[TRACKING] Update CTAs for newsletter sign ups on calitp.org

[mrose914]

We should refresh the CTA to stay connected to reflect the latest in newsletter options

• Confirm existing language around the Caltrans Mobility Newsletter newsletter
• Determine CTA for Benefits newsletter (cc @indexing)
• Determine CTA for CS newsletter (@AnthonyRollins)

We may be able to link to sign up forms for add'l newsletter, add copy to the body content of the page to direct folks to more information / existing newsletters or something else. We can do this following the release of the calitp.org refresh / once ready.

cc @ohmegasquared

[indexing]

@mrose914 The CTA to subscribe to the Benefits Monthly Update is now live: https://share.hsforms.com/1uC9WaFRTQJOgZXEgplZrRQ3aanu

[mrose914]

OK, thank you! Some notes below, we can meet to discuss if needed.

Our current CTA on calitp.org prompts visitors to "stay up to date" by signing up for the Caltrans Mobility Newsletter. This newsletter has gone through/continues to go through new iterations and is now more of a Caltrans newsletter but remains the broadest newsletter we (Cal-ITP) have to collect interest / sign ups from agencies, vendors, govt employees and everyone else. Since the content is broad and subscribers are our master list of recipients, I'm inclined to keep the Caltrans Mobility Newsletter as primary CTA on the homepage.

How do we handle more specific newsletters for specific updates, teams and/ or products? (Customer Success, Benefits, etc)?

A couple of options:

1. We try to determine intent when someone signs up for the master newsletter so we can send them newsletter(s) tailored to their interest(s).
2. We encourage sign ups for specific newsletters within context of those initiatives.
3. We add multiple links to the various newsletters within the footer.

For option 1, this is a challenge given that the Caltrans newsletter is in a different system (Constant Contact) and technically managed by Caltrans. While we probably could ask for intent/product specific interest, we probably cannot them email them from a different system/domain. Further, asking someone to indicate what they want more info about may be premature on calitp.org which is an overview of all of our initiatives. Our aim seems to be to get more sign ups, so introducing more things for subscribers to think about seems less than ideal.

For option 2, the downside is that sign up links within context mean a potential subscriber has to come across / find the link. This requires more browsing, potentially, than the simple CTA at the bottom of the homepage.

For option 3, the downside is that a potential subscriber may need to review and assess which newsletters they want, which is an extra step and potentially a decision they are not ready to make based on a quick glance of the homepage.

Given the above considerations, I'm inclined to go with #2, so as not to disturb the primary goal which is total number of sign ups to the master list. We could add the link in context in any or all of the following place:

- Within the Benefits initiative card on the homepage
I'd propose something like adding a line to the bottom of the card a la "To stay up to date with Benefits, sign up for the Benefits newsletter"
- On the new Customer Stories page within the Benefits section
Same thing as above, we prompt sign ups from that section.
- We promote the newsletter from the Caltrans newsletter
We make a mini announcement a la "hey, you are already getting some Cal-ITP updates. if you want some specific ones related to Benefits, please sign up for the Benefits newsletter"

There are other, more designed options like creating a more robust section within the initiatives card, etc, but given the traffic to calitp.org today, I'm inclined to go with the simplest options (copy-based) for now.

Lmk your thoughts @indexing

[AnthonyRollins]

@mrose914 We won't need to publicize the CS newsletter on the website. Our biggest website CTA would be to reach out for any questions using the hello@.

[indexing]

@mrose914 Agreed. Option 2 works for me. We can begin within the initiative and Customer Stories pages only and expand later as we see fit. The current name of the monthly newsletter for Benefits is the Benefits Monthly Update, so I'd propose we refer to it as such wherever we provide promote sign-ups.

Thanks for the thoughtful summary of trade-offs!

[mrose914]

Cool, will add that updated copy into this round of updates.