{"id":2015,"date":"2020-04-24T20:40:30","date_gmt":"2020-04-24T20:40:30","guid":{"rendered":"https:\/\/www.hustlermarketing.com\/?p=2015"},"modified":"2024-06-28T07:32:54","modified_gmt":"2024-06-28T07:32:54","slug":"creative-email-capture-strategies-to-build-your-list","status":"publish","type":"post","link":"https:\/\/www.hustlermarketing.com\/blog\/creative-email-capture-strategies-to-build-your-list\/","title":{"rendered":"Permission Marketing\u2019s Popup Paradox and How to Build Your List"},"content":{"rendered":"

Love it or hate it, the popup is a digital marketing staple, for good reason.<\/span><\/p>\n

Growing an email list is no easy task, especially as privacy concerns and advertising competition increase. The most effective method is to drive traffic to an online property like a website, lander or social media page. Then present an enticing email capture form.<\/p>\n

For years, email captures were a static website element. Webmasters would place them at the top, middle or bottom of a page, perhaps on every page. Their success was tied entirely to the appeal of their artistry and the strength of their offer.\u00a0\u00a0<\/span><\/p>\n

Enter the marketers\u2019 secret weapon, and all its controversy: the popup.<\/strong> <\/span><\/h2>\n

A form of \u201cInterruption Marketing,\u201d it literally \u2014 but only for an instant \u2014 seizes control of the target\u2019s computer screen and forces them to accept or reject an offer.\u00a0\u00a0<\/span><\/p>\n

Marketers, in turn, seized on popups as the ultimate email capture because their results were undeniable. According to a case study by OptiMonk, companies like BitNinja got 65% more leads and saw a 114% improvement in their subscriber rates. This is all due to a simple popup. In fact, Aweber reports that a pop-up outperformed sidebar opt-in conversions by 1375%. According to Sumo\u2019s test of 1.75 billion, merely average popups convert at a remarkable rate of 3.09%.\u00a0<\/span><\/p>\n

Despite this, many companies won\u2019t use popups due to their negative reputation. Herein lies Permission Marketing\u2019s Popup Paradox: marketers interrupt visitors to acquire permission to make contact at will, using a vehicle that is universally reviled in survey after survey. And visitors regularly comply!<\/span><\/p>\n

Why?\u00a0<\/span><\/p>\n

Popup Fans Say This<\/h2>\n

Pro-Popuppers <\/b>conclude that visitors must be enticed by the offer and that the interruption is too brief to offend. After all, they willingly entered the website on their own. In fact, they likely even entered the site\u2019s keyword phrases into a search engine and then selected its very link from among a list of competitors\u2019.\u00a0<\/span><\/p>\n

Therefore, they must have some interest in the offering, especially if the pop-up has now provided a discount or some other compelling incentive. Plus, popup complaints are relatively rare. (And 4.01% of web visitors actually convert<\/a> through a popup).<\/span><\/p>\n

But Popup Haters Say This<\/h2>\n

Anti-Interrupters<\/b> fire back that truly compelling offers shouldn\u2019t require mouse manipulation by an in-your-face popup to seal the deal. After all, if popups are so great, how come not a single consumer survey ever reveals demand for more? And why should the interrupted extend the interruption further by taking the trouble to volunteer feedback? No, their impact is much more insidious than a mere rant: they sap brand loyalty, diminish the shopping experience, and nix recommendations to friends.<\/span><\/p>\n

Aggressive sales tactics work every day, but that doesn\u2019t mean we should always use them. What role does huckstering have, especially in Reputation Marketing,<\/span><\/p>\n