Do Pop Up Email Newsletter Sign Ups Really Work?

Email Marketing

A Downtown Naperville Case Study

When we launched the new website for Downtown Naperville in November of 2015, a part of the new site included a pop up for e-mail newsletter signups. The goal was to increase the mailing list so that more people can be made aware of all the events, specials and news related to the Downtown Naperville. The old site had a standard signup in the footer of the site which is very typical of a lot of sites. We were interested in seeing if the pop up caused a surge in signups.

With any type of pop up message there is a trade off between creating awareness and compromising the user experience. On one hand, you want to let the user know about the great content that can be delivered weekly via an e-mail in their inbox. On the other hand, you run the risk of annoying the user which can lead to a spike in bounces and unsubscribes.

With the pop up for Downtown Naperville, we set it up to be active only for new visitors and it would start fresh every month. With this approach we believed it avoid annoying regular visitors, yet would be persistent enough to encourage signups. Whether our strategy was right or not would be determined by the numbers. So how did this approach work out? Surprisingly even better than we imagined.

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If you take a look at the graph above, you’ll see the monthly signups for the Downtown Naperville email newsletter for the past year. Prior to November, list growth was averaging about 45 new signups. Once the new pop up became effective in November, we immediately saw a spike in signups. In fact, November signups were more than 5 times the 45 average with 269 new signups. With a new site, we expected this. However, what we didn’t expect was a consistent month to month bump.

Looking at 2016, we have maintained a strong signup rate at an average of 197 per month. That’s well above the monthly average of 45 from the old site. In fact, the list has grown by 15% in the past 8 months, the strongest growth we’ve seen in years. At the same time, unsubscribes have remained consistently low with 1 or 2 per e-mail sent.

In summary, our case study with Downtown Naperville clearly confirmed that pop up signups can be a great tool for growing your mailing list. The success Downtown Naperville has enjoyed illustrates this conclusion. The key in our eyes is building the pop up responsibly so that it doesn’t become a nuisance for regular site visitors. By using cookies to evaluate whether a site visit is from a new visitor or a return visitor allowed us to maximize the effectiveness of the pop up.

For questions regarding this case study or for more information on e-mail marketing or web development, please don’t hesitate to contact us.

MailChimp Pro takes email marketing to new heights

vector icon of mail

 

MailChimp recently announced a new Pro version of their ever popular email marketing service that takes the guesswork out of e-blasts. The new Pro version boasts business growth and complete optimization of email marketing for a cool $199 a month.

Improvements are various and vast, including much desired upgrades like increased number of variations for a single campaign and the ability to stop emails from sending once in the queue. The updated version also has new tools for improved data, better analytics, delivery tracking and a new MailChimp Reputation Score– a tool that shows you where your account stands from a delivery perspective and aids optimization for better delivery. Best of all? Pro status bumps you to the front of the support line and specialized service from Pro experts.

All in all, seems like there’s some new great features for this already great email marketing tool. Get the full details or sign your business up here.

6 reasons why you need mobile email marketing

mobile email marketing

Making the case for mobile email marketing

You’ve probably heard plenty of advice about the benefits of making your website mobile friendly with responsive web design, but what about responsive email marketing? Well, if you’re not utilizing mobile email marketing such as responsive emails, you are missing out on fantastic opportunities while hurting your chances for success. Listed below are six solid reasons why you should utilize mobile email marketing tactics.

1. Your readers are mobile

2013 was a pivotal year for email marketing. That’s because mobile opens finally surpassed the 50% rate. This means more than half of all emails are opened on mobile devices with smartphones being the device of choice. If your emails are not optimized for mobile, you are missing out on a tremendous opportunity to connect with the majority of your readers.

2. It is a better experience

Responsive emails automatically adjust to the device allowing the users to read and interact with your email marketing. This creates a great experience for the email recipients. With emails that are not responsive, the copy is too small and unreadable (see below).  Pinching and zooming is required to read the message effectively on their mobile device. Most recipients aren’t willing to do this and will choose to delete the message instead.

mobile-responsive-side-by-side

3. You’ll get better results

Recent statistics from industry leader Exact Target have shown that responsive, mobile-friendly email messages have higher open rates and higher click through rates when compared to non-responsive email messages. Additionally, the latest statistics show 80% of all emails are deleted if they don’t look good on their mobile device.

4. You only have one chance

While we live in a multi-device world, that doesn’t mean emails will be saved for viewing later on a desktop. Statistics show that 97% of all email interactions happen on the device in which the email was first opened. This means you really only have one chance to connect and engage with your email recipient. If you’re not optimized for mobile, you’re greatly diminishing your chances for a successful engagement.

5. There’s never been a better time

Email engagement on mobile devices is a trend that will continue. While users have clearly shown a preference for reading emails on their mobile devices, most companies have been slow to adopt responsive email marketing tactics. In fact, only 1 in 10 marketers are currently using mobile optimized email marketing and only 2 in 10 have plans for optimizing their emails for 2014. Forward thinking companies who implement mobile optimized email marketing can differentiate their organizations from the majority of their competitors.

6. It is not difficult

Email service providers such as MailChimp (our preferred vendor) and others have embraced responsive email marketing. They have developed fantastic tools which marketing firms like Echo can utilize to build emails that work as well on the desktop as they do on the smartphone.

Interested? Let’s talk!

Whether its your website or your email marketing, we believe you have to create great brand experiences for both mobile devices and desktops. We live in a mobile world and it’s going to stay that way for a long time.

As a leading developer of responsive websites and responsive email marketing, we can show you how easy it is to optimize your branding for mobile. To discuss your email marketing needs with a member of our team, please send us a note via our contact page or give us a call at 630-300-3288.

Related Reading
Building email templates in MailChimp
Will Gmail changes affect campaign tracking?
10 reasons why you need a mobile friendly website