list and welcome new subscribers.
1. A landing page
When Frolla first created her travel blog, she knew that email marketing was important. She chose AWeber because she wanted to go with a platform that was going to grow with her. “I’m getting my head around the incredible power of the tool,” says Frolla.
Frolla has found that landing pages created with AWeber’s Landing Page Builder are an awesome way to grow a list by being able to share specific information. She drives traffic to her landing page from her social media, Instagram, Twitter, and Facebook.
“The landing page was easy to set up. I decided to direct traffic to a certain landing page to get my language and travel tips, as opposed to having pop-ups all the time or having a sign up form that might not get seen,” says Frolla.
2. Automated email campaigns
After someone enters their contact information on your sign up form or landing page, you should immediately send an automated email to welcome them to your email list. This is exactly what Frolla does with AWeber’s email automation platform Campaigns.
Frolla welcomes subscribers to her list, includes links to some of her most popular content, and sets expectations on how often she will communicate with subscribers.
Your email list is an excellent way to gather product feedback.
Frolla uses email marketing to identify users and provide feedback before she launched her product.
Recruit your most loyal followers to test your product.
Frolla recruited some of her most loyal subscribers to be part of a testing team for her new product. Via email, she sent them a form to apply to be a part of her testing team. It allowed her to get real user experiences to improve her course.
Don’t forget to ask for testimonials.
She also was able to get testimonials from her testing team Frolla uses the testimonials in all of her promotional materials as social proof of its impact.
Promote your product to your list
Frolla announced to her entire email list and on social media that she had a new course coming to create some buzz around the launch.
Giveaways can get your audience’s attention.
Frolla gave away two free courses as part of the launch. In the email, she made it super easy to enter the giveaway by including a link to enter.
Explain why you’re passionate about your product
A lot of your audience may purchase the product because of the creator as much as the content. While it is essential to detail the features and benefits of your product, don’t forget to tell your audience why this product is important to you.
How to get other people to promote your product
The power of email is magnified when you can get others to promote your product using their own email list. You should never buy an email list. But you can extend your reach when influencers or affiliates promote your product to their own lists.
Extend your reach by creating an affiliate relationship with influencers.
An affiliate arrangement can be a win-win situation for everyone if done right.
It helps you quickly grow your audience by introducing you and your product to a whole new group of people. You can set up your affiliate program so that you and your affiliate both earn a percentage of revenue every time someone purchases your product. The affiliate, or influencer, will receive a commission for each product they sell.
How Frolla created her affiliate group
Frolla reached out to people in the language community — bloggers that she knows and trusts and bloggers who know and trust Frolla.
The communication Frolla sent was straightforward. She would send an email or message on social media and say: “Hey, I’ve got this course coming out. Would you help me promote it?”
If Frolla received confirmation that they were open to promote her product, she would send them a link to a Google form so they could provide details to set them up as an affiliate.
Expand your affiliate group beyond your network.
Frolla also expanded her outreach to people she did not personally know. With the Facebook community administrator’s permission, she posted in private Facebook groups and asked the group members if they would like to become an affiliate.
She also reached out to content creators of courses Frolla had previously signed up for or taken. Since she was familiar with their class, she could be sure they created quality content and had an audience with similar interests to Frolla’s own audience.
Make it easy for your affiliates to promote your product.
Frolla uses a course creation platform (Teachable) that makes it easy for customers to purchase her product and for affiliates to get their commission. There are several platforms available, so make sure the platform that you are considering integrates with the tools you are already using — like AWeber.
Frolla includes bonuses that are exclusive to her product and only available for a limited time, so there is an urgency to take action.
Frolla also sends her affiliates a product launch kit that includes:
Social media banners for FaceBook, Twitter, and Instagram.
A sequence of six emails for her affiliates to customize to their audience.
A list of benefits of being an affiliate.
The retail price.
The commission percentages that affiliates earn.
Pro tip: Make the process as easy as possible for your affiliates. Do all the heavy lifting for your affiliates so they can focus on promoting your product.
Send email swipe copy to your affiliates.
To make it ridiculously easy for affiliates to promote your product or services, send them email swipe copy. They can quickly customize the email content and send it to their list.
Frolla sends her affiliates a document containing a 6-part email sequence. She includes email copy and images of the product. She recommends that each affiliate adapts the emails to their own voice.
Here’s what the email sequence covers:
Email 1: Introduction to course
Email 2: Benefits of learning italian
Email 3: Frequently asked questions about Intrepid Italian
Email 4: What people say about Intrepid Italian (testimonials)
Email 5: Creates urgency. (24 hours left to buy)
Email 6: Final warning. (2 hours left to buy)
Try AWeber and start growing your business online.
You’ll get everything Frolla uses to grow her own business online — including sign up forms, newsletters, and landing pages.
Naomi De Ruiter is a modern milkmaid who raises Jersey cows and teaches cheese making classes. She had to pivot her business model when new social distancing restrictions stopped her from having in-person classes.
AWeber’s Landing Page Builder allowed her to quickly test the idea of offering an online class and increased her daily subscribers by 75%! De Ruiter was able to launch a new online program that includes multiple products: virtual courses, physical products, and a continuity program of ingredients.
Learn how she pivoted Naomi’s Birdsong Farm to keep it alive and created a new revenue stream, even before the existence of virtual and physical products.
Time to test an essential business pivot to keep her business alive
De Ruiter was dependent on income from her cheesemaking classes, so she knew that she needed to step out of her comfort zone and transition to online courses.
But De Ruiter knew she needed to grow her email list if she was going to pivot from teaching in-person classes at events to online events.
A question to ask yourself: Do you have a passion project or new product idea that you want to test out?
Promote your products and services with landing pages.
To promote her online classes, De Ruiter decided she would look into using a landing page.
“I thought, ‘This is perfect because I can use it to grow my email list, connect with people interested in doing online cheesemaking classes, and reach my target audience,’” says De Ruiter. To learn how to build one, De Ruiter signed up for one of AWeber’s free classes: “How to Create Persuasive Landing Pages That Grow Your Email List — FAST.”
The class provided information and guidance on some items she had not considered — such as simple design techniques to create a landing page that stands out, copywriting tips to write copy that converts, and some of the most common mistakes people make with landing pages.
The training was the push that De Ruiter needed, and she set up her landing page within minutes. The results were incredible. She increased her daily email subscribers by 75%
“I didn’t have any amazing results until I set up the landing pages and promoted it a little bit on social media. It was validation that this is a good direction to take my business. It was just mind-boggling,” says De Ruiter.
De Ruiter even used the AWeber Landing Page Builder to create a thank you page people see right after they complete the form on her landing page. A thank you page only takes a matter of minutes to create, and it makes a lasting impression with your new subscribers.
A question to ask yourself: Is there an AWeber feature or task you need help doing? AWeber has on-demand classes you can view at your convenience.
Use email to seal the deal.
Email is considered one of the most effective digital marketing channels for building awareness and increasing conversion. But the foundation of any effective email is a strong email list grown with an email signup form embedded into your landing pages, website, or on your social media platforms.
De Ruiter uses social media to introduce people to her brand and collect their contact information, but email is how she connects and builds a relationship with her audience. On average, De Ruiter has an over 40% open rate and 8% click-through rate on the email content she shares with her audience.
In her email, “Monthly Moo’s Letter”, she shares stories from her farm, special offers, and upcoming class information.
De Ruiter used email to invite her email list to participate in her free virtual cheesemaking class. After the free class, she asked her audience for feedback on how to improve the class. As a thank you for providing feedback, users were entered into a drawing for a $10 gift card.
De Ruiter incorporates best practices by making sure her list is healthy and engaged. If someone on her list is not actively engaging with the newsletter, she reaches out to make sure they still want to receive it. If she does not get a response from the re-engagement campaign, she unsubscribes them and removes them for her list. As you can see from the example below, a re-engagement campaign only requires a few sentences and a link to track responses.
De Ruiter has unusual hours working on the farm, so she loves that email gives her audience the option to contact her through email at the time and place that works for them. And that she can respond to them when she has downtime from working on the farm.
Question to ask yourself: When was the last time you reached out to your inactive subscribers?
Test out an idea by offering a free class
Before charging a fee for her online class, De Ruiter offered it for free to test out the idea and work out any kinks. She was able to get feedback from attendees on how to improve the class.
Don’t let perfection be the enemy of done. It is easy to get overwhelmed in the details instead of asking and assessing if the test you are doing could be a business pivot.
To launch a free class, you don’t need an elaborate setup. De Ruiter hosted her class in her kitchen using WebinarJam.
Pre-sell online classes while you work out the logistics
If you need income right away, consider pre-selling online classes. DeRuiter is currently pre-selling virtual classes she will be hosting in the following month.
She is specific on the check out page — explaining what is included and when the class will be released. Based on feedback from the free course she presented, De Ruiter opted for an on-demand recorded class versus a live presentation. The pre-recorded option allows students to pause the video and follow along at their own pace.
De Ruiter used email to introduce the paid virtual classes to her audience and had immediate results that confirmed she was on the right track.
“I didn’t know what to expect because I’ve never offered something like this online. I sent the newsletter out on a Friday and by the weekend already had sales. I was ecstatic,” says De Ruiter.
Expand your offering to increase revenue streams.
Connecting with your audience is critical to understanding how you might expand your offerings. DeRuiter took her business to the next level by offering the supplies that her students needed to make the cheese. DeRuiter offers a base kit, deluxe kit, and an ingredient refill option.
The idea for the kits came from audience feedback. A common question from the live classes was, “Where do we get the ingredients to make the cheese at home?” So while the kits certainly increase revenue, they also fulfill a need for students to help source the ingredients that they need to make cheese at home.
De Ruiter has found that 50% of her students upgrade from the base kit to the deluxe package. An additional 10% purchase the refill kit before they even take the online class.
Get time back in your day with virtual products and services.
De Ruiter is married to a third generation dairy farmer and works every other weekend tending her herd. Before offering virtual classes, she would be teaching classes on alternate weekends, which did not leave her any personal time of her own.
“So by using AWeber and transitioning over to online on-demand classes, I’m able to enjoy free time with my family and still earn an income,” says De Ruiter.
Create your own landing page and start sending emails today!
In your AWeber account you’ll get everything you need to grow your own business online — including sign up forms, newsletters, and landing pages.
EastVille Comedy Club is the only bonafide comedy club in Brooklyn, New York. They had their most profitable month to date until COVID-19 closed all non-essential businesses.
Standup comedy is unlike other entertainment. Comedians need to interact with their audience for standup to work. It can’t be a one-way conversation or presented without audience participation. So simply moving to online comedy shows wasn’t an option.
Despite this, owner Marko Elgart found a way to pivot his business to create a new entertainment format with Comics Quarantined.
Learn the 6 ways he pivoted his business to give his customers an entirely new and unique experience while providing a revenue stream that saved his business.
6 ways to pivot your business to create a new revenue stream using email
You don’t need to dramatically change your products and services to pivot your strategy during COVID-19. Instead, when you pivot, re-imagine your existing assets and talents to discover additional opportunities to grow your business. A pivot can be one main shift in your business or a few different changes that reframe the product you offer and how you market it to your customers.
Below are the 6 ways EastVille Comedy Club pivoted their business to create an additional revenue stream.
1. Consider how else your business can solve your customers problems.
After New York state closed all of the comedy clubs, Elgart saw a video of a comedian performing standup in an empty comedy club. The performance lacked one of the most important elements of standup — audience interaction. But it did give Elgart and an idea on how he could pivot his business.
Elgart created Comics Quarantined — a daily, live, interactive event. Two or three comics virtually interact with each other through Zoom. Comedians can see each other and the audience if they choose to turn their camera on on their computer or phone. The audience can interact with the comedians through chat. Comics Quarantined is always live and never pre-recorded to keep the experience authentic.
“It’s a very personal kind of connection that you normally wouldn’t ever be able to get. So it’s pretty cool. It’s a behind the scenes look into the comedy business. Giving people the socialization that social distancing has taken away,” says Elgart.
Question to ask yourself: Can you deliver your product or service electronically through an app, virtual tool, or streaming service?
2. Explore how you can expand using email to communicate with your customers.
Elgart’s email list became even more valuable now that his customer’s physical location is no longer an obstacle for connecting with his audience. Standup Comedy shows performed at his physical club in Brooklyn were primarily only of interest for his audience that was planning on visiting or living in Brooklyn. He can now utilize his entire list for the first time since he launched his business. The audience’s geographic location is no longer an issue.
Elgart uses email at every customer touchpoint and business interaction. Email marketing is the way EastVille Comedy Club built its business. “50% of my business comes from email marketing, so it is very big for me, and it is very important. There is so much content readily available, NetFlix, YouTube, and movies. It’s essential to have a way to remind people that there is something different that they may want to check out,” said owner Marko Elgart.
Elgart even uses email to pitch his idea to the talent that he books on his daily live show.
Daily customer emails
Elgart sends emails to his customer’s daily to let them know about who will be on that show that evening. Elgart has tested different times and has found that the email he sends at 6 PM gets a higher response.
Question to ask yourself: Are you using email at every customer touchpoint?
3. Communicate openly with your customers and discuss how to support each other.
During a crisis, it is essential to be real, authentic, and transparent about your efforts to serve your customers. It also allows you to let them know how they can support you as well.
Comics Quarantined helps to fund donations for local Brooklyn, NY COVID-19 charities and EastVille Survival Fund. Elgart set up the Eastville Survival Fund to help employees pay their bills until the EastVille Comedy Club can reopen. There is a donation form on the website ticket purchase page for Comics Quarantined where visitors can donate even just a dollar.
“I wanted to make it very affordable for people who are not working. Most people are donating more than a dollar, which is very nice,” says Elgart.
Now is the time to maintain a strong relationship with your customers. Show them you care in your newsletters, broadcast emails, and social media. Your loyal customers are champions for your company and essential brand ambassadors that can help grow your business with word of mouth.
“We’re fortunate that we can present Comics Quarantined. Most businesses are just closed. It’s definitely providing way more revenue than we thought it would. We’re very happy with it,” says Elgart.
Question to ask yourself: How can I best engage and communicate with my customers now?
4. Stay true to your brand personality in all communication.
It’s essential that any message that you send is authentic and visually expresses your brand’s personality. A big part of what sets Eastville Comedy Club apart is their brand identity. They achieve brand consistency across all their marketing assets with AWeber’s Smart Designer.
AWeber’s Smart Designer was able to analyze and capture all of Eastville Comedy Club’s core brand components (logo, images, and color palette) to create a branded email template that matched the look and feel of their website.
“I wanted something different. I was trying to create a theme consistent across my website, logo, and email template. I was able to keep everything branded,” said Elgart.
AWeber’s Smart Designer is a free, intelligent design assistant that lets you automatically create an amazing-looking, branded email template in seconds by entering either the URL of your website or social media account.
Question to ask yourself: Is my brand personality being expressed consistently when I communicate with my audience?
5. Explore partnerships to expand your reach.
To promote their online comedy shows, Eastville Comedy Club utilizes a winning combination of email, social media, word of mouth, and a strategic partnership with TicketWeb, a division of Ticketmaster.
Partnerships can help give you access to new customers and new markets. By selling tickets through TicketWeb, new audiences can discover Eastville Comedy Club’s event when visiting TicketWeb.
The talent on Comics Quarantined also promote their appearance to their audiences, which helps to drive new customers.
Question to ask yourself: Who could I collaborate with to create co-marketing opportunities to grow my audience?
6. Test out a new idea.
When Elgart decided to test the idea of Comics Quarantined, he posted it on his website and social media to see if anyone might purchase tickets.
What is stopping you from testing out a new idea or concept? Don’t let perfection limit you from testing out your new ideas. Now is the time to experiment. Quickly launch new ideas with minimal investment.
If you don’t have a website like EastVille Comedy Club, why not use a landing page to test a new idea. The AWeber Landing Page Builder allows you to create an unlimited number of landing pages and even host them for free. The AWeber Landing Page Builder is a free feature in your AWeber account.
Did you know that some of the most successful businesses were famous pivots? Play-doh was originally a wall cleaner that pivoted to a popular children’s toy. YouTube started out as a video dating site. Twitter was formerly a podcasting network named Odeo.
Eastville Comedy Club’s next pivot when the country re-opens is offering live streams of New York City standup to different areas of the country, like Philadephia, Tampa or Houston. Elgart has not figured out yet the logistics but you know when he does will it will have a different comedic twist.
Question to ask yourself: What could I learn about my customers by testing out a new idea?
Try AWeber and start growing your business online.
You’ll get everything that Eastville Comedy Club uses to grow their business online — including sign up forms, email templates, newsletters, and landing pages.
Your sign up form is the first step to gaining new email subscribers, and it can make or break a visitor’s decision to receive your emails.
So it’s important that the copy and design of your form is effective and can produce real results.
But often, it’s challenging to know what to write on your form and how to design it for conversion.
Whether you’re creating your first or your fiftieth sign up form, there are a few best practices you should keep in mind if you want to attract more subscribers. We’ve collected some of our favorite sign up forms in this post and explained what makes them work.
What is a sign up form?
A sign up form is a tool that collects a subscriber’s information via input fields so you can communicate with them through email.
You can use a sign up form to collect subscribers for your email newsletter, registrants for your webinar or event, students in your online course, downloads of your ebook, checklist or guide, customers for your products or services, or lead generation.
Which type of sign up form should I use?
There are a variety of sign up form types to choose from, and each has its own unique purpose. Here are a few of the most popular sign up form types and how they work.
Inline sign up forms are forms you embed within the body of a web page. You can place inline forms anywhere on your webpage ⏤ at the top or bottom of your webpage, in the sidebar, or anywhere within the content of your page. You can place them on all pages of your site or on specific pages.
Pro tip: Use the AWeber for WordPress plugin to quickly and easily place your sign up forms on various pages of your website, and track the performance of your sign up forms.
Pop-up forms are not embedded within the content of your web page. Instead, they appear or “pop up” at specific points during someone’s visit to your website.
These forms can pop-up or slide in from the side, top or bottom of your page. They can also blur out the surrounding page, or appear over the surrounding page without blurring it out.
Pop-up forms are a great way to increase subscriber sign ups because they grab your visitor’s attention, but they can also impact user experience. Fortunately, you can adjust the display settings of your pop-up forms so they are less disruptive to your website visitor’s experience.
Pro tip: Use the AWeber Sign Up Form Builder to create pop-up forms and customize the display settings. Or integrate a third-party service like OptinMonster, MailMunch, or HelloBar with AWeber.
A time-delayed pop-up form doesn’t appear right away. Instead, this type of sign up form allows your visitors to view the content of your webpage before appearing.
When deciding on the ideal delay time, look at your web analytics to determine the average time on your site or page, and set the delay just before that. You don’t want them leaving your site before you present the pop-up form.
You can also control how often someone sees your pop-up form. For example, it can appear every time someone visits your site, only once, or every certain number of days.
A scrolled-delayed pop-up appears after someone scrolls to a specific point on your web page. This type of sign up form allows your visitors to consume some of the content on your page before presenting the pop-up form to them. Because these appear after someone has scrolled down your web page, you can be confident that your visitor is more engaged in the content you’ve provided.
An exit-intent pop-up form appears when someone is about to leave your site. This type of sign up form is effective at saving lost opportunities. If someone didn’t find what they were looking for on your website, you can present them with an enticing offer to encourage them to subscribe.
A two-step pop-up form appears after someone has clicked a link or button on your web page. This type of sign up form typically sees high conversion rates because someone has intentionally clicked the button or link to receive the incentive you are offering.
Landing Page Forms
Unlike a website with lots of pages, buttons, and places someone can navigate to, a landing page is a single page with a single purpose: to capture subscriber sign ups.
Landing pages don’t typically have navigation bars, menus, or other links you can click on the page. The goal of your landing page is to keep site visitors on the page and encourage them to sign up. Your website visitor has two choices: subscribe or leave.
Landing pages are an effective tool to keep your visitors focused on one thing. You can use images, videos, text, and more to emphasize the value you will provide when they sign up.
Using different types of forms can help to improve each visitor’s experience with your site. While some may immediately interact with a pop-up form, others might respond better to a form that’s embedded on your site.
When deciding where to put your sign up form, a good rule of thumb is to find the most noticeable yet natural placements that don’t interrupt the experience someone has with your website.
By keeping your form contextual — relevant to the user’s experience and the content they’re consuming on your website, without feeling intrusive — you’ll be able to take advantage of the opportunities when people are most likely to convert.
Where to place inline forms
Generally speaking, you should have an inline form on every page of your website in your footer or sidebar. No matter where someone is on your website, they’ll have the opportunity to subscribe to your email list. Typically, the incentive you offer on this form should appeal to all of your visitors — even if they have different interests. For example, you could offer a 10% discount coupon in exchange for subscribing or your latest tips, tricks, and best practices about your area of expertise.
You should also consider having your main incentive highlighted prominently on your homepage, such as at the top of the page.
You can also add inline forms within the body of a web page. These placements work best when the offer is related to the content of the page — for example, promoting a 4-step guide to shooting DIY videos on a blog post about videos.
Because most of your traffic will first arrive on your homepage, consider adding a pop-up form to your homepage to capture as many of your website visitors as possible. This should promote your main incentive.
You can also place pop-up forms for your main incentive on other high-traffic pages. You can identify these pages of your website by using a website analytics tool like Google Analytics.
Additionally, similar to inline forms, you can also add pop-up forms that are related to the content of the pages your visitors are on.
How to write sign up form copy that gets results.
Your sign up form copy plays an essential role in highlighting the value you are offering your subscribers. To help you write copy that converts visitors into subscribers, follow these tips:
1. Use a clear, concise headline.
There should be no question what subscribers will get by signing up. Make sure you use a headline to clearly and concisely convey what you’re offering and how it will help new subscribers.
In this example from Coconuts & Kettlebells, the headline clearly and concisely communicates what the offer is: a free home workout program. The description highlights additional value points, including that it’s very comprehensive (72 pages!) and that it will help you get fit and have fun from home.
Type of form: Pop-up
Type of business: Fitness blog and podcast
Goal of sign up form: New subscribers
2. Clearly communicate the value
Below your headline, expand upon the value you will provide your subscribers. Explain how your offer will solve a problem or answer a question they have. Make sure you clearly show the transformation that will occur if they subscribe. You can do with a sentence or two, or a bulleted list.
This landing page from Stepmom Magazine does a fantastic job articulating the value to the subscriber by including bullets of the types of content they’ll send subscribers.
Type of form: Landing page
Type of business: Lifestyle blog
Goal of sign up form: New subscribers
3. Set clear expectations.
Your sign up form should set clear expectations up front with your subscribers about what they should expect to receive from you now and in the future, and how often they should expect to receive it.
This not only reduces the risk of spam complaints or unsubscribes, but it also helps build trust with your subscribers.
Setting clear expectations as early as possible in the sign up process also helps you remain GDPR compliant.
This landing page from Cat’s Meow Village tells subscribers they can expect to receive fun, light-hearted emails every day for 21 days. As a subscriber, you know what to expect.
Type of form: Landing page
Type of business: Crafting & Ecommerce
Goal of sign up form: New subscribers
4. Keep input form fields to a minimum.
Asking for too much information at the point of sign up can negatively impact your subscriber rates. Forms with fewer input fields are more likely to increase your conversion rates since visitors spend less time signing up.
In most cases, name and email address are all you really need.
But it also depends on your goal with your sign up form. If it’s to get a new subscriber, ask for name and email ⏤ that’s it! If your goal is lead generation, perhaps you can ask for more information to help qualify that lead. Think about your goal to determine how many form fields are right for you.
Asking for the subscriber’s name can allow you to personalize your emails. And keep in mind, you can always gather additional information from your subscribers later on.
Ann Handley uses a sign up form that’s quick and simple with two form fields to make the subscription process easy for visitors.
Type of form: Inline
Type of business: Personal brand
Goal of sign up form: New subscribers
5. Let subscribers choose their preferences.
Letting your subscribers choose their email preferences can help with your email engagement rates because it allows subscribers to customize the kind of content they receive in their inbox. When subscribers are able to personalize their experience, they’ll get more value and engage more.
The Intrepid Guide’s sign up form lets subscribers choose their topic preferences, which can give them a more personalized email experience.
Type of form: Inline form
Type of business: Travel blog
Goal of sign up form: New subscribers
BONUS CASE STUDY
When AWeber was looking to freshen up our popular “What to Write in Your Emails” course, some subscribers told us they’d prefer more frequent emails, while others requested less frequent emails.
So we decided to let subscribers choose their own course email frequency. Subscribers simply selected their preferred email frequency on the course sign up form. Then, email automation delivered their course emails at their preferred time.
This simple change skyrocketed engagement. Open rates increase by 47 percent and click-through rates increase by 150 percent!
Use your call to action (or CTA) button to remind people of what they’re signing up for. A call-to-action button that simply says “Sign Up” isn’t just boring ⏤ it can be a total lost opportunity for attracting more subscribers.
When it comes to your CTA text, you have very few characters to work with – make them count!
First, the text on your CTA button should relate to the action your new subscriber is taking. For example, if you’re offering a free guide, your button could say, “Send me my free guide!”
Second, placing some urgency in your CTA can encourage visitors to take action. Think “Join now!” or “Yes, I want in!”
Third, using personal or possessive language on a CTA button can increase clicks. Phrases like “Send me updates!” or “Start my free trial” or “Download my free templates” help your soon-to-be subscribers connect with you.
Here’s an example of how Paul Kirtley uses possessive language and text that relates to the action a subscriber is taking on his CTA button.
Type of form: Exit-intent pop-up
Type of business: Travel blog
Goal of sign up form: New subscribers
7. Visually represent your incentive.
People love visuals – 90 percent of the information transmitted to our brains is visual. A great-looking, branded sign up form will do a better job communicating the value of your business and help you get more email subscribers.
A sign up form with a visual representation of your incentive, like this one from Spoon Graphics, is an effective way to entice visitors to subscribe.
Type of form: Pop-up
Type of business: Design blog
Goal of sign up form: New subscribers
8. Present an unfavorable alternative.
By positioning opting out as an unfavorable alternative, you can get visitors to think about the negative consequences of not subscribing and give visitors a compelling reason to join your email list. This copy can increase opt-in rates, because it positions subscribing as the better option.
This tactic works for pop-up forms or any type of form that can be dismissed. It doesn’t work for inline forms or landing pages.
This sign up form by Boast gives subscribers a discount just for signing up, like many retailers do. What makes this copy different is the alternative Boast gives to those who choose not to sign up.
Type of form: Pop-up
Type of business: Apparel
Goal of sign up form: New purchases
If visitors don’t want to sign up, they can click “No thanks, I prefer paying full price.” at the bottom of the form. Who wants to pay full price? Not many people would like that alternative.
9. Write conversational copy.
Your website visitors don’t expect to see phrases like “Oh hey!” or “Hey you!” This copy attracts their attention, which you can use to hook them in and tell them what value they’ll get from being subscribed to your email list.
When you use conversational copy in your sign up form like Really Good Emails, it grabs the visitor’s attention and feels more personal.
Type of form: Pop-up
Type of business: Email design
Goal of sign up form: New subscribers
10. Be creative, witty, or humorous.
Similar to using a conversational tone in your copy, being creative, witty, or humorous with your copy builds trust and allows your subscribers to relate to you more easily.
How Not to Sail uses creative and witty copy on his sign up form to delight visitors. Instead of using a button that just says “Sign Up,” this sign up form ties in the theme of his brand by using sailing terminology. The visitor will imagine themselves as a sailor climbing aboard a ship and sailing away.
Type of form: Landing page
Type of business: Travel blog and podcast
Goal of sign up form: New subscribers
11. Use social proof.
Social proof is a strategy where you leverage herd mentality to convince people to take an action. If people see that everyone else is doing something, they’ll be more likely to do it themselves.
Social proof makes people feel good about signing up for your list. It gives them confidence that you’re not a spammer and that they’re making the right choice.
In the wise words of Peep Laja at Conversion XL, “No one wants to be the only idiot filling [out] your stupid sign up form.” So if you have the social proof, use it!
Nerd Fitness’s sign up form lets new visitors know that over 300,000 people are subscribed to their email list. Besides leveraging social proof, this also works because it builds trust. If visitors know that other people have signed up for their list (or read testimonials), they’re more likely to believe that they publish trustworthy and valuable content.
In order to maximize your sign up form’s potential, here are a few things to consider:
12. Use a big CTA button.
The reality is that more than half of website visits come from mobile devices (source: Statista). So the chances your would-be subscriber is viewing your signup form on a mobile device are very high. Make it easy for them to easily enter their information and tap the button.
Mark Asquith’s sign up form has a big, bold button that reads “Download Now.” It’s easy to see, and, just as importantly, it’s easy to click or tap (including the checkbox).
Type of form: Landing page
Type of business: Personal brand
Goal of sign up form: New subscribers
13. Create color contrast.
Using contrasting colors in your sign up form helps it stand out on your website. A bright color, like yellow, on a black and white website draws attention to the sign up form, which can increase the number of people who complete it.
Try using a bold color palette or font so that your form stands out from the rest of your content.
Teach Me To Talk uses a simple sign up form that easily spells out the incentive and value, while the color scheme attracts the attention of visitors.
Type of form: Inline
Type of business: Education blog
Goal of sign up form: New subscribers
14. Use plenty of white space.
Give your copy room to breath by spacing out the copy, images, and form fields on your sign up form. This makes it easier for your subscribers to read and sign up, and helps your sign up form feel more professional, which can increase trust with your subscribers.
This sign up form by 1 Chic Retreat uses plenty of white space to give their copy room to breath.
Type of form: Two-step pop-up
Type of business: Fashion blog
Goal of sign up form: New subscribers
15. Follow a hierarchy for font sizes and types
When writing headlines, subheads, and description text for your sign up form, it’s important to follow a typographic hierarchy for font sizes and types.
As described in this article by Canva, typographic hierarchy is the process of “organizing and formatting your type choices in such a way that readers or users can clearly see what’s most important, which enables them to easily navigate the layout at a glance and quickly scan to find the information they’re looking for.”
When done correctly, typographic hierarchy makes a sign up form easier to read and understand, and can help a subscriber quickly and easily see the value in signing up.
When it comes to font size, your headline should be the largest text, followed by your subheads, and then your description text.
Stick with 1-2 font types (e.g., Arial, Helvetica, Verdana, etc.) on your sign up form. If you decide to use more than one font type, use a font type for your headline that stands out from the rest of your text.
This sign up form by FroKnowsPhoto uses good typographic hierarchy, with the headline being the largest font, followed by the subhead and description which are both a smaller font. He also uses various font styles (bold, italicized, all caps, etc.) to give visual interest to the text.
Type of form: Slide-in form
Type of business: Photography blog
Goal of sign up form: New course students
16. Stick to 1-2 font colors.
Similar to font types, stick with 1-2 font colors on your sign up form, like the sign up form by the Daily Skimm. Too many font colors can be distracting and make it difficult for subscribers to easily read and understand.
Type of form: Inline
Type of business: News blog
Goal of sign up form: New subscribers
Testing and optimizing your sign up form
Congratulations, you’ve published your sign up form! Give yourself a pat on the back. But don’t get too comfortable ⏤ your work is not done. It’s important to continually improve and update your form by testing various parts of it.
How do you know if your headline explains your incentive well enough? Or that your CTA button text is yielding the most clicks possible?
You can do some A/B tests (or split tests) to compare two versions of your sign up form and find out which one performs best.
Additionally, over time, your sign up form can become less effective because people will have seen it multiple times. If it didn’t entice them to sign up the previous times they saw it, it most likely won’t now. So every once in a while, it’s important to test updates to your sign up form with a fresh look.
Split testing your sign up form is easy and can help you easily optimize various elements of your sign up form.
You can test anything on your sign up form, including:
With these nine ideas for a creative, new sign up form, you can bring a breath of fresh air to your website and email list.
If you’re looking for more strategies and resources for creating a sign up form and lead magnet, enroll in this short video course: Email List Growth Blueprint. It’ll help you build the perfect tools for growing your email list.