Final Thoughts on Email Marketing
After you have set up your list there is a very important step that most companies skip before sending an email, setting up the forms in Mailchimp.
Go into your newly created list, click on “Signup Forms” then “General Forms.” Here you will find a drop down menu of all of the Mailchimp forms that are automatically made for every list.
Step 1 is set up the Signup Form. By default the fields are “Email Address” “First Name” and “Last Name.” There used to be a fad in email marketing to include the name of the person in every email that was sent. Psychologically it was a great idea and was proven time and time again to be incredibly effective, and then like most things it was ruined by marketers. Companies still use it now, but it’s not so effective so I’d say it’s a waste to worry about that now. Change the “First Name” field to “Full Name” and delete the “Last Name” field entirely.
Then, add a “Signup Form” text box and make it hidden (I will explain this later). Now, if you want to include things like Birthday, Address, or any other thing you can add it if you want, but DO NOT make them required.
Something I have noticed about forms is that once it has more than 2 fields many people will just not fill it out. That’s why I like sticking to just Full name and Email. Heck, if you don’t care about name, then just make the form ask for their email address and nothing more. For every extra field that you add to your form I would guess that you lose about 50% of the previous conversion rate.
When building a subscribe form be as concise as possible, you can always ask for more information later.
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