Get More Email Opt-Ins and SMS Sign-Ups at Checkout
8 Creative Checkout Opt-In Examples for Ecommerce
As an e-commerce store owner, you already know that checkout is a great place to get email opt-ins and SMS sign-ups. Since customers already provide their contact information to complete a purchase and are eager to receive order updates, it’s the perfect moment to ask. Plus, at this point, customers are familiar with your brand and likely to trust you, making them more inclined to subscribe. Bottom line: it's a great opportunity to build your lists, which you can use to encourage repeat purchases.
How to Get MORE Subscribers at Checkout
So, since you already know the WHY, let’s talk about the HOW.
Sure, you can go the simple route and ask for an opt-in at checkout with a standard checkbox, but that certainly won't have your brand standing out from the crowd (trust us—we looked at dozens of checkout experiences to come up with examples for this post and it was surprisingly hard to find any that aren't just the standard boring checkbox with "Sign me up to receive offers from this store").
OR, you can get creative and stand out from the crowd by offering an eye-catching, high-benefit incentive. This approach will not only help you gain more subscribers but also help you provide better service to your customers and strengthen those relationships.
In this post, we’re diving deep into the world of email opt-ins and SMS sign-ups at checkout. We’ll start by looking at what most e-commerce stores are doing, then explore some of the more interesting and creative examples we’ve seen recently. Finally, we’ll wrap up by sharing a round-up of helpful tips you may want to consider when developing your checkout opt-in strategy.
What Are Most E-commerce Stores Doing?
In our research (and everyday online shopping), we’ve noticed that many larger online retailers now require an account to make a purchase. Take this screenshot from Target’s website, for example. As you can see, they no longer offer the option to checkout as a guest.
This mandatory account creation often also includes an email opt-in buried in all the rest of the signup process. This works for them because of their large size and strong brand recognition. But we suspect that customers are starting to become burnt out by the need to create separate accounts at every place they want to shop (we know we are!).
Meanwhile, many smaller stores, if they ask for an opt-in at all, use basic, generic language to do so. We've seen many examples that use the same exact phrases, likely supplied as a standard option by their e-commerce platforms.
This is a missed opportunity to stand out.
Most platforms will allow you to customize the language of your opt-in request so you can (and should) add some personality and ramp up the appeal of your offer.
» Shopify users! Check out this great source to learn how to customize your offer: How to collect SMS opt-ins at checkout (Shopify)
8 Examples of Creative Sign-Up Asks at Checkout
When it comes to asking for opt-ins at checkout, creativity can make a huge difference in visibility and opt-in rates. Here, we’ll explore eight of the most interesting and inspired examples we’ve seen out in the wild. Consider how these approaches can make your opt-in requests more appealing and effective.
1. Walmart: Text Updates about Order Status
The offer: “I want to receive text updates about the status of my order.”
Why we love it: This SMS Opt-In from Walmart is well-placed and cleverly worded. While adding a mobile contact at checkout is required, an optional checkbox offers text updates about order status. This would appeal to many customers who'd like more efficient tracking of their pick-up and delivery orders. The positive, helpful tone makes this offer hard to pass up.
2. Kohl’s: Combo Offer at Guest Checkout
The offer: “Enroll in Kohl’s Rewards and Kohl’s emails.”
Why we love it: Kohl’s is one major online retailer that still offers a guest checkout, without requiring account creation to place an order. But they also make it easy to enroll and subscribe during the checkout process. This pre-checked box clearly offers not one but two benefits to shoppers. Rewards programs can be a fantastic way to start building long-term relationships with new customers for brands of any size.
3. IKEA: Benefits of Account Creation
The offer: "Enjoy member-only discounts," "Save on select delivery options," and "Save time during checkout."
Why we love it: In this example, IKEA clearly states several benefits of becoming a “Family member” during checkout. In addition to the expected discounts and free shipping, they also call out another less-talked-about benefit: saving time during checkout and making it easier to keep track of purchases. We also noticed another creative add: the last line below the guest checkout option. It's a last-ditch effort to make guest users feel they are missing out unless they join.
4. Norwex: Value-First Proposition
The offer: “Receive the latest Norwex tips, trends and exclusive offers via email.”
Why we love it: We love how this offer leads with the benefit the customer will receive before ever mentioning email. This value-first proposition is a great way to grab attention. It’s also smart for product-forward brands like Norwex to offer up helpful information via email at checkout. New customers want to know how to use their products effectively and will jump at an offer to help them do that.
5. DSW: High-Benefit Incentive
The offer: “Get free shipping on anything (no minimum!), all the time and so much more when you become a DSW VIP.”
Why we love it: DSW definitely knows what they’re doing with this creative sign-up offer at checkout. The high-benefit incentive (free shipping on anything, (no minimum!) is pretty compelling. We also love their fun, on-brand language when discussing their program. Instead of using generic terms like “create an account” or “sign up for rewards,” they invite you to “become a DSW VIP” for free.
6. Apple: Setting Clear Expectations
The offer: “We’ll email you a receipt and send order updates to your mobile phone via SMS or iMessage.”
Why we love it: Even while making a purchase, many people may hesitate to provide their contact information when they are unsure exactly how it will be used. That's why we like this statement Apple uses when asking for an email address and phone number during checkout. While this isn't a marketing opt-in, Apple's transparency is refreshing and sets the stage for a similarly clear after-purchase ask.
7. Ulta: Exclusive Knowledge
The offer: “Be the first to know about our latest sales, new arrivals & special offers.”
Why we love it: This creative opt-in offer from Ulta can be found while checking out as a guest on mobile. It’s clear that they’ve done their research and know what their customers want. In the world of beauty products, shoppers want to “be the first to know” about what’s important to them, which is just what they’re offering up here. And since this is a mobile example, we also appreciate the use of the radio button vs. a typical checkbox.
8. Love, Georgie: Leading With “Yes” and Clear Incentive
The offer: “Yes, I’d like to sign up and save 10% on my next order, plus get more deals & new products sent right to my inbox.”
Why we love it: First, this offer from Love, Georgie starts positively: leading with “Yes” is an easy and effective way to boost affirmative sign-ups. Second, the incentive is clear; there is no vague promise of an unknown discount on a future order. The customer knows the exact benefit they will receive. Finally, we love how this offer has some personality and matches the voice of this brand, eye-catching emoji and all.
Tips for Incentivizing Opt-Ins
As you can see, offering incentives can be a powerful way to encourage customers to opt-in for emails or SMS updates during checkout. Here, we’ll share some actionable tips you can use to craft compelling incentives that attract subscribers and add value to their shopping experience.
1. Consider what matters to your customer
When a customer makes a purchase, their number one concern is probably not about making another purchase in the future. However, every brand is unique, so take a few minutes to think about what might be most important to YOUR customer at the time of purchase. Then, brainstorm some creative ways to offer it to them in exchange for signing up.
Here are a few examples to get your wheels turning:
- If your brand tends to see lots of repeat purchases, consider a creative offer to help customers save on future orders. This is not only an incentive for them to order again but also shows them a core benefit of being on your list from the start.
- Customers who care about order updates might appreciate the option to receive SMS (text) messages in addition to email updates (like in that clever example from Walmart we saw earlier).
- All customers probably care about getting the most use from their product purchase. So, this can be a great place to offer helpful information to help them do that. Offer to send them a detailed how-to guide or a use and care guide when they join your email or SMS list.
- For gift-oriented brands, offer them a free customizable gift note when they subscribe.
- If trends dominate your brand's industry, offer exclusive content to help subscribers stay informed and up-to-date.
2. Pay attention to language
No matter your incentive type, the language you use to communicate that offer to your customers is critically important. Even if you have the best offer ever, if it isn’t phrased correctly, your customers may not jump at it.
Let’s look at this offer from The Home Depot, for instance.
In it, their incentive is pretty standard: $5 off, plus additional savings in the future. The genius part is leading with the word “YES,” It sets a positive tone and makes it easy for the customer to respond affirmatively. Why, YES, I WOULD like to sign up and save!
3. Stay on-brand
Most brands spend a lot of time and resources ensuring the content on their websites, emails, and social media is on-brand. That's why it's shocking that so many brands are using a generic statement for their opt-in prompts without any hint of brand voice. Take the time to tailor your language and design to fit your brand. This will not only be more appealing to your audience but can also drastically improve your opt-in rates.
4. Remain compliant
When asking customers to opt-in for email and SMS marketing at checkout, staying compliant with relevant regulations is crucial. Compliance not only helps avoid legal troubles but also builds trust with your customers, showing them that you respect their privacy and choices.
Remember to cover the basics as well as consider regulations with specific requirements for the opt-in process, including CAN-SPAM in the US and GDPR in the EU. Here are a few things to consider:
- Clear and Explicit Consent: Ensure that your customers clearly understand what they are signing up for. Avoid using pre-checked boxes, as GDPR requires active consent.
- Simple and Transparent Language: Use straightforward language that clearly explains the benefits of opting in without being manipulative.
- Opt-In Confirmation: Send a confirmation email or SMS to new subscribers to verify their consent.
- Right to Withdraw: Provide a simple way for customers to unsubscribe at any time.
- Data Protection: Clearly explain how their data will be used and stored, and ensure it is protected.
5. Retain subscribers
You’ve worked hard to build your email and SMS lists, so naturally, you want to keep them active and happy. You can do this by regularly sending engaging, helpful content and incentives. An effective emailing marketing strategy will help you retain your subscribers and maximize the value of your efforts.
We hope these creative examples and tips have provided a dose of inspiration for how to creatively ask for sign-ups at checkout. It really can be a win-win for you and your customers. Now, go forth, craft the perfect opt-in request, and build those email and SMS lists!
Need help channeling all these ideas into the perfect opt-in ask for your brand?
We can help! Book a free 30 minute consultation and we’ll help you bounce ideas to guide your opt-in strategy.
[…] A plan for how to get subscribers – what you'll offer, to who, and where (on site, to your email list, at checkout, etc.) […]