I have no idea if it would increase conversion or not, but I think it would be a great way to show transparency, as Anthony says, which in turn can help build brand trust. For those reasons alone it might be worth implementing it.
Idea: show people examples of the types of emails they will receive if they sign up for your email newsletter/email promos- let them see what they're getting into before asking them to sign up. And you also tell them the frequency- "if you sign up for this list, you will get 1 email a week from us." Would this increase conversions if people got a sense of what you were going to email them and how often?
With archive services (mailchimp offers it) it's not too tricky to enable this. Infact: http://blog.mailchimp.com/how-to-get-seo-benefit-from-your-campaign-archives/
Platform apart, I would say yes, even if the content is supposed to be ultra discrete, a tease of it is hardly going to do you a disservice. But, with ever increasing inbox noise, in some sectors, it's got to be super extra valuable for users to want to sign up.
Personally I like the emails with video embed (frame grabs) links to private youtube clips and I've found them pretty effective when sending them. If you get really organised, you can personalise the videos.
100% with you on emails with video embeds, especially when the video tells some kind of story that's contextually relevant to the brand or products. I love email marketing, always have, but feel like it could use a new twist. Thanks, Paul.
Can you send some more info on this guys? Very interested to learn more about video in email.
Like this idea David.
Allows the user to choose, making them more likely to not remove themselves from a list and probably login and change their settings if they were unhappy with the frequency/template etc.
Allows the company to show transparency, build trust with the user (we're not here to spam/we have you concerns in mind, blah, blah) and be a little different within the market.
Thanks, Sean. Agree with you on all points. I feel like it would be good to think through this idea a little more and then find somebody who is willing to run a test on this. If you have any ideas of a site or brand that you think may be willing to test this concept, please let me know. Thanks.
i like being transparent with frequency to build trust.
re: showing- so, like providing a 'sample' email for everyone to view? would you be personalizing the emails?
Yeah man, this is about setting proper expectations with people. Show them what they'll get and how often they'll get it before asking them to make a commitment to sign up and get on your email list. For example, what if a brand like Patagonia showed people this before asking them to sign up: http://screencast.com/t/mUQwp2Js
Could showing people a sample email like that increase conversions? I've never seen or heard of this being done, so I have no backing data, but I feel like it's worth testing.
hmm. i like a sample. show, don't tell. maybe feature feedback from others who have/are signed up. think it would be interesting to test it throughout different stops on sales cycle. for example test landing page vs off of a blog page- since in the second scenario, they're already on your property.
Even if it doesn't increase conversions, it should reduce churn/unsubs. Assuming, of course - you keep to the promised schedule and don't over-send.
I like the idea of the transparency and trust factors, but it does tie you to quite a rigid email marketing strategy as you've told your subscribers exactly what they're going to get and when they're going to get it.
Right on, Craig. Excellent point about how this sets an expectation that the brand or company must deliver on. I hadn't thought about that, but to my mind, that's a powerful benefit. And maybe this would compel brands to send less emails, but more topically and contextually relevant emails. Thank you for your thoughts on this, appreciate it.
Just be sure they're very different for different customer types you're targeting.If you have one slightly worse option and the other being the plan you'd like to implement... one could potentially create an illusion of "choice" and transparency. Don't forget the option to change their choice so your subscribers don't feel "trapped" by a bad decision!
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