3 Ways to Set Expectations at Sign UpWritten by Alex Becker
February 8, 2011 # 8:17 pm # Expert Guides # 3 Comments
“I didn’t sign up for this!” An impulsive and angered hand clicks the “Mark as Spam” button.
Spam complaints can tell you a lot about your email marketing campaigns. One thing they can indicate is that it’s unclear to your subscribers what they are signing up for and how when they’ll receive your messages.
So how can you minimize spam complaints from the get-go?
Keep reading to find out how a few of your fellow email marketers do it by setting expectations!
When evaluating the cause of a spam complaint, the first step is to take a look at your web form.
It’s absolutely crucial to set expectations throughout the life of your email campaign, starting with your web form.
Your web form must explain exactly what your subscribers will receive, the benefits of subscribing, and when subscribers can expect to receive your messages.
Let’s take a look at how Print It Party, a party decor site, sets expectations with their web form:
This web form includes the benefits of what the subscriber will receive – “free printables and contests, extra-hip party tips and secrets and new products alerts.” They make their newsletter sound special and exciting while describing exactly what is to come.
Using a subscriber counter has shown to be a successful tool in gaining subscribers. A potential subscriber viewing the counter will see that others are benefiting from your newsletter. This establishes your information as a reputable source.
Battlefield Equipment, an equipment rental site, sets expectations using this method.
Just as Techbite describes when subscribers will receive messages, Battlefield notes that subscribers will get “seasonal” specials. If you do not send each week or month on a specific day, you can still use detailed words to describe “when” messages will go out.
Including an image on your email sign up form can increase recognition and help you to maintain consistency throughout your campaign.
Take for example the web form on the homepage of the brain games and fitness company, Braintraining. Braintraining’s form includes imagery and lets subscribers know they respect their privacy.
These forms do not simply say “Sign Up for My Newsletter.” They include valuable and descriptive information to begin an honest relationship with subscribers.
You can see a little detail goes a long way in setting expectations. To prevent potential complaints, make it your priority to set expectations right off the bat.
How do you set expectations at sign up?