Recently visiting the website of clothing retailer Express, I had to take a screen grab to share how they are prioritizing their email list sign-up.
With an approach that you don’t often see, they have a screen take-over on their home page with an email sign-up form.
A few cool things going on here:
1. It’s a priority: If you have a site with lots of traffic, you especially want to get new email subscribers. Here, they clearly make it a key focus that nobody can miss. I would be very curious to see what their conversion rate is here.
2. Promotion: They provide an incentive to sign-up. Many email marketers can’t understand why someone would not want to sign up for their list. Well, people already get lots of email and that probably wasn’t their goal when coming to your site anyway. Express provides 15% off your next purchase for signing up.
3. Preview: Express gives a little idea of what you are signing up for: fashion exclusives, new arrivals, special offers.
4. Data for Segmentation: They make zip code a required field. Clearly they will be doing geo-segmentation for local in-store promos. They also ask for gender, which is great for providing dynamic content and more refined personalization. Segmentation is key for a successful program.
5. 2nd Chance Sign-Up: Notice in the upper right they have another piece of home page real estate for their email sign-up. In case you don’t complete this first form, you can easily do so later.
Good stuff here. I’ll be very interested to see how well they execute their email campaigns.
- Forest Bronzan
