With the launch of Hive’s new signup form builder, we’ve been thinking a lot about how you can collect the right data from new subscribers, right off the bat. The more you integrate collecting relevant data at the beginning of your email strategy, the easier it is to send targeted, impactful email campaigns later on.
The more you integrate collecting relevant data at the beginning of your email strategy, the easier it is to send targeted, impactful email campaigns later on.
Segment Based on Source
Whenever you collect email addresses, you should document where they’re coming from. That bit of context becomes super useful as you begin collecting email addresses all over - from your homepage, to specific product pages, to any kind of online campaigns you run. It’s surprisingly easy to gain a large list of subscribers with little knowledge of why they wanted to hear from you in the first place.
To prevent a sea of unknown subscribers, make sure you explicitly name the segment(s) new signups are added to - this could be as simple as ‘Signup Form - Homepage’ or ‘XYZ Signup Form - Homepage’ if you have multiple brands.
Bonus, it’s simple to automate a welcome series based on the source segment your subscribers enter when they join your list!
If you’re interested in setting this up, we’ve gone through best practices in this post: Step-By-Step Guide to Creating a Welcome Series.
Segment Based on Preference
On top of keeping track of where subscribers opt-in, it’s important to ask what they’re interested in, as soon as they subscribe. You can add simple, optional checkboxes to your signup form to let new subscribers indicate what they’re most interested in, depending on your brand. Think women’s clothing, accessories and outerwear, or fashion, music and pop culture.
It’s important to ask what your customers are interested in,
as soon as they subscribe.
You can use these preferences to tailor your welcome series, newsletter, upcoming sales campaigns, winback journeys, and more.
Send Emails to Your Segments!
By building a list with detailed context right from the get-go, you’ll find powering automations and email campaigns in the future is much more straightforward. No more guessing where email addresses came from or what marketing makes the most sense for them.
If you want to learn more about implementing a smarter signup form with Hive, have a look at this FAQ: How do I create a signup form?