You probably know that the bigger your audience, the more chances you have to convert subscribers into customers. But how do you get those subscribers in the first place? How do you gather usable, engaged, opted-in data from people interested in your brand?
Let me tell you a story that will show you the role of context and offer in data collection. This will help you engage the right audience at the right time, and increase the reach of communications.
Last month I was shopping in H&M Oxford Street. I was about to purchase my items when a sign in the till area caught my attention. It contained the words ‘today’ and ‘25% off’. Before I knew it, I got my phone from my pocket, typed my email address into a text, hit send and instantly received a 25% off code for one item of my shopping.
It was as simple as that. An SMS containing my email address was all it took to sign up to receive marketing communications via text and email.
Why did this strategy work?
Although I’m not one to use buzzwords, it’s all about understanding the customer journey. Identify at which point in their path to purchase the customer is most likely to be engaged with your brand. In my case, it was moments away from purchasing. Because I was already happy with the brand and its products, I was happy to subscribe and find out more.
The moments your customers are most engaged will vary depending on your type of business, but right after or before a purchase or donation is a good point to start collecting data.
But it’s not just about the correct timing…
Make sure you:
- Make it simple and quick for consumers to subscribe
- Make the offer irresistible – discounts and competitions always work well
- Complete the double-opt-in process with a follow-up email to ensure clean data
Find the optimum combination of effortless and irresistible
Whether you’re in a B2C or B2B role, take these steps to encourage both customers and prospects to share their data and strengthen their relationship with you:
- Think about your customer/prospect user journey and where data collection plays a role
- Test different email designs and copy, test forms and data collection methods
- Test which actions lead to a higher conversion rate: in store, email campaigns, or conversion pages on your website. Is it adding something to a wish list, or opening a transactional email?
- Considering at what point the offered incentive is both actionable and worthwhile for the customer/prospect to use – offering them a discount after a big purchase could backfire
Use these tips narrow down the optimum moments to introduce data collection, and test! Then use the results as a way to plan further communications and data collection strategies
For practical advice on creating forms, read our blog post ‘Grow your email list with top tips for creating converting signup forms’.