When it comes to lead generation, email continues to be a key player, but catch-22: you need email addresses for your emails to be effective.
When it comes to building your email list, on-site retargeting—which monitors visitor behavior in real-time on your site based on arrow movements—is an effective strategy for gaining new subscribers that you might have missed otherwise.
Check out our top tips for using on-site retargeting to build your email list.
How to Build Your Email List with On-Site Retargeting
Gain Potential Customers Using an Exit Pop-Up
Many visitors to your product pages will take the time to read the details and reviews, but aren’t ready to buy. Using an exit-intent pop-up, which detects when the visitor is leaving the page, you can provide this potential customer the opportunity to stay connected by opting-in to receive emails for further product information, sale alerts, and discount codes.
Company Xero Shoes used an exit-intent pop-up campaign that only showed one pop-up per abandoning user, and saw a 412 percent increase in email opt-ins. Order volume increased 9.81 percent yielding an impressive 950 percent ROI.
Personalize Your Pop-Up Message
On-site retargeting enables you to direct a personalized pop-up to appear using two pieces of information you have about a visitor: interests and where they came from. Interest is based on the pages visited on your site and the source could be through a channel like a Google search, Facebook campaign, or partner site.
For each personalized pop-up you define specific rules, such as “show if visitor came from Facebook campaign,” “show if viewing sneaker category,” and “show at 15 seconds.” When a visitor meets these criteria, the targeted pop-up is triggered with an email opt-in and a sneaker promotion. Create a unique pop-up message tailored to the interests of your potential customers to maximize results.
Fine-Tune Your Messaging With A/B Testing
Part of the challenge in marketing is finding what messages are the most effective in communicating to and converting consumers. Using A/B testing, you can monitor which of two messages in your retargeted pop-up campaign is more attractive to consumers by using two slightly different versions of the same offer, each of which will appear to 50 percent of the audience.
The difference might be in the soft tone versus a more aggressive one in the marketing copy. The featured image can be the only difference, showing a studio shot in version A and a lifestyle scenario in version B. The final opt-in results will tell you which version was more effective.
Be Mindful in Using Pop-Ups
Don’t bombard your potential customers with superfluous information and a multitude of pop-ups. The key is to use strategic messaging, timing, and placement to capture a consumer’s interest without him or her feeling pressured or annoyed. Remember, to build your email list but ensure its effective, always make sure the consumer willingly opts-in and provide a link to your data privacy policy.
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