Generate better leads fast
Anyone who knows Publicare and our blog knows that we View listbroking very critically and instead rely on the efficiency of self-generated leads in the email channel. Together with our customers, we develop strategies for lead generation across all touchpoints, such as websites, online shops, blogs, social media, point of sale, print publications, packaging and inserts. However, organic distribution growth requires resources and time, yet companies often have to achieve short and medium-term growth goals in email marketing. As a result, email marketing managers are constantly faced with the challenge of identifying additional lead sources.
Attract B2C contacts to the email mailing list with Voucher Networks
When looking for reputable providers who offer GDPR-compliant leads, you come across providers such as the Sovendus Voucher Network in German-language e-commerce. During the checkout process, participating companies can offer their customers an “exclusive gift” from other Sovendus partners, such as vouchers and sample packs. In this way, Sovendus customers support each other by attracting e-commerce savvy prospects and generating additional sales and new customers.
It's no secret that you can use vouchers, discounts, and free samples to get users to share their contact details. You can therefore say in general terms: The method works and the contacts obtained in this way are clean under data protection law. The costs per lead are offset by the costs of the voucher/discount in the event of a purchase — which is a zero-sum game for most companies. But at least the email distribution list is growing
First the voucher, then the newsletter
Sovendus also offers the opportunity to attract new email subscribers without vouchers. From the user's point of view, the process is as follows: Buyers select one or two vouchers from the large selection of partner companies. Before the vouchers are displayed, they are asked to subscribe to another partner's newsletter (“Just one more step, first name! Choose your personal newsletter”). Clicking on the logo triggers a double opt-in email from the advertising company. They pay per lead generated and are happy to welcome growing mailing lists.
The process is simple and uncomplicated for everyone involved. But is it worth it? Our conclusion over the last few years: Not likely! Since buyers must subscribe to a newsletter to receive the vouchers they have already selected, many simply click on any logo without having any real interest in the brand.
The double opt-in confirmation rates that we see among our customers for such addresses are on average 20 to 25%. For self-generated leads, the average confirmation rate is 50 to 70%. Here, companies must calculate exactly whether the costs per lead are worthwhile. Leads obtained through this lead generation measure do not necessarily do well for other KPIs either. Compared to self-acquired addresses, the unsubscription rate is higher and the conversion rate is lower.
Do you have to come to terms with the poor performance or are there ways to turn interested parties that have been acquired through these or similar sources into customers?
Our tips: This is how buying a prospective customer also pays off in the long term
In connection with Sovendus vouchers, buyers suddenly receive a variety of emails from various partners and also from Sovendus itself. A DOI email is quickly lost there. So follow these tips to increase your opt-in rate and get better conversions:
- Check whether you really need a DOI email for this source or whether you also need a Confirmed opt-in be able to work.
- Send DOI mail promptly: The longer it was clicked, the less interested parties remember the process.
- Subject line and DOI mail design Targeted improvement: When choosing a newsletter, buyers click on the company logo without further information about the brand and the benefits of email communication.
- Double opt-in emails may not be promotional, but in this case, the DOI email should be formulated and designed in such a way that it becomes clear to the user what it is and what they can expect when they confirm the newsletter subscription.
- If there is a welcome benefit for new subscribers, you can point this out during the sign-up process.
- Increase the Relevance through individualization: Get to know the contacts by requesting important information on how to personalize the newsletter on the double opt-in confirmation page.
- Send a Welcome route, which is tailored to “cold” leads and presents your offer, your unique selling points and your product portfolio in detail.
- Capture the interest of recipients via the Tracking from link categories and personalize the following newsletters with content that is really interesting.
- No over-communication: Even if you paid dearly for the leads — remain reluctant. Give recipients time to get to know your brand and only increase newsletter frequency if commitment is shown.
- Have the courage to say goodbye. Pay attention to the engagement and conversion rate of contacts. If you're unable to get leads excited about your offer, remove contacts after a reasonable period of time from your mailing list.
conclusion: Providers such as Sovendus are a valid option to expand e-commerce distributors in the short term, whether through vouchers and trial packages or with the option of a newsletter subscription. Compared to co-sponsoring (mass) competitions or renting lists, users know what they are getting themselves into when they give their details to Sovendus for an “exclusive gift,” so the annoyance factor is not as high. However, companies should consider contacts from such sources separately and remove them from the mailing list in the event of prolonged inactivity.
