Last week, we introduced our Strategic Thinking series with a blog post from Listrak Senior Solutions Consultant Julie Wahl on maximizing your modal popup. Today, Julie shares additional tips for acquiring new subscribers.
ACQUISITION BEYOND THE POPUP
While our experience with hundreds of retailers clearly shows that there is no single better way to acquire new subscribers than a modal popup or lightbox, there are several other tactics that should be considered to complement your modal efforts.
Sweepstakes work best if promoted via your modal popup, and if done correctly, can work well across the board for many types of brands. It’s important to note that your prize should be something from your brand or a complementary brand to ensure that you attract subscribers that are most likely to remain engaged long-term.
Be sure to take advantage of the viral potential of a sweepstakes by encouraging subscribers to share details with friends and family in exchange for additional entries. In addition, we’ve seen many clients have great success by partnering with like brands to drive engagement and to get access to additional subscribers.
Point of Sale acquisition
This is an amazing opportunity for any brand with brick and mortar locations. In fact POS acquisition can be up to two times that of website signup.
To be successful, however, it is crucial that you train sales associates to ask for email addresses. We recommend giving them a reason (offering e-receipts is a great one) because incentivizing them instead can often lead to inaccurate entries.
Be sure to follow up each POS acquisition with a welcome series email campaign that verifies the address and tries to get the shopper to convert in more than one channel by introducing her to your brand’s online shopping experience.
Here are a few other tactics to round out your acquisition strategy:
Social signup - Integrate with the Twitter Lead Generation Card and leverage your Facebook presence by offering signup on your page.
Online Checkout – Optimize this prime opportunity to capture email opt-ins from your valuable customers. Consider how your can maximize this part of the funnel for email acquisition, then build a strategy around it.
SMS – Mobile acquisition - Post signs in-store to text for a special offer and collect mobile and email signup together.
Paid search – Consider including signup in paid search results (this feature must be turned on by Google).
Back in Stock Alerts – Email acquisition is a bonus of offering this solution. Find out how Back in Stock Alerts work in Listrak’s latest whitepaper.