The Long and the Short of Email Marketing Subscription Forms

I’m a big fan of giving premium content away to drive email marketing subscriptions. Content-led initiatives such as whitepapers, e-books, video, webinars, etc., can help you quickly grow your lists and generate new sales leads.

I am, however, not a big fan of lengthy subscription forms which grant access to this content.

Many marketers and sales professionals believe that a lengthy form, asking for details including name, company name, position in company, size of company, company turnover, etc., will help separate the hottest of leads from tire-kickers.

Lengthy subscription forms might help your sales team to spot hot leads when they do come in. But how many potential subscribers will they actually put off from registering in the first place?

I like to keep things simple. I like to keep my email marketing subscription forms nice and short.

How about asking just for a name and an email address? Or even just an email address.

Here’s the thing. When a hot lead comes in, you should be able to spot it just from the domain name in the email address. If you receive a subscription featuring the domain of a company you hope to work with, jump all over it. You have an email address, and more than likely a contact name, and a quick search on Google and LinkedIn should provide your sales teams many of the details you might have been tempted to ask for in a lengthy form.

And what about all the lukewarm and cold leads?

Great content will heat the lukewarm guys up and place them in a holding pattern until your sales team can get around to calling them (or even better, they call you).

The unsubscribe link on your email address will deal with the cold ones.

Have you found success with long or short subscription forms? Share your experience in the comments box below.

This post first appeared on the iContact Blog.

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