⚓️ Boring and sad email CTAs and what to do instead
Published about 5 hours ago • 3 min read
Hi Reader,
One thing I see over and over as we improve websites is... lackluster copy on one of the most important areas: the email subscribe form. I can't tell you how many times a brand has given us "subscribe for news and updates" to use as the Call To Action (CTA) to get people on their mailing list. Just: no.
We always insist on getting more creative!
Nobody wants "news and updates" unless they're your very biggest fan. Almost nothing could be less interesting. You want people to see your newsletter subscription form and feel absolutely electrified to jump on the list.
If I could give you one challenge for the week, it would be to go look at what you currently offer subscribers and spend some time thinking of something that is interesting, unique, and valuable to offer.
The second half of this problem is that I often see newsletter calls to action that are actually negative, sad, and scary. This is when it says, "we promise not to spam you," or "we only send one email per month, and won't overload your inbox," or even "unsubscribe any time."
As a customer, this makes me suddenly remember how full my inbox is and how annoying email can be. You want me to be feeling delight and anticipation, not dread and irritation.
Example: Raddish Kids
We have a couple of blog posts to give you some ideas and get you started:
It's smart to fulfill the promise you make in your subscribe form by making your email newsletter something your subscribers look forward to each week (or however often you send). You owe it to them for sharing their email address. And you owe it to your business: your mailing list is one of your best marketing tools. You want people to stay on the list.
My Klaviyo team at Aeolidia can help simplify this and put your email marketing on autopilot by using flows (automations). If you'd like my strategists at your side as you build and hone your email marketing foundations, please check out our rates for that here. Then either schedule a call via the link in the email you receive, or reply to me right now. We still have room in our schedule to increase sales through your email channel this spring!
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Klaviyo Strategy and SEO for Loop Yarn.
Loop Yarn, a beloved Philadelphia-based yarn shop that has been supporting knitters and crocheters since 2005 with thoughtfully curated fibers, tools, and classes, partnered with us to strengthen their digital foundation and better connect with their community online. We focused on elevating their Klaviyo strategy by building high-performing flows, improving list growth, increasing email conversion rates, and supporting long-term growth through improved SEO. The result is a more cohesive, effective marketing system that drives traffic and also captures sales that might have otherwise been lost.
