Email, Social Media Tools, Email Marketing Advice

WEBININE: How to Build an Email Sign-up Form That Works

WebiNINE: Email Sign-Up Process ReviewChris Sietsema is Social & Digital Operations Lead at Convince & Convert. He also runs a digital agency called Teach to Fish Digital where he provides insights on search, social media, email marketing, and analytics.

In this webiNINE, our series of ~9-minute webinars for social media and online marketing practitioners, we review the email sign-up process for three sites in the travel and tourism industry. The initial sign-up form is a crucial component of a successful email marketing program. Find out what form elements help deliver a quality experience for the visitor.

Do you agree with the grades given? Did you see anything we missed?

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  1. BobFarnham says

     kpaine66 greenwoman45 This IS something you could benefit from. Let me know what you think! jaybaer is someone to know. Rich in content that benefits the web.

  2. DeanFord says

    Could Travel Oregon made the process a little quicker to get to the e-mail sign-up? Granted that after viewing content, a visitor that then signs up for an e-newsletter is a stronger lead, they may be missing out on the less valuable lead that may be converted to a stronger lead later on. Was there a sign-up button displayed higher up on the page?

    • sietsema says

       @DeanFord Good point, Dean.  They did not have a “sign up” button higher on the page that I could see – just down in the footer.  To your point, they may be able to ask for a little now in order to get more later.  A much better approach than providing a form that is cumbersome and time-consuming.  
      One item that I did not receive (that likely would have helped) after creating an account was a confirmation email with calls to action to sign-up for the various newsletters, an invite to #AskOR (their twitter Q&A program) and other links to their social venues.  This confirmation would be very similar to a “Thank You” page, but it would at least provide additional encouragement take the next step down the funnel.
      Thanks for your comment!

  3. says

    Clearly Oregon wins.  However, all three could improve the CEX of the confirmation pages in my opinion How about adding a link to the current e-newsletter to immediately connect the customer to the information?

    • sietsema says

       @dschulenberg Absolutely.  Adding a link to the most current newsletter would help prior to signing up to set expectations about what the visitor will receive and, as you note, at confirmation to allow the visitor to enjoy the content right away.  Thank you for your insight, Dara.  I hope everyone as Canyon is doing well.

  4. Brian Berg says

    Great video, Chris!  I couldn’t tell from the video but did any of the three sites mention anything about their privacy policy and what they do with the email addresses they receive?  Always a good idea to be transparent about that during the sign-up process.

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