Email + Ecommerce: subscribing to multiple lists during registration or checkout

19 March 2013

Daily promotions or just weekly specials? Monthly updates or weekend deals? If you operate an online store, you know that each and every customer has a unique preference as to how often they want to hear from you. New customers may want to receive a message only once a month, while true aficionados may want daily specials and weekly promotions. So, how can you tailor your email campaigns so that every customer is pleased?

The answer (and best practice) is in providing your customers the option to subscribe to multiple email lists. Show them what they can sign up for, and let them choose. And give them the option of reviewing and changing those preferences at any time, while making sure that preferences are synchronized between your online store and your emailing platform.

1st Line Equipment

That’s exactly what they are doing at 1st-Line Equipment, an online supplier and service provider of specialty European espresso machines, high quality coffee grinders, beans, parts, and accessories for home users, office environments, and commercial establishments, such as cafes, espresso bars, and restaurants.

By leveraging the smart integration between ProductCart and MailUp, 1st-Line is able to offer its customers a wide variety of newsletters that they can subscribe to. Coffee lovers will love subscribing to the Home Baristas list, while a restaurateur, who is focused on running a business, may also choose the Technical Support Updates and the Clean My Machine list.

Show multiple lists during registration and chekcout

As you can see in this example, multiple lists are shown to customers that register or checkout in the company’s ProductCart-powered storefront, and they are associated to independent lists in MailUp. Subscription and unsubscription is handled at the List level in MailUp (together with a host of other list-level settings). This means that customers of the online store can subscribe and unsubscribe to/from one or more lists, at any time, directly on the store.

Thanks to the integration between the two platforms, subscription preferences are automatically kept synchronized.

Not all ecommerce + emailing platforms allow you this much flexibility. In fact, some email service providers don’t even support indipendent subscription/unsubscription to/from different newsletters (i.e. lists) under the same account. We believe that offering your customers choices for subscribing is a big step forward, and they’ll also appreciate it. Your customers have varying levels of interest in what you do, and you should tailor your email communications to those preferences.

By the way, multi-list support is currently not supported in our integration with Magento and Shopify, but we are going to work on adding that to the Magento integration soon!

This article was written by

Sergio Mandrone

Sergio Mandrone

Sergio is Associate Product Marketing Manager at MailUp in the San Francisco office. With 5 years of digital marketing experience, he writes for the MailUp blog, manages the Email Design Workshop blog, and is currently working with the MailUp BEE team to grow the line of BEE products.

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