Businesses not tech-ready to attract vital millennial talent

How COVID-19 Changed Client Experiences For Good




New email subscribers are the lifeblood of almost any email marketing programme. The average unsubscribe rate for Vuture clients is between 0.1% and 0.2%, so without new contacts, your lists will gradually start to shrink. Additionally, new subscribers tend to be more engaged than older ones, making them vital to your sales funnel.


There are many important factors to get right at the point of sign-up. Not only do you need to collect data carefully so as to protect contact privacy, you also need to think about how to attract new contacts and create a sense of trust in order to increase their lifetime value to your business.


Make the Sign-up Process Easy for Prospects

For a small number of firms, you might not be concerned with subscriptions. Perhaps the strategy is to foster a sense of exclusivity, in which case you might decide to keep subscription mechanisms closed off. However, in most cases it's beneficial to have an open sign-up form to make it as easy as possible for prospective clients to engage.



Yes, you might get some less valuable subscribers who aren't serious about making a purchase, but that's where your marketing funnel and qualification processes kick in. The fact is, if the contact can't figure out how to sign-up, they might subscribe to competitor emails instead, and you'll lose out.


So what can you do to make it easy for potential customers to join your marketing programme?


  • Have an obvious sign-up form! Don't hide it in the footer, or in the news section of your site. Position it in an obvious place on the homepage. Remember, we want to make it easy for customers. After all, they are actively providing their email address for you to have the privilege to market to them. The least you can do is offer value back by making it easy. Jackson Lewis provided a great example of this, with a clear sign-up option right at the top of the homepage. 
  • Limit the information you ask for upfront. Often, all you need from a contact in the first instance is a first name and an email address. Of course, there is some additional information that would be handy, but you can always collect more information later. Think about what you can take out of your subscription form and instead collect in your preference page. The less information required up front, the more likely a visitor is to subscribe. Ogletree’s only ask for an email address in their slick sign-up process. One great way to collect more preference information from your contacts is to collect consent for content specific mailings within an RSVP form for a related event.
  • Akin Gump uses a popover to really drive sign-ups from the website. This is a great tactic for firms pushing for new subscribers, and will almost always boost the number of visitors you convert into subscribers.


Validate Subscribers With a Confirmed Opt-in


When collecting data from web forms, it's vital to make sure it's genuine. Collecting false data, whether accidental or otherwise, can be harmful to your sender reputation and email deliverability, or worse, lead to fines by regulators.


The first step is to protect against bots or typos. There are a number of ways to protect against bots which Vuture laid out in this helpdesk article. Some may still sneak through, and it's for this reason we'd always recommend confirmed opt-in as a best practice technique.


Confirmed opt-in requires one extra step for contacts to validate their sign-up. This means the overall number of mailable contacts you generate through the form will be lower, by around 10 - 25%. However, because it reduces the risks associated with collecting false data, it's often worth the trade off.


Collect Consent and Source Data for Future Segmentation


For modern marketers, data is critical. You need to be aware of privacy regulations, list quality and hygiene, and tailor email journeys to specific subsets of your audience. None of this is possible without accurate data and somewhere to safely store it.


The point of sign-up might be the only time you collect data on some recipients, so it's essential to look ahead and think about what you’ll need going forward. Date and time of consent is often a core requirement, but you might also think about collecting information such as the source of the sign-up.


By hiding source information in your forms, you can power future personalisation or segmentation efforts. For example, you might want to change the message for someone who signs up via the website versus someone who subscribes from LinkedIn.


Increase Subscriber Engagement With a Welcome Journey


For the valid contacts that make it through your anti-spam protection, welcoming them effectively to your email programme can significantly increase value upstream. There are several reasons for this:

  • Welcome emails create trust and boost longer term engagement.
  • They enable you to gather engagement information about new contacts, so you can start to assess data quality.
  • Engagement from welcome emails is often very high, creating conversion opportunities. Studies have shown that welcome emails are 86% more effective at engaging audiences than any other email campaign. As a result of this, they also yield 320% more return on investment.
  • They can help you fill gaps in your data by directing new contacts back to the preference centre.
  • A new subscriber is often more engaged, and more susceptible to cross selling of other content types.


Thanks to the majority of B2C companies which now send welcome emails of some description, 74% of all consumers expect one when they sign-up to a mailing list. This expectation is beginning to grow across B2B audiences.


A good welcome email will:

  • Acknowledge the value the contact has offered by giving you their email address. Thanking someone for joining a list is a simple way of making them feel like you care, and it builds trust.
  • Communicate the value you will offer in return for the personal data they have given up. What will you be sending them, and why will it help this individual?
  • Set expectations on what’s to come. By communicating clearly what you'll be sending to your lists, and with what frequency, you can build trust and avoid complaints further down the line.
  • Direct the subscriber to a clear and enticing call to action. In most cases, this will be a preference centre, but you might want to push contacts towards an app download, or contact form for example.
  • Push the contact towards other content or channels they might be interested in.


To learn more about Generation Y and Z, and why now is the time to embrace these vital groups for business success, download your copy of the report 

Start typing and press Enter to search