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How consumer brands are using Twitter cards to attract new email subscribers

Lead Generation Twitter Cards are not just for B2B brands. We explored how consumer brands are using them, and how they could be using App Cards to further develop their relationship with consumers.

Ever since Twitter launched its Cards advertising offering in 2013, marketers have been rejoicing in the opportunity to use additional characters and visual cues to attract the attention of their ideal audience. But as we move to an integrated, multi-channel approach to marketing, it’s interesting to see how brands use Twitter Cards to drive interest in their other channels, like email.

Using the Lead Generation card to attract new email subscribers

One of the key rules of succeeding with Twitter’s Lead Generation cards is to have a very targeted message. After all, Twitter’s advertising options allow you to create a very targeted audience, so why wouldn’t your message be the same? Reebok has done a great job of being very explicit about the people they want to attract.

Reebok_lead_generation_twitter_card

What we like about it:

  • Clear stating of the target audience in the copy, title and text on image
  • Social proof in the title to reinforce value – ‘Join 10,000 Instructors…’
  • Used image to give more details on the particular discount they are offering

Where it could improve:

  1. Text on image is too small which might make Twitter users miss it entirely
  2. Message focuses more on the call-to-action (CTA) than the value of completing that action

pizza-express-lead-generation-card

What we like about it:

  • Clearly stated audience in the copy of the Tweet
  • Sets content expectations of the newsletter in the copy of the Twitter Card, and frequency expectations in the title
  • Text on image speaks directly to the audience

Where it could improve:

  1. Content description might be too vague for the target audience: ‘thought leadership, product news and more’.

Don’t be fooled into thinking only companies can take advantage of Lead Generation cards. Experts and thought leaders can also find it a good way to attract more followers of their personal brand. For those of you who don’t know, Andrew Chen is an author from Silicon Valley writing about entrepreneurship.

Individual-lead-generation-

What we like about it:

  • The copy is a review from a well-recognized peer and author in the sphere
  • Text on image sets clear expectations about content

Where it could improve:

  • Some users might not understand what it is they are subscribing to

If you have an app, use it to attract new email subscribers

Lead Generation cards may be the quickest way to get more email subscribers, but another way to achieve that is through App Cards. Similar to the examples above, App Cards are also paid-for social posts. However, instead of directing users to a landing page, or subscribing them to an email newsletter, they link to the phone’s app store to facilitate installing an app.

bbc-news-app-card

ladbrokes-app-card

michelin-guide-app-card

One of the ways you can use apps to increase your database of subscribers is by simply requesting their email address the first time they open the app. Just bear in mind these three things:

  • Make it clear about what the newsletter would offer that the app doesn’t
  • Don’t request too much data – the email address field should be enough, you can request more information as they engage with your emails
  • Offer other advantages specific to your brand – like accessing a wish list, the order history or receipts on the website as well as the app

For practical tips on integrating email and social media, get your free copy of our guide.

Integrating Social Media and Email Marketing

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