The popup is getting old. Let’s face it. We all hate the execution, but have enjoyed the results. It’s hard to argue with how effective the modal popup has been the past few years. We’ve seen retailers with good offers capture up to 7.5% of traffic as emails on their email list. Welcome series and email marketing takes it from there. It’s been an awesome sales funnel for a while now. One we’ve deployed many times. However we think it’s time to move on. It’s time to find more authentic, less obtrusive ways to capture emails. We’ve started to see that removing the initial popup actually increases the overall conversion rate of a website in many cases. This metric alone is telling us that people are getting tired of the popup. The popup also doesn’t work well on mobile at all. On mobile it’s a pretty good way to get someone to ignore you all together and leave the website. So if we’re not using modal popups what do we do?
Inline Email Captures within Content
Blogging and building your brand via content is critical to the sustained growth of your business. If you want to get beyond selling on price, you need to have continual additional value you are providing to your audience. Branded blog content is a great execution of this. This can be articles about what’s new at your company, it can be articles with tips, tricks and how to ideas and it can be inspirational or aspirational content. However you decide to execute your true authentic brand, developing a relationship with your audience, through content is critical. Once you develop a consistent content stream (it can take a year to gain traction) it’s important to give someone the opportunity to subscribe to receive your content at the right time. We’ve tested this a lot lately, but we recommend inline email capture forms placed between the 45-60% point of the page. Try to place these simple forms with easy, clear simple CTAs after you’ve communicated enough value within the article that people want to take action.
How You Can Execute Inline Forms
Here are some plugins or extensions for WordPress and Magento that allow you can easily deploy great looking forms within your site.
- Native Embedded Forms From Mailchimp: This will require some programming, but you can get the native HTML from embedded forms within Mailchimp and adjust the CSS to match your site.
- MC4WP (Mailchimp for WordPress): www.mc4wp.com supports single line, inline forms that can easily be placed within content on your site.
- MailMunch: Although listed third, MailMunch.co is my favorite of the three. Mail Munch is easy to use, easy to install, has great analytics and provides total, easy to control placement of the forms. You can easily determine what devices, urls and pages you would like your forms to display on. My favorite feature is that Mail Munch allows you to by pass double opt in.
We fee inline forms is the future of email. There are other pages and executions for forms on an ecommerce site as well that retailers should consider. Instead of a modal popup, try these executions.
- On a product detail page place a capture that a user has to click on, but for signing up they get an immediate discount while adding a product to cart.
- At the card level, provide a discount for people to check the box to receive future updates
- Post purchase send an email as a transactional email offering a discount in return for permission for future marketing.
These are three simple executions that will keep up the email acquisition for your site, BUT it will not detract from the site user experience.
Additionally, there is a lot of research on how popups are effecting SEO. Currently a modal popup that is displayed upon site visit or exit intent or even a scroll is not effecting SEO. However, as Google updates its algorithm, we expect modal popups will effect SEO rankings. As ranking factors start to really take user experience and engagement into consideration we expect to see a search hit from this.
I hope this article helps you think through some new and unique ways to capture emails on your site.