To optimize email opt-in pages is among the more important jobs to do and is also among the most forgotten jobs. The way the opt-in forms and pages are presented determines the quality of list, rate of growth, and meets the subscriber’s expectations. This, in turn, helps in email response. The very first step of optimization is making the layout enticing enough that it gets visitors to fill in the opt-in form.

Having visitors come to the website, (traffic), is another issue. First, the path to the sign up page must be made easy and clearly laid out. Once at the website, they should be enticed,(some say bribed!), into signing-up by supplying required information in the opt-in form.

Besides offering a stand alone optin page, you will want to display an optin form on your blog or website. This should be in a sidebar, left or right side, and above the “Fold”. The fold being all the area of your page that is clearly seen with having to scroll down.

The visitor shouldn’t have to search around to see if your website offers email newsletters or not. The links to the navigation area should send out clear message. Terms and names which aren’t obvious shouldn’t be used. Words such as Email Newsletter, Ezine, Newsletter or eNewsletter are very appropriate.

Offering a free gift in exchange for their contact details is standard. This should be seen on the optin form, preferably, as a graphic of the item, or a clear, short description of it. Almost all affiliate programs or other sources of free material, offer graphics of the items.

Since the purpose of the opt-in page is to make as many readers into subscribers, the design, copy and layout of the opt-in page should be similar to the landing page, (normally the home page). The page should be designed with form, copy and images which should reflect confidence, value and trust.

Optionally, links to samples may be included which can give an idea about the quality of the email to be received upon sign-up. Testimonials from readers to the email publications can be included in quoted format. The content of the testimonials can be text, images, audio and/or video.

So when a subscriber is giving his valuable email address, he is certainly looking for something in exchange. This is why images and copy should be included on the opt-in page which conveys the basic value of emails to be sent. Subscribers can be given “email only special deals”. Any kind of regular incentive goes a long way. Whether it is “$2 off the next purchase” or “free white paper”, even discounts can increase conversion.

Extra precaution must be taken by writing short email policy near the submit button. A link to the company’s detailed privacy policy must be included at the end. The sign-up process must be confirmed via a welcome email.

Certain details about the opt-in page should also be considered. A right balance needs to be maintained of the information that is collected through the opt-in form or page. Neither too much information must be asked; nor must too little information be asked. The future must be planned from the start. Obviously asking only the email address is very quick; information required for email delivery will be missed.

Information which is not required for email delivery and segmentation or personalization should be avoided. If there are too many fields, the not so important ones must be marked as optional. To check syntax errors, a script should be included for that purpose.

Many marketers use two boxes, for entering email address twice. This reduces the risk of typing invalid email address. The minimum form fields to be included in the form are first name and email address, although some just offer one slot for an email address.

-Jim ><>