Stephanie Miller points out seven ways to get more from email marketing. She writes that the best time to offer a choice of email types, content or frequency is at signup. It helps ease segmentation.

The reason behind it is that the first and last rule of registration is gaining permission. During this process it is imperative to eliminate any surprise when subscribers don’t recognize what you’ve sent as what they thought was promised.

By immediately segment them out after sign up process, we set more clear expectation.

In the article, Miller also gives out the strategy to capture data effectively by following the flow logically.

When it comes to user experience, it is important to explicitly confirm the details of the email program on the confirmation page and in the welcome message. Just because it is on the page, in the footer or a click away in the privacy policy doesn’t mean people will read it.

Email registration page is also a good place to exclusively hand out offers selected just for email subscribers. This “thank you” offer takes place as soon as a subscriber signs up.

After sign-up users should be able to change their options in an easy-to-access Email Preference Center. Encourage subscribers to visit the Center to update their preferences, take a survey, sign up for more/different newsletters and update their email addresses.

Finally, take credit if you are offering special incentives for your best buyers.

[iMedia Connection]