• Jim_Ducharme

    Great post Jordie!

    Every element of your marketing campaign has to be tested and optimized. This includes yoru sign-up forms! Your point about contrasting colours and using unique approaches is right on. You have to make it clear to people what you want them to do.

    Should you ask for more than just the name and email address? Some people tout that as valuable data, but wouldn’t that make it just that much more work for people to sign-up?

    Regards,
    jim

  • http://twitter.com/jvanrijn Jordie van Rijn

    You can disagree with me, but I like to ask as much as I can.

    Provided that the company does know how to directly use that data.

    Can you imagine that you sign up for a newsletter from a car brand and they don’t ask you:
    * if you are already driving their brand?
    * if you are looking for a car right now.

    Hellloooooo! Now that is valuable info.

    Can anybody give me one great reason why not to ask those crucial questions?

  • http://chrismakara.com/ Chris Makara

    Great article Jordie!

    I am in the camp of progressive profiling when it comes to building up a user profile. To me, it is less intrusive to ask for a few basics first (name, email) and then over time as they engage more with your content you ask for additional info to build out their profile.

    While I know that it is not always possible to only have name and email on forms for various reasons, I like to keep it as minimal as possible when I can.

    Of course, like anything related to digital marketing, always test to find out what works best for each situation :)

  • Pete Austin

    @Jim Re: “Every element of your marketing campaign has to be tested and optimized. This includes yoru sign-up forms!”

    LOL! Spot the lack of testing. I’m guessing you didn’t optimize that comment either.

  • Pete Austin

    Any large car company probably already knows whether you’ve bought a car from one of their dealers recently, whether you’ve been looking at their brand of cars online, and a lot more besides.

  • http://twitter.com/jvanrijn Jordie van Rijn

    Hi Pete, thanks for your comment.

    They might know some details from some of the sign ups, provided the customer database and dealer database was linked to the email database. But that’s usually not the case and from the majority they don’t know anything. next to that, there is a huge used car segment, not bought via the
    brand dealers.

    We did a research on email marketing in automotive in the Netherlands last year. It wasn’t pretty.

  • http://twitter.com/jvanrijn Jordie van Rijn

    That is a good addition Chris, thanks.

    Progressive profiling is great, ask more once you have a longer relationship with your subscribers. Although you probably wont get 100% of the subscribers to take those steps.

    What would you do to encourage them to add extra info?

  • Jim_Ducharme

    Hi Peter!

    That word and I just don’t get along! LOL Thanks for the catch!

    Regards,
    jim

  • Jim_Ducharme

    I wouldn’t argue how valuable that data is Jordie. It’s just that the main argument i sometimes hear against more complex opt-in forms is that people won’t bother to complete the process because there are too many questions.

    Regards,
    jim

  • http://twitter.com/jvanrijn Jordie van Rijn

    There is a difference between asking information and overasking. The second one makes people go away.