Your opt-in form is one of the most important elements in building your list of subscribers, yet it is often overlooked or thrown together at the last second with almost no thought. From my conversations with a number of clients it is clear to me this is done cause most of the effort is spent designing the e-mails and writing the content, and they think to themselves a form is just a form. That would be incorrect.

To improve your opt-in form and increase your subscriber database followed these basic tips.

Make Subscribing Easy

The ability to sign-up should be on every single page of your website and included as a link within the signature block of any e-mails your staff sends via their day-to-day e-mail program. Also if you use electronic newsletters (e-Newsletters) it should be included as well. Most now use a “Forward To A Friend” functionality but forget the sign-up form.

Provide Samples

Have an archive of previous e-Newsletters and other e-mails you’ve sent available so potential subscribers can review the type of content they can expect if they take the time to subscribe.

Don’t Limit Choices

Give subscribers choices. Let them choose if they just want your information-based e-Newsletter (frequency if that is an option), email blasts, sales offerings, you name it. People like choice, and therefore more control of how you communicate with them.

Frequency

Tell people how often you’ll mail to them and keep that promise at all cost.

Unsubscribing Should Be Easy

Not only should the sign-up process be stupid simple, so should getting off the list. Let potential subscribers know the process is simple, preferably one click. Also, please don’t put the unsubscribe process behind a password protected area, this is just rude to your subscribers. Any barrier to unsubscribing is unacceptable.

Testing

Test the form to make sure it works across multiple browsers and operating systems.

Choice Of HTML Or Text Messages

Always let people select their preference. In a recent Email Experience Council study they found that up to 20 percent of people read their e-mails in a plan text format. Let people choose. Although some e-mail service providers offer an auto-detect feature, it is better not to take any chance by just asking your subscribers what they would prefer. Also, offering a mobile version can’t hurt in 2008.

Welcome Message

Once somebody has completed the form you should have an automated response that lets them know they have subscribe to your e-mail list and includes any information they may need, including your contact information, how to unsubscribe, a link to your Privacy Policy, and any log-in information if required.

Privacy Policy Link

Always include a link to your Privacy Policy and tell people very clearly what you do with their data and the tracking information you collect. It is the law of the land.

CRM Integration

Most companies large and small now use some type of Customer Relationship Management (CRM) system. Many (such as NetSuite) can create the HTML code required to embed in your site or e-Newsletter that will then populate your CRM system with the data collected so your salespeople can follow-up if appropriate.

Don’t Ask For Too Much Information

You can pretty much assume that for every field you require people to complete to sign-up you are going to lose a percentage of subscribers. In almost every instance I prefer just asking for an e-mail address, but I have also had clients that have wanted to ask for everything short of their Social Security number. I hope you can imagine which is the better solution.

If you just make a basic effort to do each of these suggestions you will greatly increase your number subscriber and therefore your ultimate chance for a successful e-mail marketing program.