• Jim_Ducharme

    Good post Jordie! I like your point about “now that we got em we’re done.” We still have a ways to go in educating marketers to move away from the old style “batch and blast” mentality of traditional media and towards relationship marketing. Think of that subscription (sign up) as the first hello before even the first date — they’ve given you their number, now take them someplace nice. :)


  • https://www.offerchat.com/ Maricor Marcellones

    Great post! But what do you think about the concept on “less clicks and steps are what customers & subscribers want”. This has been a debate on our team. For me, I’d like to follow the normal process of the opt-in

    1.) sign-up

    2.) thank you page informing about confirmation link and some links to landing pages and social sites

    3.) email with the confirmation link

    4.) confirmed subscription page with other call to action (freebies and stuffs)

    While some people on our team, would only want a sign-up with no confirmation link on the email, the end, just the email informing the subscriber that she/he is already subscribed.

    Which one is best? Would really appreciate your feedback. Thanks! :)

  • http://twitter.com/davidhhendricks Dave Hendricks

    Great post Jordie. The best place to get signups is not on Twitter or via search, but rather in newsletters. Other people’s newsletters. We have tremendous success building lists for brands by running ads in newsletters.

    If you are looking for an email signup, of course your site is the first place to start. But if they haven’t visited your site, how do they know about your company?

    By acquiring new subscribers through ads in newsletters, you are already acquiring a subscriber who is 1) an email opener and 2) someone who clicks on ads in email. Those are the two things you want most in a new subscriber.

    Search subscribers are cheaper, but they are also lower quality.

  • http://www.EasyLunchboxes.com Kelly Lester

    Thanks so much for sharing my page with your readers and featuring my sign up process! So appreciate it Jordie!

  • http://www.emailvendorselection.com Jordie van Rijn

    Thanks for the addition Dave. Can you share some examples of these successes?

    It reminds me, sometimes you see a sign up for this
    newsletter link in a emailing. Strange? Not really, because that is actually
    not for the initial recipient but in case they forwarded the email or shared it
    on social. A friend of a friend so to speak, they are often high quality
    subscribers too.

  • http://www.emailvendorselection.com Jordie van Rijn

    And thanks for coming around and posting a comment Kelly! It shows you are monitoring on social and the web too. Did you happen to change something to your signup over the course of time?

    For anyone looking to see the actual Facebook page: https://www.facebook.com/EasyLunchboxes (sorry i didn’t include this in the original post).

  • http://www.emailvendorselection.com Jordie van Rijn

    What is best (double or single opt-in) depends on your situation. If you see a lot of people not clicking the confirmation link, that kind drop off can be kind of disappointing. I would say, try to get everyone to open your first email, link or not. An amazing welcome email (series) can definitely help. As can a small incentive. http://blog.getresponse.com/5-ways-to-amaze-with-a-welcome-email.html

    What is your company / sign up page? I’d love to take a look.

  • http://www.emailvendorselection.com Jordie van Rijn

    I love the analogy Jim. But I am not sure your wife would like you to date all the newsletter subscribers. Unless you are stating a newsletter for a dating service :)

    The trick might is to find out where they would like to go on that first date … and also not to wait a month before going out.

    Who do you think do a good job of relationship marketing Jim? (besides your wife)

  • Pete Austin

    Why is it “smart” to ask for gender on signup? If this issue matters to you, it will already be a fundamental part of your ecommerce site navigation, so let your real-time marketing system automatically load the information to to your ESP.

  • http://www.emailvendorselection.com Jordie van Rijn

    Hi Pete, thanks for your comment.

    I am wondering how many sites do you think have that kind of system and process in place at the moment?

    Many sites do have better results through targeting on gender, while they don’t have the navigation on the site. Dave Chaffey mentions a classical example in his book from 2003: A pizzeria that offers hot ‘n spicy to the guys and healthy and natural to the girls. Or how about a promotion for a “special guys shopping night, fathers day promotion or any other by a hardware store?”.

    Sometimes you just need to make double sure, because gift buying is also a sizable portion of shopping behaviour. Although i don’t understand why, I heard a lot of guys sign up for Victoria’s Secret newsletter….

  • Jim_Ducharme

    Gee Jordie, I don’t want to put anyone on a pedestal here except my wife :).


  • http://www.emailvendorselection.com Jordie van Rijn

    I actually meant companies :) What do you think is a good example of a company that moved away from the old style “batch and blast” mentality and towards relationship marketing

  • http://www.EasyLunchboxes.com Kelly Lester

    I think you mean my newsletter sign up tab on FB was not in the same place as showing on your screen shot? Yea – I had a giveaway tab up for a bit, so it was still there, but just in a different place. But I’ve just put it back to how your screen shot shows it.
    Thanks for the heads up Jordie. Sorry if there was any confusion :)

  • http://twitter.com/davidhhendricks Dave Hendricks

    Here’s a great case study on Marketing Sherpa. LiveIntent is the email ad exchange that is mentioned (there is no other).


    It would rarely make sense to have signups for your own newsletter in your own newsletter…here’s why:

    You send 1,000,000 newsletters
    You get 150,000 opens (15%)
    You get 750 forwards (.5%)
    They get 375 opens because friends trust your messages
    You get maybe 10 (3%) new subscribers – I bet this is high
    How sustainable is this?

    How much is that worth? What is a subscriber worth to you? If your subscriber is worth $5 a year, you just created $50 of value. And this will diminish over time since forwarding might happen with the same people over and over. NOt sure.

    Compare that to running an ad for someone else’s product or newsletter In that same spot. Say an ad paying you $3 cpm on view. That’s in the middle of the range, btw.

    That would have netted you $450. Everytime you send. And you would not need them to 1) click or 2) forward on the ad. If they clicked, it would pay even more.

  • http://www.emailvendorselection.com Jordie van Rijn

    Hi Dave, thanks for the link to marketingSherpa study, i’ll be sure to have a look.

  • https://www.offerchat.com/ Maricor Marcellones

    My concern primarily focuses on our blog, since we also have signup for our tool. Here is the blog: https://www.offerchat.com/blog/

    Thank you very much. :)

  • http://www.emailvendorselection.com Jordie van Rijn

    Hi Maricor

    Nice sidebar there, very prominent! If you don’t see a lot of false sign ups, which I don’t expect, This looks like a single opt-in situation.

    Do have a second look at your thank you page though. I spotted some spelling mistakes and it can use an even more powerful
    CTA. Something like: “Please check your mailbox and confirm your subscription.”

  • https://www.offerchat.com/ Maricor Marcellones

    Thanks Jordie!

    Probably overlooked that. We’re new to handling email marketing, as we’re more focused on web content. This write up is great and you are awesome! Thanks for the help. :)

  • http://www.softship.com/ Ava Cristi

    Great article Jordie! Email marketing is definitely something I need to brush up on and this post has provided some much needed clarification on a lot of myths I was already unsure about.