Firstly, we\u2019re going to assume that the e-books, checklists, whitepapers, and discount codes you\u2019re offering as incentives are sufficiently valuable to your target audience. Secondly, that you have the capacity to keep them relevant and exciting.<\/p>\n\n\n\n
What we will be discussing in this piece is the structure and presentation that an email opt-in form can take.<\/strong>\u00a0We\u2019ll look at what other websites are doing and discuss why it works. User Experience is a critical part of conversion, and keeping an eye on trends in this space pays off.<\/p>\n\n\n\n How to write an opt in email?<\/strong> It\u2019s easy to forget that even a super compelling lead magnet may not be enough reason for someone to go through the effort and risk of divulging personal info online. As great as a discount maybe, some people just need to see the better value. What more can you tell them about their experience as a prospective customer that will nudge them towards opting in? Bay Alarm Medical<\/a> understands it\u2019s target market well enough to know what needs to be communicated – savings and the absence of risk.<\/p>\n\n\n\n The medical alert company shows a large exit-intent popup that\u2019s elegantly populated with a ton of useful information covering these exact topics.<\/p>\n\n\n\n The layout of the popup is incredibly easy on the eyes, despite the amount of content, and the messaging is crystal clear.<\/p>\n\n\n\n You\u2019ll receive a discount. You won\u2019t pay for shipping. There is a lengthy, no-obligation trial period. We\u2019re not going to surprise you with a bunch of unexpected expenses. As a result, your quote is free and won\u2019t put you under any obligations.<\/p>\n\n\n\n This approach is effective for Bay Alarm Medical because it\u2019s also aligned with the purpose of their flagship product. A device designed to keep people safe minimizes risk and consequently reduces anxiety. Remember that your lead magnet may not be enough. Ask yourself what additional value your target audience needs and then offer it very clearly.<\/p>\n\n\n\n This approach\u2019s effectiveness is highly dependent on your brand\u2019s relationship with its target audience. The last thing you want to do is inject a specific type of offbeat humor into a serious interaction. But, when done correctly and in a way that doesn\u2019t detract from your primary message, a subtle visual joke could be a great way to prompt an email opt-in forms<\/strong>. <\/p>\n\n\n\n Now, this can be done with acute visual that has almost nothing to do with your brand\u2019s core message, the way JOI<\/a> went about it. The site\u2019s exit-intent popup shows a photo of a toy dinosaur clearly surprised by the size of a giant human hand holding the company\u2019s flagship product. A plant-based milk alternative.<\/p>\n\n\n\n The accompanying text makes no reference to the adorable image and what it depicts, rendering the photo even funnier. The copy stays on-message, discussing the email opt-in form incentive clearly and concisely<\/strong>. Special mention should also go to the color scheme choices in the popup. Even though the bright yellow is used nowhere else on the JOI website, it\u2019s perfectly complementary and makes a very cool contribution to the popup\u2019s eccentricity.<\/p>\n\n\n\n Another site that uses humor to great effect, albeit in a slightly less visual way, is Shinesty<\/a>. On a simple monochromatic background, the novelty clothing brand known for its humorous marketing tone simply says what everyone\u2019s thinking. Email marketing can be genuinely terrible if it\u2019s not done right.<\/p>\n\n\n\n \u201cEmails suck, ours don\u2019t,\u201d they proclaim. Simple, funny and to the point.<\/p>\n\n\n\n Many sites choose to keep things uncomplicated and not get too pushy about asking visitors for their email addresses. Elemental Labs<\/a> takes this approach to the extreme with their footer-embedded opt-in form. Aside from a button labeled \u201cStay Salty,\u201d this opt-in form is as modest as a form can be – one line of text, one input field, one button. The main reason you may want to consider this level of simplicity is that a more in-your-face approach could be at odds with your company values. <\/p>\n\n\n\n Some brands are hesitant to give their visitors the impression that they\u2019re merely a number in a marketing funnel because it clashes with the overall tone of their marketing messages. It\u2019s not the image they want to sketch of themselves for their audience.<\/p>\n\n\n\n By keeping their email opt-in form\u2019s messaging and design subtle<\/strong>, Elemental Labs isn\u2019t trying to \u201cconvince\u201d anyone to do anything. They\u2019re letting their product speak for itself \u2013 a sentiment that\u2019s consistent with their site\u2019s entire UX.<\/p>\n\n\n\n SEO specialists, Moz, take a very similar approach to their opt-in form<\/a>. While it may not compete with Elemental in terms of pure simplicity, there\u2019s a reassuring lack of sales talk, promises, special offers, bells, and whistles.<\/p>\n\n\n\n In two sentences, the form communicates what the user can expect. It\u2019s concise and direct without being sterile, and all they\u2019re asking for is the one piece of info they need \u2013 an email address. Moz shows that elegant simplicity doesn\u2019t have to mean a total absence of information. The information it provides can simply be extremely succinct.<\/p>\n\n\n\n Everyone loves to be a winner. And if parting with your email address is all that\u2019s standing between you and the chance to bag a massive 25% discount, you may not even think twice. Especially if the gambling aspect is accentuated as elegantly as it is on Runners Athletics<\/a>\u2019 site.<\/p>\n\n\n\n Launched only when the user clicks on a mysterious, but highly visible icon floating in the bottom-left hand corner of the screen, the Runners Athletics\u2019 \u201cspin to win\u201d game offers an incredibly powerful incentive for visitors. Firstly, by \u201chiding\u201d the game, the brand makes users feel like they discovered some secret part of the site. A virtual treasure that they were smart enough to locate. <\/p>\n\n\n\n Not labeling the trigger clearly is a risk, but it instantly triggers massive emotional buy-in from the visitor. They feel invested even before taking part in the game. Because finding the game was the first part of it. They\u2019ve already got that behind them, they may as well go all the way now, right?<\/p>\n\n\n\n Secondly, spinning the wheel is made to look easy.<\/strong> There\u2019s a comforting amount of reasonable terms and conditions \u2013 only two, in fact. All that\u2019s required is for three fields to be captured and the \u201cTry Your Luck\u201d button becomes active.<\/p>\n\n\n\n The wheel spins for a satisfyingly long stretch of time. Then, the anticipation builds. The player\u2019s discount is revealed and guess what. Claiming your prize is as simple as copying a discount code from the \u201coutcome\u201d screen. This approach works because its a smart combination of chance, exploration, and simplicity leads to a genuine emotional buy-in from the player.<\/p>\n\n\n\n Another site that\u2019s been successful at making its opt-in email campaign<\/strong> interactive is Cerries Mooney<\/a>. The marketing consultant was smart enough to use an opt-in quiz that dovetails extremely well with her core service. Integrating her clients\u2019 personas into their brand. Anyone who arrives at the site knowing what Cerries Mooney does will be interested in her process. And guess what. You don\u2019t have to book a consultation to see it in action. All you have to do is take her \u201carchetype test\u201d to see what her service is about.<\/p>\n\n\n\n Mooney\u2019s brand is all about the rewards of self-discovery and finding out how this process can be leveraged for success in business. So, the elegant way this interaction blends with her consultation service again prompts genuine emotional investment from the site visitor. <\/p>\n\n\n\n In all likelihood, someone who completed the quiz will be happy to share their email address to see the results. As a result, they will find out how these can be used for their business\u2019 benefit. <\/p>\n\n\n\n As with any UX decision, the design of the opt-in form should keep the needs of the brand\u2019s target audience in mind. Most companies will have an excellent idea of who they\u2019re trying to attract to their site and who their ideal customers are. When creating an email opt-in form, it is vital that you keep these buyer personas<\/a> in mind.<\/p>\n\n\n\n Ask yourself what kind of language speaks to them? <\/strong>What kind of visual messaging will appeal to them? How sensitive are they to risk or annoyance? At the same time, these opt-in forms should align with your company\u2019s brand values and design aesthetic. Don\u2019t simply copy an opt-in form from one of your competitors because it looks like it works.<\/p>\n\n\n\n In conclusion, think about the needs of your audience and where that overlaps with the things that make your brand unique. That\u2019s the sweet spot for everything design-related on your site \u2013 including something as simple as an email opt-in form<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":" What we will be discussing in this piece is the structure and presentation that an email opt-in form can take.\u00a0We\u2019ll look at what other websites are doing and discuss why it works. User Experience is a critical part of conversion, and keeping an eye on trends in this space pays off.<\/p>\n","protected":false},"author":1,"featured_media":8467,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"categories":[65],"tags":[178,126,111],"class_list":["post-8465","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automation","tag-automation","tag-best-practices","tag-engagement"],"_links":{"self":[{"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/posts\/8465","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/comments?post=8465"}],"version-history":[{"count":0,"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/posts\/8465\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/media\/8467"}],"wp:attachment":[{"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/media?parent=8465"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/categories?post=8465"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/tags?post=8465"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Communicate relevant value clearly<\/h2>\n\n\n\n
![\"email](\"https:\/\/elasticemail.com\/wp-content\/uploads\/2021\/03\/Group-9369.png\")
<\/figure><\/div>\n\n\n\nGet quirky<\/h2>\n\n\n\n
![\"opt](\"https:\/\/elasticemail.com\/wp-content\/uploads\/2021\/03\/Group-9373.png\")
<\/figure><\/div>\n\n\n\n![\"opt](\"https:\/\/elasticemail.com\/wp-content\/uploads\/2021\/03\/Group-9371.png\")
<\/figure><\/div>\n\n\n\nKeep things super-simple<\/h2>\n\n\n\n
Get interactive<\/h2>\n\n\n\n
![\"email](\"https:\/\/elasticemail.com\/wp-content\/uploads\/2021\/03\/Group-9370.png\")
<\/figure><\/div>\n\n\n\nConcluding remarks on the opt-in email campaign<\/h3>\n\n\n\n