iVillage Clever Opt-in Campaign

Are you trying to gather more opt-in emails or site visitor registrations? Check out the great new pop-up on iVillage.

A small, warmly-colored, pop-up box appears when you enter iVillage asking "Are you new to iVillage?" If you click on the "Yes, let us help you" button you are taken to a page entitled "Shortcuts -> Solutions for your life" where you check as many facts about yourself as you'd like -- such as "I am looking for a job" and "I am planning a wedding." There are 18 in all, but the clean two-column lay-out makes it less overwhelming than you'd expect. Also there's a nice privacy statement so you feel safe giving your info. Then you're invited to click on a button entitled "Show me shortcuts" .... and voila! You are taken to a newsletter opt-in form with the newsletters that are right for you already slotted in. All you have to do is enter your email address and click the subscribe button.

Aside from warmth of tone and clean design, why do I like this so much better than the average "subscribe to our newsletter" pop-up? Because it swept me into the process of making my choice without telling me beforehand it was a newsletter subscription form. It focused on the benefit rather than the end result. Which means people who typically object "oh no I get too much email already" are involved in the give and take before thay have a chance to object.

Plus anyone who knows about women, knows we LOVE answering personal quizzes such as The Cosmo Quiz.

Kudos to iVillage on this clever opt-in campaign. Now let's all think how we can steal ideas from it!