I've got an information website (custom, non-wordpress) that receives 70,000 visitors a month. I'm thinking about creating a free membership section for the sake of collecting email addresses. I currently offer a free ebook download (in a box in the sidebar) as an incentive to subscribe to my "newsletter", but I want to replace this with a feature of free MP4 downloads of educational videos if you become a member. Do you think membership would be a more effective strategy over the free ebook offer for email collection? I know it's tricky not knowing the specifics, but is there any general advice? Pros and cons? I have a list of 6,000 subscribers built up in Aweber from this ebook offer. Is there any reason why I shouldn't try and integrate the membership system with Aweber on top of the current list? Are there better options? My plan was to use a $25 membership script from codecanyon and get a coder to integrate it in to the site and combine with Aweber. Good idea?
Why even create a membership system then? If your users want the free ebook, they will willingly give you their email address so just allow them to sign up to your free newsletter with the understanding that you will email them regularly thus bypassing many laws and acts as they are opting in to marketing.
Good question. The main reasons for switching to membership over ebook would be: 1. I think I could get more subscribers with the membership approach (features of being a member are better than the ebook) 2. It would look better on the website in my opinion. I like to think it's a smart website, and the free ebook offer looks unnaturally "salesy". Whereas a membership system would gel better with the theme of the site. 3. I can add more features as time goes on, increasing user interaction with the website. This I think would increase potential for sales. They'll be more familiar with me and more likely to buy. Are these realistic reasons? Also, can you tell me what you mean by "bypassing many laws and acts as they are opting in to marketing"? Are there disadvantages to membership systems with regard to law?
Well you have to follow the Data Protection Act whenever you collect personal information such as names, addresses, email addresses, telephone details, payment details. Within the DPA you also have to reasonably secure your data meaning you have to be sure beyond reasonable doubt that the membership script you use is secure enough to prevent hacking attempts to steal the data. Then when it comes to email marketing, whether it's with a free newsletter or a membership system you need to adequately follow the laws on email marketing. To even send an unsolicited marketing email is against the law which is why you need your users/members to opt-in to email marketing which would be with a newsletter or an option to opt-out. Even then, marketing emails have to contain an opt-out link, you'd need to make sure you have a system in-place for your users to opt-out. On a small scale, you could simply require them to email you, this wouldn't work however on a large scale so you would need an automatic system e.g. all email addresses stored in a db, user clicks a link such as <a href="yourdomain.com/opt-out.php?">opt-out of future marketing emails</a> and remove it based on their email address. There's so many elements to such basic things that are overlooked that's why sometimes the simplest option is the best option. If you're looking to build on a membership system then set out a plan, work out if the vested time is worth the overall outcome. If it's not and won't produce a decent ROI, then go for the simpler option and set out a longer term plan whereby you say, yes a membership system is what I need, but I've overlooked the above and to be honest, it's not going to produce any benefit whatsoever until next year.
People could give you opinions all day long, but the only way to know for sure if it's going to be better for YOU is to test it. You could always split test opt-in boxes, one giving them just the gift, the other going to a membership site. I personally don't think it is going to make them much of a difference. It still comes down to your copy on your opt-in box, you could get just as good conversions with just a free gift. But again, it comes down to testing. Maybe a "membership" would nudge up conversions. That's a good question. The exception would be if your going to add or update the membership from time to time. And actually that could be a legit way to contact your subscribers, "Hey I just updated your membership with such-and-such.". Plus it's another way to get copy in front of them, like placing advertising by the new material. Most people use a free membership set up, to get people on a list, and also to push them to an upgraded "paid" membership option. Which, actually I guess is something you could add on later, and already have free members in place to upgrade. That's an idea. But if all you want to do is get email addresses, you have to think if it's worth setting it all up. It usually does not good as smooth and easy as most people think. Just something to keep in mind. Unless you have time to spare. Don't be like me and start stuff that ends up taking more time than you figured. Just saying.