Final Thoughts on Email Marketing
The next form that you should edit is the “Opt-in confirmation email.” Before we get into what to change let me explain this email.
Due to the spam laws we spoke about earlier Mailchimp added an extra layer to to prevent anyone from adding random people to email lists without their consent. The way Mailchimp does this is quite simple. After a signup form has been filled out the person will automatically get an email asking them to confirm that they actually want to be on this list.
This is a fantastic idea, and in a perfect world every mailing list should require this. However, we don’t live in a perfect world. The world we live in people have such high levels of ADD that they totally forget that they ever filled out that form, and while they would love to receive your email, they forgot to open the confirmation email and forgot to push the button to sign up. This happens many many times (I’d say at least 10-15% of the time. Crazy, I know.)
There are ways to avoid sending the opt-in email, either you can include a code in your email subscribe form, or use a third party form builder like Unbounce or Formstack, which have created a way to eliminate this step.
I would say to try the opt-in email and see if there are a lot of people forgetting to sign up, then if there are a lot of people who forget to confirm then go the route of skipping the opt-in email.
In the meantime, fix up the email a little, maybe change the subject line so that people notice it more, maybe change the text of the email reminding the people that they literally just signed up for this email, and if they really want it then they should click the button.
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