MindComet

Email Opt-In Fail at Fresh Market

After a quick sandwich run to The Fresh Market, I noticed this little desk next to the door:

What’s wrong with the photo above? Does anything seem a little off to you?

At first glance, it seems like a fancy little desk to fill out a comment card or sign up for a shopping spree… then I saw the SIGN UP call to action. Similarly in email, “the real world” needs CALLS TO ACTION to guide the eyes of “users”, but I digress…

Since there was a keyboard on the desk with a tiny screen attached at the top, I figured it was a very clever way to sign up for an email newsletter before you left. Especially since underneath SIGN UP, it mentioned something about email newsletters. But as I sat down to plug in my email address, I realized the keyboard was there to be used as a way to collect your information if you’re APPLYING FOR A JOB. Major fail and a missed opportunity there.

Notice the little postcards in front of the SIGN UP poster? Yeah, you need a pen or pencil to jot your name and email down. Then they’re gathered up at the end of the day and MAILED to their database headquarters only to be MANUALLY ENTERED, which then I’m assuming the cards are thrown away or at least recycled. What a waste.

To add insult to injury, there was no pen at the desk. I had to ask a cashier to borrow hers in order to sign up. This was a FAIL in every respect of the word.

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Posted by Bryan Quilty on Aug. 16, 2010

Use Facebook For Additional Email Opt-Ins

This process is relatively simple and only takes a few minutes to execute. You’re going to need two things in order to do this: a Facebook fan page and an HTML opt-in / sign up form code.

If you don’t already have Static FBML on your Facebook fan page, you need to add it here.  With this app added, you can create an “email list” tab to your page.

Once you add the app, click on “edit page” below your main graphic.


Next, select FBML from your list of apps (click on the pencil, then edit). 


You can edit the tab title in the “box title” field. In the FBML section, paste your form code in. If you have any HTML knowledge, you can edit the form to accurately reflect the rest of the page’s look and feel. Click save changes.

If you or one of your colleagues are having issues with the rendering of the email sign up form, click “add another FBML box”. This should nip it in the butt.

And there you have it. Check it out for yourself!

Thanks for the inspiration, returnonsubscriber! (link)

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Posted by Bryan Quilty on Jun. 19, 2009

In Gym Sign Up

A few coworkers have been attending combat class among others classes at a local gym near our office.  Ive been itching to check it out the last couple of weeks however have not come prepared with proper attire.  I finally went last night and signed up for a week free trial to see what the gym has to offer with no intention of joining.  I really have no desire to join a gym as I have other gym accessibility however upon filling out my free trial membership I was asked for my email.  I made it through the combat class and upon opening my mail this morning noticed I had a message from the gym waiting for me. 

So every night the gym must compile all trial member email addresses and send them the offer message as I received it at 12:16 am.  I had to admit, I was surprised to see a communication from them so I opened it to see what the message entailed.  It was an offer based incentive with time related motivation tied in.  If I came back to the gym within 7 days (which is the duration of the free trial) I could get 4 week money-back guarantee and 3 free introductory training sessions with a certified professional trainer valued at $150 with my new membership. 

The email ended with a few specific bullets around the benefits of the gym and what makes it unique. 

Although the message was a typical offer email the gym has the right idea in regards to encouraging and increasing their memberships.  Will I sign up because of it, most likely not because of my circumstances however if I was actually interested in joining a gym, they might had just received a new member.

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Posted by MindComet on Jul. 15, 2008

Sign Up Process Done Right

Recently, in the Email Marketers Club, a question was posed as to who does a good job with their email marketing program.  There was one I completely disagreed with and one I wasn’t familiar with so I signed up.  Upon immediately signing up I new they had it right in regards to their sign up process.

Here’s why Newegg.com’s sign up process is successful:

• Email sign up form field is prominent on the home page

• Call to action is informative (signing up for deals)

• Only asks for my email (they can ask more later)

• Upon entering my email address, a window is display reminding me to add their address to my address book (increases my chances of getting the message)

• Confirmation email sent which covers all high level details of the communications and what I should expect in addition to a time frame on when I should start receiving info

Simple, to the point and expectations set.  Now lets hope I see some good deals!

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Posted by MindComet on Jun. 17, 2008

Pop Up Sign Up

Would you sign up for an email if it came across as a pop up on the website you were visiting?  A site was brought to my attention today as their way of getting users to sign up is by sending a pop up across the page.  Annoying, just a little.  I did have to sign up though to see what their messaging is like. 

I can’t imagine why the company used this method to attract new customers considering how many people cringe when they hear the word “pop up”.  However it may work for them for all I know.  Would you try it even though pop up ads are against standard advertising best practices?

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Posted by MindComet on Mar. 04, 2008

Customer Keyboards

I meandered to the mall this weekend to get a new pair of kicks and upon leaving one store was asked for my email address.  I had told the sales person that I’m already on their mailing list yet she told me it was a good idea to re-enter the address as that is how they know how often I shop their and with that, they would provide me additional discounts and deals.  Not sure I believed her because my inbox is bombarded by their emails week after week but perhaps its bombarded because I haven’t shopped there in a while and they are trying to get me to come back.  I’m hoping that’s not their thought process but we’ll see what my inbox gets this week from them.  On to my point, I mentioned above that they asked me to re-enter my email address, that’s right, they had a keyboard for customers to enter their own email address - about time.  I have gone into several other stores in the past and they ask for my email address and just because half of the time I’m curious to see what their emails are like, I provide mine.  So very few times do I actually get an email.  I’m assuming it’s because it was misspelled or the sales person just has to ask and doesn’t really care whether they are inputting it correctly or not. 

So I hope to see this trend continue in other stores as well so for mailing lists that I’d actually like to be on, I’ll start receiving.  Great way to incorporate in store sales to database growth!

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Posted by MindComet on Mar. 03, 2008