Creating An Email Opt-in Page That Delivers

Posted 09.04.2021

By Annabel Thomas

Email marketing is one of the best ways to turn prospects into clients or customers! But before you can send a single email out you need to have a list of prospects to send your emails to. The most effective way to get sign ups is through a dedicated landing page; this will take the form of a single page that is designed specifically to convince users to sign up to your mailing list. 

We have written a post on how to optimise your landing page, so check it out if you haven’t already. Creating an email opt-in landing page is something you need to think about carefully. Building a mailing list is one of the key factors affecting how successful your campaign will be, therefore capturing the attention of the right users is vital. 

Firstly, let’s cover what opt-in pages are. Formally referred to as subscribe pages, opt-in pages are pages on your website that allow users to sign up for updates, newsletters and offers. The goal of your page is to populate your email list, increasing your chances of converting leads. Some of the best email opt-in pages are the simple ones: keep it clean, to the point and clear. So how do you attract the right people and increase your opt-in page conversion rate?

1. Know your audience

Before you begin it is important to understand who your target audience is. Think about who you want to sign up to your email newsletter. Having a clear understanding of this will help you create a page with the most relevant language, copy, imagery and call to actions.

2. Create the right CTAs

You need to make it clear that you want users to opt-in to your email newsletter from your landing page. This will be done through the use of Call to actions (CTAs). We have recently written a post on creating great call to actions, so take a look for some inspiration and useful tips! 

In the context of an email opt-in page, one of the best ways to get sign ups is to offer an incentive. This can be done through a lead magnet such as a free ebook, an informative video guide or discount code if they sign up now. Giving users a reason to sign up in the form of a freebie is a sure-fire way to gain signups fast.

3. The essentials of email opt-in pages

Keep it simple! With a landing page the trick is to keep things concise, to the point and clear. The less you ask for, the more likely people are to sign up. The key features you should include are:

  • Headline: punchy, to the point and eye catching.
  • Form: keeping the form short and simple is the best way to gain subscribers, you only really need a field for their email address and first name.
  • Imagery: use on-brand, relevant and quality imagery. 
  • Benefits of signing up: make it really clear you can’t afford not to sign up for your email, again using incentives is a great way to do this!

4. A/B test your landing page

A/B testing your opt-in page is one of the best ways to gain a clear understanding of what your audience responds the best to. Perhaps you test out two headline variations, form changes, visuals or landing page copy. Continually testing and optimising your landing page will give you the best results going forward, so don’t just create the page and hope for the best, keep working on improving it.

If you need any help with creating your email opt-in page or any parts of your website or digital marketing, we are here to help! Get in touch with us today for a free consultation.

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