3 Easy Ways to Increase Opt-In Rates

One of the critical pillars of email marketing is a consistent flow of new subscribers to your list. With the average person becoming more privacy conscious, it is important to set the right expectations when collecting people’s contact information. This has meant a decrease in opt-ins and an increase of fake submissions over the last few years.

The best way to combat this and to keep your list growing healthy is not only to provide genuine value to visitors, but to convey the value in a concise way.

Here are 3 opt-in ideas you can try on your ecommerce store:

  1. The Question

Usually found in a lower left-hand corner slide-in popup, a Yes/No question to engage the visitor can also help to segment them while creating intrigue.

For example: “Want to know what the hottest men’s fashion trend will be this summer?” [OMG YES] [No, I’m Basic]

“Get the latest trends straight to your inbox before they hit the stores!”

This prompts the visitor to ask the question while deterring them from being associated with the “basic” response. Targeting a specific persona of person who is an early adopter of trends and are willing to pay a premium to get brand new products is powerful for segmentation.

2. The Feature

Instead of leaving your “subscribe to our newsletter” in the footer that the majority of your website visitors won’t even see, move it to the prime real estate above , or just underneath, the fold. This helps to show you put emphasis on keeping your customers updated and will get more opt-ins purely for the fact that more eyeballs will see it.

Be careful not to put it in a distracting place or too-high in the message hierarchy. Just like when setting the delay in your popup timings, it’s best to give your visitors a chance to see what you are about before you ask for their number.

3. Popup Personalisation

Even if you haven’t collected their contact information yet, there is still some level of personalisation you can include based on where your visiotr is on your site.

EG. If they land on a page for women’s activewear, don’t show an image of a ripped guy without a shirt on. Although that might be slightly “on-theme”, it isn’t building a connection with the “tribe” that the visitor is wanting to connect with. A better option would be a similar a shot of women enjoying their own activewear.

Similarly, if a man is shopping for some work boots, he isn’t going to connect with a picture of a child playing with a truck. It needs to be on-brand, related to the type of person who will buy the product and category-specific.

Most of the ecommerce specific Email Service Providers will allow condition and position based popups and forms so implementing these ideas to test should be relatively easy for those who are serious about increasing their email conversion rates.

If your ESP doesn’t have these features, try the Privy Shopify app.


Josh Oastler

Founder and chief strategist at Nifto Digital. Having spent years working in different small businesses and marketing agencies, Josh’s insights are from real-world experience.

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