lead magnet<\/a>).<\/p>\n\n\u00b7 \u00b7 Place forms where they can be seen: <\/h3>\n\n Don’t hide the form. <\/p>\n\n
If your website visitors don’t see them, they certainly won’t subscribe.<\/p>\n\n
Which locations are interesting?<\/strong><\/p>\n\n\nThe website header is usually a good spot<\/li>\n\n\n\n At the end of blog posts<\/li>\n\n\n\n In the website sidebar, if there is one<\/li>\n\n\n\n You can also link to the form in your social media bio links<\/li>\n\n\n\n And of course on landing pages (we’ll see how to do this later in this article)<\/li>\n<\/ul>\n\nGenerally, if you put it in more locations, it will be easier to capture new subscribers.<\/p>\n\n
\u00b7 Use clear and attractive calls to action: <\/h3>\n\n The call to action to encourage subscription is usually related to what you offer in exchange for subscribing.<\/p>\n\n
Write something as relevant as possible, such as:<\/p>\n\n
\nI want to get my discount now<\/li>\n\n\n\n Subscribe and download the ebook<\/li>\n\n\n\n Sign me up for the VIP list<\/li>\n\n\n\n Etc.<\/li>\n<\/ul>\n\nHowever, it’s important to indicate that the form must make it clear they will receive more emails from you, not just the lead magnet.<\/p>\n\n
\u00b7 Test, measure, and optimize your forms: <\/h3>\n\n There are many ways to do this, but the easiest is perhaps by viewing the conversions tab of the form itself:<\/p>\n\nFrom that screen, you can see which contacts have subscribed using that specific form.<\/p>\n\n
And you can also filter by date.<\/p>\n\n
So when you make adjustments to the subscription form, by filtering by time frames, you’ll know if the subscriber volume is higher or lower.<\/p>\n\n
You can make adjustments and improvements knowing whether they are effective or not.<\/strong><\/p>\n\nUntil you create the perfect subscription form for your website.<\/p>\n\n
In the following section, we will see how to prepare landing pages.<\/p>\n\nEffective landing pages: essential elements to convert visitors into subscribers<\/h2>\n\n Although what concerns us in this article is how to get more subscribers for your mailing list, we are going to show some general tips that will work well for any landing page you need to create.<\/p>\n\n
\u00b7 Impactful headline: <\/h3>\n\n You need to hook the reader.<\/strong><\/p>\n\nThat’s why the headline is so important; it’s the sentence that will entice the visitor to read on or leave the page.<\/p>\n\n
If they start reading, perfect, we’ve got their attention, and now we have to keep it.<\/strong><\/p>\n\nWhat can you focus on?<\/p>\n\n
For example, on how your product or service solves the visitor’s problems; that usually works.<\/p>\n\n
Or something that grabs attention.<\/strong><\/p>\n\nSome classic headline examples:<\/p>\n\n
\nWhat if it happens here? <\/strong>– Christmas Lottery. Starting with a question usually hooks the reader.<\/li>\n\n\n\nCome home for Christmas – El Almendro Nougat. <\/strong> It hooks by evoking pleasant feelings. <\/li>\n\n\n\nThe taste of coming together <\/strong> – Mahou<\/strong>. Associates pleasant situations with the product.<\/li>\n\n\n\nWe change with you – BBVA. <\/strong> A promise of adaptation to the client’s needs. It hooks because the reader will want to know how and why.<\/li>\n\n\n\nElectricity prices shouldn’t rule your life – Endesa.<\/strong> A direct statement based on a real problem of the potential customer, effective.<\/li>\n\n\n\nLife is cool – Desigual.<\/strong> Another statement focused on enjoying life; who doesn’t want that?<\/li>\n<\/ul>\n\nIf we look closely, most of these headlines don’t speak about the product or service directly.<\/p>\n\n
Why?<\/strong><\/p>\n\nBecause the goal of the headline isn’t to sell; you have the whole page for that.<\/strong><\/p>\n\nThe goal of the headline is for the visitor to “start” reading. <\/strong><\/p>\n\nWe haven’t seen examples of headlines that generate fear, but they are also effective, for example:<\/p>\n\n
\nAre you prepared to lose all your company data?<\/li>\n<\/ul>\n\nHow would that look in the Mailrelay landing page editor? Something like this:<\/strong><\/p>\n\nIt’s a basic example, written in a couple of minutes.<\/p>\n\n
Stick with what I was telling you: the headline must be created to encourage reading.<\/p>\n\n
\u00b7 Brief content focused on benefits: <\/h3>\n\n Whoever visits your landing page wants to see precise information about what they gain from your product or service. <\/strong><\/p>\n\nThey surely won’t want to see all the information, as that can be quite time-consuming, until they’ve at least reasoned that your product or service is an alternative for their needs.<\/strong> <\/p>\n\nFor instance<\/p>\n\nThe idea is, with little text, to guide the contact with small samples of solutions to their most common problems.<\/p>\n\n
So that they want to keep learning more.<\/p>\n\n
\u00b7 Images related to the product or service: <\/h3>\n\n Ideally, you should use images that are related to your product or service.<\/p>\n\n
Remember that with Mailrelay, you have the ability to search for free images:<\/p>\n\nSo it’s very easy to create a landing page with the right visual elements.<\/p>\n\n
Plus, nowadays you can generate the images you need with any AI:<\/p>\n\nAs you can see, you can generate a specific image for whatever you need in a moment.<\/p>\n\n
And this way, your landing page is focused, both in text and images, on what you want to sell.<\/strong><\/p>\n\nTherefore, there’s no excuse for using unsuitable or low-quality images.<\/p>\n\n
\u00b7 Clean design without distractions: <\/h3>\n\n Usually, on a landing page, you don’t want elements that can distract the visitor.<\/p>\n\n
For example, a menu leading to other parts of your website can cause a large part of the traffic to leave the landing page.<\/p>\n\n
Simply out of curiosity.<\/strong><\/p>\n\nBut surely you don’t want that to happen, so keep the landing page clean of elements that could drive traffic away.<\/p>\n\n
In addition to this:<\/p>\n\n
\nCreate a clear flow, with headers, paragraphs, and images, that guides naturally to the call to action<\/li>\n\n\n\n Make the call to action visible, clear, and stand out<\/li>\n\n\n\n Use white space so as not to visually clutter the page<\/li>\n\n\n\n And remove distractions<\/li>\n<\/ul>\n\nIn other words, create a landing page with purpose.<\/p>\n\n
\u00b7 Visible form following the points discussed in the previous section: <\/h3>\n\n The goal of the article is to show you how to increase your subscriber list, right?<\/p>\n\n
And for that, you’ll have to add a form to your landing page.<\/strong><\/p>\n\nFor instance<\/p>\n\nIt’s best if the landing page doesn’t have too much content and the form remains as visible as possible.<\/p>\n\n
If the goal is registration, it has to be clear, and possible to do easily.<\/p>\n\n
By the way, don’t forget to publish your landing page to get the final URL:<\/p>\n\nThat way you can link that landing page on your website, social networks, or wherever you need.<\/p>\n\n
\u00b7 Prominent Call to Action (CTA): <\/h3>\n\n The call to action is one of the most important elements.<\/p>\n\n
Usually, you will put it on a button, clearly visible and with compelling text.<\/p>\n\n
They should understand what they will get if they signup.<\/strong><\/p>\n\nIn the example above, you saw that we put:<\/p>\n\n
\nYes, I want to sleep peacefully!<\/li>\n<\/ul>\n\nOf course, who doesn’t.<\/p>\n\n
Offer your potential clients the benefit you know they are looking for.<\/strong><\/p>\n\nHow do you know?<\/p>\n\n
Well, it will be what you have developed your product or service for, but from a personal perspective.<\/strong><\/p>\n\nSome tips on your landing page copy, aspects you can’t overlook<\/h2>\n\n I don’t want to drag on with hundreds of tips you’ll forget.<\/p>\n\n
I want to focus on the practical stuff, what helps you and sticks with you.<\/p>\n\n
\u00b7 Address the user directly: <\/h3>\n\n This is the best approach.<\/p>\n\n
Speak to the reader as if they were right in front of you:<\/p>\n\n
\nAre you prepared to lose all your company data?<\/strong><\/li>\n<\/ul>\n\nIt is much better than:<\/p>\n\n
\nMost companies could lose their data at any moment<\/strong><\/li>\n<\/ul>\n\nThe second is more general, vaguer, and doesn’t specify a problem for the reader.<\/p>\n\n
In fact, the reader might think directly, “that wouldn’t happen to my company.”<\/p>\n\n
However, the first question is direct, aimed at the reader, and makes them think about their specific situation.<\/p>\n\n
In short, speak to your reader in the second person (“you”).<\/strong><\/p>\n\n\u00b7 Specify benefits: <\/h3>\n\n I’m repeating myself, I know.<\/p>\n\n
But it’s one of the things that gets forgotten most quickly because often you want to talk about how great your product or service is.<\/p>\n\n
And that’s normal.<\/strong><\/p>\n\nBut it doesn’t sell.<\/p>\n\n
What sells is what offers benefits to the reader.<\/p>\n\n
For instance<\/p>\n\n
\nYes, I want to sleep peacefully!<\/strong><\/li>\n<\/ul>\n\nIt’s tangible; everyone knows what it is to sleep peacefully. It is, therefore, a tangible benefit.<\/strong><\/p>\n\nHowever:<\/p>\n\n
\nI want information about the 24\/7 backup<\/strong><\/li>\n<\/ul>\n\nWell, that’s a feature, but it doesn’t specify the benefit.<\/strong><\/p>\n\nIt’s clear you’ll have to mention this feature at some point, yes, but hook the reader first.<\/p>\n\n
Benefits hook more, because, well, everyone wants something.<\/p>\n\n
First give them what they want (benefit).<\/strong><\/p>\n\nThen explain how you do it (feature).<\/strong><\/p>\n\n\u00b7 Create urgency or exclusivity: <\/h3>\n\n Exclusivity sells.<\/p>\n\n
Find a way, if possible, to show your product or service in a more exclusive and unique way.<\/p>\n\n
For example, on the previous page we could add:<\/p>\n\n
\nThe first 100 sign-ups will receive access to a 14-day free trial.<\/strong><\/li>\n<\/ul>\n\nBut be realistic, don’t invent something that seems unbelievable either.<\/p>\n\n
\u00b7 Maintain a clear and conversational tone: <\/h3>\n\n Generally, this is achieved by avoiding jargon.<\/p>\n\n
How do you avoid jargon?<\/strong><\/p>\n\nBy focusing on the benefits.<\/p>\n\n
Benefits are usually concrete, clear, and self-explanatory.<\/strong><\/p>\n\nHowever, features are usually technical, complex, and require analysis.<\/strong><\/p>\n\nA reader without much time can quickly evaluate benefits, but not features.<\/p>\n\n
Features typically require comparison, analysis, and evaluation.<\/p>\n\n
That doesn’t happen in a few seconds.<\/p>\n\n
However, you automatically know what sleeping well means, right?<\/p>\n\n
\u00b7 Remove fears and friction:<\/h3>\n\n This would be important too.<\/p>\n\n
The person reading your landing page will see the benefits, which is good.<\/p>\n\n
But of course, they know the problem, and they will have doubts.<\/strong><\/p>\n\nThose doubts translate into fears and friction.<\/strong><\/p>\n\nThey are usually related to: <\/p>\n\n
\nThe use of the service or product<\/li>\n\n\n\n The price<\/li>\n\n\n\n The effectiveness in solving the problem<\/li>\n\n\n\n Difficulty of use<\/li>\n\n\n\n Real utility<\/li>\n<\/ul>\n\nYou can surely think of more regarding your product or service.<\/p>\n\n
The next step?<\/p>\n\n
Answering these fears.<\/strong><\/p>\n\nFor instance<\/p>\n\n
\nWhen you need to restore your data from a backup, you can do it with just one click. Fast, immediate, just when you need it.<\/strong><\/li>\n<\/ul>\n\nIf the problem is the price, try to frame it:<\/p>\n\n
\nFrom just \u20ac50 a month, the cost of a coffee, but invested in peace of mind.<\/strong><\/li>\n<\/ul>\n\n\u00b7 Test different versions and optimize: <\/h3>\n\n Like forms, landing pages also report on conversion volume so you can run tests and evaluate changes.<\/p>\n\n
The recommendation would be to run tests that help you determine which copy is best.<\/p>\n\n
Sometimes small changes lead to significant improvements in sign-ups to your contact list.<\/strong><\/p>\n\nSales triggers: little things that encourage reader action<\/h2>\n\n There are certain elements you can add to your copy to motivate the reader to take the action you want.<\/p>\n\n
We’re going to look at some very interesting ones that you can easily apply to your texts.<\/p>\n\n
Very simple and effective, as they are proven methods. <\/strong><\/p>\n\n\u00b7 Reciprocity<\/h3>\n\n It’s easier to get something (the visitor’s email) if you give something in return; an equal relationship is established.<\/p>\n\n
That’s why we mentioned that the lead magnet is important.<\/p>\n\n
If you give something, it’s easier for the visitor to give you something in return.<\/p>\n\n
What can you give?<\/strong><\/p>\n\nAs we’ve mentioned: discounts, free trials, ebooks, whatever.<\/p>\n\n
In the example we’ve been discussing, you could state:<\/p>\n\n
\nJust for subscribing to our list, you’ll get a 15% discount<\/strong><\/li>\n<\/ul>\n\n\u00b7 Commitment and Consistency<\/h3>\n\n This tries to appeal to people’s habitual intention to keep their commitments and intentions.<\/p>\n\n
How could we do it in this case?<\/strong><\/p>\n\nLet’s continue with the example we’ve been working with.<\/p>\n\n
\nIf you have already become aware of the importance of your company’s data, the gravity of losing it, and the paralysis of your business, the next step is knowing how to protect, maintain, and recover it when you need it most. We’ll explain it all to you.<\/strong><\/li>\n<\/ul>\n\nIt would be a kind of “creating a path” starting from the entry point the visitor themselves acknowledged by visiting the page.<\/p>\n\n
We make them see that, in fact, they already know they are at that point, and from there we continue moving forward.<\/p>\n\n
It’s a simple but convincing process.<\/strong> <\/p>\n\n\u00b7 Social Proof<\/h3>\n\n Perhaps the saying “thousands of people can’t be wrong<\/em>” doesn’t always age well; however, in many situations, not everyone wants to be the first to take a risk.<\/p>\n\nFor example, in the case of your company’s data protection, would you trust a company that thousands of people already use more?<\/p>\n\n
Or would you risk being the first to try a newly created solution?<\/strong> <\/p>\n\nIt’s about stating:<\/p>\n\n
\nThousands of companies already have their data absolutely secure with our service<\/strong><\/li>\n<\/ul>\n\nAlso, if you have logos or some comments from these companies rating your product or service, that would be ideal.<\/p>\n\n
Demonstrating in that way that it is a reliable service, effectively serving many companies.<\/p>\n\n
\u00b7 Authority<\/h3>\n\n This would be the reason why your company or service can demonstrate that it “knows what it’s talking about.”<\/p>\n\n
For instance<\/p>\n\n
\nOur team consists of more than 7 computer systems engineers with years of experience in the creation, management, and maintenance of backup systems<\/li>\n<\/ul>\n\nYou can surely find something similar in your company to demonstrate the security the client seeks and needs.<\/p>\n\n
It can also be related to social proof, although in principle they are different things.<\/p>\n\n
\u00b7 Liking (Affection)<\/h3>\n\n This can be one of the most emotional ones, where you somehow try to empathize with the person reading the text and show understanding of their problems.<\/p>\n\n
That’s why I recommended above speaking in the second person, directly to the reader.<\/p>\n\n
It is harder to show empathy with abstract groups; it simply takes more effort.<\/strong><\/p>\n\nFor instance<\/p>\n\n
\nWe usually talk to our clients to understand their needs. And we know that losing all our data, paralyzing our business, is a huge worry. We don’t want you to feel that emptiness when looking for data that no longer exists, without knowing what to do. That won’t happen to you; we’ll be there to recover your data immediately.<\/li>\n<\/ul>\n\nShowing understanding for the problems of others, of potential clients, undoubtedly humanizes your product or service.<\/p>\n\n
Dealing with people who understand you is relaxing and fosters trust.<\/strong><\/p>\n\nThat can never be a bad thing.<\/p>\n\n
\u00b7 Aspirational<\/h3>\n\n Discover what your potential client really wants, and give it to them.<\/p>\n\n
Usually, this is somehow related to the benefits we mentioned earlier in the article.<\/p>\n\n
For instance<\/p>\n\n
\nSave time for what truly generates profitability for your company; we’ll take care of protecting your data, the data that helps you achieve your goals.<\/li>\n<\/ul>\n\nIn conclusion, there’s no need to overcomplicate it; it’s mainly about understanding your clients’ real needs.<\/p>\n\n
Follow these tips<\/h2>\n\n If you want to get more contacts for your newsletters <\/a> or potential clients, use the tips we’ve seen in this article in your forms and landing pages.<\/p>\n\nYou’ll be able to improve them with very little effort, and you will notice the results.<\/p>\n\n
The more time you dedicate to it, the better, obviously, but spending even just half an hour, with this article in front of you, following step by step, will already be much better.<\/p>\n","protected":false},"excerpt":{"rendered":"
The subscriber list is the foundation of any email marketing campaign. After all, without a list, there can be no email marketing campaign. Plus, logic tells us that the bigger the list, the more opportunities it will generate. It\u2019s a simple calculation: if I can make one sale with ten contacts, I can make two […]<\/p>\n","protected":false},"author":124,"featured_media":87570,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[562],"tags":[],"class_list":["post-87961","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing-2"],"yoast_head":"\n
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