Email marketing pop-ups are for emails what mobile design was for websites. In a nutshell, it’s optional but it’s also smart business that drives performance and engagement. We’ve all come across the pop up we receive when we visit a site, but unlike mobile for web, there’s more than just one way design your email subscription pop-ups.
Before you start designing your email marketing pop-ups, remember that pop-ups have a purpose: they’re designed to help you capture as many email subscriptions as possible. Keeping this in mind will help you determine how to write and package your pop-up, along with where to place it to gather the most number of users.
Yet, in addition to copy and packaging, the number one growth hack to build your email marketing pop up is to consider its timing.
Think of your email marketing pop-up as a salesman. The first time you meet a salesman, you’re bound to have some kind of conversation with him in which he pitches his product. You might buy in or you might hold out. If you’re holding out, that salesman’s job is to initiate repeat opportunities for engagement and try to you go buy his product. However, it’s a subtle art and timing is everything in order to close the deal.
In the same thread, your email marketing pop-up is the digital salesman for your email marketing. It’s the pop-ups job to reintroduce the product and the value at opportune times. It’s your job as a marketing manager to figure out when those times are. Of course, once is when someone visits the site. In fact, you may even want to wait 30 seconds or a couple of minutes into a user’s visit on a site before springing your pop-up. This way, there’s time for them to saturate in your content, and you’re being less intrusive by not springing the pop-up right as they enter in.
There are other times that you can consider as well. You can segment the email marketing pop-up based on the page they’re at, and ask them to opt-in for emails just on that one topic – even offering discounts on all or select purchases. If you’re offering a digital product like a download, you can trigger a pop up right after someone has initiated the download. Of course, you should always suggest an email marketing pop-up as they try to leave the site.
In addition to the multiple opportunities for engagement, try also changing up the design and copy of your pop-up language. If version one didn’t capture them at the door, then you need to face, verbiage and may even the tone of the email marketing pop-up through subsequent encounters. If you’re finding that most of those who sign up do so during one engagement opportunity, then you also know that that type of copy was the best version.
Continue on to read “Copywriting Your Email Marketing Pop-ups.”
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