Email Acquisition: Strategic Giveaways Can Boost Sign-Ups

By ​Nathan Richter

January 31, 2013

Incentives make the world go ‘round, and that’s particularly true for websites hoping to capture the valuable email addresses of their visitors.

So let’s take a look at one of the best incentives to offer visitors: The instant gratification coupon.

While many websites ask visitors to provide their email address in exchange for a newsletter, special offer, or exclusive info on new products, that might not be enough to surmount the hesitation of visitors who don’t want to add another string of emails to their inbox.

The solution: Make an offer visitors can’t refuse.

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PetFoodDirect.com energized its email acquisition campaign by serving up a lightbox that offered visitors an instant coupon for 15% off of their order, as well as access to exclusive deals and discounts.

Since visitors can use the coupon immediately, it’s a great strategy because it creates urgency and provides real value in exchange for an email address.

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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