Gathering insight re: in-store aka brick and mortar sign up form.

Greetings Community,

I am in the beginning phase of creating a signup form to be displayed on an iPad in our store to capture visitor’ email addresses for our list. This would assign a custom profile property for this location for segmenting purposes. That’s the easy part (I think anyway).

What I am fielding from everyone (or those who choose to reply) is that I am considering adding a second step that asks about specific interest in local in-person events. To be honest, I would send these emails to anyone who signed up through this location so wondering if this second step is needed. Plus I plan to add this to the preferences page for anyone who is already subscribed to update whenever they choose.

My other thought is to pose this question within the unique welcome flow triggered by this form. Example: thanks for signing up! in addition on to news about our products, would you also like to be notified about in-person events?

And, in general is there a benefit to adding a custom profile property for “event interest” or does simplifying it with assuming anyone local who signed up in the store is interested and should get these emails. Unless just keeping track of the “yes” answer is beneficial for other reasons like general survey?

Does anyone else have experience with this? Thank you!

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Hi @Marfa ,

Thank you for sharing the query in the community!

Is the Second Step Needed?

Keep Signup Simple Initially: The primary goal of the signup form is to capture email addresses. Adding a second step could increase friction and reduce conversion rates. Given that you plan to send event updates to everyone who signs up through this location, you don’t need to complicate the initial process.

Alternative Approach:- Collect Event Preferences Later
After the initial signup, you can use other methods to gauge interest in events. For instance, you can send a follow-up email asking subscribers about their interest in local events. This way, you streamline the signup process but still gather relevant data.

Including Event Interest in the Welcome Flow
Asking about event interest in the welcome flow can be an effective strategy. It allows you to gauge interest without complicating the initial signup. The welcome email is a great place to engage new subscribers and set expectations.

Benefits:

Engagement Opportunity: The welcome email is a high-engagement moment. Subscribers are more likely to interact with it, making it an ideal time to ask for additional preferences.
Immediate Segmentation: This allows you to segment your list based on interest from the start, improving the relevance of your communications.

Adding a Custom Profile Property for “Event Interest”
Adding a custom profile property for “event interest” provides more precise segmentation and personalization. It allows you to tailor communications based on specific interests and track engagement effectively.

Benefits:

Targeted Campaigns: You can send tailored event-related content to those who have expressed interest, increasing the likelihood of engagement.
Data-Driven Insights: Understanding which subscribers are interested in events helps in planning and optimizing future event promotions.

Hope this helps!

Hello @DishaM13 and thank you for your detailed insight. I do agree with your points.

Another question: the initial question was based on using the same main List and then creating a signup form to segment these subscribers using properties.

However, I am also wondering if the option creating a separate list for these sign ups and taking advantage of customizing the default pages for this new list might be also beneficial.

Am I overthinking this?

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