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How to succeed in gaining new subscribers
01.12.2009 | Page 2 of 6
Martin Bucher
Easy to find
Even
the nicest subscription form is of no use, if the prospective
subscriber is unable to find it. So try and see your website through
the eyes of a subscriber who has no idea how your site is structured.
Ideally, the word ‘Newsletter’ should be displayed clearly on each page and be linked to the actual subscription form.
If
this is not possible, you should at least make sure that your
subscription form can be found at a familiar location. This includes
navigation items such as ‘News’, ‘What’s new’ or ‘Information’.
‘Service’, though less suitable, is often used. Experienced Internet
users tend also to take a quick look at the footers of web pages where
‘Newsletter’ often appears alongside ‘Imprint’.
Unfortunately, a
lot of detective work is required to track down the subscription form
when visiting many websites. Sometimes, you can only find the form by
looking at the sitemap, if indeed there is one. In extreme cases, you
need to take the trouble to conduct an Internet search using the name
of the company and the word ‘Newsletter’ as search terms. An enormous
amount of marketing potential is lost here.
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 Martin Bucher,Managing Director
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