From: EnterpriseDate: Thursday, December 10, 2009
I have a plea to all email marketers of the world - make it easy for people to opt in to your email marketing programs. I recently began signing up for the "Big Eight" car rental company email programs. I couldn't believe how difficult it was to sign up. Of the eight, only four had a quick sign up on their homepage. It was so hard to find the sign up for one brand, that I had to ask a colleague for help. When we finally found it, I was also required to provide my driver's license number, phone number and home address - just to opt in to their email program!
When I say make it easy, remember these best practices:
1. Include a quick sign up in a prominent location on your homepage and every page of your website.
2. Have a link to a sample email so people know what they're signing up for.
3. Ask for an email address at the time of booking AND have a pre-checked opt in box for your email campaigns.
4. Most importantly, track your list growth to ensure it is trending in the right direction. (UP!)
Of the eight rental car companies, Enterprise wins for best sign up placement on their homepage, but they could still benefit by keeping these other practices in mind.
