When I recently signed up recently for an account with online printer Vistaprint, I encountered an interesting variation on the email opt-in process.
Under the headline “Enjoy special offers from Vistaprint” was a pre-checked box reading, YES! I want VIP treatment with outstanding discounts, and great marketing and style tips by e-mail. It’s absolutely FREE of charge!
Sure, who doesn’t want VIP treatment and not just discounts but outstanding ones. But it got more interesting when I unchecked the box.
Instead of hitting “Next” and going to the following screen, I was greeted with another pre-checked box reading Would you like to start with just one e-mail per week to sample the savings? It’s FREE, and you can always change your preferences later.
Whoa! I’ll bet those 25 words packed with reassurance – right down to the choice of the word sample – yields a lot of incremental signups.