Choose speciality channel:   Choose sector channel:     Search the site

Press Release


Short customer forms offer long term value

Short customer forms offer long term value

By Jon Maddison, Epsilon International

One of the key objectives for many marketers is to increase the size of their email list as more customers generally mean more revenue.

There are a number of in-house customer acquisition options available, including cross channel sign-ups, prize draws, in-store promotions and website forms or pop ups. Whichever strategies a marketer adopts they are always faced with the same initial question, How much data should they try to collect?

Time-stretched respondents typically favour short forms so there is normally an inverse correlation between the amount of data that is requested and the number of new sign ups that you will achieve. However, we as marketers are always striving to increase our knowledge about each customer so we can improve our targeting.

Having worked with many clients that have wrestled with this dilemma we would advise that you should take heed of your customers’ preferences. Avoid long registration forms when registering new customers, in order to make the opt-in process quick and easy. This way you will maximise your list size – your original goal.

If you feel strongly that you would like to offer customers the option of providing more information then consider making this optional, with additional questions on a separate page from a link marked something like: Want to tell us more? That way when your customer glances at your form it does not look too daunting. Or, consider reducing customers’ workload by giving them the option to update your form from their social network profile automatically. Users can be given the opportunity to enter their Facebook login details, for example, on your email sign up page so you can extract (with their permission) personal information, such as gender, age and location directly from their profile. However, do weigh up first how important this data is to you.

Customers are not always keen to share lots of information, particularly sensitive personal or financial information at the outset of a relationship with a brand. Once customers come to trust the messages, offers and promotions sent by your brand, they’ll be more likely to provide additional data when prompted. They may even volunteer more details through your preference centre, so they can tailor the contact frequency, type of message (e.g. generic newsletter versus special interest mailing) or content (e.g. product-specific offers) of your messages to make them more relevant to their interests.

Personalised welcome messages, bespoke offers and regular relevant communications are very simple yet effective ways to begin to build customers’ trust. But although these steps are straightforward, research carried out by the Email Institute and Multichannel Merchants* shows that many online retailers have not yet focused on optimising the experience for new customers. 75.2% of 182 retailers surveyed, used a multi-step email sign-up process. And, some retailers miss out entirely on crucial communications; only 48.3% of those surveyed send customers a welcome email to introduce new customers to their programme.

You have a short window of opportunity to capture the interest of a new customer. You will make the most of it if you begin to communicate with them promptly, sending them the sort of content that prompted them to sign up in the first instance. Abuse their trust early on and you will have lost a valuable prospect. Treat them with respect and allow the relationship to develop over time, as you would with any other new acquaintance and you could find you have a friend for life.

can i take antabuse and naltrexone can i take antabuse and naltrexone can i take antabuse and naltrexone
can i take antabuse and naltrexone can i take antabuse and naltrexone can i take antabuse and naltrexone
coupon for cialis coupons for cialis printable transfer prescription coupon
national abortion federation missed abortion how much for an abortion
side effects of abortion pill abortion hotline abortion clinics in indianapolis
bystolic coupons for free site when will bystolic go generic
amoxicillin dosage for a uti amoxicillin dosage for a uti amoxicillin dosage for a uti
prescription savings card go cialis discounts coupons
naproxennatrium naproxen en ibuprofen naproxen nsaid
levodopa carbidopa entacapone bioequivalence levodopa carbidopa entacapone carbidopa levodopa entacapone combination
coupons prescriptions cialis discounts coupons
the abortion pill first trimester abortion pill
duspatal pds duspatal vrij verkrijgbaar
duphaston tablete za odgodu menstruacije duphaston i ovulacija duphaston
spontaneous abortion pill average cost of an abortion pill spontaneous abortion pill
duphaston 10 mg duphaston forum duphaston iskustva
what is abortion pill cost of medical abortion how do abortion pill work
cialis coupons printable cialis manufacturer coupon 2016
home abortion pill methods abortion pill side effects
abortion pregnant elective abortion
low dose natrexone revia uses
naltrexone for multiple sclerosis user reviews naltraxon
naltrexone high open naltrexone 4.5 mg side effects
what is vivitrol used for naltrexone implant locations
ldn therapy link difference between naloxone and naltrexone

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.