On the sign-up page for your e-newsletter, the copy should give visitors a compelling reason to subscribe.
Writing "join our e-mail list for updates" offers no strong benefit. You should use persuasion strategy, coupled with your list bait (free e-book, video, special report, membership access) or whatever giveaway offer you want to exchange someone's e-mail address with. Copy should also stress your exclusive content and information available only to list members. Make it sound special and valuable.
Source: Today@TargetMarketing, 10/30/13
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