Email opt-in best practices – capture more subscribers with better design and mailing insights

Email opt-in best practices – capture more subscribers with better design and mailing insights

Posted under Email Best Practices on December 19, 2017

Every platform wants more newsletter subscribers. You do want to make sure that when someone visits your website, they type down their email ID, and subscribe to your blog, newsletters, updates, and everything you publish. Sure, after a dedicated data mining, you will approach people to join your platform, but the first step is to put a “Subscribe Button” in the right way, so the audience can come down and read your posts.

So, here are some tried and tested methods of email opt-in best practices that will increase your subscribers:

1. Why should they subscribe to your posts?

Give them a strong reason!

Probably a hundred emails are dropped every day in a usual email address. Why does anybody want to increase their pile? You give out a strong reason that why someone should subscribe to your platform, and what will they get from your post? Brian Dean – an SEO expert uses this as one of his best email opt-in practices. What he does is, simply mention the motive you may want to follow. Like this:

Brain Dean

Here, he has mentioned that the users will get tested, proven SEO techniques that will help them to increase website traffic.

2. Be a little different:

When someone crawls down to your blog to read a post for the first time, he doesn’t know how good your platform is or how your articles are going to help him. That simply means, you have a great chance to create a good first impression that he cannot ignore!

The secret is to make your email subscription approach more attractive and innovative.

Neil Patel, one of the famous digital marketers, use creative content in every field. And using a different content is one his email opt-in best practices. Check this out:


Instead of “Subscribe” button, he used “Yes Neil, Teach Me How To Grow My Traffic”, and instead of “Close” button he used “No Thanks, I don’t want more Traffic”. Tactics like this urge more people to sign up for your email opt-in.

Sure, if you do not provide quality blog posts and newsletters, they won’t hesitate to unsubscribe. But, providing a good content is the oath you should take, and this practice will give you more subscribers and returning visitors for sure.

Another good example is Groovehq – one of the finest help desk software. Good content has been a great benefit to Groovehq, and they use this in email opt-in practices as well. Check out this example:


The first part of the sentence attracts the readers to read more, and the second part of the sentence says they are a million dollar brand.

Now, such things encourage users to subscribe to your newsletter, and that’s the power of good content. Using a well-defined, refined, and unique creative content is one of the email opt-in best practices that you can try.

3.Give an Unsubscribe button:


Check this mailer now. They are giving a very-much visible ‘Unsubscribe’ button. You might be thinking why to give unsubscribe button when we want more subscribers?

Well, there is a valid reason behind it. If your unsubscribe method is visible to the users, they will trust you more. It will give them a feeling that you are not forcing them to receive your e-mailers but letting to choose whether to receive them or not. In short, it shows that you care for your customer. When you think from a user’s perspective, you will receive more and more subscribers.

We all know how annoying it is to stay subscribed to a newsletter, which actually is irrelevant to us. When you use this practice for email opt-in, you are telling people that it is easier to unsubscribe from the blog and emails when they find it irrelevant. Even you are investing resources to send these mailers and want conversion, why not send the mailers to the people who actually want to hear from you.

4. Ask for preferences:


Check what Accenture is doing. They are letting the users choose what type of updates they actually want to receive in their mailbox. By delivering the same, they are increasing the CTR to an ultimate maximum. They sent relevant content and offers, to keep the users engaged.

From above example, you can learn that:

If you have a ton of content to provide like blogs, newsletter, updates, industry news, tips and tricks related to your niche, etc. If you’re quite active about your content, then it is a good practice to give preferences in your email opt-in form.

What happens is – when you provide so much content, your subscriber might get annoyed from your emails, and hit the unsubscribe button. You surely don’t want that.

What you can do instead is, ask for user’s preferences in email opt-in form itself. For example, after asking for basic information like first name, last name, and email ID, tell them to check their preference like:

What would you like to read from us?

  • Blog Post
  • Product Updates
  • Newsletters
  • Ebooks
  • Research Articles

Give checkboxes to select the preferences. That will leave a good impression on the user because it is different from other websites, and you’re thinking from a user perspective.

5. Use numbers:


That’s WPBegginer’s subscription form, which appears by clicking on ‘email’ icon. People are more likely to click it, as they see the social proof here. Having 6 Lac visitors means something after all.

Wondering why stating the stats can help you grab more subscribers? Here’s the reason:

A new visitor doesn’t know anything related to your brand. Here’s a good chance for you to make an awesome first impression. Use numbers to attract the visitor, tell him that he is joining with the right platform, tell him that thousands of people have tried their platform, and you are a good choice.

Opening line with numbers is one of the best email opt-in practices, and here are few examples:

  • Join with 1 Million Users worldwide, Subscribe Now!
  • 50,000 people read our blogs every day, Want to find out what we write? Subscribe
  • A journey from 0 to 1 Million visitors, Join hands?

Numbers give out proofs that the visitor is going to get quality content, and relevant news. You must give out some proof that subscribing to you is a good choice.

6. Put your Subscription form in Right Place and Make it Visible

A few questions before we move ahead:

  • If you are putting your subscription form on some inner page, which is not a landing page and visited hardly, will you be able to find any subscriber?
  • Do you think adding a 10-field subscription form, which takes 10 minutes to fill, is a good idea?
  • Will a hardly-visible form, hidden in your content be able to drive audience?

Not at all, to say the least.

So, always put the form in right place. For example,

  • Left corner of landing part of your page
  • As a pop-up (if you already have enough visitors and you think you’ll not annoy people by adding it. Make sure you are allowing people to get rid of it easily, in case they are not interested in filling it.)
  • In the bottom part of your website, with clearly visible design elements.


Always remember to keep the number of form fields least. You can make the extra fields optional.

7. How Frequently to Send Updates?

Sometimes, companies go too aggressive and keep sending the mailers very frequently. To be honest – Just assuming that your customers are interested in reading your e-mail in every four hours, or even every day, isn’t good. This way, you will only increase the clicks on unsubscribe button. Losing the users by intentionally frustrating them is as stupid as it looks. So, better don’t overdo it.

Solution: You can ask your readers about how many times a day/week/month they have to receive your email. You won’t be too frequent or too infrequent if doing this.

Bottom Line:

There are some other email opt-in practices, like showing privacy statement in the form (That means your email id is save with us), changing names for blog post or newsletters, etc.

But, the point is, you have a limited space to display all these information if you don’t choose pop-up as an option. You might want to use that space creatively, and effectively. Above are some best email opt-in practices that you can try out to increase your subscribers. These methods have given amazing results in past. But, we should not forget that all platforms are different. A method that worked wonderfully well in a product website, may not work in a service website.

Try out these email opt-in best practices and let us know how well those work for you.

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Tanishq Juneja|The Strategist

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