- The email capture lead technology continues to be a relevant and important component in today’s online business world.
- Discovering the top, most current email lead capture strategies are the first step to maximizing this marketing tool to its full potential.
- Email capture lead forms offer overflowing benefits to businesses for optimal business growth and revenue.
- Learn and understand the most crucial components of an effective email lead capture form and how to use them.
- Explore other lead capture tools and technologies that modern businesses should integrate into their websites and marketing campaigns.
Email capture lead forms are essential components for online businesses in 2020 and the years to come. Online entrepreneurs require an aggressive marketing approach to stay on top of their competitors. Email lead capture is a process that online marketers utilize for the collection of important data from those who are visiting their business website.
The traditional way of capturing leads is through a web form, which is integral to most websites or platforms. Email marketing is one of the proven and tested methods to collate salient information from website visitors or potential customers. Building your email list offers high-impact, tangible results and marketing activity, giving you a guarantee that money is still on the list.
Email Capture Lead Forms are Basic Lead Generation Strategies
The world of online marketing is a dynamic and ever-changing one. Thus, you will most likely find evolving and constantly modified marketing methods now and then. However, a wise and effective marketing campaign will tell you to know the foundational strategies first before branching out to more modern and new ones. This is where email capture lead comes in.
Email Capture Lead Form Overview
Before delving into the web forms that give you email capture leads, it is essential to know what this marketing strategy is all about. Email capture is primarily one of the easiest and fastest ways to gauge or measure the leads coming from the gathered email addresses.
Website visitors show interest in your products, services, or brands as they purposely demonstrate it by providing their emails. Moreover, they stay in touch with you and will eventually respond to your call to action. Using email capture lead web forms facilitates your marketing campaign and ensure the best results. It is a technique or practice, which is considered a staple of your online marketing repertoire specifically in lead generation.
Measurement, Testing, and Adaptation
Email capture lead methods require constant measurement, testing, and proper adaptation of the process in order for you to maximize its efficiency. Web forms are tools for your business website, which allow you to collect email addresses of possible customers and web visitors.
The main goal is to maximize the volume of email leads by using numerous strategies. For instance, you can offer something valuable for your visitors in exchange for a freebie, coupon code, or other free resources. Most email capture leads web forms are simple and foolproof so as not to confuse or turn the web visitors off.
An important reminder is for web forms to just limit the email captures to request for the email address and nothing else. In some cases, forms may also include the first name of the visitor for some personal touches. Your web visitor or lead should feel like giving you their email address or contact details is worth their time and effort. You need to show them that what you offer in return for their email address is equally or more valuable than the data they provide. It must also show that the more information they provide, the bigger the reward you give.
Email Marketing and Web Forms
Email marketing at its basic level is the use of email for the promotion of your business. Web forms are salient and effective tools that are used in email marketing for numerous purposes. It mainly depends on your business goals and objectives how you can use your email capture lead web forms. Consequently, email is a direct type of marketing, has a wider reach and much faster than snail mail, and is paperless, hence, environment-friendly.
Many online marketers and entrepreneurs see the significance and effectiveness of email capture lead forms now more than ever. It is an incredibly effective and useful marketing device that captures the information you need to boost your business sales and revenues. In fact, up to 85% of retailers in the United State consider email capture leads as the most effective tactic for customer acquisition.
Benefits and Relevance
One of the most important things you need to know when working with email capture lead form is its relevance and benefits to your business. Why exactly do you need this type of web form? Is it worth investing in web forms for email capture leads for your niche at this time? Are email capture leads still relevant in the current online marketing arena?
Here are some of the reasons why an investment in email capture lead forms is a lucrative investment that will ensure you high ROI:
Emails are Widespread
A vast majority of Internet users have their email address, using it in almost all transactions and activities they do online. Therefore, using web forms that gather email addresses for potential leads is a surefire way of reaching out to a wider audience or a bigger target market. Even those who do not have social media accounts have email addresses, which they use for other online transactions.
Emails are Highly Preferred
An astounding 75% of Internet users prefer to use email as their means or main source of communication. Online transactions constantly require a point of contact between the parties involved. You can provide your mobile phone number or social media account. However, emails are more formal and easy ways of connecting with people online. You can also add more detailed content in emails than any other mode of communication.
Emails are Easy to Use
Creating an email address and using an email is user-friendly and easy to understand. Almost all major email providers have simple and foolproof ways of signing up for an email account, requiring only basic contact information from the user. In fact, creating an email address is as easy as 1-2-3. That is probably why most people have numerous email addresses that they use for a specific transaction or social media account.
Emails are Accessible Anywhere
Unlike other modes of communication, emails can be accessed and opened on mobile devices like tablets or smartphones as well as other gadgets such as PCs. You have the flexibility to reach out to both mobile device users and desktop users just the same. Thus, if you cannot reach your leads through their phones or tablets, you might have a chance of getting your message through when they open their desktop computer.
Emails are Less Bothersome
Some people get annoyed when they receive SMS or text messages regarding a particular product or service. They tend to delete the message even without reading the entire content, making your SMS campaign more vulnerable compared to email marketing. Emails come in a more discreet, less pushy or assertive impact to most users. You can convey your messages or offers in a subtler manner that would not drive them away.
Emails are Cheaper with Higher ROI
Email capture lead forms are much cheaper compared to other lead generation methods that require you to put ad money into your campaign. With no initial huge capital to initialize your marketing campaign, you can expect a more lucrative result, particularly a higher return on investment.
Emails are Audience-Specific
One of the best features of email capture lead web forms is that these marketing tools can be targeted towards the right consumer or audience. Quality leads will most likely provide their email information because they are primarily interested in your offers, products, or services. Moreover, you can only send emails to those in your email list or people that gave you permission to connect with them via their email address.
Emails are Simple to Track
Getting the email addresses you need is quite easy, fast, and simple especially if you use the right web form. The good news is that you can choose from a wide range of web form templates and builders that give you the right features. You can easily track and collate the data you need without being techy or Internet-savvy. There are also email marketing tools and software that make everything convenient to monitor from opening your emails to filtering quality leads from the bad.
Emails are Collaborative Tools
Using an email capture lead form is effective on its own but you can also use it with your other marketing campaign methods and tools. For instance, you can integrate email web forms into your social media account or video-sharing account. It is a flexible marketing campaign instrument that boosts your other promotional methods.
Emails are Content-Based
While using web forms to get the email address of your potential lead only requests for simple or basic details, the email that you send your leads is content-based. Thus, you can put it all the important data you want to convey to the recipient without many limitations such as in SMS campaigns. You can be creative and unique all you want but with the same successful and effective results.
Capture Leads with Web Forms
Now that you have established the effective and surefire success of using emails to capture and generate leads, it is high time you look into the relevance of web forms. Online forms are not dead, contrary to what people may think in the contemporary online marketing niche. In fact, web forms are the most widespread tools, which are commonly used for lead generation.
Most website visitors share their experience with web forms, which ensure the highest conversion rates. Thus, it is also the highest converting tool for lead capture that contemporary online marketers are using today. Data-driven marketers highly prefer using web forms to outpace their competition. Using online forms will get you the data you need to answer your business survey or boost your marketing efforts with more accurate results.
Email Capture Lead Forms Generate Quality Leads
Lead-capture forms are your best weapon in overcoming the competition, especially in an overcrowded and competitive niche. Using an email capture lead web form, for instance, allows you to come up with a digital content that generates leads. It is the focal point of your business website, which gives you the data, which can help with your sales and revenue. This tool helps you find and connect with potential customers, stay in touch with your existing ones, and seal the loyalty of your repeat consumers.
Best Practices and Strategies
Creating an effective web form for an email lead capture campaign is a challenging and tricky one. How would you convince your website visitors to fill out the webform and provide their email address? Most importantly, what is the best way for you to persuade your potential customers to heed and respond to your call to action?
Here are some of the best practices and strategies to create an effective email capture lead online form:
- Show your Value
You may have your tactical implementation as to capturing email leads but the core strategy of an effective and successful one should clearly state the value of whatever it is you are offering. Your website visitor should primarily see the cost or worth of providing their email address to you. The value of your offer is, therefore, an essential factor in the probability of conversion.
Make sure that you will convince your web visitor that what you offer matches or even goes beyond the value of giving up their email address. They should see the worth of what they can get in exchange for the information they will give you. Thus, always ask the question, “What’s in it for me?” Your offer should have a straightforward answer to this important query.
One of the simple examples of a good way to entice and convince web visitors of the value of your offer is lead magnets. These are the exchanges of value or worth for the data provided. For instance, if you are requesting the email information of your web visitors, make sure you give something in exchange such as free email courses, webinars, ebooks, and the likes. Lead magnets are lik5e sneak peeks of the premium content, which they can get when they sign up for your email list.
Another example is an eCommerce-focused lead magnet by a clothing retail store, offering an extra 15% off for those who will register and provide their email address. These are giving clear value for the information you get through discounts or freebies. Lead magnets ensure value alignment and even higher chances of conversion rates.
- Focus on the Right Audience or Market
Having a universal email subscription form or lead magnet is the initial step to creating an email capture lead form. However, this is only for start-ups as you get the details from all of your visitors. This particular strategy is applicable and effective only if you have a relatively smaller traffic number with a relatively homogeneous type of online visitors.
In such cases when you have scaled up your content program with different levels of context and intent, having a more targeted approach is imperative. Narrowing down your target and focusing on a specific segment or audience is vital in creating an effective email capture lead form that yields quality results. You need to have a clear vision of who you are targeting.
In the case of a clothing retail store, giving away a 15% discount to first-time visitors or buyers is a good lead magnet. However, this is no longer applicable to repeat buyers who will be making a purchase anyway. As for giving out freebies such as webinars, ebooks, and email courses, you can be more specific as to the types of visitors you want to connect with. For example, your focus is on visitors who are writing case studies. A good offer or lead magnet might be a free collection of case study templates.
Mobile vs. Desktop
It is not enough that you target the type of web visitor as the basis of creating your email capture lead forms. It is essential that you consider the kind of device that they use regularly. The design and tactics of the email lead capture form you use for mobile may not be as effective and successful as the one you should use for desktops. You will have a difference in terms of the user experience and content, which is why it makes sense to try a form for different devices or platforms.
Your business may grow and your content production with it. In this case, the email capture lead form that is cut for the one-size-fits-all approach may become less effective. Thus, there is a necessity to make your form more audience-specific and targeted so that a particular audience will see and respond to your call to action.
- Timing is Everything
Having an effective email capture form for lead generation requires you to target your intended audience or customer. However, an equally important thing to consider is to know when to target a specific audience. In the case of a clothing retail store, offering a 15% discount to first-time shoppers is an attractive and enticing one. Nevertheless, make sure that you deliver the discount right away or as soon as possible.
The point here is that your target customer is most probably doing a comparison shopping, thus, you will be competing for attention. Your goal is to hook your potential customers quickly so that they choose your brand or product over your competitions.
Email Forms on Blog Posts
Capturing emails is possible across platforms and blog posts are commonly used. You can capture emails via this platform but in some cases, the user experience will be highly disrupted. It is quite avoidable if you are wise enough to know how to use the email capture lead web form properly. Your goal is to get it even after the web visitor gets past the last paragraph.
Improper use of web forms for email capture is a good way of skyrocketing your bounce rate. This is a huge mistake, which some online marketers commit specifically with the use of what is referred to as the “welcome mat” pop-ups. You cannot entice your web visitors or potential customers to go further with your content and ultimately give you their email details with a giant pop-up that takes over your screen just when they were starting to read your content.
Get Creative with Email Capture Forms
You have other alternatives than having some pop-up welcome mats that will drive away your potential customers far away from your website. You can look into the exit intent pop-p or the scroll-triggered pop-up. The former shows up as soon as your web visitor moves their mouse toward the screen’s corner section. It is a motion that will somehow signal as if the user is exiting the window. The latter will pop up when the online user scrolls past a specific point in the blog or article.
Behavior-Based or Time-Based Targeting
Your careful analysis and discretion in using your web form for email capture are imperative. You can be creative in pinpointing or targeting specific audiences based on the timing or their behavior. For instance, a particular behavioral event that occurred on your website may indicate the high interest or intent in an offer.
Once you have determined the best time or behavior, use your web form and trigger a call to action. For example, a particular event on your website indicates that someone copies and pastes your templates. You can use a web form to make an offer of downloading the content when they sign up or register their email.
- Establish an Effective Lead Magnet or Several of Them
A lead magnet is something quite essential in creating an email capture lead form for your business. Thus, it deserves a more in-depth discussion that will help you build a proper and successful lead magnet. Depending on your business goals and size, you can create one or several lead magnets to use for your lead generation web form.
The concept of a lead magnet plays a crucial role in building an email capture online form. It requires a comprehensive understanding of what lead magnet is and how it primarily works.
Lead Magnet for Email Capture Forms
Lead magnet refers to the offer that you deliver as an exchange for the email address information you are requesting from your web visitors. It can be in the form of a freebie, bonus, or anything of substantial value. Some of the common lead magnets include short-form pieces of any premium content such as an ebook, gated email course, a webinar, free tools, and so on.
- Requesting Email Address in Exchange for an Ebook
One of the tactics of getting email capture with a web form is to offer a free ebook, which is usually a part of premium content. It is easy to repurpose several blog posts and create an ebook with a little editing and redesigning work. Ebooks can be effective lead magnets especially in these particular cases:
- You have a complex topic and you need a lot of education or background about it
- The topic is substantially text-driven, which makes sense to create an engaging ebook out of it
- You are dealing with an inquisitive audience that loves researching the topic at hand
Ebooks on popular online topics such as search engine optimization, user experience, and conversion rate optimization are quite enticing for some Internet users. There are vast resources about these topics, which can be collated into an ebook as they fit the criteria. Most web visitors will provide their email information to you if the ebook contents you offer are relevant and helpful to them.
- Requesting Email Address in Exchange for a Webinar
Second, on the list for the most appealing lead magnet is the webinar. It is a commonly used tool, especially in B2B businesses. You can use a webinar in exchange for a piece of email information in the following situations:
- An online topic is mainly technical and it requires a more detailed or itemized account
- You are a well-known online influencer or are charismatic on camera
- You come up with a flexible and useful webinar topic, which covers other areas that are not connected to using your product or service
According to research by CXL Institute, offering webinars to your online visitors significantly increases email sign-ups or free trial registrations. Having experts or well-known personalities in the webinars that you offer resulted in getting thousands of sign-ups with attributable conversions.
Although webinars are effective lead magnets for your email capture lead forms, its proper execution can also be tricky and challenging. You need to come up with a truly entertaining and useful webinar that works and will entice people to sign up and give you their email address. Doing this well can give you remarkable leads, making it a great inbound lead generation asset.
- Requesting Email Address in Exchange for an Email Course
Getting an email address in exchange for an email course is one of the most underutilized yet effective tactics in creating an email capture web form. Email courses are essentially just like an ebook, however, this is separated into different chapters. Moreover, the content pieces are then delivered via email, hence, the name.
Web visitors will see the value of your offer especially if you find experts to write the individual chapters for your email course. The right authors or sources of the email courses will further establish the authority of the material and its value for your email subscribers. The informational value is promised to your web visitors in exchange for their email details.
The fact that the content is delivered to the subscriber’s email added to the engagement and open rates of the email marketing campaigns. Using it as a web form lead magnet is also quite convenient because you only need to build an autoresponder feature for those who are in your email list.
- Requesting Email Address in Exchange for a Free Online Tool
Online free tools come in different shapes and sizes, depending on your marketing campaign goals and objectives. Using this as a lead magnet is underrated but it is one of the toughest ones to create. You need to come up with a tool and that will require several resources. However, just like a webinar, building a free tool right can make a huge impact on your email capture lead form.
- Requesting Email Address in Exchange for Resource Bundle/Template
Convincing web visitors to give you their email address is a daunting challenge but a rewarding one for successful efforts. You can use a lead magnet that will attract your target audiences such as resource bundles or templates that are relevant and helpful to them. For instance, offer additional tools, templates, or resources that can help your web visitors achieve the topic that you have discussed in your blog or article.
A good example of this is offering a web form template for blogs that discuss building an online form for your business. Offer this resource in exchange for their email address.
- Requesting Email Address in Exchange for a Checklist
Offer a checklist as an effective lead magnet for your email capture lead form. You can use the checklist for technical topics that are quite complex or will need time and a system to accomplish. Get email capture leads when you offer a checklist on appropriate topics such as A/B testing or online experiments for certain topics.
Your web visitors or potential customers will find these guidelines or checklists essential prompting them to provide you their email address. The checklist can be more effective if you use relevant and expert sources in the topic category.
- Make the Email Capture Form User-Friendly
One of the best practices in making a successful email capture lead form is to make sure that it is easy to fill out. You need to reduce friction, which means the visitors will have no difficulties signing up for your email list. They should be able to provide you their email address without getting confused as to other required data.
Most web visitors are on the go and will not have any time to spare answering other lengthy questions aside from the basic contact details. You need to bear this in mind when designing and optimizing your email capture web form. Your main goal here is to generate leads by getting the email address of your web visitors and potentially, your future customers.
Questions to Ask When Creating an Email Capture Form
- What data do you need? In the case of email lead capture, your main purpose is to get your web visitors to sign up and provide their email address. Come up with a simple form where they have a field to type in their email information. You can include a section where you make an offer in exchange for the email address details from your web visitors.
- Does the web form work across devices and browsers? As mentioned, some email capture lead web forms may only be designed for mobile devices such as tablets and smartphones. However, your web visitors may have a less satisfying user experience once they use their desktop computers. Make sure that you create a web form that works across devices and browsers to ensure results.
- Who are your target audiences? This is one of the most vital questions you need to create a successful email capture web form. You need to be specific on your target audience or customer especially in incorporating your lead magnet. Targeting your audience also increases your chances of collecting more quality leads for a more successful email marketing campaign.
- Choose the Best Email Capture Lead Form
The good news for business owners who are establishing their online presence is that they have several resources to use. You can choose from free to paid or premium tools to create your email capture lead forms. Moreover, you have other tools to utilize aside from the web forms, which include live chats, surveys, and pop-ups. These are all lead generating instruments that can boost your business growth and revenue.
Other Email Capture Tools Available
Although email capture lead web forms remain as the gold standard of lead capture and generation, you can find other means of getting emails with a high conversion rate. This is an overview of the different possible tools you can utilize for quality results:
- Quizzes and Surveys
For the most part, surveys are engaging and entertaining but they are also way underutilized. Nevertheless, you can still collect valuable information from web visitors particularly their email addresses. It can also guarantee less friction compared to traditional forms if you can make your survey fun, relatable, and enticing to answer. You can gather the email address and contact details of participants such as the ones who want to join the contest at the end.
2. Live Chat
Live chats can also be used as email capture lead tools for your marketing campaign. Although some can be used for sales or customer support, live chats are also subtle ways of gathering the email address of those who want to connect with a representative to chat with regarding their concerns. This tool is effective in targeting those who frequently access your website, engaging them and collecting vital information.
3. Contests and Giveaways
Business to Consumer marketing campaigns still uses contests and giveaways as a method to gather email address information. Some industries in customer experience and travel and tours are the ones that frequently utilize this marketing tool. Some businesses may also partner up with companies to promote giveaways to their target audience. Once the customers provide their email information, the participating companies will then share the email leads.
4. Content Upgrades
This can be in the form of a pop-up but it is triggered by the behavior of web visitors on your web page or by their clicks. For example, if a web visitor clicks the “Get the PDF” or “Get the checklist” link, a pop-up form will show up, asking for their email address and other basic contact details.
One of the more effective methods of collecting email leads is through the use of chatbots. This tool is automated and can save you money and support rep time compared to running a live chat. Automated email capture tools such as this give you better filtering and targeting of the right audience for quality leads. With the right chatbot setting, conversion rates can also skyrocket.
6. Subscribe Box
The subscribe box is another tool that can help you capture emails to generate leads for your website and business. The subscribe box is not in a pop-up form but rather stays in place just like a normal web page box. Its usual location is underneath the content of a particular blog or landing page. Unlike its pop-up form counterpart, regular subscribe boxes may not be that annoying and disturbing to website visitors.
Email capture lead forms are not going anywhere. These marketing campaign tools help you build your email list to connect with the right people. Building your email list requires a significant amount of your time and other resources especially in creating an effective online form to gather emails.
Email capture for lead generation is mostly a game of identifying and understanding your audience. It is essential that you find the best opportunities to capture the email information. The good thing about email capture tools is that they are easy to track, monitor, and measure. Test the web forms and see if they give you tangible results that you are looking for.