For visitors to your site, popup email subscription forms can be annoying.
But for you, they work well to increase the size of your email list.
What should an email marketer do? You want a peaceful browsing experience for visitors. You also want a bigger email list.
Mailchimp addressed this issue in a recent pair of articles.
In the first article they explain how three MailChimp users addressed the issue of popup subscription forms on their site.
Thing Industries introduces a popup to visitors after five seconds on the site. Unlike some websites, the popup does not return once it has been closed. As an incentive, Thing Industries offers a 15% discount to new suscribers to their email list.
3D Robotics was initially hesitant to use a popup. They already had a subscribe link at the top and bottom of each page. However, they did some A/B testing and were shocked to find that a surprising percentage of visitors subscribed. Even better, they had high open rates.
Briefing employs a clean design aesthetic and was reluctant to intrude on visitors with a popup form. They invested time and resources to design a form that fit their aesthetic and language. The popup appears after five seconds and re-appears after three days. Subscription conversion rates increased by 28.4%. The popups started producing 70% of new subscriptions.
The second article from MailChimp explains how to stop displaying popups to people who already subscribe to your list.
- Add params to the links in your campaigns so you know which campaign sent a customer to you.
- Add some code to your site that will check for a parameter in the query string of the URL that determines if a visit originated from a campaign.
The article explains the details of these two steps.
Popups can be annoying. But with some thoughtful design, some A/B testing, and some protection for existing subscribers, you can gain the benefits of popups and also provide a peaceful browsing experience for your visitors.