Today is national newsletter landing page audit day (yay)! Most newsletter landing pages are terrible. We tend to overthink them, or simply don’t answer the basic questions of someone who wants to sign up. In the new version of Epic Content Marketing, Brian Piper and I talk about newsletters A LOT. Here’s eight steps to audit your newsletter landing page that might help: 1. Spell out the benefits. On the landing page, clearly list why someone should sign up for your newsletter. 2. Show them a picture. Show readers a sample picture of what they will be receiving. (What does the e-mail newsletter look like?) 3. Link to a sample. Link to a sample newsletter and have that sample open in a “daughter window” (that is, don’t take them away from the landing page). 4. Bring the signup above the fold. If prospects must scroll down to get to your signup area, there is a problem. The signup needs to be above the fold. 5. Have the minimum number of fields. The fewer fields, the more likely prospects will be to sign up. Only ask for the fields you truly need. For The Tilt, we use one…your best email address. 6. Be sure to have a clear link to a privacy statement (below the fold). Although very few (if any) people will ever click on it, be sure to have a privacy statement available that has been checked by your legal team. 7. Include a button that says “subscribe” or “sign up” (not “submit”). Words like submit and phrases like “click here” don’t accurately spell out the positive action you want prospects to take. Use “subscribe” or “sign up.” 8. Get rid of needless distractions. The landing page for your newsletter has one goal: to get people to sign up for the newsletter. Get rid of all the distractions that may take them away from the signup page. Oatly's Spam newsletter is a fun one that covers most of these, while having a bit of fun at the same time. Did we miss any? What would you add or subtract? #newsletters #contentmarketing #emailmarketing #epiccontentmarketing
Brian Piper
1y
Newsletters are the epitome of owned land! If you’re building and growing followers on rented land and not converting them, you’re gambling with your audience. The conversion process all starts with a good landing page.
Their privacy checkbox is maybe the best I’ve yet seen…
Amen!
Some great tips. Thanks, Joe.
Well said!!
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1yWait that's a day?!