An email opt-in form on your website, landing page, or advertisement is the front gate for people to join your business email list and then receive the corresponding email welcome message you sent out automatically to new subscribers.
At a minimum, your email opt-in form has to ask for an email address.
It is often said that the more information you ask for on an email opt-in form, the more reasons you give people to not join your email mailing list.
Even in this era of social media transparency, people are still protective of their personal contact information starting with their email address. A professionally designed lead magnet helps overcome the resistance to share an email address, but even a great lead magnet can’t overcome opt-in forms that ask for way too much.
Email Opt-in Form FAIL
The United States Postal Service (USPS) recently sponsored an advertisement on Facebook that had all the marks of a great lead magnet. The ad (pictured below) promoted a “surprising study” on direct mail vs digital mail:
But when you clicked on the USPS advertisement to simply access the study, you were redirected to this extensive opt-in form:
There are fifteen (15!) fields on this opt-in form to simply read the study.
As you probably guessed, what this Facebook sponsored ad from the USPS did receive was ridicule and laughter in the advertisement comments.
What to Ask For in Your Email Opt-In Form
Your email opt-in form is an entry point for a relationship with a future customer.
That being said, your opt-in form should not be designed to record a relationship that doesn’t exist yet.
Keep it simple.
Here is what to ask for your opt-in form:
- Email Address
- First Name (but make this field optional)
The benefit of a person’s first name is that it allows you to personalize your email message for the subscriber, but do not make first name a required field to opt-in to your email list.
Remember the rule of thumb: Every additional opt-in form field creates extra resistance.
Here is an example of an opt-in form from this site that asks for both first name and email address, but labels the first name field as optional:
If you would like to access this actual opt-in form, simply click here to trigger the opt-in form pop-up.
Other Resources for Your Online Success
- Lead Magnet Examples (Graceful Resources email subscribers can add their own web address for free)
- Lead Magnet Survey (share your own opinion about opt-in incentives and discover what other entrepreneurs recommend)
- Recommended Website and Email Software Resources (you’ll also discover why these resources are recommended)
Cheering for your online success – one project step at a time!