The Email Wars

Every once in a while I come across something that I think is a great opt in form. Clear, simple, helpful, and a little bit of creative copy writing that makes filling it out actually enjoyable. I have been seeing more and more lately in the Web 2.0 space (I personally hate typing the phrase Web 2.0, there I go again, ouch). These forms are well done, and give us some other ideas to look at.

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Notice the following elements:

1. Watch for Mistakes – note by the email address. How many times have you had people enter a bad email address with what I call “Fat Fingering”? More than any of us care to count.

2. Explaination of why they need a valid email address – really this is good. Why is it important for you to give us valid information. Make it clear with the value proposition.

3. Time Zone – If you have the ability to better understand where your people are located, if even by time zone, you are better prepared to message them at the right times globally.

4. Frequency – Want a weekly recap? Asking upfront sets the expectations of when you are going to get an email.

5. Alternate email address. I don’t see this all that often anymore, but you might not want to get emails at the address you use to set up an account. Makes perfect sense. Maybe you want your account set up for business, but the email alerts/recaps/newsletters to go to another inbox.

Just a few simple ideas we can all leverage when we are constructing our account or opt in forms. The biggest take away is don’t ask for more information than you are prepared to use. Asking for too much up front scares people from completing a form. Progressive profiling wins every time. And in this case of an account set up, you can always get the other stuff in their profile or preference center settings/screens at a later time.