Whenever you create an email signup form, you should let people check little boxes to indicate what kind of content they’re interested in. Here’s an example of what I mean (from a restaurant’s email signup form):

That way, when you create a campaign, you can send it to specific groups on your list, instead of blasting out to your entire list.

Now, most marketing experts would tell you that you should do this because it allows you to send “more targeted campaigns” to your customers. Targeted campaigns sent to small segments of your list will get you better open and click rates, they say.

That’s true, but here’s the real reason you should include interest groups on your signup form:

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