Capture More Leads and Take Your Email List to New Heights in 2019

Daniella Gregory, Global Partnerships Director, Yieldify

Daniella Gregory, Global Partnerships Director, Yieldify

Author Bio

As Global Partnerships Director, Daniella spearheads the growth of Yieldify's technology and agency partnerships program across the US, EMEA and APAC. With extensive experience across a diverse range of marketing disciplines, from brand management to social media, she works with the global leadership team at Yieldify, to deliver smart partner solutions for both growing businesses and the world's most recognisable brands, including Marks and Spencer, Domino's Pizza and L’Oreal.

There’s plenty of focus on boosting conversion rates and increasing average order values in ecommerce marketing, but the reality is that most of your visitors just aren’t ready to buy — around 97% in fact, when looking at average conversion rates.

Focusing on conversion rather than the whole customer journey means you may miss a trick further up the funnel. Combined with the fact that marketers are still focused on acquisition rather than retention, it becomes clear that developing a smart and effective lead capture strategy is needed.

Lead generation has become a huge priority for many of our clients in response to an increased focus on privacy. Particularly in Europe, laws like GDPR have decimated marketing databases, and marketers are looking for fast and effective ways to rebuild them.

So with all this in mind, we’ve put together our top tips for capturing more leads and making the most of your email database in 2019.

The right message

When asking visitors to volunteer their data, there’s a lot to consider — most important is to keep it simple and be clear. This goes for everything from CTAs to your form fields.

The latter is especially important in the wake of GDPR. When asking for data from your visitors, you must be clear on:

  • What you’re asking for
  • What you’ll use it for
  • What’s in it for them

It doesn’t have to be exhaustive. At this early stage in your relationship, an email address is sufficient. This example from Thomas Cook Airlines (and winner of the best GDPR campaign at The Fireflies) offers visitors the chance to save their booking and opt-in to reengagement:

The right moment

Your success rate in capturing leads will also depend on timing. So, when is the best time to make the ask?

Avoid asking too soon in the customer journey. If visitors haven’t shown an interest in engaging further with your business, you risk losing them before they’ve had the chance to learn about you.

It’s surprising how many businesses still launch a lead capture overlay on entry, asking the user to subscribe after being on the website for mere seconds. At Yieldify, we’ll counsel against this in almost all cases. Why ask someone to subscribe to something they’ve had no time to understand?

A better option is to target visitors exiting the page. After all, what have you got to lose from somebody who was going to abandon anyway? Offer the right incentive (it doesn’t always have to be discounts) and they’ll provide their email address, allowing you to stay in touch.

The right audience

>Asking at the right time with the right message means nothing if you ask the wrong audience. Asking longtime customers or subscribers to sign up to your newsletter is both pointless and annoying — this is where you need to get smart with your targeting.

Avoid asking those who have already subscribed or are existing customers. Think about targeting new visitors along the customer journey that are engaged enough to provide their information but not so engaged that a lead capture message may distract from converting a purchase.

For example, you could target someone who’s not yet added anything to their cart but has already clicked through to a category page.

And for that precious paid traffic, you have even more to play with. Mirroring the message that brought them there is a well-timed reminder of what they’re missing out on if they don’t sign up.

Recipe box service SimplyCook does a great job of tailoring offers based on channel. This message to Facebook traffic generated over 7,000 new leads ready for reengagement and nurture:

The right offer

When it comes to lead capture, incentivizing doesn’t have to mean offering discounts. Taking 20% off a first order can be a great way to answer the question of “what’s in it for me,” but there are other options if you want to avoid giving away profit margin.

The key is to provide value. Promise early access to sales or being the first to hear about new products. Creating exclusivity can be just as powerful as a financial incentive, if positioned clearly.

Kiehl’s, a long-established brand with a passionate following, makes use of its email sign-up message to underline the exclusivity of signing up to the Kiehl’s email list. It hints at discounts without going into specifics, focusing instead on the VIP treatment:

In conclusion

New email leads are worth their weight in gold, so start off 2019 right by remembering these three things:

  • Target carefully. Asking the wrong person at the wrong time can compromise your customer experience.
  • Deliver value in exchange for data – and be clear about what that is.
  • Make it easy. You wouldn’t want your customer to jump through hoops to check out, so why make lead capture any harder?

To learn more about Yieldify, visit their website.

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