By setting these expectations, we reassure potential subscribers that we won't spam them every day and that they will always receive something valuable.
6. Be creative with what you write on the “Subscribe” button – people don’t like boring buttons
There are unlimited call-to-action phrases you can use on your CTA buttons. If you limit yourself to the boring word “subscribe,” you may reduce your conversion rate.
Additionally, using a call to action to reflect your headline can increase conversions. People love symmetry – it’s comforting and familiar.
Be creative with what you write on the “Subscribe” button – people don’t like boring buttons
Instead of using the word "Subscribe" as the call to action, we've changed it to "Download the book!" It's not only more exciting and original, but it also reminds us of the title and the promise we made in it.
Psychologically, this strategy focuses the prospect on what he or she will get, rather than what he or she has to do to get it.
7. Use social proof to your advantage – Show how many people are already subscribed to your email list
We're not done tweaking this dummy exit intent popup yet. We can make it even better with social proof.
Use social proof to your advantage – Show how many people are already subscribed to your email list
We picked a random number from the sky, but you should use your actual subscriber count. When people see they're not alone, they'll feel more comfortable subscribing to your list.
Other forms of social proof can also work well. Let's say we just started an e-commerce email marketing campaign, so we don't have many subscribers yet. Maybe I could use a (fictitious) quote from my business partner.
Use social proof to your advantage – Show how many people are already subscribed to your email list
We are using customer testimonials as social proof. If this were a marketing business, a quote from Neil would also serve advertising database as expert testimony, which is often even more powerful.
8. Use a privacy statement – but don’t use the word “spam” in it.
A privacy statement will reassure your subscribers and let them know how you use their information. Avoid mentioning the word “spam” if possible.
It's a bit like reverse psychology. Even if you assure your subscribers that you "won't spam" them, they'll read the word and their heart rate will increase. They'll wonder why you're even mentioning spam - maybe they are actually a spammer and you're trying to throw them off your scent!
Words matter, especially in marketing. Choose them carefully. When creating your sign-up form, include a link to your privacy statement and make sure to phrase the entire statement positively.
And that's exactly what HubSpot did here by including a link to their privacy policy.