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Maximising Opt-in rates: a comprehensive guide for teams of all-sizes


Opt-in rates, also known as subscription rates, play a pivotal role in email marketing success. They indicate the percentage of users who willingly subscribe to your email list, thereby granting you valuable permission to engage them with your marketing campaigns.

Regardless of the size of your team, harnessing the potential of Opt-In rates is essential for building a strong and loyal customer base. Let’s explore the strategies tailored to small, medium, and big teams to help each one of them maximise their opt-in rates and drive business growth.

Maximising Opt-In Rates by Wireless Social

What good looks like

For starters, it’s important to know ‘what good looks like’ and our benchmarking reporting tool in Insights Plus can do just that.

The latest report for Q2, 2023 shows that the hospitality industry average was 68%. Check out the opt-in rates per sector: 

Optimising opt-in rates for small teams

Small teams often face unique challenges due to limited resources and reach. However, with the right approach, they can achieve remarkable results. Here are some targeted strategies for small teams:

  • Offer an incentive to opt in: Offering an incentive, such as a discount or a free gift, can encourage guests to opt in.
  • Streamlined Wi-Fi journey: Simplify the Wi-Fi login journey, reducing friction for users to opt-in quickly and effortlessly.  Use a clear and concise opt-in message, and make sure the opt-in button is prominently displayed.
  • Personalise your opt-in message: Personalising your opt-in message can help to increase conversions.
  • Social Proof and reviews: Leverage social proof and guest reviews on your login page to build trust and credibility, encouraging more opt-ins. 

Elevating opt-in rates for medium teams

Medium-sized teams possess more resources and reach, but they may face increasing competition. Like smaller teams, you can benefit from those strategies but to stand out and boost opt-in rates, consider these strategies:

Multi-channel promotion: Extend your opt-in promotion beyond Wi-Fi logins. Utilise social media and in-venue promotions to create a cohesive and compelling message.

  • A/B testing: Conduct A/B testing for different Wi-Fi login messages, designs and incentives to identify the most effective combinations for maximising opt-in rates.
  • Guest experience enhancement: Focus on creating an exceptional user experience during the subscription process, ensuring it is intuitive and seamless.
  • Progressive profiling: Instead of asking for a large amount of information upfront, use progressive profiling to collect data gradually, making the subscription process feel less intrusive.
  • Reach out to your Account Manager at Wireless Social: Our team have years of experience crafting the perfect tried and tested opt-in message. So don’t hesitate to get in touch today and make sure you are maximising your opt-in rate.

Check out how Gaucho trialled a new simpler message and received an overall increase of 7% during the trial period. That is a lot more people to communicate news and offers to!

Mastering opt-in rates for big teams

Big teams have more resources and a wide audience reach. However, they must maintain relevance and personalisation at scale. While they are already using all of the above, they could benefit further by:

  • Continuous optimisation: Leverage data analytics and user insights to continuously optimise your Wi-Fi login message and incentives, ensuring ongoing growth in opt-in rates. 
  • Progressive loyalty programs: Combine loyalty programs with email subscriptions, offering rewards and points for each interaction. As guests accumulate points, they unlock exclusive offers and benefits.
  • Survey-based subscriptions: Offer guests the option to subscribe by selecting their interests and preferences through a survey-like form during the Wi-Fi login. Tailor content based on their choices to boost engagement.
  • Dynamic personalisation: Implement dynamic personalisation across all touchpoints, including email campaigns and website content, to ensure subscribers receive relevant and engaging content, increasing their loyalty.
  • Reach out to your Account Manager at Wireless Social: Our team have years of experience crafting the perfect tried and tested opt-in message. So don’t hesitate to get in touch today and make sure you are maximising your opt-in rate. 

Live use cases

You can see how Fuller’s Pubs maximise their marketing communications with a campaign dedicated to ‘lapsed guests’ - targeting guests who hadn’t returned to their pubs in a while. This particular campaign was launched in October 2022 and to February 2023, had generated  £173,000 in revenue through an associated voucher code.

Read the full case study here.

Irrespective of your team's size, Opt-In rates are a powerful tool in your marketing arsenal. By tailoring strategies to your team's unique strengths and challenges, you can achieve remarkable results. Remember, the key lies in offering valuable incentives, personalising user experiences, and continuously optimising your approach. Embrace the potential of opt-in rates, and witness lasting success as you build a loyal and engaged customer base.
Are you ready to increase your opt-in rate?

Are you a Wireless Social customer?

Follow these simple steps:

  • Check your current opt-in rate on your insights dashboard here.
  • Get in touch with your Account Manager to review your journey and tweak it with you
  • We’ll help you collect as much valuable data as possible. 

Not a Wireless Social customer?

Don’t wait any longer and get in touch to find out what else we can help you do.