How's this for a sign-up?

Most businesses with an online presence try to get our email address.

And most do it poorly.

It is usually something like: “Join our newsletter!”

The problem? Leading with effort rather than reward reduces the odds people will bother. There’s no WIIFM.

So it brings me joy to see a business get it (mostly) right.

Here’s Birdsnest, an Australian online fashion retailer.

You’ve got $10 off!

To claim, tell us - what’s your wardrobe vibe?

Classic/Neutral

Colourful/Prints

Bohemian/Romantic

A Real Mix

What’s so good about this?

They start by telling you you already have $10. It’s not “get” $10 off, it’s past tense “got”. 

This makes us feel like we’ve got something to lose if we don’t proceed.

Using a dollar figure rather than percentage is clever for two reasons.

First, $10 seems more real than a percentage figure, particularly because new customers don’t know how much items cost. Second, it’s cheaper for Birdsnest. $10 off is a lot cheaper than 10%.

Next, a question about personal taste. This builds a sense of customisation, while giving Birdsnest intel on what most new site visitors are looking for.

Notice they’ve given us two mini rewards ($10 and an interest in our needs) before they take us to the second page.

Get your $10 gift.

Enter your email for $10 off your next order over $100, plus other exclusive offers!

Email Address

Primary CTA: Claim your $10 Off

Secondary CTA: No thanks

Page two, I'll admit, is a little less exciting.

It still leads with the WIIFM, which is good. They’ve shifted tense from "got" to "get" here to signal you need to do something to get the discount.

But I would have changed “next order” to “any order” to increase the sense of freedom customers feel to use their reward. And ditched the “other exclusive offers” marketing guff.

Then there’s “claim”. Interesting word choice. It can reinforce that it’s your money, you just have to claim it. But it can also sound like work. I’d try “Get your $10 off right now”, instead. 

What about you? Have you seen a particularly good or bad sign-up?

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