I only recently started using groups (a.k.a. segments) in Mailchimp. At the day job, Dart Music, we wanted to group people by role – artist, label, etc.
Mailchimp let’s you add these as a radio button to their sign up form, but we didn’t want to take the chance that someone would baulk at answering the question, so I added some jQuery. Now the form only asks for your email address. When you complete that, it flips and says, “Great, now how would you best describe yourself” and it shows the roles as buttons – artist, label, etc.
Until we set it up and I tried it a couple times the psychology of it hadn’t occurred to me. It was important to us to identify subscribers, but it was also extremely important to our subscribers to identify themselves.
Close to 75% of subscribers have identified themselves. More interestingly, I believe there’s an urgency to click one of the buttons.
There’s a trick in online marketing headlines to name your audience – “The best app for dog groomers”. Potential leads either identify with your message, and feel better about continuing – “Hey! I’m a dog groomer!” – or they don’t and they go away, and don’t waste your time. It’s win-win, but fairly passive. They don’t click a button to continue.
Here the subscriber *could* abandon the form after subscribing, but they don’t. They want to be identified correctly. “Make no mistake I’m an artist.” or “I’m proud to say I run a label”.
We need to think about where else we can create this kind of urgency.