Email Marketing: How We Helped A Client Grow Its Subscriber Base By 400%

It is a common knowledge that email marketing is king and that email marketing is the most effective means of reaching out to buyers and prospects.

Studies have shown that if a visitor remains idle for  about 5 minutes on a page, there’s a big chance you will lose them as a customer.

As a result of this, the rule of thumb is to remove everything that might end up disruption buyer experience on a website or app. Anything that might them from going down the sales funnel should be remove. This at times includes email subscription forms.

Email Marketing: Normal Email Subscriber Acquisition on E-commerce Sites

For most ecommerce websites, email subscription options are usually provided at checkout.  This has its advantages as well as its disadvantages.

Within the ecommerce industry, the average conversion rate is about 2% to 5%. This means that 95% of  prospective visitors to most ecommerce sites do not get to reach checkout.

This results in the loss of 95% of prospective leads that could be nurtured with email marketing are lost.

To me, this means money going down the drain.

Growing Email Marketing Subscriber Base With Intelligent Pop-up Overlays

After having spent so much time, effort  and money on Facebook and Google adverts to get people to visit the website, we did not want them to just go without giving us something back: even if they do not make a purchase.

We needed  a way to acquire email addresses from visitors without disruption their shopping experience of prospect who would actually make a purchase. So we had to go back to the drawing board to look for smart ways grow the email list without being a pain to our visitors.

To achieve our objective we came up with two complementary strategies:

1. Intelligent entrance and exit-intent pop-up subscription overlays on the home page.
2. Intelligent exit-intent pop-up subscription overlays on other pages.

Entrance pop-up was implemented on the home page only while exit-intent pop up was used for other pages.

Intelligent entrance pop-up subscription overlays on the home page

Intelligent exit-intent pop-up subscription overlays on other pages

Exit-intent technology is able to detect, when a visitor is about to leave the website.  First, the technology tracks visitor activity. Then, it is able to detect abandoning visitors.

Finally, an attention-grabbing, subscription  offer  with a call to action is presented to the abandoning prospect, via an overlay, to get them to subscribe.

Both subscription forms had strong call to action as well as an incentive to signup.

In order to reduce the disruption of browsing experience as much as possible, the pop ups work in a way that each visitor only gets to see them once in every 7 days if he/she is not subscribed. Once a visitor subscribes, he/she never gets to them  again.

Conclusion

The results of these implementations were extraordinary. We were able to grow the clients subscriber base by as much as 400% with little disruption to visitors shopping experience. Most of the captures leads are those we would not have been able to capture using conventional recommended methods.

It can take a lot of money to bring prospects to your website. And, yes, the horrid truth is that 98% of them will leave without ever buying anything.

Lost visitors are not a lost cause. The only real loss is if you haven’t provided the opportunity to recover and convert  them back for a second chance at becoming your customer.

[schema type=”organization” orgtype=”Organization” url=”www.cliqedge.com” name=”Cliqedge Limited” description=”CliqEdge Limited is a digital marketing agency in Nigeria. We help our clients increase their sales and grow their businesses. We work in areas as diverse as Digital Marketing, Pay Per Click Advertising, Keyword Research, Content Development, Search Engine Optimization, Social Media Marketing, Email Marketing and Mobile Marketing.” street=”48 Allen Avenue ” city=”Ikeja” state=”Lagos” postalcode=”100271″ country=”NG” email=”contact@cliqedge.com” phone=”+2349096090764″ ]