Email Marketing, Setting Up The Subscription Process
Now that you have placed your opt-in forms in all the strategic locations we need to discuss the flow that each and every person who chose to subscribe to your eZine will follow.
It is very important that you provide a simple and consistent experience to the people in order to avoid confusion on what need to be done and as such increase your confirmation percentage. And since I don’t even discuss single opt-in, throughout the entire process we will be discussing on using only Double-Opt-in subscription, in which each person will be required to confirm their intention to receive information from you!
Here is a simple representation of what your subscription process should be:
Step 1: eMail Opt-in
I have discussed this in details in first post of the series “Email Marketing For Bloggers, The Basics” I still want to stress the importance of understanding that Opt-In means willingly and with full understanding giving you permission to send additional information. Don’t abuse that permission and you will have an opportunity to build your own audience and earn in process!
I don’t want to spend too much time in this post on step 1, as I have covered the most important aspects in post mentioned above but I did skip on purpose several things worth mentioning when considering setting up subscription form or page:
- Using a theme that provides you with all the options to implement a dedicated Lead Generation (Squeeze) page. I have reviewed a FlexSqueeze theme before and can highly recommend, if you can spend few bucks. It is truly great theme that will help you save on time and create a very professional appearance.
- Setting Up Dedicated Squeeze Page and separate from your blog structure. This one is most commonly used and very effective. If you have a bit of HTML knowledge it is very easy to do. Just create a new folder under your blog structure and create all the pages in it. In this case I recommend have some form of Navigational Menu item to get to your squeeze page in addition to all the opt-in forms you already have.
Step 2: Subscription Confirmation Page
If you are completely new to the process and just looking for simplicity you can leave default aweber confirmation page. They have recently added a nice feature – audio to their page and I venture to guess it helps with subscription confirmation rate:
I always like to customize and create my own page for this step. It can serve couple different purposes:
- It can be used to explain a person who just opted-in What They Should Do Next to receive their promised download
- Same as above but also Added a Product Offer. This one is not required but it does help you get some additional sales.
I use both and in second case I simply added one of the products I have purchased with Master Resale Rights and it provides a tremendous value for the small price. If you subscribed to my eZine – you have seen the page, but here is quick pick:
Also works really well if you make that thank you page a *.php page and add some “php magic” and call person by name, using information they provided during opt-in process. Here is how you can implement it:
- Save the Thank You page as thankyou.php or whatever you want to call it, as long as it is saved as *.php and not *.html.
- Add all your normal text using your HTML editor
- Anywhere you want to use a person’s name place this code:
<?php echo $_GET['name']; ?>
- As you create a web form in aweber specify link to your thankyou.php page and choose to forward variables, as shown in image below:
This will forward “name” variable that person provided in subscription form to the Thank You page and the code you implemented on the page will read it and place it in location where you put code.
One additional trick here is to use Correct Case for “Name” on your subscription form. Works wonders for people providing their name in correct case as result. I’m not psychologist but it was explained to me that this something has to do with power of suggestion on subconscious level 
Just don’t overuse it!
Step 3: Delivering the Goodies!
This is the most important step in entire process as this is where you have to make good on your promise! Once people click that confirmation link I recommend you send them directly to the download page. You can specify that directly in Confirmed Opt-In settings for the list you are working with.
Simply provide a URL to download page on Confirmation Success Page. I also recommend you include a link to download in your very first - Welcome Email. Don’t take any chances – attempt to deliver on your promise from as many places as possible! Nothing will kill the trust factor as fast as you failing to provide what you have promised!
I always prefer to use dedicated page for delivering promised download and store it in sub-folder as I have described but what if you just want to be able to use your blog for everything?
Bonus Step: Using Blog For Every Step Of The Process
We are going to be working with several limitations and take advantages of what we have available. And here is how I would do it IF I used a blog for every step of the process:
- Use opt-in forms as I have described in first post of this series: Email Marketing For Bloggers, The Basics
- Use default thank you page provided by aweber. I really think that new default page they have should do a job quite nicely, even though I prefer my own pages.
- Create a page on my blog dedicated to delivering the promised download but exclude it from Menu so it is not visible using one of the Page Management plugins. Simply use editor provided by WordPress to create all the text, upload your file using options available in your editor and link to it from the content of page. Just be sure it is EASILY accessible to avoid confusion!
That is All Folks! Entire process is extremely easy to implement but if you need even more help – here are resources mentioned in this post as well as additional recommendations:
- Aweber – must have list management. While I know that others exists – for bloggers it is my #1 recommendation.
- FlexSqueeze Theme - simplest way to use your blog for lead generation and provides you with everything you need to create a dedicated Squeeze page
- Aweber Unleashed – product my partner and I have recently purchased Master Resale Rights to and now offer to you at discount. It is a series of video tutorials that will teach you all you need to know abut managing your aweber account.
- Instant Bonus Page – free membership but I recommend upgrade to access all the features. It is designed to help you create as Many Product Download pages as you like and also add bonuses to it via your affiliate link. Highly recommended if you are looking into a way to maximize your return and you can use it to deliver your free download.
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Disclaimer: some of the links mentioned within this post or posts they lead to are my affiliate links and I get compensated for recommending those products. However I never recommend something I didn’t believe in and welcome your questions and feedback.
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I’m not a user of eZine but with the idea’s you have here I’m assuming you’re doing pretty good. Interesting how you offer a gift or free product to people who sign up. I guess it’s a motivation tool and as you said it puts some return for the tiny investment.
I like how you send the subscriber right to the download page and honor your word. Many people wouldn’t’ consider it and would have a small hidden link somewhere.
I like your idea but don’ think I will be using the service anytime soon. I just don’ have enough blog readers
bbrian017´s last blog ..The Marketing Mix, break down your blog
Brian,
I have described how I send people to download page:
Not using the service is where you are making mistake. Combining eZine and blog works hand in hand and number of readers to your blog will grow a lot faster when you use it.
Sorry I wasn’t asking how you send them to the download page I was saying I like how you honor your promise.
Do you really think this will work for me?
I have so little amount of readers.
bbrian017´s last blog ..The Marketing Mix, break down your blog
I have stated on several occasions – getting aweber was single, most important purchase I have done that made me profitable online. Second part was learning how to do it right, so people will continue to read what I have to share
And I believe it will work for anyone, build your subscribers base by offering something of value, use Blog Broadcast to deliver quality information, add some unique emails that can be found only in Autoreposnder sequence, add email promotion to relevant affiliate products that you can honestly recommend to your subscribers…
Just the basics steps but they will make it worth the investment.
Just an addition from Alex. You need to have a good content. With the combination of the 3, Autoresponder, Good Content, and a Good Niche is one good deal to increase your readership.:)
Vince´s last blog ..Living By Faith In A Faithless Generation
You are correct Vince
I have overlooked although I believe that in almost ANY Niche using Autoreponder will help you build your readership lot faster – in some niche it might be slower process then in others.
Hi Alex,
I know how important it is to build a subscriber list. I need to go back to your first post on this subject for a refresher. I’ve always had a problem placing a good looking (image and optin box) in my blog. Do you recommend pop up boxes and are you using Aweber’s code for yours. I really like your idea about having a blog page for the download page.
Quick question Alex, I’ve read that it’s better to send a new subscriber directly to the download page before the confirmation page. Would that not cause people to avoid the confirmation process because they alreay have they’re product?
Luca Di Nicola´s last blog ..3 Ways to Use Small Reports Created From PLR Articles
I am looking to get into email marketing and at the moment I am just looking around to see what my options are. Majority of the bloggers I know use AWeber but I just might give them and a couple of others a try before I settle on one. Nice and informative post by the way.
Gerri – Ninety Nine Ways´s last blog ..The Best Deal For Your Old Electronics – TradeUps, Gazelle or BuyMyTronics
I heard that people using Awaber and GetResponse. But for myself I think I would be better to use in-house email marketing, although both Awaber and GetResponse still better still they guarantee hit your email subscriber’s inbox.
I am not sure what an in house email system is. I have used Get Response for years. My list is really small. I think Aweber is the preferred autoresponder, but I find the support at Get Response has always been good to me. They have a feature where you can purchase leads from them, too, so you know you are getting opted in sign ups. They just take a long time to arrive because they are double opt in leads.
Rocque´s last blog ..Personality Traits and Success
I’m a lover of Aweber…it is easy to use and I love the fact that my sites are open for business 24 hours a day. If someone wants my free report, they can get it straight away…
Fiona´s last blog ..Get Automated in You Internet Marketing Campaign For Guaranteed Top Search Engine Results
Hi Alex
That was a very informative post on the email marketing process.
I’ve bookmarked it (so it must be good!)
As my site is new I’ve yet to start a paid service like Awebber although I know that’s the way to go.
“Chicken and Egg” situation really – without an autoresponder – no opt-ins,means no list!
But good content(LOL)
regards
Graham in UK
You simply MUST get aweber, until you do – you don’t have online business, you have an informational portal and nothing more! Plain and simple. If you don;t have a way to contact prospects and customers – you have no business.
My weakest area is email marketing. I fall on my face there.
I never know what to write about in the auto responder series. I do not want every letter to be a sales pitch for something, but I want it informative. Even getting people to sign up for a list on my site has been one of the largest challenges and I still am going uphill with that. So many say it is so easy
I read all I can find on it, and still it is a struggle.
Rocque´s last blog ..Personality Traits and Success
I think if someone has passion about a subject they will have more to say about it. People that are reading a blog are interested in information and the more complete and useful information you can provide on your blog, the more people will follow you and will monetize your site.
Mike Humann´s last blog ..College financing: The FAFSA and how it will get easier to apply for financial aid
Great resources and comments! I’ve been wondering how to create a squeeze page in my blog and you just answered that question! Also, I never thought about using aweber as a thank you page. I’m bookmarking this post to go back and refer!
Alex do you use a separate autoresponder for every niche?
Rocque´s last blog ..Kayak Fishing Newport Dunes
Rocque,
Most of the time I have at least 2 autoresponders for each Niche: prospects and buyers, once someone buys something in that niche and subscribers to Buyers list – they get removed from prospects using Automation option provided by aweber.
Thanks for the reply Alex. I can see where having two responders for each niche is necessary. Once someone buys you want to have a different relationship with them. Is that very difficult to set up with Aweber?
Thanks for taking the time to answer all of our questions.
Rocque´s last blog ..Inflatable Kayaks
Rocque,
Extremely easy. Assuming you want the person removed from prospects list once they purchased from your and subscribed to Customers list – choose prospects list ->My List -> Automation -> Create new action using options provided: Unsubscribe from list “prospects” when lead subscribes to “customers”
All done!
great dude i liked it most it is one of the important article for me!
I think this post has cover most important part of building subscriber list. Its much difficult to build build a subscriber list. I am always agree with user confirmation to prevent spam submission.
E-maol marketing is one of the most important steps to online marketing success, I think!
Thanks for this informativ blog post!
Benjamin Hübner/BlogProfit´s last blog ..Bookmarking Services with dofollow tag!