How to boost your email opt-ins from registration pages

In some recent optimization tests for one of our clients, Inbox boosted registration rates by 13%. How? With the simple addition of a confirmation page. Most registration pages for things like events and subscriptions have a checkbox and a Submit button. A surprising number of people hit Submit but fail to check the box. When this happens, you've lost them for good. By simply adding a confirmation page (a page that displays if the person neglects to check the email opt-in box) you get to remind them before they disappear into the ether. This page should re-state the benefits of opting-in to your email program. Try it - it works. Tests with a consumer packaged goods client increased opt-in rates from 84% to 97%.

Sarah Haggerty

'No time to test' is no excuse

A Jupiter 2006 report indicates that only 40% of email marketers incorporate email testing on a regular basis. Some industry experts speculate that the lack of testing is due to emails’ low perceived cost but we believe it’s more a resource issue. The average email marketing department is small (1-2 people) and few emarketers make the time. Testing can be simple…examine your email program and highlight the key drivers in your message (tip: targeting and offer variables have the biggest lift). If you outsource, make testing part of your agency deliverables .

The payoff can be dramatic and we typically see an increase of 50% in click-through-rate engagement. Jupiter reports that bottom line conversion rates average 1%-2% but improve to over 3% with testing. Inbox agrees and a large Inbox Marketer client recently improved their cross-sell rates by 300% through a series of sequential targeting/offer/creative tests. They are now armed with a powerful control package to drive their business.