Or consider your sign-up form. Do you thoughtlessly ask people to “subscribe” or to “submit” their email address? C’mon, you can do better than that! Take a cue from the presidential aspirants, who carefully label their CTA buttons “I’m in” (Ted Cruz) and “Join us” (Hillary).
In other words: seize every opportunity for a semantic nudge (a subject I’ve plumbed at length in another deck, Sweat the Small Stuff).
A few more questions to spur your mental gears:
✔ Are you using preview text?
✔ How are you segmenting your list?
✔ Are you accentuating your call to action?
✔ Does your e-newsletter have a name?
I call tactics like these “overlooked opportunities,” and in the above presentation, I walk through example after example—good and bad—from companies of all sizes, across various industries. My promise to you: not only are these tactics easy to implement; they’re also ignored by most websites. Embrace ‘em, and you’ll be clicks ahead of your competitors.