Promise, clearly and without hesitation, to never, ever sell or give away the visitor’s email address.
That single sentence is the different between someone choosing to click the subscribe button or walk away.
Take a look at this great example from Neuromarketing.











People need to know that their privacy is valued by companies. Just look at the latest Instagram kerfuffle.
Interestingly, they have that sentence on the popover’s subscribe form, and not on the subscribe form on the actual page.
I don’t recall where it was, but I do recall someone split-testing this and finding that the privacy line lessened response.
Now, that may be all right, in that the ones dissuaded may not have been good list-members anyway, OR perhaps the privacy question was raised by the disclaimer and was not yet a concern to the subscriber.
If a bag of candy said on the package, “This bag contains no spiders” it may SOUND like a helpful comment, or it could remind you to watch what you’re eating.
Sean
p.s. First time here, nice blog stuff. Thanks!
Sean – I love the spider comment!