🤝 How To Get More Value From Your Ad Spend Than Just Traffic

When someone visits your store, you’re paying for that traffic - one way or another.

If you got traffic organically, that means you invested your time.

If you got the traffic from ads, that means you invested your money.

Our goal is to get 3-10% of visitors to opt into your email list.

If you can do that you’ve just turned those visitors into long-term sales opportunities. A percentage of them will become customers, and the more you grow your list, the more profitable your ads will be.

But how do you capture those people browsing your store to give you their email address?

📈 The Most Effective Way to Grow Your Brand’s Email & SMS List Subscribers

Growing your email list and capturing more subscribers just comes down to 2 things:

1. A compelling opt-in offer
2. A pop-up that shows up after 3-5 seconds to ask visitors for their email address

🏷️ Types of Opt-In Offers

Here’s what works:

1. Big Discounts: Offer 10-15% off their first purchase.
2. Exclusive Bundles: Give access to a special deal or product bundle only for subscribers.
3. VIP Access: Early access to new launches or sales.

The key is to make the offer so good that it’s harder to say “no” than to say “yes.”

📋 The Anatomy of a High-Converting Opt-In Form

Here’s what your opt-in form needs to include:

1. A Powerful Headline
   • Example: “Get 15% Off Your First Order—Just for Signing Up!”
   • Your headline should introduce the offer clearly and with excitement.
2. Compelling Copy
   • Highlight the value of signing up. Example:
     • “Be the first to know about exclusive deals, new products, and more—plus, get 15% off your first purchase.”
3. Call-to-Action (CTA)
   • Use actionable language. Example:
     • “Sign Up & Save” or “Claim Your Discount Now.”
4. Collect Email AND SMS:
   • Don’t stop at just email.
   • Add a second step for phone numbers so you can reach customers via SMS.
   • Example: “Want text only”
     • Give an extra 5% off or an additional bonus for SMS opt-in
     • Email opt-ins are great

👎 Common Mistakes to Avoid

1. No Offer or Weak Offers
   • If your opt-in offer isn’t compelling, visitors won’t bother signing up.
   • “Join our newsletter” isn’t enough anymore, give subscribers a reason to be excited to opt-in.
2. Boring Language
   • Don’t use generic phrases. Make the benefit clear and exciting.
3. Not Collecting SMS
   • Only collecting email leaves revenue on the table.
   • SMS marketing is one of the highest-converting marketing channels.
4. Low Conversion Rates
   • If less than 5% of visitors are opting in, it’s time to optimize.
   • Aim for 5-10%+ conversion rates.
5. Ignoring Compliance
   • Make sure your form complies with regulations like GDPR/CCPA.
   • Check your email service provider’s (ESP) documentation to stay safe.

🎬 How To Create Effective Popups - A Breakdown Of Some Popular Brands

✅ How to Set Up Your Opt-In Form (Step-by-Step)

Here’s a tactical guide to getting started in Klaviyo (or your preferred ESP):

1. Log in to Klaviyo:
   • Navigate to the “Sign-Up Forms” section.
2. Choose a Template:
   • Use a pre-made template that aligns with your brand’s look and feel.
3. Customize the Form:
   • Add a compelling headline (e.g., “Unlock 15% Off Your First Order”).
   • Include fields for email and phone number.
4. Add Your Offer:
   • Make sure the discount or bundle offer is clearly displayed.
5. Set Up Routing to Your Welcome Series:
   • Once someone opts in, ensure they’re automatically added to your MASTER EMAIL LIST.
6. Publish Your Form:
   • Add it to your homepage, product pages, and anywhere else with high traffic.

👨‍🔬 Key Metrics to Keep Track Of

Once your opt-in form is live, monitor these metrics to ensure it’s performing well:

• Opt-In Rate: Percentage of visitors signing up (aim for 5-10% or higher).
• Split-Test Results: Test different headlines, offers, and CTAs to see what converts best.
• List Growth: Track how many new subscribers you’re adding weekly.

⏭️ Next Steps

Once your opt-in form is set up and running, the next step is to engage your subscribers immediately. This is where the Welcome Series (covered in Module 4) comes into play. Remember, the value of your list isn’t just in how many subscribers you have, but in how effectively you nurture them into loyal customers.

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