Decide how well you need to know your contacts

 The amount of information they need to enter can often be the reason why people sign up (or don’t sign up) for your email program.

In a 2007 study, KnowledgeStorm found that 72 percent of buyers felt the “amount of detail in the overview” drove their decision to register for emails. Always keep this general rule in mind: asking people to enter more than 4 to 5 fields of information may cost you a lot of potential subscribers.

If you are not intending to use the information for segmenting, it’s wiser to just ask your subscribers for their first name and email address.

Conclusion: if you don’t intend using elaborate information on your subscribers for specific segmentation, don’t ask them for it when they sign up. The less details you ask, the more subscriptions you’ll get.

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