Monday, 11 July 2011, 8:10 AM
To complete our last post about the registration process of a newsletter – here’s how to build the unsubscription process. And we work with the idea of ”just one click”.
The process consists of three steps:
- An unsubscribe button in the email
- A landing page that confirms the unsubscription
- A good bye email
In the letter there is a button, clear and obvious. A click – and it’s done! To unsubscribe should be as simple as this.
A landing page tells you that you are off the list and that you are very welcome to follow us on Facebook instead, if that is what you prefer.
A letter to say good bye is also something to consider – to give you a bad conscience … But also to tell you that your data are deleted from our list.
Monday, 11 July 2011, 8:01 AM
Earlier I wrote a post in three parts about how to get more subscribers to your homepage.
You’ll find them here:
Part 1/3 – Evaluate Present Registration Process
Part 2/3 – Simplify the Registration Process
Part 3/3 – Optimize the Registration Process
There were some positive emails and comments after these posts from people who wanted to test my suggestions – and some of them seem to have had the same good results as we did. Really nice!
But is there a lot of work behind a registration process with what you call a double opt-in?
Well, Sarah and me constructed a box for registration some time ago. The number of steps can vary, but most often they are five – three HTML-pages and two emails.
You could however cut the number of steps down to three – I’ll explain how a little later – but this time we chose the longer run – five steps:
- Registration form
- Landing page after registration
- Confirmation email with a link for confirmation
- Landing page after confirmation
- Email to say welcome
What kind of extra information and on what page – it’s up to you to decide. Make some tests and consider the flow thoroughly.
This is how our process was in all five steps:
The registration form was put in a simple golden frame which sticks out on the page.
The landing page after registration also had a golden frame to stress the uniformity. We also tell the readers that they have to click on the link in the confirmation email we’ll send. We also inform about the fact that the readers’ data will be securely kept within the company, where only two people have access to the data.
In the confirmation email with a link for confirmation we chose not to distract the recipients with any other information. The only thing we want here is a click.
On the landing page after confirmation we chose to tell the recipients how often the newsletters will be sent. Of course we could inform about this before the registration, but we chose to spread the messages a little – so that people will take time to read everything.
In the welcoming email we confirm the data the subscriber has given out and we remind him/her about our articles in our forum. We also encourage the subscribers to get in touch with us if they have any questions.
So, this is how it looks! You might feel that there are too many steps, but sometimes it’s necessary to make the subscribers feel comfortable. It is – after all – a subscription, even if it’s for free. Try to avoid subscription processes where your subscribers are asked to fill in their email address only – and then there’s nothing more.
If you’re going out for this – be sure to have a nerd at your side! Several email tools provide you with standard pages for registration forms, but if you want this to be accommodated to your home page – well, then it’s an HTML-code that needs to be written. Five pages of HTML-codes in this case. Three web pages and two HTML-emails.
It’s possible to shorten the process and make it in three steps if you choose to skip the landing page after registration and the welcoming email. But then you need to consider how to design the messages turning up on the page at registration. If the registration box is small you might want it to be ”taller” if the messages show directly in it.
An example: Before Sarah and me activated a separate landing page we got this result:
There are – of course – also a unregistration process that in a sense belongs to the registration process. But this demands – fortunately – fewer steps. I’ll show you later!
Friday, 8 July 2011, 5:20 PM
One of the reasons why I decided to tidy up a bit among my many email accounts – yes, I have quite a few – was that I gave my MacBook a bottle of water the night before a very important presentation. I don’t remember having been so frustrated in all my life, but I’m so grateful for the equipment of modern hotel bathrooms. You can probably not imagine how well adapted a hand dryer in the men’s room in a hotel is when it comes to blow out water from a laptop.
Anyway, the computer was totally recovered, but one of my inboxes was completely drowned(!) in so called phishing emails from big companies such as VISA, MasterCard, and PayPal among others, also Blocket. These emails are written in Swedish and look quite trustworthy if you just give them a quick glance – and they do have sender addresses such as VISA and PayPal. But look out! Whatever you do, don’t click in these emails! They are altogether false and they are ”fishing” for you personal data and/or your account number.
This is how it might look:
Friday, 8 July 2011, 3:24 PM
Social media is the king of sharing. Email just can’t compete in this battle. But, email does give you a higher completion rate. You can read more about this in a previous post by me here.
So, let your customers tell their friends about the products they like by using emails and social media. There are quite a few things we can improve concerning these ”tell-a-friend-mails”. For example:
- Design the letters in HTML, not just in a text format. Then the customer gets a much nicer letter in his/her inbox and gets to know your graphic design at the same time as you get statistics of what this person clicks on – and if he/she opens the letter at all.
- When someone tips a friend it’s much easier for you to acquire a relation to this ”friend”. You’ve been recommended, haven’t you? So, ask your customers to follow you on Twitter, Facebook or via email.
- Offer something that makes them want to follow you. And don’t forget the one who delivered the tip! A win-win situation!
I haven’t really found a perfect example, but I would like to show you this newsletter from Asos. I clicked on a product that I wanted to ”show” myself. This is how it looked:
They give the tipped person an opportunity to write a message of his/her own. So I click on ”Submit”.
This way of tipping your friends is very convenient and I also like the possibility of emailing another friend – although I think it would be a good idea to give the customer this opportunity earlier. It might be a little confusing to be asked to email a friend here. But it’s good that they make it possible for me to return to the product page to shop more or to tip about another product. Too many times I’ve experienced that the shop is closed down after this step.
What can I say about the email? It’s a good thing that they put my name first in the subject line or in the title of the email. The recipient probably recognizes my name, which will make him/her more willing to open it. The sender’s name email@example.com also tells the recipient what it’s all about.
Unfortunately the letter is pretty boring with a text link. I’d preferred that a picture of the product was shown and that the letter had been a little hotter when it comes to design. And they don’t do anything in order to create a relation: no link to Facebook, or to Twitter, or a possibility for me to register for their newsletter. I might like to follow them … A good thing though is that they make it easy for me to get in touch with the customer service.
Now when you look at this – don’t you get a few bright ideas about how it could be done? Social media is the thing, so do something about it now! Good luck and send me an email if you make something new of your site. And tell me all about your thoughts!
Monday, 27 June 2011, 9:08 PM
I do like what Gary Vaynerchuk tells us in the first part of this clip. Click here to check.
Have you tried to contact those who want to unsubscribe from your newsletter?