Analytics & TestingEmail Marketing & Automation

Our Best Performing Email Opt-In Strategy Ever

My marketing podcast colleague, Erin Sparks, loves to give me a hard time about our opt-in strategy on Martech Zone. Before discussing what we’ve tested and what’s worked, I should explain the importance of email. If you were looking at an online publication as a machine, capturing email addresses is – by far – the most efficient way of returning relevant visitors to your site.

I’ll go as far as to say that your email address list is the most critical and sound strategy your site can have. It’s why we built our newsletter. A growing subscriber base on your site is the best metric for recognizing the health and engagement of your content. When a visitor subscribes and welcomes you into their inbox (which is probably already full), it means they trust the value that your organization brings.

Introducing the Welcome Mat

We have tested many different tools to try to capture our visitors’ email addresses for our newsletter – but to date, only one has performed well. Sure, we get a trickle of email addresses here and there with the tools we use. And we avoid schemes to lure visitors to subscribe, like sweepstakes and giveaways. We want genuine subscribers who subscribe because they recognize the value we bring them. Our newsletter always offers a variety of content for sales and marketing professionals to research, discover, and learn how to use marketing technology to improve business results.

A welcome mat is a full page frame that appears for new visitors, pushes the site down the page, and asks the visitor to subscribe. On our site, it looks like this:

Sumome Welcome Mat

It doesn’t just work; it works amazingly well. While other strategies would get us a couple of dozen subscribers a month, our Welcome Mat is getting us a few dozen subscribers every single day. One day, we had over 100 subscribers opt-in. Our Welcome Mat is converting over 100 times better than any other strategy we’ve deployed.

Unlike a popup that interrupts the person after they begin reading, this method asks them to subscribe before they get started. They say no or scroll down the page if they don’t wish to. The platform also offers us the opportunity to delay showing the opt-in again. And we can test different versions with the upgraded toolset to see if one works better.

Grow Your Website Leads with SumoMe

The Welcome Mat is just one of several functional and effective tools to grow your website conversion rates. SumoMe traffic tools are now installed and configured on over 200,000 websites! And best of all – the platform offers more than a dozen tools to help you drive conversions and increase your site’s performance.

SumoMe Tools

If you’re running a WordPress site, SumoMe also offers a WordPress Plugin to get you started easily. SumoMe also has a Chrome plugin, making access to their tool as simple as clicking a button. Best of all, they’re always adding new ways to grow your email list, encourage social sharing, and measure your site’s performance through their analytics tools.

We’ve partnered with SumoMe to get you started – sign up now for access to a dozen tools at no cost!

Try SumoMe for FREE!

Douglas Karr

Douglas Karr is CMO of OpenINSIGHTS and the founder of the Martech Zone. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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