By Joe Pulizzi published May 10, 2012

10 Ways to Optimize Your Enewsletter Landing Page

orange-email-230x230I had the pleasure of presenting at the Enewsletter World workshop this week with Jeanne Jennings and Ryan Dorhn (two amazing, first-class media experts). In one of our breakout sessions, Jeanne broke down 10 specific ways to optimize an enewsletter landing page.

In our new social media world, email assets are more important than ever before. As content marketers, it is critical that we develop our audiences and build our channels, with a primary emphasis on email in conjunction with social channels like Facebook and Twitter. Why? Theoretically (and legally) the customer names that sign up to our social channels do not belong to us (they belong to Facebook and Twitter). Since it’s public information, that will most likely continue to be the case. Your email database, on the other hand, is a significant business asset.

Here are 10 steps you can take now to optimize your enewsletter landing page to get more customers and prospects to sign up for your content.

  1. Spell Out the Benefits: On the landing page, clearly list why someone should sign up for your enewsletter.
  2. Show Them a Picture: Show a sample picture of what they will be receiving (what does the email newsletter look like?).
  3. Link to a Sample: Link to a sample enewsletter and have that sample open up in a daughter window (don’t take them away from the landing page).
  4. Sign Up is Above the Fold: If prospects have to scroll down to get to your signup area, there is a problem. Bring the signup above the fold.
  5. No More than Five to Seven Fields: Less fields = more likely prospects will sign up. Only ask for the fields you truly need.
  6. Clear Link to Privacy Statement (Below the Fold): Although no one will ever click on it, be sure to have a privacy statement available that has been checked by your legal team.
  7. Tell Them What You Will and Won’t Do with Their Information: At the bottom of the page, be very clear about how you will use the information they’ll be giving to you.
  8. Button Says “Subscribe” or “Sign Up” (Not Submit): Words like submit and phrases like “click here” don’t accurately spell out the positive action you want prospects to take. Use “subscribe” or “sign up”.
  9. Get Rid of Needless Distractions: The landing page for your enewsletter has one goal…to get people to sign up for the enewsletter. Get rid of all the distractions that may take them away from the signup page, such as the general navigation, third-party advertising, house ads or other calls to action.
  10. Testimonials and Awards Are a Must: Put at least one good testimonial about what a user thinks about your enewsletter. Get permission to use their name and title. Have you won any awards? List those as credibility points as well.

Remember, you want a simple form that shows at least as much value as the information they are giving you (you are trading your content for their name). Don’t overcomplicate the process.

As always, test your changes. The behavior of buyers is not consistent across industries, to be sure to test what works and what doesn’t for you.

Author: Joe Pulizzi

Joe Pulizzi is the Founder of Content Marketing Institute, a UBM company, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World. Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe’s the author of five books, including his latest, Killing Marketing. His third book, Epic Content Marketing was named one of “Five Must Read Business Books of 2013” by Fortune Magazine. If you ever see Joe in person, he’ll be wearing orange. Follow him on Twitter @JoePulizzi.

Other posts by Joe Pulizzi

  • Fran

    Good article Joe, thanks for the tips. I’ll try #3

  • NAV-TV Corporation

    Great Article…..Surveys work really good to close the channel – 

  • internet marketing voor mkb

    Hi Joe, my first time here and I like your style! thank you for this list.

    All the steps you name are familiar, 
    but it is really nice to see them presented in a clear list, to the point.

    thank you again.

  • Nick Stamoulis

    A simple form is key.  People don’t want to spend a lot of time filling out a form.  They also don’t want to give away too much information to you in the early stages of interaction.  

  • David L.

    Great list – I find that there are a lot of similarities between writing great blog posts and writing effective landing pages.  Especially when it comes to quick, easy-to-read info – that’s how to really sell the benefits.

    Do you think “no distractions” includes not making the page too long? I’ve seen a lot of pages that were so long they definitely turned me off from a product – yet the people selling them are still making thousands!

  • Jesse Joyner

    Thanks for this list.  I just updated my newsletter sign up page based on these tips.

  • Turndog Millionaire

    very good timing as I’m just finishing up my landing page 🙂

    Matt (Turndog Millionaire)

  • Stacie Walker

    Hello Joe,

    Thank you for sharing valuable tips on how to correctly utilize a landing page for newsletter subscriptions. It has been said time and time again that our landing pages should focus on one call to action. I know from my own personal experience with signing up for an email newsletter that my attention goes elsewhere if there are additional links on the landing page. 9 times out of 10, they have nothing to do with the newsletter sign up.

    I am looking forward to addition advice from you. 


    Stacie Walker

  • TribalStyleMarketing

    I think I just found a new project for this weekend.  I’ve been thinking about updating it but I didn’t know what to do with it.  Thanks so much!

  • Aimee Carmichael

    This is a brilliant article thanks, I find asking for just an email address gets most subscribers!

  • Aimee Carmichael


  • Kenneth Boysen

    Hi Joe

    Do you have any great examples that follows your tips?

    And by the way, thanks for some great tips, very helpful while I´m designing my first landing page.

    • Joe Pulizzi

      Hi Kenneth…the Marketing Automation players do a great job of all this…check out Marketo, Eloqua, SilverPop for great examples.

  • Peter Kortvel

    Hi Joe,

    your article helped me a lot when I was creating our newsletter landing page. So I recommended it in my last post. But I have some tips too 🙂 I would be glad to hear you opinion. Thanks