20 Ways to Improve Newsletter Conversions
by Kimberly Krause Berg
We’ve all seen them.
They come in various sizes, and though they look innocent enough, they’re really a mysterious black hole leading to something even more puzzling.
A newsletter!
Hard to believe, but it’s true. A newsletter signup box can be that easy thing you stick in a corner, yet you come to realize it’s not earning its keep. People aren’t signing up. Not long ago I did some troubleshooting for a company who couldn’t figure out why there were so few subscribers to their newsletter. After they received my report, they wrote back,” To be honest, we put that up because we were told its good to have a newsletter.” Nobody told them it takes a lot more than putting up a little signup box on a web page.
Here’s a rundown, in no particular order, of things to consider if you want to present a newsletter or any type of subscription-based publication (such as news updates, sales promotions) that requires asking for someone’s email address and their name. The idea behind the list is to increase conversions, reduce signup abandonment and inspire interest in your subscription offering.
1. Are there too many opportunities for signup?
Some web sites appear desperate. There may be a text link in the global navigation and footer, plus a box placed on every single web page. Some web sites have two boxes – one above the page fold and a duplicate below the fold.
2. Did you extend a polite invitation during conversational content somewhere?
There are many ways to invite signups, such as when introducing yourself or company, in a form return page when you direct visitors back to the homepage or somewhere of interest, or as an item in the About Us content. Link to a page containing information about the newsletter, which also has a sign up form on it.
3. Does the box contain scan words such as “Free”, “Sales”, Special”? (Ex. “Subscribe to our free newsletter.”)
4. Did you study your target market to learn if there is a need for your type of newsletter? Who are your intended readers?
5. Be careful. Some forms are confusing, such as when they ask for a mailing address for an EMAIL only newsletter. Why do you want to know where they live? (If you have a good reason, it’s best to clearly state what that is.)
6. Is the newsletter intended for an International audience? If there is a reason to ask for personal information, make sure the form is designed for International users to fill out.
7. Link to a privacy policy at or near the top of the sign up form. This explains exactly what will happen to the subscriber’s email address and any other information they’re asked to give. If they don’t trust your motives, they may refuse to sign up.
8. A simple newsletter sign up box should request a user name and email address that will accept the email. Instructions near or inside the box, or in the newsletter information page, explaining they’ll receive a confirmation email verifying their information will increase user confidence.
9. Always link to a sample issue. Otherwise, they have no idea what they’re signing up for. Always refer to the title of the publication. I’ve seen signup requests for publications with no name!
10. Provide free archives. A history of a newsletter indicates if it’s new, or an established publication. The latter hints at authority on the subject matter. If new, note somewhere that archives will be provided. In this way, you offer a second chance to sign up later, once the prospect has an opportunity to see the product.
11. Have you seen this? I have. Some newsletters ask for content suggestions and ideas, but they don’t have an issue available, or archives online, making it difficult to understand what they cover, or what was previously written about.
12. How often does it arrive? Make sure this is indicated on the informational page.
13. Is it HTML or text based? Do you offer a choice?
14. What are the benefits of subscribing? Does it teach? Offer discounts? Accept advertising?
15. How good is it? Provide testimonials and reader feedback, with their permission. This is especially helpful in competitive industries.
16. If your publication is monthly, here’s an idea from magazine publishers. In your information page, list the topics to come in the next year beforehand. This is great for fee-based publications too. Keep the reader interested by what you plan to cover.
17. Offer referral incentives. This may make more sense for fee-based publications, but be creative. If you’re a consultant, and want to drive up readership, is there something you can offer such as free 15 minutes of your time, or a give away ezine, or discount on future services?
18. Announce upcoming issues on your homepage, and the publication itself. Some newsletters come the same day, every week. If for some reason they will NOT be delivered, make sure to warn subscribers in the previous issue. Otherwise, you may be bombarded with “Where’s my newsletter!” emails.
19. Avoid relying on a simple box signup alone. Place a “View information” text link inside it that invites your visitor to learn more, gain trust, and get excited about your publication. Place a “Tell a friend” box on the information page too, for fast and easy referrals to your newsletter.
20. For more ideas on how to promote and present a newsletter offering, study the techniques used by Successful-Sites. There’s information on the writers, pictures, archives, topics, resources, and more!
About the Author
Usability Consultant, Kimberly Krause Berg, is the owner of UsabilityEffect.com, Cre8pc.com, Cre8asiteForums.com and co-founder of Cre8asite.net. Her background in organic search engine optimization, combined with web site usability consulting, offers unique insight into web site development.
Tuesday, March 22, 2005
E ZINE
Environmental Entrepreneur,Green Biz.NRN Murthy of Infosys says that we Indians are weak in execution.We need to realize the need and practice of gud project management. Form a group of competent Managers,Give them responsibilities and review the project from day One.
Sunday, March 20, 2005
Childhood Asthma and Hazardous Substances
Childhood Asthma and Hazardous Substances
In 1999, ATSDR entered a 3-year cooperative agreement with the Utah Department of Health and the Massachusetts Department of Public Health to conduct asthma research. Studies conducted under this cooperative agreement will examine patterns of asthma among children in relation to estimates of exposure to hazardous substances. The purposes of this program are threefold:
to use available data sources on asthma to evaluate the contribution of environmental exposures to asthma among children,
to provide generalizable scientific information about the association between hazardous substances and childhood asthma, and
to develop a methodology that could be useful in responding to questions about the health impact of air releases of hazardous substances.
Asthma is the most common chronic disease of childhood and a leading cause of disability among children in the United States. Since 1980, asthma incidence has increased dramatically in children. From 1980 to 1995, asthma incidence among persons aged 0-17 years increased approximately 5% each year (1).
Several agencies and institutes within the Department of Health and Human Services, including ATSDR, together developed a national strategic plan that outlines four priority areas for action against asthma (2). ATSDR research contributes to two of the plan's priority areas:
to reduce the burden of asthma for people with the disease, and
to eliminate the disproportionate health burden of asthma in minority populations and those living in poverty.
Analysis of Childhood Asthma and Hazardous Sites in Utah
Under this project, the Utah Department of Health will study variations in the risk for childhood asthma in four urban counties and determine whether rates of asthma increase in children living near hazardous waste sites or industrial emission sources. Data from almost 20 hospitals in four urban counties will be used to obtain data on asthma for children zero to 14 years of age. This project will use geographic information systems (GIS) to identify high-risk areas, which can lead to public health action. Analyses will identify areas with high incidences of childhood asthma and assess the cases of asthma alone and in relation to sources of potential hazardous substances.
Pediatric Asthma in the Merrimack Valley, Massachusetts
In a two-part study, the Massachusetts Department of Public Health aims to
assess whether the pediatric asthma rate in each community in the Merrimack Valley is higher than the rate from a demographically similar comparison community and
compare pediatric asthma rates in areas in the valley where the possibility is higher for exposure to incinerator emissions to areas where the possibility for exposure is lower.
The project will use school health records to identify students with asthma and will collect environmental data from the Massachusetts Department of Environmental Protection. GIS will be used to map the locations of the pediatric asthma cases and sources of exposure.
Prevalence of Multiple Sclerosis Near Hazardous Waste Sites
In cooperation with state and local public health partners, ATSDR is developing a capacity to
respond to community concerns about MS and
more fully understand the epidemiology of MS.
Under a grant funded by ATSDR, the Texas Department of Health recently completed an investigation of MS among members of a community living next to a metal smelter. The number of MS cases among this cohort was twofold higher than expected (3). ATSDR has also entered into cooperative agreements with the Ohio Department of Health; the Jackson County, Missouri, Health Department; and the Texas Department of Health. Investigators will use neurologists' records to determine age-specific and sex-specific MS prevalence rates in the study areas of Lorain County, Ohio, Independence and Sugar Creek, Missouri, and a 19-county area around Lubbock, Texas. The three geographically and ethnically diverse study areas include more than 800,000 people. Researchers expect to gather information on 475 to 775 MS cases. The Texas study area also will allow for an estimation of prevalence among Hispanics, a population for which no reliable MS data exist.
Multiple sclerosis (MS) is a chronic disease of the central nervous system. MS is believed to be caused by a combination of environmental, genetic, and immunologic factors. The majority of persons with MS are 40-60 years old and suffer moderate to severe disability (4). MS is approximately twice as common in women than in men, and the number of women reporting MS as a cause of disability has doubled in recent years (4). Estimates of the number of people with MS in the United States have ranged from 125,000 to 350,000 (4, 5, and 6). Residents of several communities living near hazardous waste sites have expressed concerns about perceived elevated rates of MS and the possible association with environmental contaminants. Because no registries for MS exist at the federal, regional, or state level, health agencies have found it difficult to respond to these concerns.
In addition to establishing background MS prevalence estimates for three geographically and ethnically diverse areas, the three grantees will work with local MS support groups and other community groups to help identify individuals with MS and to communicate project findings. In collaboration with ATSDR, grantees will help to develop procedures and data collection instruments to be used for case ascertainment and case verification in other communities concerned about MS. These cooperative agreements will serve as a basis for future studies of MS and an investigation of potential environmental risk factors.
Conclusion
The epidemiology of chronic diseases possibly linked to conditions in the environment must be better understood. Through these collaborative projects, ATSDR will enhance the ability of state and local health departments to work with a variety of data sources and, when feasible, evaluate the contribution of environmental exposures to these conditions.
ATSDR will announce the availability of funding during fiscal year 2003 to support additional activities similar to those described previously. Please check the Federal Register notices for more information, or contact the project coordinators directly at 404-498-0104. These continued efforts are consistent with recommendations made by the Pew Environmental Health Commission in its September 2000 report, America's Environmental Health Gap: Why the Country Needs a Nationwide Health Tracking Network (7). The results of these projects will provide generalizable scientific information and allow the development of a methodology that other state and local health departments could use in responding to questions about the health impact of hazardous substances at specific sites.
In 1999, ATSDR entered a 3-year cooperative agreement with the Utah Department of Health and the Massachusetts Department of Public Health to conduct asthma research. Studies conducted under this cooperative agreement will examine patterns of asthma among children in relation to estimates of exposure to hazardous substances. The purposes of this program are threefold:
to use available data sources on asthma to evaluate the contribution of environmental exposures to asthma among children,
to provide generalizable scientific information about the association between hazardous substances and childhood asthma, and
to develop a methodology that could be useful in responding to questions about the health impact of air releases of hazardous substances.
Asthma is the most common chronic disease of childhood and a leading cause of disability among children in the United States. Since 1980, asthma incidence has increased dramatically in children. From 1980 to 1995, asthma incidence among persons aged 0-17 years increased approximately 5% each year (1).
Several agencies and institutes within the Department of Health and Human Services, including ATSDR, together developed a national strategic plan that outlines four priority areas for action against asthma (2). ATSDR research contributes to two of the plan's priority areas:
to reduce the burden of asthma for people with the disease, and
to eliminate the disproportionate health burden of asthma in minority populations and those living in poverty.
Analysis of Childhood Asthma and Hazardous Sites in Utah
Under this project, the Utah Department of Health will study variations in the risk for childhood asthma in four urban counties and determine whether rates of asthma increase in children living near hazardous waste sites or industrial emission sources. Data from almost 20 hospitals in four urban counties will be used to obtain data on asthma for children zero to 14 years of age. This project will use geographic information systems (GIS) to identify high-risk areas, which can lead to public health action. Analyses will identify areas with high incidences of childhood asthma and assess the cases of asthma alone and in relation to sources of potential hazardous substances.
Pediatric Asthma in the Merrimack Valley, Massachusetts
In a two-part study, the Massachusetts Department of Public Health aims to
assess whether the pediatric asthma rate in each community in the Merrimack Valley is higher than the rate from a demographically similar comparison community and
compare pediatric asthma rates in areas in the valley where the possibility is higher for exposure to incinerator emissions to areas where the possibility for exposure is lower.
The project will use school health records to identify students with asthma and will collect environmental data from the Massachusetts Department of Environmental Protection. GIS will be used to map the locations of the pediatric asthma cases and sources of exposure.
Prevalence of Multiple Sclerosis Near Hazardous Waste Sites
In cooperation with state and local public health partners, ATSDR is developing a capacity to
respond to community concerns about MS and
more fully understand the epidemiology of MS.
Under a grant funded by ATSDR, the Texas Department of Health recently completed an investigation of MS among members of a community living next to a metal smelter. The number of MS cases among this cohort was twofold higher than expected (3). ATSDR has also entered into cooperative agreements with the Ohio Department of Health; the Jackson County, Missouri, Health Department; and the Texas Department of Health. Investigators will use neurologists' records to determine age-specific and sex-specific MS prevalence rates in the study areas of Lorain County, Ohio, Independence and Sugar Creek, Missouri, and a 19-county area around Lubbock, Texas. The three geographically and ethnically diverse study areas include more than 800,000 people. Researchers expect to gather information on 475 to 775 MS cases. The Texas study area also will allow for an estimation of prevalence among Hispanics, a population for which no reliable MS data exist.
Multiple sclerosis (MS) is a chronic disease of the central nervous system. MS is believed to be caused by a combination of environmental, genetic, and immunologic factors. The majority of persons with MS are 40-60 years old and suffer moderate to severe disability (4). MS is approximately twice as common in women than in men, and the number of women reporting MS as a cause of disability has doubled in recent years (4). Estimates of the number of people with MS in the United States have ranged from 125,000 to 350,000 (4, 5, and 6). Residents of several communities living near hazardous waste sites have expressed concerns about perceived elevated rates of MS and the possible association with environmental contaminants. Because no registries for MS exist at the federal, regional, or state level, health agencies have found it difficult to respond to these concerns.
In addition to establishing background MS prevalence estimates for three geographically and ethnically diverse areas, the three grantees will work with local MS support groups and other community groups to help identify individuals with MS and to communicate project findings. In collaboration with ATSDR, grantees will help to develop procedures and data collection instruments to be used for case ascertainment and case verification in other communities concerned about MS. These cooperative agreements will serve as a basis for future studies of MS and an investigation of potential environmental risk factors.
Conclusion
The epidemiology of chronic diseases possibly linked to conditions in the environment must be better understood. Through these collaborative projects, ATSDR will enhance the ability of state and local health departments to work with a variety of data sources and, when feasible, evaluate the contribution of environmental exposures to these conditions.
ATSDR will announce the availability of funding during fiscal year 2003 to support additional activities similar to those described previously. Please check the Federal Register notices for more information, or contact the project coordinators directly at 404-498-0104. These continued efforts are consistent with recommendations made by the Pew Environmental Health Commission in its September 2000 report, America's Environmental Health Gap: Why the Country Needs a Nationwide Health Tracking Network (7). The results of these projects will provide generalizable scientific information and allow the development of a methodology that other state and local health departments could use in responding to questions about the health impact of hazardous substances at specific sites.
Environmental Entrepreneur,Green Biz.NRN Murthy of Infosys says that we Indians are weak in execution.We need to realize the need and practice of gud project management. Form a group of competent Managers,Give them responsibilities and review the project from day One.
Saturday, March 19, 2005
Hard work is the shortcut to success!
avi Prasad wanted to become a doctor.
He even got admission in the Armed Forces Medical College, Pune.
The medical test revealed a back problem and he was disqualified for the Army Commission.
Today, at 44, he is president and CEO, Himalaya Herbal Healthcare.
Here, he recounts his career highs, suggests tips for management students and offers a glimpse into careers in the beauty and cosmetics industry:
I was disqualified for the Army commission, so I did my graduation in Physics at St Xavier's College, Ranchi.
I then worked at Alken Laboratories for a while, before I decided it would help my career if I had a formal degree in management.
I got an admission at the Asian Institute of Management in Manila, Philippines. I had heard it was a very good management school, as it was started by Harvard.
Studying at the Asian Institute of Management was a different experience because, unlike in India where we cram and memorise, everything was based on case studies and class participation.
In India, you tend to study a month before the examination. There, you had to be regular, and there was no pressure on memorising. You are expected to understand the concepts -- it was very refreshing for me.
Studying at Manila helped me learn to bond, build teams and understand situations from a commonsense point of view.
I moved to Himalaya in 1990 as a Training Manager. I chose Himalaya because I believed in herbal remedies and was sure of herbal products dominating the world scene.
The branding of Himalaya took place four or five years ago, after I became the president and CEO. This is how it came about:
My first strategy was to put everything under the Himalaya brand.
The chairman, Meraj Manal, and I then decided to widen the product range.
We brought about the concept of herbal wellness.
We also advertised heavily to establish the brand.
What I learnt
The high point of my career was working with Meraj Manal.
He taught me to think from the consumers' perspective. We tend to become a little inward at business schools, but he made me think of the consumer first. It was my biggest learning.
I would attribute my rise to hard work.
My goal is to make Himalaya a global herbal leader, a world class brand.
What I would tell young management aspirants
i. Try for the Indian Institutes of Management or a premium management school. Nothing else.
There are quite a few such good schools in India.
ii. There are no shortcuts to success.
Work hard, go out and experience the world. Let the working environment be your teacher.
Opportunities in the beauty industry
There is a great opportunity for youngsters in this industry because it is an interesting industry to be in.
Innovations, new developments are happening every day. A youngster will find it easy to do new things and grow.
The world is taking to herbal products. Both doctors and consumers are moving to herbal products.
As for career opportunities, drugs and cosmetics companies employ people in the technical and business streams.
~ Technical stream
Go for opportunities in the R&D sector.
You must have done a Ph D or Masters in Analytical Chemistry, Organic Chemistry or Botany.
Those who have specialised in formulations can also look at opportunities in this industry.
The technical stream includes quality assurance, product planning, production planning, etc.
~ Business stream
The divisions that you can look at include pharmaceutical, personal care, consumer health, animal health, etc.
Qualities to succeed
1. Are you passionate about your job?
That is the first criterion I look for in a candidate. I believe that without passion, you can't do your job well.
2. Do you have team spirit?
S/he must be a team player. That is most important to me.
3. Are you articulate?
4. Do you have a business qualification?
It is a not a strict criterion, but an MBA is an added advantage.
Ravi Prasad spoke to Shobha Warrier
He even got admission in the Armed Forces Medical College, Pune.
The medical test revealed a back problem and he was disqualified for the Army Commission.
Today, at 44, he is president and CEO, Himalaya Herbal Healthcare.
Here, he recounts his career highs, suggests tips for management students and offers a glimpse into careers in the beauty and cosmetics industry:
I was disqualified for the Army commission, so I did my graduation in Physics at St Xavier's College, Ranchi.
I then worked at Alken Laboratories for a while, before I decided it would help my career if I had a formal degree in management.
I got an admission at the Asian Institute of Management in Manila, Philippines. I had heard it was a very good management school, as it was started by Harvard.
Studying at the Asian Institute of Management was a different experience because, unlike in India where we cram and memorise, everything was based on case studies and class participation.
In India, you tend to study a month before the examination. There, you had to be regular, and there was no pressure on memorising. You are expected to understand the concepts -- it was very refreshing for me.
Studying at Manila helped me learn to bond, build teams and understand situations from a commonsense point of view.
I moved to Himalaya in 1990 as a Training Manager. I chose Himalaya because I believed in herbal remedies and was sure of herbal products dominating the world scene.
The branding of Himalaya took place four or five years ago, after I became the president and CEO. This is how it came about:
My first strategy was to put everything under the Himalaya brand.
The chairman, Meraj Manal, and I then decided to widen the product range.
We brought about the concept of herbal wellness.
We also advertised heavily to establish the brand.
What I learnt
The high point of my career was working with Meraj Manal.
He taught me to think from the consumers' perspective. We tend to become a little inward at business schools, but he made me think of the consumer first. It was my biggest learning.
I would attribute my rise to hard work.
My goal is to make Himalaya a global herbal leader, a world class brand.
What I would tell young management aspirants
i. Try for the Indian Institutes of Management or a premium management school. Nothing else.
There are quite a few such good schools in India.
ii. There are no shortcuts to success.
Work hard, go out and experience the world. Let the working environment be your teacher.
Opportunities in the beauty industry
There is a great opportunity for youngsters in this industry because it is an interesting industry to be in.
Innovations, new developments are happening every day. A youngster will find it easy to do new things and grow.
The world is taking to herbal products. Both doctors and consumers are moving to herbal products.
As for career opportunities, drugs and cosmetics companies employ people in the technical and business streams.
~ Technical stream
Go for opportunities in the R&D sector.
You must have done a Ph D or Masters in Analytical Chemistry, Organic Chemistry or Botany.
Those who have specialised in formulations can also look at opportunities in this industry.
The technical stream includes quality assurance, product planning, production planning, etc.
~ Business stream
The divisions that you can look at include pharmaceutical, personal care, consumer health, animal health, etc.
Qualities to succeed
1. Are you passionate about your job?
That is the first criterion I look for in a candidate. I believe that without passion, you can't do your job well.
2. Do you have team spirit?
S/he must be a team player. That is most important to me.
3. Are you articulate?
4. Do you have a business qualification?
It is a not a strict criterion, but an MBA is an added advantage.
Ravi Prasad spoke to Shobha Warrier
Environmental Entrepreneur,Green Biz.NRN Murthy of Infosys says that we Indians are weak in execution.We need to realize the need and practice of gud project management. Form a group of competent Managers,Give them responsibilities and review the project from day One.
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