Last week on Smarter Spotlight, we took a look at 6 Fixes for High Checkout Abandonment and how marketers can create a smoother, more seamless checkout process. This week, we’re going to focus on a simple, but extremely effective web campaign that everyone is familiar with: Email Collection Lightbox.
A marketer’s biggest asset is their email list. Growing that list without intruding on a customer’s user experience, however, is also their biggest feat. While email collection lightboxes are an opportunity for the marketer to convert browsers into email subscribers, then into loyal customers, it’s also a window to drive business away if you aren’t careful. Today we’re going to take a look at why marketers should be using email collection lightboxes, and how to implement them effectively.
Why do I need an email collection lightbox?
Think of it this way. As a marketer, your main goal is to bring in leads and potential customers, right? You spend a lot of time and money trying to engage with these individuals, but majority of them (about 99 percent) visit your site once, exit, and never return again. This is where email collection is important.
Studies have proven that email converts better than any other channel considering it’s the most distraction-free, personal online messaging environment, and when using email collection lightboxes, you capture 1,375 percent more emails than if you use a sidebar opt-in form. By collecting the email addresses of your visitors, you have the opportunity to engage with shoppers a second, maybe even third time-- ultimately making the most of your marketing efforts and leading to a conversion.
Ok, ok. But how can I utilize email collection lightboxes without annoying my customers?
The key to making email collection lightboxes less intrusive is to trigger them at the right moment, to the right visitors, with the right message. Easier said than done, right? But by looking at the intent of the visitor, the marketer can decide when best to trigger the lightbox, and how to message accordingly.
For example, if you’re an eCommerce store you know your visitor probably has the intent to buy. Consider triggering your lightbox 10 seconds into the customer’s session with a discount on their first order. Everyone loves a discount, and your customers will opt-in to your emails if they know it means a deal.
Another instance where an Email Collection Lightbox proves effective is when a visitor signals an intent to leave your site altogether. By tracking the mouse movements of every visitor, you know when the mouse moves towards the top of the page near the exit button. If a customer is preparing to close the window, trigger a lightbox to provide one last interaction before they leave your website. Featuring one, clear call to action in the lightbox removes other distractions for the visitor, and provides one last opportunity to convert them into a customer.
Here’s an example:
Need more proof that an Email Collection Lightbox is essential for online marketers? Check out our recent Bloomingdale’s case study, where we discuss how our Email Collection Lightbox is collecting 5x more email addresses than Bloomingdale’s prior Email Collection program. For other essential campaigns, browse our other Smarter Spotlight campaign breakdowns.