Email Acquisition: Experiment with Slide-Up Requests to Get Results

By ​Nathan Richter

January 17, 2013

When it comes to email acquisition campaigns, there are two overarching considerations that should factor into planning and execution:

1. The format of the sign-up feature.

2. The incentives used to inspire action.

We’ve already covered two formats worth testing (navigation bar and lightbox), but the options don’t stop there. For some websites, those two placements might not maximize the number of sign-ups. So it’s worth testing another format.

Screen Shot 2013-01-03 at 10.13.08 AM

Slide-up email acquisition requests are less common, but often just as effective in the right context. Slide-up requests address a few issues that might make navigation bar and lightbox methods problematic. For instance, an above-the-fold approach might not work if visitors lose sight of the request when they scroll below the fold.

Since one approach won’t work for every website, test a bottom slide-up that invites visitors to enter their email addresses in order to claim a discount.

This tactic, as shown above, solves two possible issues. First, as visitors scroll down the page, the sign-up bar remains at the bottom of the screen until they provide their email address or choose to close the box. Second, it offers a discount, the kind of incentive that’s hard for visitors to refuse.

For more proven tactics to increase email acquisition on your website, download the 7 Best Practices for Email Acquisition white paper.

Email Chalkboard image courtesy of Shutterstock.

Nathan Richter advises top enterprise clients including Best Buy, QVC, Sports Authority, and PETCO on website optimization. A veteran of digital marketing and online retailing, Richter has extensive hands-on experience helping enterprise clients implement successful multichannel marketing campaigns. Richter has directed online marketing and site optimization programs for David’s Bridal, QVC, The Franklin Mint, and dELiA's.

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