Now that you have your enticing free offer all ready to go, you need people to be able to find it and you need to be able to send it to them. The good news is that you don’t need a website for this. What you do need is an opt-in form or page and an account with an email marketing platform.

Your opt-in invites interested people to join your email list. An email marketing platform is used to collect and store the details of your email list, including names and email addresses, and also has the ability to automatically send emails.

In this module you’ll go through the most important steps to set up a list using an email marketing platform.

Here’s what you’re aiming for (don’t worry, we’ll take you through all the steps):

1. Select an email marketing platform.
2. Create a list in the system.
3. Create an opt-in form and/or an opt-in landing page.
4. Place the opt-in.
5. Create thank you and download pages.

Step 1: Select an Email Marketing Platform

An email marketing platform is the system you’ll use to build and grow your email list. While there are many different platforms to choose from, they all operate in a similar way and offer similar functionality.

Most email marketing platforms give you the ability to:

• Store customer data through lists that are easy to edit, are automatically backed up, and are available to export if you need to have a list outside of the system
• Segment customers to multiple lists based on certain specifications you’ve made – for example, grouping all contacts that live in a certain state/country, or who have purchased from you before
• Use templates to create beautiful, standardized emails, opt-in forms, and even landing pages (a landing page is a web page with a form that someone ‘lands’ on after clicking a call-to-action)
• Automate the delivery of emails based on your choice of conditions (called ‘triggers), such as time, product purchased, pages visited, etc.
• Gauge the success of your emails through reporting and analytics
• Access support to answer your technical questions

A word of caution: You shouldn’t use a free email address, like Gmail or Yahoo, because your messages may automatically go to the recipient’s SPAM folder and they may not see them. Use your professional company email address. If you don’t have a professional email address, start with your current email address and then get one set up ASAP. If you don’t have a domain name yet, go to Namecheap.com or Godaddy.com to purchase one.

Streamline Your Process with Autoresponders

One of the biggest benefits to using an email marketing platform is that you can take advantage of their built-in autoresponder to streamline your email marketing.

An autoresponder allows you to automate part of your email marketing campaign by handling the emailing for you. This means you only have to create the email or email series once and set it to send on autopilot. This lays the groundwork for you to build a relationship with your list, and make a sale later. 

Here’s an example of how an autoresponder works:

• Your customer enters their information into your opt-in form to receive your free offer (your lead magnet).
• The customer’s information is added to your email list and backed up in the email marketing platform.
• Next, your customer is directed to a ‘thank you’ page and given instructions for how to download the lead magnet, or will receive an email telling them how to download their free offer.
• Now, you have the opportunity to include your customer in a series of automated emails, sent through the autoresponder:
  • You can program your autoresponder to send out a series of follow-up emails. For example, you send one email per week to keep you in touch with your clients or follow up to see how they enjoyed their free lead magnet.

Autoresponders keep your business open 24/7. It doesn’t matter if your customer joins your email list at 2:00 in the morning or while you’re on vacation, autoresponders are still running, sending out the information your customers want.

Decide Which Email Marketing Platform Is Best for You

There are many different providers with similar price points and unique capabilities. Some include a shopping cart so that you can sell products to your new clients down the line.

It might be tempting to pick a provider with tons of features, but make sure you need the features, otherwise it’s a waste and you’ll have to move systems later. Most email marketing platforms will integrate with other systems and website providers.

Do get the best you can afford and one that does what you need it to do!  They all have good technical support and often video tutorials to take you through the set-up steps so don’t worry about the tech side. You can add other features as you get more comfortable. You can start small and learn your way around the system later.

Free email marketing platforms include:

• MailChimp is free for up to 2,000 subscribers
• Mad Mimi is free for 100 contacts

If you’re not sure which to go for, then Google “Which autoresponder to use” and do a comparison for yourself. There is generally a free trial period so you can sign up without committing yourself.

Some popular paid email marketing platforms are:

• ActiveCampaign
• Ontraport
• GetResponse
• Drip
• AWeber
• Convertkit
• HubSpot

If after doing some research you’re still unsure of what service to go with, it’s okay. Pick one to start. All platforms offer a way for you to export your contact list to take to a different provider if your change your mind later on.

Step 2: Create a List in the System

Once you’ve selected an email marketing platform to use, you will follow the steps within that system to create a list. If you already have a contact list, you should follow the platform’s instructions to import that list into the new service.
Even if you don’t have an existing list, you’ll still need to create an empty list in the system. This is so new subscribers can be added to the list you’ve already set up.

Step 3: Create an Opt-In Form for Your List

Now that you’ve set up your list in your email marketing platform, you’ll need to create an opt-in form. The purpose of an opt-in form is to entice people to enter their email address and contact information in exchange for your free lead magnet.
Once they enter their information, they are added to your email list and your lead magnet can be sent through an email automation that you’ve created.

You will add your opt-in form in various places on your website, or you’ll choose to use an opt-in page. Ideally, you’ll do both. We’ll cover this in more detail later in the module.

Elements of an Ideal Opt-In Form

• Headline with a benefit of your lead magnet
• Short bullet points of what they get and the benefit of each
• A call-to-action for them to enter their name and email address (plus any other details)
• Button to click to submit the form
• Link in the footer to your privacy policy (or a checkbox to request consent, if you need it for your country)
• An image of what they’ll get

NOTE:

If you have customers or website visitors in the EU, you’ll need to comply with the specific privacy policies there. Typically, that involves having specific language in your Privacy Policy about how you handle data and what you use it for, as well as getting explicit consent from your email subscribers before you collect their data.

You can get more information about how this works for your email list via your email marketing platform. They’ll have features to help you. You can also purchase Privacy Policy templates from various websites.

Visit this link for a general overview of the GDPR requirements:

Overview of EU General Data Protection Regulation

However, don’t let this hold you back! For most small businesses, you can put in place a template Privacy Policy and use your email marketing platform’s features to get consent very quickly and easily.

Now, let’s broaden out and look at some best practice guidelines which will turn more visitors into subscribers and as many as possible into customers. This is known as a high-converting opt-in.

1. Give them Incentive. Make sure people have a reason to give you their information. Your opt-in should clarify what they are getting in exchange, which is your lead magnet. Tell them exactly what to expect once they’ve provided their data.

2. Avoid Distractions. Keep the layout and text very simple. Your audience should know what their call to action is. The sole purpose of the opt-in form is to ask people for their contact information so keep it clear. Typically you should ask for a first name and an email address; anything else is extra.
3. Take Advantage of Templates. Stick with a design that’s already proven to convert. Most email marketing platforms have pre-built templates that you can use. LeadPages (https://www.leadpages.net/) is also a great resource for creating beautiful landing pages with opt-in forms that convert.

4. Choose a Single or Double Opt-in. Single opt-in is when subscribers sign up and are immediately added to your email list. If you have any customers or visitors in the EU, you’ll need to make sure you have that checkbox requesting explicit consent to do this. Again, check your email platform, since they’ll have ways to do this.

With a double opt-in, subscribers have to confirm their consent in a separate email to be added to your list. When people go through the two-step process, there’s often a higher conversion rate and higher engagement because they went through the extra step, acknowledging they really want to receive your emails. In many countries, double opt-in is required legally due to privacy and spam laws. Check the rules in your own country.

5. Make it Noticeable. The opt-in form should be designed in a way that complements your branding. You may use contrasting colors to draw attention to your form. However, it’s crucial to make sure the colors don’t clash with your existing brand colors. For color inspiration, take a look here. Don’t use more than 2 different fonts and avoid using more than 2-3 different colors.

6. Use Language that Resonates. Your wording (copy) needs to be enticing to motivate people to sign up; it may be free but it still has to be ‘sold.’ Remember to speak the way your ideal client speaks. For example, if your lead magnet is for beginners, keep the language simple and avoid using jargon they may not know.
7. Keep it Mobile-Friendly. Not everyone will be visiting your form from a computer. Most email marketing platforms offer a preview of the form so check out what it will look like on mobile devices before you decide.

Choosing an Opt-In Page in Addition to an Opt-In Form

You might decide to go for a full opt-in page and not just a form. The point of an opt-in form and an opt-in landing page is the same: to entice people to join your email list in exchange for your free offer.

An opt-in page is different from an opt-in form because it’s a whole page solely dedicated to your offer. This gives you space to provide more information. For example, you might add short bullet points of what customers get from the lead magnet and the benefit of each. If you just have one page, then it certainly focuses the visitor on just one choice: whether to sign up for your lead magnet or exit.  

When designing your opt-in landing page, follow the same guidelines for creating your opt-in form.

If you don’t have a website, don’t panic. You can use a stand-alone tool like LeadPages to design a landing page. It provides attractive templates you can customize and integrates with many email marketing systems.

Ideally, you’ll have both opt-in forms (on web pages for example) and an opt-in page (using a template for a landing page). That way, you’ll have even more opportunities to convert website visitors to email list subscribers. And you’ll have a dedicated opt-in page to drive traffic to when your main goal is to get them onto your list and you don’t want them distracted by anything else. 

However many forms and/or pages you have, make sure they are all linked to the same email list promoting your lead magnet.

Outsource the Job

If you feel the technology is just too much for you or you don’t have the time, don’t worry. You can save yourself the trouble by getting someone else to create your opt-in page and set up your list for you.

Some good resources for finding people who do this are:

• Fiverr.com
• UpWork
• Warrior Forum (Warriors for Hire)
• If you have WordPress, use a plugin with templates to help you set up everything. Examples include OptimizePress or plugins from Thrive Themes.

Step 4: Place the Opt-in

We’ve looked at some best practices on the design of the opt-in to make it attractive. Where you place it will also have a bearing on how many people opt-in.

Pat Flynn’s Smart Passive Income

Evernote

Shopify

Here’s the current thinking on this:

• The top of your home page. The opt-in can even take up the whole area ‘above the fold’ called a ‘hero header’ or ‘feature box.’ This makes for great conversions as it’s usually the first thing a visitor sees.
• The announcement bar on the top of your site. This helps attract people to your offer, especially because the announcement is featured on the top of every page of your site.
• The top of your sidebar. Place the opt-in form right where your visitors can see it and make sure to keep it on the top of your sidebar, above any advertisements or other content.

• The bottom of your blog post. If someone has read your entire blog post, it means they’re interested in what you have to say. Adding an opt-in form at the bottom of the blog post is a great way to capture that lead while it’s still hot.
• On your ‘About’ page. Your ‘About’ page is one of the most visited pages on your website, so don’t miss the opportunity to capture email subscribers by including an opt-in form here as well.
• On your ‘Welcome’ page. Because the ‘Welcome’ page is the first thing visitors see, this is an ideal place to put your opt-in.
• Exit Intent Pop-Ups. These pop-ups can be embedded anywhere on your site and they track a user’s movements. When they detect that a visitor is about to leave, a pop up is prompted to encourage the visitor to take action. There’s a great WordPress plug-in for this called PopupAlly. There are many other options, such as Privy and MaxTraffic.
• Delayed Pop-Ups. Pop-ups are controversial because some visitors find them annoying, but the truth is that they convert. Instead of bombarding your visitors right away, a delayed pop-up gives them a chance to check out the site before your opt-in appears.
• Your website footer. Just like placing your opt-in at the bottom of a blog post, if people are checking out your footer, they’re interested in your content. Your footer also appears across all your website pages, making it easy for people to find your opt-in form.

Take advantage of the tips and training provided by your email marketing platform. Most platforms have explanatory blog posts and customer service advisors ready to help you with your opt-in forms.  Follow the instructions for embedding the opt-in on your site where you want it, or get someone to help you.

Step 5: Create Thank You and Download Pages

Once people enter their email in your opt-in form or landing page, your ‘thank you’ page will appear. Most email marketing platforms have default thank you pages that people see after they enter their details.

You can create your own ‘thank you’ page, or, to keep things simple, use the default for now. Your system will then automatically send a request for the person to confirm their address (this is called double opt-in), if you’ve selected this option.

We recommend that you always require a double opt-in. To start, many countries require it. Plus, it helps keep your email list ‘clean’ with only those contacts who really want to be on it.

You can also send people to a download page after they confirm their consent and address, or let your first email deliver their lead magnet. In the next module, we’ll cover much more about your first email follow-ups.

Conclusion

Take a deep breath.  You’re nearly there!  Yes, it can sound confusing to set this up, especially if it’s your first time. But take it step by step, expect a few glitches along the way, and commit to getting it done.

Let’s recap on the steps you need to take:

1. Select an email marketing platform.
2. Create a list in the system.
3. Create an opt-in form and/or an opt-in page.
4. Place the opt-in
5. Create thank you and download pages.

Now that you have the systems in place, in the next module you’ll learn how to write and schedule your email sequence.