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Author : My Dirty Little Bitcoin Secrets PDF EBook by Ofir Beigel
As a rule of thumb, the less information you request, the higher your conversion rate will be for your opt-in forms. For example, in 99Bitcoins I ask only for your email and nothing else. As for the submit button, make sure it describe the benefit of the action and not just says “submit” or “sign up”. Going back to Coinbase’s example from the beginning of the book take a look at the text on their CTA button. If you saw my own opt-in forms from before, you’ll see the CTA is “Send me the coins!”. This has a great impact on how people react to your form since it answers the basic question of what’s in it for me. The last thing you may want to consider adding to your form is an unsubscribe/spam statement. I like to address the potential subscriber’s hesitation by adding a short statement under the CTA button saying, “I hate SPAM as much as you do, you can unsubscribe at any time with one click”. Explain what happens next. Most email service providers require you to use an opt-in confirmation process. This means your subscribers will have to click a confirmation email inside their email link to confirm it was actually them who signed up. You can imagine that some people won’t complete this process and therefor you will lose subscribers. One of the best things you can do is create a detailed “thank you” page that explains the exact process of what needs to happen next. Here’s an example from 99Bitcoins. As you can see, I went the extra mile and even posted a screenshot of how the email and link look like.
In this page you may also want to tell your subscribers what they can expect from you: How many times you’ll email them, the fact that you will never share their information and how they can unsubscribe if they want to. You can view my actual thank you page here. Customize your confirmation email. It’s possible and advised to customize your confirmation email. Try to make the headline sound more interesting than “Confirmation required” which is the default headline in most email service providers. Follow up immediately. Make sure to send your subscribers something the moment they signed up. This could either be just a simple thank you email or the incentive you promised them. The idea is to get them used to opening your emails while you still have momentum. That’s why incentives are so effective since people are actively looking for your email in their inbox. How to communicate with your subscribers. You’re going to have to decide on your communication format before sending out your first email, here are some of the options to consider. Broadcast VS. Followup. An email broadcast (AKA email blast) is when you send all of your subscribers an email simultaneously. This is useful if you have a time sensitive update. On the other hand, a follow up email is an email which is timed from the last email sent. For example, you can set up a series of emails to reach each new subscribers once every two days teaching them something new about Bitcoin. Follow ups are a good option for an educational series of emails.
If you’re going to utilize this option make sure to prepare the whole flow of emails in advance. Promotional VS. Personal approach. If you’ve been reading 99Bitcoins’ emails you probably already know that I send them out with a very personal approach. Having said that, you may want to take the promotional approach which includes a more designed email template. I try to make my emails to look as plain emails as possible, since I believe the personal approach gets you more avid readers. Also, studies have shown that your prospect will need at least seven communication messages from you before deciding to buy something27, so no need to bombard them with offers from day one. HTML VS. Plain text. When you format your emails you’ll have the option of using HTML or plain text. HTML allows you to create great looking designs and also track your email’s open rate and click through rate. Plain text looks just like a normal email you’d send a friend and does a good job at avoiding the SPAM folder or the promotions tab on Gmail. I usually use the HTML emails since I want to have tracking, but I format them as plain text emails so that they won’t look too promotional. http://www.businessinsider.com/how-many-contacts-does-it-take-before-someone-buys-your-product-2011-7. The first thing you’d want to work on is boosting your email open rate. If no one opens your emails, no one is going to click on them. To get an idea of what’s a good open rate here are some industry benchmarks by Mailchimp.
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