Author Archives: Disha Sharma

About Disha Sharma

Disha Sharma is a freelance writer specializing in the digital marketing niche.

Carbide Processors

How Carbide Processors Increased Its Lead Generation by 50% With Digioh

Carbide Processors — the makers of the world’s best brazed tools — offers 23,000+ hand-picked woodworking tools on its online portal.

Established in 1981 by Tom Walz, Carbide Processors holds the patent on the technology that boosts the life of saw tips and uses its experience and expertise to recommend the best tools to hundreds of professional saw mills, international manufacturers, and craftsmen.

The Challenge

As a marketplace that offers a diverse range of products (right from tool parts to complex, advanced machinery), Carbide Processors needed a better way to get leads, convert them, and collect buyer feedback.

The Solution

To overcome its biggest challenges, Carbide Processors switched to Digioh. And with a simple 3-step solution, Carbide Processors was able to move out of its list growth slump and boost signups and sales. Renee Whitman, eCommerce manager for Carbide Processors, tells “ We use Digioh lightboxes for several things, including growing our email list, converting customers about to exit, promoting a special offer or sale, or answering and solving frequent concerns/questions customers have. We love the flexibility and functionality of Digioh. It’s been a really lucrative tool for us.”

Step #1: Collecting emails

To collect leads, Carbide Processors started by adding various opt-in forms to its site. One of Carbide Processors’ best performing opt-in form is the lightbox shown below where Carbide Processors offers its visitors a freebie for subscribing:

newsletter signup

The response to this offer has been great. “The lightbox for our opt-in email list has helped us grow our list exponentially. Customers respond to it very well and are very happy to get the free gift,” says Whitman.

Whitman also spoke about how the team was initially worried about the possibility of the subscribers immediately unsubscribing after getting the freebie. However, this didn’t turn out to be true, “ […] we’ve seen very little newsletter recipients unsubscribe and are very happy with the results we have got from using the Digioh lightbox.”

In addition to the resident opt-in forms, Carbide Processors also creates special opt-in/offer lightboxes for occasions like Christmas, Black Friday/Cyber Monday, Holiday Sales, etc.

black friday lightbox

holiday sales

Also, Carbide Processors uses a bunch of exit intent lightboxes that appear when a user is about to leave a site. These lightboxes prompt users to stay on the site and complete their purchases.

The following lightbox appears when a visitor browses through a few products and tries to leave the store:

exit intent lightbox

To bring down the number of cart abandonment instances, Carbide Processors deploys a special lightbox that fires only when a visitor tries to leave the site from the checkout page. This lightbox offers additional discount on the products present in the visitor’s cart.

checkout lightbox

To supercharge its list building potential, Carbide Processors uses Digioh’s targeting features. With targeting, Carbide Processors can show specific offers on specific pages. Whitman highlights how this feature helps Carbide Processors make the right offer at the right time: “ […] because we can set the lightbox to pop-up on specific pages or for specific behavior, we can really utilize the correct lightbox for every situation at the correct time.“

When asked about the best part of using Digioh, Whitman tells that she likes the flexibility of Digioh’s editor, “It’s nice to be able to add your own images to the lightboxes and change the color schemes and size of the lightbox to fit your specific goal. It’s also really nice to browse the sample Digioh lightbox themes for fresh ideas and inspiration.”

In addition to showing targeted offers, Carbide Processors also uses Digioh to offer additional information like shipping policies and closure messages. For example, to make sure that a transaction goes through in one go, Carbide Processors reminds its buyers using PayPal to fill out the ‘telephone number’ field. With such little nudges, Carbide Processors optimizes its overall checkout process.

PayPal info lightbox
Step #2: Converting leads

Carbide Processors uses Klaviyo for email marketing. So, once Digioh collects emails (or leads), Carbide Processors passes them on to Klaviyo. Whitman shares that the Digioh-Klaviyo integration works right out-of-the-box. “It’s a no hassle, no fuss, set-it and forget it integration. They sign up through the Digioh lightbox and we confidently sit back and watch our newsletter list grow without any work or steps on our part.”

Once Digioh leads get forwarded to Klaviyo, Carbide Processors segments them based on their interests and activities. This helps Carbide Processors in personalizing its campaigns and getting better results.

Step #3: Gathering feedback

To collect feedback, Carbide Processors uses an exit survey designed with Digioh. Using Digioh’s flexible conditions, Carbide Processors has set this survey to display when a visitor completes a purchase.

exit survey lightbox

Carbide Processors gathers some useful insights from the buyers with this survey. Whitman explains how this solves a challenging issue for them, Customer feedback (either good or bad) can be so hard to gain, but is so incredibly valuable.  We can look at Google Analytics til we’re blue in the face and draw best guesses, but it’s not the same as the customer specifically telling you why they did or didn’t buy and how their experience was.”

The Result

With Digioh, Carbide Processors was able to increase its newsletter subscription by 50%. Whitman, who’s been with the team for about 5 years, informs that it took the team several years to make that kind of growth before using Digioh.

Not only that, with Digioh’s hassle-free integration, Carbide Processors is able to send all its Digioh leads to its email marketing solution where they are segmented for sending personalized campaigns. Also, Digioh routinely collects meaningful insights via customer feedback for Carbide Processors, thereby helping it improve its customer experience.

Finally, some huge thanks to Reene for saying these amazing things about Digioh:

“Digioh has been an incredible asset to us as a marketing tool. We’ve basically used Digioh like a virtual customer support representative that pops in just to see if they can be of any help, and then leaves you to shop in peace. Since every customer’s experience is online, there isn’t a “customer representative” on the floor like you get in a retail store front. Digioh fills that void for us. It pops up just to notify customers of important things, and then, like any good customer service representative, allows them to get back to their shopping in peace. In the case that the customer does need more assistance, Digioh creates a lead and allows us a way to address the customer’s concerns or questions.”

To learn about how Digioh can help you collect more leads on your online store, book a demo now .

snw case study

How Salem Web Network averages 5k+ engaged subscribers a day with Digioh

With about 15 massively popular domains like Christianity.com, Bible Study Tools, Crosswalk.com, iBelieve .com, and Godtube.com, Salem Web Network is the leading publisher in the faith marketplace. Collectively, these sites average over 110 million sessions every month.

Challenge

For a network such as this, it’s not too difficult to build a list. But Salem Web Network wanted to get subscribers who wouldn’t ‘subscribe and forget’; instead, it wanted subscribers who’d open and click through its emails.

“Finding quality emails is our largest list building challenge. We are constantly looking for more engaged” users (those who open and click an email) vs driving large quantities of subscribers who are not engaging with our content,” tells Samantha Royer, Senior Marketing Manager, Salem Web Network.

Solution

To find quality emails, Salem Web Network did a simple three-step process with Digioh:

Step #1: Create multiple personalized opt-in forms

Offering opt-in offers based on the topics a user shows interest is generally the fastest way to build an email list. Salem Web Network followed this tactic and created personalized opt-in offers for its most popular content.

Step #2: Select the pages to make the targeted offers

Once the opt-in forms with the targeted offers were ready, Salem Web Network chose the pages on which these opt-in offers would show up.

For example, for its site, Bible Study Tools, Salem Web Network decided to show a personalized Daily Bible Reading opt-in offer to its readers who were about to leave its ‘Bible reading plan’ page.

personalized opt-in offer

Targeting readers on specific pages with highly personalized opt-in offers

Step #3: Set the trigger rules

After Salem Web Network created the personalized opt-in forms and chose the pages for showing the targeted offers, it did the last and final step of the process: setting the trigger rules (or conditions).

With Digioh, a user has complete control on where (and when an opt-in offer shows up).

Salem Web Network tries different triggering rules for its different opt-in offers. For its ‘Verse of the day’ opt-in offer on Bible Study Tools, Salem Web Network set the opt-in offer to show up when a reader spent more than 15 seconds on any one of the 4 pages the rule specified.

personalized signup offer

Digioh targeting rules

Specifying conditions for triggering lightboxes

Also, with Digioh, Salem Web Network gets to use trending themes to make its opt-in offers even more relevant. For the upcoming elections, for instance, Salem Web Network is pushing just the following opt-in offer on Bible Study Tools:

showing a universal opt-in offer with Digioh

Using a current theme to show a universal opt-in offer

presidential opt-in offer

To promote a single offer exclusively with Digioh, all a user has to do is turn off all the other lightboxes. Once the special promotion is over, the original lightboxes can be easily restarted.

Before trying Digioh, Salem Web Network used a list building system with which it added optin forms to the website sidebar. But Digioh tested out these forms against its own and found the latter to be 10X more effective than the original forms.

Salem Web Network also tests a lot of its forms with Digioh’s advanced A/B testing features. “ We test anything from button copy, to background color , to exit takeovers vs slideouts on desktop, ” tells Royer.

Monitoring all the websites using one Spreadsheet

To make it easy for Salem Web Network to monitor the performance of all its properties, Digioh devised a way to deliver daily reporting via a spreadsheet. This daily spreadsheet report has all the details on how the different lightboxes are performing.

Building a list without losing revenue with Digioh’s ad detection feature

Ads drive a large part of revenue of high traffic sites. And email opt-in lightboxes drive a significant share of subscribers. But both the opt-in offer and the ads like the interstitial ones can’t be fired at the same time.

Publishers often have to make a tough choice and keep the slot just for showing ads. This isn’t the ultimate solution because not every time do they have ads to show, and all such occasions when there aren’t any ads to show, the publisher sites also lose their chance to grow their list.

But Salem Web Network never faced this issue with Digioh because Digioh uses the same slot and balances both ads and opt-in offers. It does so by sensing when ads are about to fire and suppressing the signup forms at all such times — so the publisher site gets both: ad revenue and subscribers.

Before switching to Digioh, Salem Web Network lost thousands of subscribers by not having this ad/opt-in offer balancing feature. Royer mentions, “We’ve historically lost out on anywhere from 5-10k subscribers in a month not having this suppression feature available to us. Now that we’ve more than doubled our email growth, that could cost us anywhere from 10-20k+ monthly subscribers pending the duration of the ad buy.”

The result

With Digioh’s out-of-the-box functionality and some custom coding, Salem Web Network manages to collect more than 5000 engaged subscribers every day. (And it uses Digioh on just 10 of its websites.)

Not only that, it has also stopped losing thousands of subscribers which it used to before moving on to Digioh and leveraging its opt-in form suppression feature.

Royer gives a wonderful tip to every Digioh user: “Don’t be afraid to ask for help or pitch new ideas, because even if Digioh doesn’t have the capability to fulfill a specific need, they always have suggestions with suitable alternatives or are willing to help brainstorm how to make it possible.”

And we also love what she had to say about us — “If you want to improve your user experience and grow subscribers, use Digioh.”

Salem Web Network testimonial

If you too are looking to build a list of engaged subscribers, get in touch now .

 

Optin form personalization

4 Simple Ways to Personalize Optin Offers on Your Site (and Why You Should)

Summary: 4 simple optin form personalization tactics that make your lead generation and nurturing 100% more powerful. All of this without a pricey automation tool.

Personalize, segment, and target

No, we aren’t going to get into any marketing jargon here.

But, we will talk about the above terms and see how they impact your business revenue’s bottom line.

And it doesn’t matter whether you run an online store, a publication, or a business site; these concepts apply seamlessly to all. Consider them to be the 3 stages in any high-converting lead generation and conversion funnel.

Let’s consider an example to understand these terms better.

Assume that you run a popular diet magazine and publish stories around various diets like Vegan, Paleo, Zone and others. Let’s also say that you’ve hired some of the top diet experts from each niche, and that your magazine attracts followers (or potential followers) of the different diets.

Personalize (your optin offers)

Now let’s look at a random site visitor, (we’ll call her Jane). You realize that Jane spends some time reading your content around the Paleo diet.

What does this data tell you?

Well … it gives a hint that Jane is interested in the Paleo diet.

So, if you had to ask Jane for her email, what should you say?

“Hey Jane, give me your email and I’ll SPAM you about every single story (on about 20 different diets) on my magazine?”

OR

“Hey Jane, why don’t you give me your email and I’ll send you tips, recipes, and expert advice on the Paleo diet?”

What would Jane prefer?

The second one, right?

Right.

This is what optin personalization is all about: personalizing the optin offer to match the interests of the visitor.

For implementing optin form personalization, all you need to do is create different optin forms for the different kinds of content on your site and show them to the visitors who land on or spend time on the different content categories.

Personalization helps you way beyond collecting more emails. It enables you to segment your list in a meaningful way, so you can send targeted offers to your list. Let’s talk about segmentation first.

Segment (your email list)

The biggest benefit of creating multiple optin forms is that it lets you divide your list into segments.

Here’s how it works:

In our example, your master list will be divided into segments like Paleo, Vegan, Zone and more representing the different categories on your site. And as discussed in the above section, each of these content categories will have personalized optin forms.

The submissions from an optin form get added to the corresponding segment in the email marketing list. And so you end up with multiple segments in your list.

In our example, Jane and all the other people who fill out the optin form personalized for the Paleo diet will be added to the Paleo segment in the list.

For implementation details for this step, check out our earlier post, How Publishers Can Use Email Personalization to Reduce List Churn .

By adding Jane and other subscribers with a similar interest to the right segment, you can ensure that you only send them the emails they signed up for (updates from the Paleo category).

Let’s now see how such segmentation helps you get more sales.

Target (your subscribers with relevant offers)

Since you know that Jane is interested in the Paleo diet, and because you’ve added her to the relevant segment in your subscriber base, you’ll know exactly when to email Jane.

With personalization and segmentation, you’ll know exactly when to email your subscribers and about what. Such targeting is impossible without knowing which segment a subscriber belongs to.

In the example we’re discussing, we could email Jane when we:

  • featured a celebrity Paleo follower
  • had a deal on Paleo snacks
  • published an expert interview

And so on. As you can see, these offers are targeted and people in the Paleo diet segment will find them relevant.

If you contrast this situation with one without segmentation, you could keep pitching your list with content upgrades, offers and deals, all of which would be irrelevant to the majority of your subscribers.

For example, if you had a list of 10,000 subscribers, of which just 1,200 were into Paleo, your Paleo update emails would be nothing but SPAM to the rest. And such updates would obviously lead to many unsubscribes.

Now, imagine if I took away the first step of creating personalized optin forms from this process…

Would we have the right segments in our list?

No.

Would we be able to send targeted offers?

Unlikely.

Personalization is the ONLY way of building a well-segmented list, especially for sites that cater to audiences with such varied interests.

Before we see the different ways you can personalize your optin forms, let’s look at the two types of optin form personalization.

The 2 types of optin form personalization

Essentially, optin form personalization can be classified into two types. The first one is manual; the second one is kind of automated.

Type #1: Manually personalizing the offer using different form copies and triggering rules

Manual personalization involves two steps:

Step #1: Creating multiple optin form copies based on the different audience types and categories.

Step #2 : Setting up rules or conditions for triggering the different forms.

If you were to implement such personalization using a lead generation tool like Digioh, here’s how you could do it.

Just choose an optin form template and customize it, just as I’ve done for the optin form for the Paleo followers from our example:

personalized optin forms

Next, for the rules, I’m setting up the optin form to trigger on all the pages/posts that are about Paleo:

optin form personalization rules

With this rule, this optin form will show up before all the users who show interest in any of the posts on the Paleo diet.

Notice that I’m setting up the form to trigger after the visitor spends about 10 seconds on the page. This rule is just to ensure that the reader is fairly engaged before we pitch the subscription.

The only downside of such personalization is that if you have way too many content categories, it won’t be possible to create forms for each.

In such cases, real time or dynamic personalization is your best bet.

Type #2. Real time or dynamic personalization

In dynamic personalization, you create just one template optin form and insert HTML tags into it. These tags pull the relevant elements from the page/post a user is reading and show an optin offer based on that.

So for this example, your optin form copy will look like:

Sign up to get all our <tag> stories in your inbox.

The rest of the form contents and design stay the same.

This time, though, Digioh will identify the right values to fill into the tags. The same optin form will show up differently based on the visitor’s reading session.

For example:

  • Sign up to get all our <Vegan>diet stories in your inbox.
  • Sign up to get all our <Blood type> diet stories in your inbox.
  • Sign up to get all our <Oatmeal> diet stories in your inbox.

So that’s about it for real-time personalization. Let’s now see some specific implementations.

4 ways to personalize your optin offers

You can implement personalization in a number of ways. Here are 4 great ones to get you started.

#1. Personalizing the optin offer based on what the visitor is looking at

This is the same personalization we were discussing above —the one implemented with HTML tags.

Here, you see the content the visitor is reading and personalize your optin offer based on that.

GameSpot, does some terrific dynamic personalization for their gaming review site. Dynamic personalization is the only way to go for them because with over 100,000+ game titles, it’s not possible for GameSpot to create customized signup forms for each.

GameSpot uses Digioh to automatically detect what game title the visitor is looking at and then shows them a targeted lightbox by pulling in the game title and image from the same page.

The following screenshot shows how Digioh picks the game’s title and image for making the personalized optin offer:

GameSpot optin form optimization

You can also implement this manually by creating different signup forms according to the different game categories (if not titles).

#2. Personalizing based on user type

Sometimes, a site has different types of users. AirBnB for example. It has both guests to book the lodgings as well as hosts.

For such sites, it’s best to personalize optin offers based on the interests of the different audience types.

A great example of personalization for user types can be found on Saatchi, the world’s leading online art gallery. Saatchi personalizes its optin offers for its two main users — Artists and Buyers.

Here’s the optin form they show to their buyers:

user type optin form personalization

#3. Personalizing based on PPC ads

Once a user clicks on a PPC ad and lands on your site, your landing page’s job is to get the sale.

Now, you’ll know that a discount is a great incentive for getting that sale.

With Digioh’s personalization power, you can actually make such discount offers in real-time. Because Digioh can read in the keyword from an ad click, it can create dynamic discount offers based on the keyword.

For example, if you sell white T-shirts and run PPC campaigns for the same, and a searcher Googles “White T-shirts” and clicks on one of your ads and lands on your store, you can show this person a “10% Off all White T-Shirts” offer.

This is a great way to hook your readers on your landing or product pages.

#4. Personalizing based on visitor data

A tool like Digioh uses cookies to read/collect a lot of data about a site visitor, including things like a visitor’s:

  • Location
  • IP address
  • Source (organic or social or other referral sites)
  • Campaign parameters

And more.

You can use all this data to design optin offers that are highly personalized and relevant to you visitors.

Conclusion

Optin form personalization is your first step toward building a high converting list. If you aren’t implementing it yet, start today.

If you’d like to learn more about how Digioh’s optin offer personalization works and want to know how you can use it to grow your lead base, get on a call with our marketing team. Book a free Digioh demo now.

So … do you personalize your optin offer? If so, how has it affected your email campaigns’ open and click-through rates and sales? Let us know in the comments.

 

How Publishers Can Use Email Personalization to Reduce List Churn

How Publishers Can Use Email Personalization to Reduce List Churn

The average unsubscribe rate for media and publishing sites is 0.22%. So, for a list of 10,000 subscribers, you can expect about 22 unsubscribes, which is not too bad if you send a monthly campaign or so.

But we all know that online publishing doesn’t work that way…

Publishers send emails as frequently as once a week or even daily because frequent emails result in frequently returning visitors, which translates to higher ad impressions.

So, considering the usual email frequency for publications, an unsubscribe rate of even 0.22% is a highly undesirable one.

When people unsubscribe from your list, their lifetime journey with your digital media is cut short.

Because of this, you may lose up to 17 times of the revenue you would have made if the subscriber stayed with you.

As you can see in the following chart, SecureService estimates the lifetime value of a subscriber to be $20 when compared to the lifetime value of a site visitor at just $1.13.

lifetime value

These numbers clearly show that you don’t just need subscribers, you need them to stay with you.

Now:

You can’t ELIMINATE list turnover. But you can certainly bring it down.

That’s what we’re going to discuss in this post:

But before we do that, let’s look at some of the main reasons people unsubscribe. After that, we’ll see how personalization can put a check on them. Finally, we’ll discuss some practical ways to segment your list for sending personalized emails while reducing the list churn.

The top 2 reasons that lead to most unsubscriptions

Litmus rounded up 9 reasons that make people unsubscribe from an email list. This list established undesired email frequency and irrelevant content as two the top reasons leading to unsubscribes.

unsubscribes

A study conducted by ConstantContact too echoed the same reasons for major unsubscribes:

unsubscribes reasons

And that’s not all. These two reasons keep surfacing in all email list exit studies. The one conducted by Epsilon concluded that irrelevant content drove 64% of the unsubscribes while the email frequency triggered another 60% of them.

Now that we’ve a reasonable idea about what causes most unsubscribes, let’s look into why they cause unsubscribes.

Reason #1: Email frequency – When people join your email list, they’re generally not ASKED about their desired email frequency. This results in the subscribers getting more emails that they’d appreciate, thus prompting them to unsubscribe.

On other times, they are asked how frequently they’d like to hear from, but publishers fail to segment their list to reflect this preference. This, again, leads to unsubscribes.

Reason #2: Irrelevant content – The problem of irrelevant content occurs when there’s a mismatch in the subscriber’s content needs and in what gets promoted to them in the email.

The problem of irrelevant content is even more acute for publishers because of the nature of stories they cover. Often, digital magazines cover articles that cater to different kinds of audiences. Plus, a lot of these stories tend to outdate quickly. If the people on your list get content that doesn’t interest them, they’re prompted to unsubscribe.

So what’s email personalization really

Simply put: Email personalization is a way of personalizing your email’s content, timing, and frequency using data like your subscriber’s:

  • name
  • location
  • gender
  • company
  • designation
  • desired contents
  • desired email frequency

… and more.

What email personalization is NOT

I work on a lot of email campaigns. Most of the people I work with don’t need or aren’t using advanced CRM software like HubSpot or Marketo or any other shiny options.

So, when I mention email personalization to them, they’re like “But how can we do it, it’s not like we’re using …”

Perhaps even you think like them.

But it’s not your fault.

Before I explored email personalization, even I was of the view that *personalized* emails only get triggered when some sassy CRM “detects” a particular kind of user behavior.

But I was so wrong.

When I dug deeper, I found that an incredible degree of personalization could be achieved by just building the right segments in the email list.

As you may have guessed, for advanced personalized emails like transactional emails (like the cart abandonment email, for example), you will need inputs from a CRM tool.

But like I said above, a good degree of personalization is possible with simple information about the subscriber. And any good lead generation tool will help you collect this.

How email personalization helps offer relevant content (at the desired frequency)

I hope the above primer on email personalization has given you a head start. Let’s now dig into some statistics that prove how effective it is.

In their Email Benchmark Study (2013 edition), Experian shared that personalized promotional emails got 29% higher unique open rates and 41% more unique click-through rates. Experian also stated personalized emails deliver 6x higher transaction rates.

These are not the only stats . You can find many more that will help you tie email personalization with improved email marketing ROI.

An example to show you how email personalization makes the subscriber’s email experience more meaningful:

Suppose you run an online sports magazine where you cover news about football, stories about NBA, and cycling tournaments.

Now:

At the broad level, your target audience are sports fans.

But…

On a more granular level, you’ve at least 3 types of sports fans in your list:

  • Those who love football
  • Those interested in basketball
  • And those who enjoy cycling

Now, news about a soccer match may not be relevant to basketball fan and nor will news about basketball interest a cycling enthusiast.

You get the idea, right?

You might think that you’re delivering *relevant* content to your *sports fan audience*, which you’re doing in a way. But your content is still not relevant to all your subscribers at all times.

The thing is this:

Specific stories are cut out for specific audience groups. And that’s what email personalization is all about — identifying the “specific” audience groups or SEGMENTING.

If you can find a way to offer the different segments news about the topics they care about, you MAKE the content relevant to them thereby reducing unsubscribes.

And while you might not realize, asking your subscribers about their desired email frequency is but a way of personalizing their email experience. This one looks subtle, but it can bring down the number of unsubscribes significantly.

4 ways to segment a list to reduce churn

Let’s now dive into the different list segmentation tactics that you can use today and improve your next email campaign’s bottom line.

Tactic #1: List segmentation using email frequency preference

Like I said above, allowing people to choose their desired email frequency is a form of email personalization.

By using this tactic, you can make your subscribers feel that they have control over how many emails they’ll receive and when. I love the sites that let me decide this because I like to get just one email a week. Preferably on Tuesdays.

Instead of giving people the option to personalize their email schedule upfront (when they’re just getting added to the list), most people use it as the last resort on their preference center, which users mostly access when they want to unsubscribe.

(To add the desired email frequency field to your signup offer, you need to create a custom signup form field – I’ve discussed how to do this in the following tactic.)

Tactic #2: List segmentation using a subscriber’s content preferences

At Digioh, we create different content types. Here’s a general breakdown of what we cover and the various audience types it caters to:

  • Potential clients – Case studies, promotional posts, general tips about email marketing
  • For current customers – Posts about making the most of Digioh
  • For our publisher customer segment – Exclusive tips and tactics that work for digital magazines (like the post you’re reading or the one here.)

Now:

A person who’s looking at case studies to make a buying decision may or may not be interested in our publisher content series. Our other audience segments too might not be interested in our special tips for publishers.

And so, such posts could look irrelevant to people other than those in our publisher audience group. Needless to say, these subscribers will be easy to lose if we keep creating and sending publisher exclusive content updates to them.

To stop this from happening, all we need to do is to segment our list based on the subscriber’s preferred content types. Doing so will ensure that our subscribers are only updated when topics relevant to them get covered.

To give you an example and a walkthrough, I’ll personalize the email content for all the publishers on our list.

The implementation is pretty straightforward: We will create a signup form that will show up exclusively on our content for publishers. This form will have a custom field that asks the readers if they’d be interested in our publisher content series. This way, we’ll know that the signups from that form where people say “Yes” in our custom field are people who’re interested in our publisher exclusive content alone. To identify such signups in our BLOG SUBSCRIBERS list, we’ll create a segment called “PUBLISHERS”.

The whole process takes about 5 steps or so. (Note: For this example, the lead generation tool is Digioh and the email marketing service is Campaign Monitor.)

Step #1: Identify a group in your audience that enjoys a particular kind of content.

In this case, I’ve already chosen the publisher group from our audience that finds our publisher exclusive tips helpful.

Step #2: Choose all the popular posts on that topic from the blog.

Our audience received the following post very well. As you can see, it’s written for publisher sites, so I’ll go with it.

power moves

 

Step #3: Add signup forms (with custom fields) to the shortlisted posts from the second step

In this step, I’m going to design a signup form with one custom field. The value that users input in this custom field will determine which segment they get added to.

How it works:

The email marketing software will see the subscriber’s data and check the value of the custom field to decide if the subscriber belongs to a particular segment.

To keep things easy, let’s call the custom field in our example as “Send me exclusive tips for publisher”

For creating the signup form, I’m choosing one of Digioh’s premade themes and adding a custom field to it. Also, I’m entering values that this custom field can take.

creating custom field

When a user fills out this form, the email marketing software will see the value that’s submitted in this field and dedice the segment in which this user should be added.

Here’s how the preview looks like:

lightbox preview

 

Step #4: Add a custom field to your list in your email marketing software

For list segmentation to work, your email marketing software must identify any custom fields you use in your signup form.

Since we created a custom field in our signup form, we now need to tell our email marketing software about the same. So, I’ll go to Campaign Monitor to add a custom field to our email list.

(This custom field will fetch the values that people input in our signup form’s custom field.)

As you can see in the following screenshot, I’m listing the different values that this field can take: Yes and no.

custom field

Once you’re done with this, reach out to Digioh’s support team, and they’ll get the two to work together for you. If you’d like, you can also get access to our designers to design customized and exclusive email signup forms (for free).

An easier way to go about this would be to create separate lists but that’s not advisable. Besides, when you use a tool like Digioh, there are endless possibilities of segmenting your list using custom fields on signup forms.

Step #5: Setting the rule for list segmentation

Now, that the signup form has a provision to collect the custom field and that the email marketing tool, too, is set to identify the custom field, we’re good to segment our list.

All you have to do is to click on “Create a new segment” and then set the rule for segmenting. In our case, my rules goes like:

Add a subscriber to the “Publishers” segment if the value of the custom field is ”Yes”.

custom segment

As I click on the “Save and preview” button, I’m shown the new segment.

viewing segments

(Yes, right now – it’s just me!)

That’s all about creating segments in a list using a subscriber’s content preferences.

Note:

In the above example, I’ve walked you through segmenting your list using Digioh and Campaign Monitor. If you use a lead generation tool like Digioh, you can get it to work with all the popular email marketing services.

But for any other lead generation tool or email marketing service, the overall process will be the same.

So if you use any other email marketing service, just Google:

[Email marketing service provider name] + custom form fields

For example: MailChimp + custom form fields

How will we use the publisher segment:

With the publisher segment, every time we publish publisher exclusive tips, we’d only reach out to the subscribers who’re in that segment, thus ensuring that these subscribers always find the content relevant.

When MailChimp analyzed the response of 9 million subscribers to segmented campaigns across different domains, they found that campaigns segmented using the subscriber’s interests got up to 86.34% higher clicks when compared to unsegmented campaigns.

Along with the high click through rate, the unsubscription rate was also recorded to be lower by 24.45%.

better CTR

 

So it’s clear: This kind of list segmentation and email personalization works.

But you should be careful about the segments you need because if you think too broadly, you might not achieve effective personalization. On the other hand, if you try to zoom in a lot, again, you’ll end up 100s of segments. All of which may not be necessary.

Tactic #3: List segmentation using demographics – Segmenting a list based on information like a user’s location and other details is simple. Most email marketing tools allow this straight out of the box.

Campaign Monitor, for example, enables you to easily create segments using the subscriber’s location.

geotargeting
Publisher sites can use this segmentation to set the campaign delivery schedule. For instance, we prefer sending emails to our US-based subscribers on Tuesdays at 11 AM.

In addition to fine-tuning the sending schedules for campaigns, you can also use this information to promote local events to the relevant user segments.

By default, the most that an email marketing software can tell on its own is the subscriber’s location.

To enable segmentation using information like your prospect’s age, gender, or designation, you will need to add more fields to your signup form. These custom fields will pass on the right information to your email marketing service, which will use it to build segments.

Tactic #4: List segmentation using subscriber activity

Subscriber activity is another list segmentation criteria that businesses use. Subscriber activity uses information like the subscriber’s engagement levels to segment the list and personlize a subscriber’s email experience. MailChimp states that campaigns segmented using the subscriber activity data get about 13.49% more clicks than unsegmented campaigns.

An example of list segmentation using subscriber activity would be to resend a campaign to all the subscribers who didn’t open it the first time it was sent.

Neal Taparia from EasyBib tried this tip and increased his email reach by 54.7%.

“The original was sent to 2,723 people. 579 people opened it (21.3%) and 224 people clicked on the call to action (8.2% CTR).

The second email was sent to those who didn’t open the first email. 309 people opened this email and 114 people clicked on the call to action.

This means that between both emails, we reached 53.2% more people, and received 51.1% more clicks compared to the first! The number of unique opens between both emails was 32.6%.”

When you resend your campaigns to people who didn’t open it the first time, remember to change the subject line!

In addition to list segmentation, you might also want to try subject line personalization. In subject line email personalization, you use your subscriber’s first name to personalize the subject line.

Subject line personalization is proven to work for a lot of emails. In fact, in a series of 7 A/B tests that MarketingSherpa ran, the personalized version beat the non-personalized one. Each time. Not only did the customized subject lines win, but they also improved the email and click through rates by an average of 17.36%.

I must admit that I couldn’t find any data to show if subject line personalization works for digital publishers. In fact, Experian marketing services didn’t find any impact of personalized subject lines for publisher sites.

But I guess you should try before discarding the idea because campaigns that benefit from it see huge improvements.

So how many segments do you need

The Direct Marketing Association (DMA) surveyed more than 70 organizations and found that 42% of them had more than 6 customer segments.

no of segments

That said, there’s no “right” number of segments that your email list needs. While most companies opted for more than 6 segments in the cited study, there are some that create hundreds of them.

So, the safest answer to how many segments you need is: as many as you need.

Conclusion

As I said above, a good lead generation solution and an effective email marketing service are all the tools you need to start sending segmented campaigns. While a cool CRM software would be a good-to-have addition to the mix, you certainly don’t have to wait until you get one.

If you’d like to see how you can use Digioh to segment your list and bring down the unsubscribes, just sign up for a FREE demo here.

Do you have any questions about email personalization or list segmentation? Let me know in the comments!

P.S To all the Digioh power users, we were fairly surprised to learn that a few of you don’t segment your lists. We hope that this post inspires you to get started. Tell us if you need any help to take this off the ground.

Overdrive

How Overdrive Collects 100+ Emails A Week on Mobile alone with Digioh’s Mobile-friendly Lightboxes

When you cover news for the trucking industry, there’s so much to feature — industry trends, business and regulation news, equipment information and a zillion other things. But the team at Overdrive.com do a terrific job. Overdrive is a leading destination for trucking news that impacts owner-operators and small fleet owners.

Overdrive

Read on to find out how Overdrive converts their mobile readers to subscribers using Digioh’s ultra-responsive mobile lightboxes.

The Challenge

Like most publications, Overdrive saw a change in their audience’s preference. They noticed their digital content getting increasingly read on mobile devices. That’s when Overdrive switched to Digioh.

Paul Daniel, Director of Audience Engagement at Randall-Reilly said that their earlier lightbox solution couldn’t show mobile-friendly popups:

Like many businesses, we’ve experienced huge growth in mobile. Digioh offered something we did not have –  the ability to display light boxes on mobile devices. That was the initial draw for us making the change.“

The Solution

Once Overdrive switched to Digioh, they took advantage of Digioh’s free, exclusive conversion consultation and design service. The Digioh team provided design services as well as design training to create sleek lightboxes for both the desktop and mobile.

Paul tells, “Digioh gave us a thorough tutorial during our setup phase. This enabled us to quickly roll out professional-looking light boxes on all of our brands quickly and avoid an interruption in service as we migrated from a previous vendor.”

Overdrive newsletter signup

After the designs were done, the mobile version was set to show up on mobiles and tablets with the desktop version displaying on desktops.

Setting up mobile-friendly lightboxes in Digioh –

backend settings

Using 7 easy rules, Overdrive was able to set up mobile-friendly for their mobile audience.

Rule #1: Display until – This field is used to set the event until which a lightbox gets displayed.

In this case, since it’s a newsletter signup form, Overdrive chooses to stop showing it once the lightbox form is submitted, i.e., after a visitor subscribes.

Rule #2: Max displays per session – The maximum displays field sets the number of times a lightbox shows up during a visitor session.

By setting this to once per session, Overdrive ensures that they don’t ANNOY their readers by repeatedly showing their lightbox.

Rule #3: Total seconds on page – The total seconds field helps determine a reader’s engagement level.

Overdrive has set this field to “6” seconds. Thus ensuring that a reader doesn’t see the popup too soon.

After a reader spends about 6 seconds on a page, you can make a reasonable assumption that the reader finds the content engaging.

Rule #4: Device type – Digioh uses the device type field to identify the device from which the user is visiting.

Since this is a mobile popup, Overdrive has set this field to “Phone/Tablet”.

Rule #5: Current page URL [contains] – This field sets the pages on the which the lightbox WILL display.

As Overdrive shows the lightbox on all the pages on their site, this field is set to “www.Overdrive.com“. So whenever users land on any page on Overdrive, they’re shown the lightbox.

(To set exceptions to this rule, Overdrive uses the following rule.)

Rule #6: Current page URL [does not contain] – This field sets the pages on which the lightbox will NOT display.

Overdrive has set this field to “/newsletter-signup”. As a result, the lightbox is not shown (to mobile visitors) on the page with this URL because this page already has a detailed optin offer.

Rule #7: HTML exists jQuery –  This field helps Digioh identify if a visitor is an existing subscriber.

As the above settings are of a lightbox targeting Overdrive’s non-subscriber audience, Digioh checks the value of this field to be “digioh-non-subscriber.” This rule avoids the lightbox from showing up before subscribers.

The Results

Overdrive mobile signups

Overdrive has been a proud Digioh user for almost a year, and during this period, a whopping 68% of their signups/form submissions have happened on mobile and tablet devices.

Paul tells:

“The results were fantastic. We saw a huge increase in both displays and conversions. We recently expanded the use of light boxes beyond newsletter subscriber acquisitions to drive print subscribers as well.”

After successfully setting up responsive opt-in forms using Digioh, Overdrive went ahead to explore many other Digioh features like targeting and A/B testing.

Targeting subscribers and non-subscribers with different offers

With Digioh’s cookie-tracking abilities, Digioh can identify when a visitor is a subscriber. Overdrive uses this feature to target non-subscriber visitors with subscription offers and subscribers with other cross-selling and upselling offers.

“Right now, we are primarily segmenting non-subscriber visitors to our website so that we can target them for newsletter and magazine subscriptions. We have also run a limited amount of promotions to current subscribers that cross-sell paid products. The conversion rates have been excellent,” Paul tells.

Improving conversions with split-testing

While Overdrive has just started doing this one, they’ve already run a few tests using Digioh’s multivariate testing.

In one particular case, where the team tested a general promotion for the newsletter against one that highlighted coverage of a key piece of legislation, the topically-focused form beat the first one with just half the impressions.

Collecting emails without coming in the way of ads

The cookie data that Digioh collects also helps it in learning if an ad is about to fire. When Digioh finds that there’s an upcoming ad, it automatically suppresses the email opt-in form.

This feature ensures that Overdrive doesn’t lose any ad revenue due to losing impressions.

Seamless integration with Google Analytics (GA) to measure results

Thanks to Digioh’s seamless integration with GA, each new submission is recorded as an event in GA. This helps the Overdrive team measure the performance of the lightboxes.

“Google Analytics is our main reporting platform. Having Digioh integrated allows us to quickly isolate the positive impact of light boxes on our subscription list goals,” Paul explains.

Other Digioh features Overdrive plans to try

While Overdrive is seeing some excellent results with Digioh’s mobile-friendly lightboxes and targeted offers, the team still has many other features they’re planning to try:

  • Polls
  • Lightboxes with demo fields like phone number and job title
  • Behaviorally-triggered lightboxes

Overdrive is also yet to use all the data Digioh collects — the subscriber’s source, location, engagement level, landing pages, interests and more. Once Overdrive leverages this information, they will be able to create highly personalized email autoresponder sequences.

Overdrive’s power tip for publishers looking to optimize their conversion rates

Testimonial

Even now, Overdrive continues to meet with Digioh consultants on a bi-weekly basis for insights on getting the most out of Digioh and exploring its new features as they become available. Paul says that he finds the Digioh team always responsive and ready to help: “In between those meetings, they are always very responsive to any questions or issues that arise.”

The 10 Power Moves Every Publisher Site Should Know to Collect More Emails

The 10 Power Moves Every Publisher Site Should Know to Collect More Emails

Running a publication is hard…

Building a loyal audience is even harder…

And getting a loyal audience to keep RETURNING to a site is the hardest part — about 70% of users don’t return to a site after abandoning it.

Here’s where collecting emails helps.

As a publisher site, collecting emails should be your priority because if you build an email list, you will build a steady stream of returning visitors. Every time you send a content update email – it will be these readers who will revisit to your site. Their visits will result in more page views and translate to higher ad revenue (and income from other possible cross-selling/upselling).

So to help you build a humongous list, we’ve put together these 10 tested list-building tactics. Try them on your site and put your list-building on autopilot.

1. Offer incentives based on what your visitors are reading

An incentive-based technique – the one where you offer a freebie – works. This is like list-building 101. But targeted incentive-based technique works even better.

Most blogs do reasonably well with a generic site-wide freebie, like, a WordPress blog could do well enough by offering a freebie called “How to speed up a WordPress site.” In this case, the freebie WILL appeal to all the readers because, well… who wouldn’t like a blazing fast site?

However, a publication that covers varied topics won’t see similar results with a generic site-wide freebie. This is because a publication caters to different kinds of readers.

For example, an educational publication might target both – educators/universities and students. Due to the different audience segments, it will only make sense to offer targeted incentives: one for the educator segment and the other for the student segment.  

Here’s how we could approach targeted incentives in our example:

To appeal to the student segment, we could create a free report called “The top colleges for graduation,” whereas, for the other (educator) segment, we might want to put together a report called “The state of academics – 2016” (look at the following lightbox).

content-based targeting lightbox

A lightbox targeting the educator audience segment

You get the idea, right?

Targeted incentives personalize the optin offer and make subscribing a no-brainer.

Game Rant, a happy Digioh user, tried offering content-based incentives and saw their signups shoot to 120 per day.

Before this targeting, Game Rant was only getting 5 emails/day (Game Rant started offering a freebie called “Fallout 4 Survival Guide” to all the visitors who landed on any content about Fallout 4 and stayed on it for at least 30 seconds)

Game Rant offered content-based incentives and boosted their signups from just 30/day to 120 per day

Game Rant offered content-based incentives and boosted their signups from just 30/day to 120 per day

2. Try multi-step forms

Multi-step forms are optin forms that don’t ask for an email directly. Instead, they aim to engage the visitor.

The most common way that blogs use multi-step forms is by asking their readers to participate in quizzes or polls. Then, after the visitors give in to the first request, these blogs make their second request of asking for emails.

(This technique is also called the foot-in-the-door marketing technique where marketers ask for a small favor and then ask for a second, bigger favor after the prospect obliges to the first one.)

To try a multi-step optin form, you can create a quiz that is specific to your content.

If we go back to the educational publication example from the first point, we could create a quiz called, “Are you eligible to apply to the X University?” where the X university is the university about which a reader (from the student segment) is reading on the site.

Like, if a student is reading an article about, say, an imaginary Hummingbird University, we would offer a quiz about the Hummingbird University’s eligibility criteria.

Quiz popup

Some of the questions could look like:

  • What’s your percentage?
  • Aggregate?
  • Year of passing?

Maybe 2 or 3 more…

After the student takes the quiz, we would ask them to share their email to get the result.

Needless to say, this quiz will work only for the student audience.

For the other segment (the educator segment), we could come up with something more personalized – like, maybe a poll asking the readers if a particular education bill under consideration should be passed or not. And then, again, to know the results, we’d ask the readers to give their emails.

3. Use the reader’s choice popup (Or give the choice to “NOT SUBSCRIBE”)

The most common list building mistake that I see blogs make is to give subscribers just one choice: the choice to subscribe.

The problem with a single choice optin form is that when users don’t want to subscribe, they can simply shut down the popup with a single click. That’s it.

Now contrast this situation with one in which the subscribers have to think before rejecting an optin offer, i.e., consider putting the subscribers in a situation in which they have to choose between opting in and opting out.

Copy Hackers, a site about copywriting tips, uses a two-choice optin form to pitch their freebie. Since March 2015, 4 in 5 optins on Copy Hackers have been happening from the two-choice optin form implemented on their site.

Multi-choice optin forms are nothing but multi-step optin forms where you first get the user to commit to subscribing and then ask for the email.

To give you an example, let’s go back to our educational publication. Suppose we had to try the two-choice optin form to collect emails from students interested in the Hummingbird University.

So for our optin copy, we could write something like:

Yes

Hand-hold me to my dream university

No

I don’t need help — I’d rather struggle and find my way

And then we would use a tool like Digioh that comes with customizable two-choice optin form templates to design our lightbox. Here’s a lightbox I designed in under two minutes using an editable template:

Digioh Yes/No lightbox

4. Create personalized optin offers for your best referrals

Some referring sites send consistent traffic. Creating exclusive optin offers for these highly targeted visitor streams is a great way to leverage such traffic.

For our hypothetical educational publication, if we had a friend site that published a review of our magazine and sent consistent traffic to our site, we would create a customized offer for the inbound referral traffic.

We could offer the referred visitors a gift card or some discount on the magazine subscription. Such an offer would be very relevant to a visitor because the visitor has just come to the site reading a highly positive review.

5. Estimate the visitor’s engagement level before showing the optin form

Sometimes an optin offer gets ignored because it shows up too soon. Think of the times when you reach a site through a Google search and the moment you land on it, you’re requested to signup.

Most likely, you’ll turn down the optin offer.

The problem with such early signup forms is that they don’t give the readers a chance to get a feel of the content – and so they get ignored.

Perhaps if you were shown the optin offer after you went through half of the post or after you spent a few seconds scanning through it, you’d respond differently to it – perhaps you’d subscribe.

The time spent by a reader on a page indicates the reader’s engagement level. If a reader spends a few seconds, you can be sure that the reader finds the content engaging.

A tool like Digioh can help you create lightboxes that show up only when a reader shows interest in an article and stays on it for at least a few seconds.

Digioh also lets you fire lightboxes based on your readers’ engagement levels by looking at their scrolling patterns. So if a reader scrolls through a certain preset section, the reader will be shown an optin popup.

The following screenshot shows the settings of a lightbox (see Field 2 – Total seconds on page) that gets triggered after a reader stays for 30 seconds on a page.

Digioh - Game Rant

6. Target using cookie data

A visitor’s cookie data can determine if the visitor is already a subscriber. This knowledge is helpful because it helps push the already-subscribed visitors further down the sales funnel by asking for other meaningful information from them.

For example, if you know a particular visitor to be a subscriber, you’ll definitely not want to waste their visit by showing the “Join our newsletter” lightbox.

Instead, you could use this visit to ask for more personal details like the visitor’s occupation, address and more. You could do so easily by offering the visitor a discount coupon for some product or by offering an incentive like a gift card.

Overdrive, another happy Digioh user leverages the cookie data collected by Digioh to target subscribers and non-subscribers with different offers. Paul from Overdrive says that personalizing the subscriber segment with cross-selling offers has produced excellent results:

“Right now, we are primarily segmenting non-subscriber visitors to our website so that we can target them for newsletter and magazine subscriptions. We have also run a limited amount of promotions to current subscribers that cross-sell paid products. The conversion rates have been excellent.”

They also target their existing subscribers with offers to subscribe to their print subscription.

If we apply this tactic to our educational publication example, we won’t show a generic signup form to our subscribers (because they’re already subscribed to our site).

Instead, we will show them signup offers for specific universities – like in our instance, we’d build a special segment of the people interested in updates from the Hummingbird University.

Digioh cookie based targeting

And the next time that we publish content about this university, we’ll email just this segment. This way, the readers will find the content relevant and won’t unsubscribe.

7. Don’t show interstitial ads and email capture lightboxes together

For many publisher sites, the main revenue source is ads. It’s common to see a niche publisher site show 10s of banner ads on each page. Interstitial ads are also common (interstitial ads are the ones that show up as lightboxes and often cover the entire screen).

If you show both ads and lightboxes, show just one of the two at one time. That is, when a user is on your page, show the ad OR the email optin form in the lightbox. Don’t try to cram both the ad and the optin offer at the same time.

With a solution like Digioh, you can integrate your optin lightboxes right into your Ad Server. This allows you to suppress an email optin form when an ad is about to fire. So you get both – ad impressions as well as targeted email optin form lightboxes.

8. Make sure your lightbox is fully loaded before showing up

Most publisher sites are content-heavy and so they take many seconds to load. If you run a slow website, your lightboxes will suffer too. Instead of getting loaded instantaneously, your lightbox might show up as a framework (without the elements). It might be a few seconds before its elements start showing up.

As a result, your audience will only see the lightbox without its content, which is enough to prompt them to shut down your lightbox.

So make sure that your ligthbox pre-loads text, images, and other form elements before showing up. So that when it does show up, your users see the exact signup offer that you’ve planned for them to see.  

When your lightbox doesn’t load fully before showing up, here’s how it can look as the elements get loaded one by one:

when lightboxes don't load fully

9. Test different versions

The best way to know what works is to test. Without testing, you’ve no way to tell if a particular freebie works better for your readers than the others. Or if simple lightboxes produce better results than multi-step forms.

The best approach to testing is to first optimize the larger picture and then finetune for better results.

Like, for the educational publication example we were discussing earlier, we’d first start by testing different kinds of optin forms and triggering conditions:

  • Types of lightboxes – simple newsletter signup lightboxes / multi-step optin forms / multi-choice forms
  • Trigger settings – like setting the lightbox to show up after 30 seconds of page loading or after the visitor has scrolled through some content
  • Targeting – choosing to show the lightbox only on specific page containing specific keywords or only to visitors referred by a particular domain

Suppose our tests show that offers with freebies and targeting work the best, then we could experiment with different types of freebies:

  • A university evaluation worksheet
  • A university selection process pdf

and more…

Finally, we’d focus on the more minute elements in the form:

  • Copy
  • Template
  • Design
  • Button

When you choose a tool for collecting emails, go for one that lets you test different versions. Decisive A/B testing will help you earn many more emails using the same efforts and during the same time.

10. Target mobile users with mobile-friendly lightboxes

Many people assume that a lightbox on a mobile may not be so necessary or wouldn’t extend a great user experience. This assumption can prove costly because more and more people are using mobiles over desktops to search and read content.

We’ve hit an inflection point where more Google searches are taking place in mobile than desktop in 10 countries, including US and Japan.” — Jerry Dischler, Vice President of Product Management for AdWords

Overdrive sure used this insight and optimized their lightboxes for the smartphones – when they realized that their readers were reading their content on mobiles, they moved to Digioh and started showing mobile-friendly lightboxes. Till date, 68% of signups for Overdrive have happened on mobile devices.

This might be true for your readers too. If you login to your Google Analytics account, you’ll be able to see how your mobile traffic looks like. If a considerable amount comes from mobile devices, you should show mobile-friendly lightboxes.

Conclusion

Collecting emails isn’t too hard – but it can be if you offer the same optin offer to all your visitors, show your optin forms too early, stay too afraid to show optin forms on mobiles, or refuse to try different tactics. Break free from these practices and try some of the above tips.  

The results might surprise you!

P.S If you’re looking for a solution that lets you do all the above, check out Digioh. Digioh is an all-in-one lightbox solution with disruptive list-building abilities. As a lot of our customers are publisher sites, we understand your challenges and can offer customized insights to drive better results for you. Book a FREE demo now.

 

Digioh-GameRant case study

How Game Rant jumped to 120 signups a day with Digioh’s advanced targeting features

If you’re always digging for in-depth game reviews, you probably know about Game Rant. With a high authority site and a massive social following, Game Rant is a game lover’s go-to resource for reviews of the top video games.

Game Rant

Read on to find out how GameRant.com used Digioh to boost its email signups and jumped from just 30 signups per day to a whopping 120 signups every day.

The Challenge

Despite being a popular and a high traffic site, Game Rant wasn’t maximizing its list building potential. Game Rant was convinced that given the heavy traffic that their site generated, they could collect more emails.

More emails meant a more engaged and a consistently returning audience. Game Rant also observed that email subscribers visited more pages during each visit as compared to the traffic from other sources.

Game Rant chief, Vic, said that the biggest challenge they faced while building their list was making targeted offers. As Vic said: “ A generic sitewide pop up did not work very well.

The Solution

To explore the potential solutions, Vic had a quick discussion with the Digioh team.

Vic says: “[We] spoke with Digioh about how to entice people to sign up. They suggested a downloadable product of interest to a specific audience would work very well. It was up and running within about a week.”

Based on the Digioh team’s suggestion, Game Rant chose 2 topics on the site and developed downloadable freebies to offer on pages related to them.

For their hugely popular content on the Fallout 4 series, Game Rant created a downloadable freebie called Fallout 4 Survival Guide. This freebie was then offered to visitors who landed on any content about Fallout 4 and stayed at least 30 seconds.

You should know that Digioh offers FREE conversion optimization consultation to all its customers. To further help their clients succeed, all the Digioh customers have access to the team’s designers.

In the case of Game Rant, once it was decided to show targeted email offers with the downloadable freebies, Digioh’s in-house designers designed custom lightboxes for Game Rant (different versions for the desktop and mobile).

Desktop popup

Desktop version

Mobile popup

Mobile version

Game Rant then used Digioh’s advanced targeting features to display the lightbox on specific pages on the site.

Setting up targeting in Digioh – 

As you can see in the following screenshot, Game Rant set up URL-based targeting.

URL-based targeting rules

Using 5 simple rules, Game Rant was able to display the lightbox on specific pages for a predetermined period –

1. Current Page URL:

This field determined the pages/posts on which the lightbox would show up. Game Rant set the lightbox to show up when a visitor landed on a URL that contained the term “fallout.”

2. Total Seconds On Page:

The total seconds field gauged the engagement level of the visitor. Setting this field to 30 seconds meant that the visitor was fairly interested. It also eliminated the fear of irritating the visitor by showing the opt-in offer too soon.

3. Display Until:

Game Rant set up the lightbox to stop appearing in either of the following two cases:

1. The visitor closed the lightbox

2. The visitor subscribed

This nifty feature saved Game Rant from annoying the reader if the reader had either already subscribed or wasn’t interested.

4. Device Type:

Since Digioh allows device-level targeting, Game Rant was able to show this popup only to the visitors who visited using their desktops or laptops.

(A mobile-friendly design was shown on mobile devices.)

5. Max Displays Per Session:

By using the maximum displays per session rule, Game Rant restricted the displaying of the lightbox to just once per user session.

The Results

Before Game Rant optimized its list building efforts, it only displayed a generic sitewide popup.

Vic tells:

“Prior to this we were getting about 30 sign-ups per day. Using this targeted method (which loaded on far fewer pages) increased our sign-ups by 3-4X.”

What’s next for Game Rant

While Game Rant is using Digioh’s targeting rules to build lists, it’s yet to use the data that Digioh collects for more advanced optimization tactics like list segmentation and personalizing.

For each subscriber, Digioh collects a lot of information like the subscriber’s source, landing page, demographics, and more. This information can be sent to a number of CRM and email marketing software.

Integrating this information with an email marketing software allows you to segment your list and create targeted autoresponder sequences that further push your subscribers down your conversion funnel.

Game Rant’s power tip for people struggling with conversion rates

Having experienced the goodness of advanced level targeting, Vic shares this great insight with people struggling to get higher conversion rates: “Make sure you target the audience. Keep in mind the interests of the visitors either to the overall topic of your site or the particular article they land on.”

At Digioh, we’re always stressing the importance of targeting. Even if your website doesn’t cover such diverse niches as Game Rant, you can still benefit from targeting.

And we absolutely love what Game Rant had to say about us:

Digioh testimonial

 

Digioh

Why Digioh Is the Best Lead Generation Software (and How to Use it to Turbocharge Your Lead Generation)

Do you know that Buffer has stopped building their email list?

Seriously.

Why?

Well, because they didn’t get what to do with the humongous blog subscriber list they were building.

Instead of building that list, Buffer has started concentrating their efforts on getting people to sign up for their free plan.

Do you find this strange — the stopping of the list-building exercise?

I certainly did.

But then I read on to know why and realized that they’re interested in leads and not just emails.

Perhaps you too are building your email list.

But the problem with most “list building” solutions in the market is that they just help you collect emails (even if they do it well). That’s all they do.

And that’s the best you can expect from them.

But when you’re into serious business, you need to do better than that. You want to do more than just collect emails.

First, you need to start thinking in terms of a lead-base and not a subscriber-base.

And that’s why you need a solution that doesn’t just give you an email but also gives you insights into how you got that email and how you can handhold that lead into becoming a lifelong customer.

Step in: Digioh

Digioh

Digioh is a disruptive lead generation solution for businesses of all sizes.

The differentiator between Digioh and all the other lead-generating solutions is that Digioh is almost psychic!

Really — it has some super powers when it comes to generating (and handling) leads.

Basically, it won’t just ADD another email to your list.

Digioh will:

  • Tell you the subscriber’s story.

Digioh will tell you a data-backed story of how someone got added to your list. A story that gives you, the marketer, as many insights about the subscriber as you need to make laser-targeted offers.

You’ll know if the subscriber was referred by a search engine or came from some of your campaigns.

(Digioh uses cookies to get this information.)

  • Help you leverage the data using powerful rules and handhold your leads further down your sales funnel.

Digioh comes packed with a number of rules (with practically unlimited possible combinations) that you can use to pull your leads further into your sales funnel.

For example, you can set a rule to show a particular popup only when a user is referred by a search engine and lands on a particular URL on your site.

Any maybe you could choose to show another popup when the lead is referred by a particular domain.

Consider this scenario:

Suppose you have an online store and some third party site reviewed an item from your store. So people who click through the review and land on that item on your store are obviously interested in that item.

With Digioh, you can show such a visitor a very customized offer.

Even better, you can offer a discount coupon to these quality leads right when they get on your site!

Now picture this scene WITHOUT Digioh:

  1. The visitor would have been offered a generic popup (something that he or she may simply have ignored)
  1. The (really interested) visitor may have opened another tab and looked up for your store’s discount coupons (C’mmon — we all do this. Don’t judge!)
  1. The visitor may or may not have found a discount coupon.

… and then you know how distracting the internet is.

In most cases, you would have lost the lead by the third step.

But as you saw above, Digioh cuts short the lead generation process by 3 steps by enabling you to make a super-targeted offer the moment the visitor lands on your site.

Digioh is indeed the best lead generation software because it’s almost like your site’s salesperson, always on its toes — engaging leads as they drop on your site.  

  • Analyze and improve

Digioh lets you run different versions of lightboxes and other optin forms so you can see which one works best for you.

You might be surprised to find that by just changing the color of your CTA buttons, your conversions could go up!

  • See the bigger picture

Digioh shows you what’s working for you.

Once you start interpreting the data that Digioh collects, you’ll start seeing patterns, and you’ll know what messages and channels appeal to the different segments of your audience.

And then you know the drill, you keep repeating (and tweaking) all that is known to work.

With the right insights and extreme control, Digioh lets you stay on top of the lead generation game.

Now that you know what Digioh is all about, let’s take a closer look at its features and how you can benefit from them.

A ton of stunning themes across different categories

It’s true: it all starts with your site visitor’s email and that’s all you want initially.  

But would you approach a blog’s reader the same way as you’d approach an online store’s potential buyer?

I don’t think so.

You need different approaches, different offers, and therefore, different TEMPLATES.

For example, if you run an online store, you might opt for a template like the following:

eCommerce template

Alternatively, to promote your white paper, you might use a template like the one below:

free ebook Digioh template

Digioh comes packed with 50+ templates suitable for making different kinds of offers.

template library Digioh

You can choose one that suits your offer the best.

What’s noticeable about the template designs is that they’re designed to boost conversions.

A special shout for the following two templates:

The yes/no template: The yes/no template works because it forces a reader to decide. With the yes/no template, turning down your offer to subscribe isn’t the mindless hitting of the cross button on your popup.

YesNo template

Instead, the visitor has to decide about the option to choose.

Chat template: With the chat template, you can give your users an impression of live chat and get them to submit their queries.

chat template DigiohYou’ll be surprised by how effective this template is.

(It has got some excellent results for a lot of our clients. Try it for yourself!)

You also get the full-screen subscription form — the one that covers the entire fold area.

fullscreen optin form

Fully editable templates with live preview

While all the templates are ready for deploying with minimal editing, if you’d like, you can choose to customize each element of a template.

As you can see in the following screenshot, the live preview option lets you see all your changes as you make them.

live preview Digioh

An array of conversion-friendly placement options

Digioh doesn’t restrict you to just lightboxes or popups.

You can create conversion-friendly subscriptions bars that remain sticky as a user scrolls through your site.

sticky top bar

Using sticky bars like the above, you can direct your traffic to a specific page of your choice.

sticky footer optin form

You can either show them on your site’s top (as Amazon does) or show it near the bottom of the fold area.

Because of the high visibility that sticky subscription bars/boxes get, they’re absolute hotspots for collecting leads.

Powerful trigger rules

I’m sure the best that you’ve seen with targeting is choosing to show specific popups on specific pages.

Most lead generation tools allow that.

But Digioh takes it to a whole new level.

Digioh lets you target your visitors based on their source, geographic location, engagement level, referral, device, and so on.

Digioh rules

Multi-step optin forms

You can use Digioh to create a sequence of popups with each popup linking to the next popup in the sequence.

Such sequences get great conversion rates because they engage the prospect early in the process.

You can use this feature in a number of creative ways.

For example, you could use it to create a quiz where popups show the different questions. And then maybe you could ask for your users’ emails to send them their scores.

This is also called the foot-in-door marketing technique where you ask the prospect to do a small action (take the quiz) and then do the big action (share email).

In the following video, Rishi shows how you can use Digioh to create conversion-friendly popup sequences and leverage the foot in the door marketing method.

Accurate channel-wise marketing ROI calculation

If you use UTM parameters like most people, then probably the most that you get from them is some data about your campaign performance.

That’s IT.

But if you look at how people are now starting to use UTM parameters, you’ll be baffled. Lots of companies now transfer the UTM data from the site cookies directly to their CRM software or their email marketing software.

Importing such raw data about a user enables companies to make informed marketing decisions. This information is also very handy when it comes to segmenting email lists. Segmented campaigns are known to get 59.99% higher clicks than non-segmented campaigns.

Not all lead generation tools allow you to capture such data. But Digioh has you covered.

For all the people who join your list, you get emails with a lot of details about them.

 

email notification

As Digioh integrates with most of the popular CRM software and email marketing services, you can use the above data to segment your lists and make highly relevant offers to the different segments. 

CRM integration

In the greater sense, you can use this data to calculate the ROI of your different marketing channels and campaigns.

Global settings

You know how some sites keep on showing their email subscription forms to you even when you’re a subscriber.

It’s annoying.

But with Digioh’s global settings, you can make sure that your site doesn’t annoy its visitors, especially the subscribers.  

Digioh’s global settings are rules that apply across all your lead generation forms.

Digioh global rules

4 easy steps to turbocharge your lead generation process with Digioh

Step #1: Design

Choose a ready-to-use template from Digioh’s template library.

Customize the message and brand it by adding your logo.

(You can even request Digioh’s in-house design team to customize a template to suit your business. They’ll help you for FREE)

Step #2: Set the trigger rules

After designing your lightbox, your next step is to decide when Digioh should show your lead generation form.

For example, at this step, you could decide if your lead generation form should only be shown to people from a particular geographic location, or if it should only be shown when a person lands on your blog for the first time and scrolls down your content.

You can also choose the number of times that your lead generation form is shown to each visitor.

It’s possible to combine different rules.

Step #3: Convert

Once your popups or lead generation forms are live, start integrating the data of each lead with your CRM software.

By sending this data to your CRM or email marketing software, you can segment your lists and make laser-targeted offers.

Gleanster states: 87% of top-performing marketers say targeting campaigns to audience segments and individual consumers is the largest value driver, with 78% listing segmentation as the #1 marketing-automation capability they can’t live without.

Step #4: Optimize

Test.

With Digioh, you can test different versions of your optin forms/bars/boxes against each other and choose the best one based on their performance.

You could run a test for a fixed number of impressions for fixed lengths of time.

AB testing Digioh

Wrapping up…

Just the way a great story has a beginning, a middle, and an end, a customer journey too has a flow. One that begins with discovering your business, getting on your list, and converting.

A lead generation tool like Digioh gets into action the minute a lead discovers you and lands on your site. And then Digioh helps you engage the lead and convince him or her to get on your list. Finally, Digioh lets you make ultra-targeted offers that seem so relevant that your leads just can’t ignore.

Digioh powers the lead generation for more than 2000 brands. See what Digioh can do for your business, book your free demo now.

book Digioh demo

P.S As a Digioh customer, you can speed dial the Digioh team, and they’ll work with you so you can excel at generating leads.

 

Get more leads with the foot in the door marketing technique

How To Get More Leads Using The Foot In The Door Marketing Technique

Do you know why marketers draw sales tricks from psychology?

Well, they do so because PSYCHOLOGICALLY DRIVEN MARKETING METHODS WORK.

They work because:

They understand what gets the audience ticking…

They identify the cues that get the audience to comply…

And they know how to get the audience to say, “YES”.

The foot in the door marketing technique is one such effective, psychologically backed marketing technique.

The Foot in the Door Technique of Persuasion

In the foot in the door marketing technique, a prospect is first asked to do a small action. After the prospect completes this small action, he or she is asked to do a big action.

Foot in the door marketing technique

For example, if you try using the foot in the door marketing technique to collect emails, you won’t make an upfront request of asking for the email. Instead, you will ask for a risk-free mini-commitment like asking the user to answer a poll question or take up a small survey. Once the user complies with your first request, only then you will ask for the email.

The foot in the door marketing technique is a classic example of our tendency to stay consistent with ourselves once we have made a commitment.

This technique is based on the commitment and consistency principle as laid down by Dr. Cialdini in his seminal book, Influence: The Principles of Persuasion.

To understand its underlying psychology, let’s first look at its two main aspects:

  1. Commitment

When you ask a prospect to do a small action, you’re getting the prospect to commit to you.

After complying with your small request, the prospect feels committed to his or her choice of complying with your request. The prospect’s commitment then triggers the second part of the principle — consistency.

  1. Consistency

As human beings, we like to stick to our choices. We also like to stay and look consistent with them.

So if a prospect has listened to you once, he or she is very likely to listen to you for the second time as well.

After making a commitment to you by complying with your small request, the chances are high that this prospect will comply with you when you make another (and an even bigger) request.

The thing is this:

We’re always looking for shortcuts to make decisions. And commitment is one of these shortcuts. Every time we have to make a decision to do something, we have to think. Thinking requires effort. But for repeat (or for similar or consistent) actions, there’s very little thinking involved. We know we have done something earlier, and so we can do it for the second time as well.

An interesting research:

A pair of Canadian psychologists conducted a study involving bettors on a Vancouver racecourse. They found that the bettors estimated higher chances of their horses winning after they had placed their bets.

Now this should sound strange.

Because nothing changes in reality. The horses are the same. The racetrack too is the same.

So what really changes?

Well, the act of placing a bet on a horse [COMMITMENT] makes the bettor more confident in his or her choice [CONSISTENCY].

The act of committing (of making a decision and taking a stand) triggers a sense of consistency.

The psychology:

After placing the bets, bettors feel bound to stay (and feel) consistent with their choice of placing the bets on their horses. And the best way to do so is to feel more confident about the winning chances of their horses.

Compliance Without Pressure: the Foot in the Door Technique

In their journal, Compliance without pressure: The foot in the door technique, researchers Jonathan L Freedman and Scott C Fraser offered some groundbreaking findings about compliance. Their experiment recorded a compliance rate of 76% with the foot in the door technique.

In the conducted experiment, the researchers asked the experiment subjects to stick a small “Be a safe driver,” sign on their cars. The sign was a small 3 inches square.

Two weeks later, they approached all the subjects again and asked them if they would be willing to put up a large sign about safe driving in their front yard. While pitching the idea, the researchers also showed the subjects a picture with a very large sign with the message “Drive Carefully” placed in front of an attractive house.

The picture was shot such that it was very uninspiring. It was rather unattractive.

Yet, a whopping 76% of the subjects complied with the second request!

Now contrast this compliance rate with the less than 20% compliance rate of the experiment subjects who were directly asked to put up the not-so-great-looking board in their front yard, i.e., without being reached out before for the smaller request.

The experimenters ran different versions of the experiment. In one of its versions, the researchers asked for quite dissimilar requests. For the first small request, they asked the subjects if they’d sign a petition to keep California clean. And for the second and bigger request, they asked them if they’d put up the drive safely board in their front yard.

Surprisingly, this time too, they recorded a compliance rate of 46%.

The bottom line:

If people give in once to a small request, they are likely to give in to the second, bigger request as well (even if it’s of a dissimilar nature).

The foot in the door marketing style is effective in both online and offline scenarios. Here’s an example that shows it in action.

Example: How Obama Used the Foot in the Door Technique to Get a 5% Higher Donation Conversion Rate

Optimizely, the company that managed Obama’s digital marketing campaign, tested the campaign’s donation form. In that test, Optimizely replaced a long donation form with a multi-step form.

In the multistep variant, users were first made to choose the amount of donation. All the other form fields were only shown at the second step.

Optimizely reported an increase of 5% in the conversion rate as a result of offering the multi-step form.

Upfront commitment - foot in the door marketing technique

The psychological hack at work:

When users entered an amount to donate, they made a mini-commitment.

This commitment triggered a sense of consistency. These donors now got more likely to finish what they started. They felt obliged to stick to their choice of committing once.

(The fact that a long form got broken down into multiple steps also contributed to the higher conversion rate.)

The foot in the door technique is all about getting a small commitment upfront. In the above example, the mini-commitment was getting the potential donor to enter the amount to donate. In your case, this commitment could be to get a prospect to attend your webinar, request a demo, or signup for a free trial.

Anything goes.

Now that you know what the foot in the door marketing technique is and why it works, let’s see a few ways you can use it to generate more leads.

How to Use the Foot in the Door Marketing Technique to Get More Leads

The foot in the door marketing technique can be used to improve the conversion rate of almost all types of lead generation activities.

For example, you could apply it to:

  • Email subscriptions forms
  • Landing pages
  • Lead capturing forms

Further, if you can find a way to tie this technique with content marketing (especially with interactive content types like polls, quizzes, surveys, etc.), you should see even better conversion rates.

As it is, when it comes to generating leads, content marketing makes 3 times as many leads as traditional outbound marketing and costs 62% cheaper. And when it’s powered by a hack so effective as the foot in the door marketing technique, you can expect even better results.

The following content types do well when clubbed with the foot in the door marketing technique.

  • Quizzes

Quizzes (a special shout for the small fun ones) enjoy great completion rates.

The ones that are about the assessment of the personality and knowledge of the person taking the quiz boast of an average completion rate of 76%.

A shining example of a company that uses quizzes well is BuzzFeed. Brands like HBO and Mattel sponsor BuzzFeed quizzes. You’ll be surprised to know that 96% users who begin a sponsored quiz complete it.

Quizzes reclaimed their place in BuzzFeed’s mainstream content when its quiz titled, “What City Should You Actually Live In?” went viral.

BuzzFeed survey

How BuzzFeed uses quizzes:

At the end of each survey, BuzzFeed asks users to share the survey results with their friends. For BuzzFeed, it’s all about virality and collecting user data.

But if you’re a B2B organization, you can end your survey by asking for information. Just like Ipsos does. Ipsos uses a quiz to generate leads.

When you visit their site, you’re presented with an interesting personality quiz.

Nobody asks you for your email or other details. Just a fun quiz.

The following screenshot shows the first question in their quiz. (See how easy it looks.)

Ipsos quiz

The complete quiz has eight questions, and as you complete it, you’re asked for your details.

Ipsos lead collection form

Notice how getting users to participate in fun quizzes can make way for you to ask for the real actions.

  • Polls

Polls are simple one-question surveys. Because of the little effort it takes to participate in them, people happily take part.

Poll participation can serve as an excellent mini-commitment.

  • Calculators

Calculators are getting increasingly popular with content marketers. Calculators serve as a great engagement tool and often act as the perfect mini-commitment agent.

Tools too are somewhat similar to calculators, where the initial ask is only to try to get a prospect to use the tool to get something done. And then the second step involves asking for the big action.

Once a prospect complies with your request to try your calculator or tool, he or she gets a lot more likely to comply with your bigger requests that could be to fill up a long lead-gen form or to give contact details.

  • Contests

Marketers have forever used contests and giveaways to generate new leads.

If you’ve noticed how travel agencies market, you’ll see that they use a lot of contests and lucky draws. They often ask you to attend an informal chat and stand a chance to win an exotic tour package or some luxury gift.

Online or offline, contests work.

Essentially, they appeal to people’s greed, and greed is a powerful motivational factor.

Asking people to participate in your contest could also trigger a sense of compliance.

  • Interactive White papers

Love them or hate them, whitepapers work.

I’m sure you have come across agencies that make you fill 15-field forms to download their exclusive whitepaper.

Now I’m not suggesting that all these fields are unnecessary, they might be required. But throwing such a big form in the face of potential customers can overwhelm them.

Instead of making it look like such a lot of work, make it fun, just like Pardot has.

Pardot gives its conventional white paper a pleasant twist by adding a little interaction.

Its small ask is only to get prospects enticed into knowing about the content type that’s right for them.

Salesforce whitepaper

Once prospects commit to it and answer the following questions, only then they’re asked for their other details.

Salesforce whitepaper optin form

Remember:

You’re only trying to achieve a sense of compliance in your prospects.

If that comes by getting your prospects to participate in a poll or by getting them to use your web tool, so be it.

How to Use Digioh to Leverage the Foot in the Door Technique

If you look at all the above content types that get prospects to make mini-commitments, you’ll notice that it’s expensive to create some of them. For example, creating interactive videos and custom calculators could cost you a lot of money.

Quizzes, surveys, polls, and quiz-style contests, on the other hand, can all be implemented as simple multi-step forms. So if you don’t have the bandwidth, you don’t have to worry about the higher end options.

Digioh has recently introduced a multi-step form feature that allows you to use the foot in the door marketing technique to collect leads.

You can use Digioh’s multi-step form feature to create quizzes, surveys, and polls using slick-looking lightbox popups. Each lightbox popup links to the next popup in the sequence leading up to the final one where you can ask for the prospect’s email and other details.

It’s also possible to create a multi-step form and use the Yes / No lightbox theme. (Two-choice or Yes / No opt-in forms perform better than one-choice or just Yes opt-in forms as with two-choice opt-in forms, people have to make a decision and choose between two options rather than mechanically saying no to the single option.)

Three quick steps to get you started:

Step #1: Choose the type of content to create the multi-step form sequence.

To do so, see if your audience will respond well to a quiz, a survey, a poll, or maybe just a simple two-choice opt-in form.

Remember:

  • Don’t ask for too much. Ask for the least that your prospects will happily say YES to.

For example, ask them to attend a free webinar and not to buy (or try) your latest add-on.  

  • Keep the small action aligned with your BIG action.

For example, pitch a free webinar [small action] to promote and upsell your new add-on[big action].

Step #2: Create the questionnaire and design the sequence using Digioh’s multi-step form feature and drag & drop form builder.

When you’re choosing questions, select easy and interesting ones. Questions that target a prospect’s pain points tend to do well.

Assessment-style engagement does well too. For example, if you’ve an online hat store, you could create an assessment-style quiz to help your prospective buyers choose the right hat according to their personality.

Whatever questions you choose, make them relevant and engaging.

Step #3: Go live with your shiny new multi-step lead generating form.

Rishi has done a complete walkthrough of how you can use Digioh’s multi-step form feature.

Three Power Moves to Make the Most of the Foot in the Door Technique

Cialdini recommends the below tips to get the best results from the foot in the door marketing style.

#1. Choose the mini-commitment carefully

The whole idea of this technique is to get a commitment upfront. So your job as a marketer is to get a user to commit super-fast. And you can get it quickly if you only ask for the right thing.

Ideally, the first small action in your whole setup should seem effortless to a prospect.

If the action you choose looks like it will need some effort, ditch it. Pick another one.

Analyze your target audience and come up with requests they will likely comply with.

Think: what would your target audience be willing to do?

  • Signup for a webinar (so you can pitch your SaaS offering later)
  • Download a free ebook (so you can ask for their email afterward)
  • Claim a demo (so you can get them to buy)

Take this step seriously. The more people that you get to say yes to the first action, the more people you will get to say yes to your BIG ask.

#2. Leverage public commitments

This one’s not possible always, but whenever you can, create a perception that a prospect’s commitment is public. You can almost always guarantee better results through public commitments. Because people don’t just want to look consistent to themselves but also to the people around them.

For example, once prospects follow your small action of signing up for a free trial, invite them to like your Facebook page — this can invoke a sense of a social commitment.  

#3. Reward your prospect

Try to make the situation a win-win by rewarding prospects for doing the small action.

Your choice of a reward will depend on your business.

For example, if you’re a consultant, you can offer your prospect a few minutes of free consulting. You can also offer different kinds downloadable material like editable templates or free ebooks.

It’s a fact that we like people who help us meet our goals. If you offer content that will help people get closer to their goals, they will like you. And they’ll be even more likely to say yes to your second and bigger request.

Wrapping Up…

The foot in the door marketing technique is simple: Ask for a small action that a prospect will do willingly. And then ask for a big action.

The idea is to get an upfront commitment by getting the prospect to do a small action. This small action will prompt the prospect to repeat the act of compliance when asked to do the big action.

The foot in the door marketing technique is a powerful compliance tactic. Depending on your business, you can find creative ways to make it a part of your lead generation process.

Like I said earlier, quizzes seem to do really well, and with Digioh, you can create one within minutes.

Do you need any help with choosing the right small action for your audience? And do you’ve any other questions about this technique? Leave them in the comments below!

Marketing automation

What Is Marketing Automation? And How ExactTarget Stacks up Against Its Top 6 Competitors

There’s this guy…

Let’s call him “Bob”.

Bob is the newly appointed chief marketing officer at an upcoming B2B enterprise. Just promoted, Bob is all fired up to take his company to the next level.

As the first step toward his goal, Bob decides to switch his company’s current lead generation software with one that lets him collect more data and passes it along to his marketing tool suite.

To find a suitable tool, he does a Google search and looks up for the “best lead generation software”… browses through the top results … and BAM lands on our very own site.

Now you’re probably wondering about Bob’s second step … so, what does Bob DO next?

Does he signup right away?

No.

Does he book a demo?

Nope.

Ok – does he at least write us a query?

*Nada!*

Instead, he signups up to download our free guide with lead generation tips. So, all we have from Bob is his email.

Do you think it would make sense if we just emailed Bob a Digioh pitch and asked him to sign up?

You’re right – it would feel a bit early to make the offer.

But, since we know Bob’s interested, we could invite him to signup for our webinar series on lead generation. And after Bob attends it, we would be sure that Bob is engaged and is also aware of Digioh’s capabilities. So, this would be a good time to invite Bob for a personalized demo. Following this demo could come a personalized offer. And then maybe Bob would become a customer.

As you just saw, the buying cycle got pretty lengthy. Also, quite a few interactions happened before the actual sale.

To catch up with such buying journeys that comprise multiple interactions and touchpoints, and to make sure that the right person gets the right message at the the right time, businesses use “MARKETING AUTOMATION”. Automating marketing efforts lets organizations set up rules that trigger pre-defined responses from the business that get the prospects to interact, engage, and buy.

For example, in our case, a rule like “Organic traffic + interested in lead generation content” could trigger the action of sending the invite to the lead generation webinar. Further, participation in all the webinars could lead to the demo invite.

Hopefully, the above example has given you an idea of what marketing automation is all about. Let’s now look at how marketing automation tools define this term.

A primer on marketing automation

If you look up for the definition of “marketing automation”, you’ll find that every marketing automation software has one of its own.

For example, here’s one from Pardot (from Salesforce):

Marketing automation is a software platform that helps you to automate your marketing and sales engagement to generate more leads, close more deals, and better measure marketing success.

This one comes from HubSpot:

Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.

If you can’t understand much from these definitions … watch this video by Eloqua, another marketing automation solution. It gives the simplest explanation of marketing automation and comes straight from a marketer.

(Click on the image below to watch the video.)

marketing automation

Marketing automation is a lot more than setting up “Autoresponders”

Some people get confused between marketing automation and sending automated email campaigns (via autoresponders). These two are very different concepts.

Let me explain:

Someone who runs a popular blog and just needs to send out monthly newsletters and welcome series to new subscribers doesn’t need an automation solution. A good email marketing tool should suffice.

But for someone who’s selling an expensive B2B product with the average buyer’s journey spanning across various channels and touchpoints, a marketing automation solution is the answer to most of the marketing challenges.

And you CAN’T, in fact, compare marketing automation software like ExactTarget with email marketing software like the following:

The most that an email marketing software can enable you to do is setup emails that go on specific times. That’s it. It’s only when they’re powered by an automation solution that they can send personalized and targeted offers. If you too have a complex product on offer, you will likely need to invest in an automation tool.

So that brings us to ExactTarget, the leading marketing automation tool.

So, what’s ExactTarget

Or, what it used to be …

Well, ExactTarget was an email marketing automation software that Salesforce acquired and rebranded as the Salesforce ExactTarget Marketing Cloud. Later, in 2014, Salesforce ExactTarget Marketing Cloud got rebranded as “Salesforce Marketing Cloud” (dropping the term ExactTarget from the name).

So … ExactTarget — as we know now — is Salesforce Marketing Cloud. It continues to be one of the most popular marketing automation solutions for small to large businesses.

It monitors and analyzes a prospect’s touchpoints with a business across different marketing channels. It also helps companies map their customer journeys, discover patterns, and draw insights.

If you’re considering ExactTarget for your business, you should find the following cheat sheet helpful. It gives links to detailed comparisons between ExactTarget and its popular alternatives.

Before you read the comparisons, you should know that comparing two marketing automation solutions is tricky. While all of them work as the linchpin in an organization’s marketing efforts, each one works differently.

You could prefer one over the other for several reasons like:

  • Scalability
  • User-friendliness
  • Support
  • Integrations (for example, with your CRM software or lead generation tool)

And more…

So, your choice of your marketing automation solution will depend on the marketing challenges you’re looking to overcome. Let’s get started…

ExactTarget vs HubSpot

HubSpot is a full-blown inbound marketing software that allows you to create workflows, automate emails, and offer personalized content.

HubSpot

Quick comparison links:

ExactTarget vs Oracle Eloqua

Eloqua’s one of the leading alternatives to ExactTarget. It’s showdown post “Compare Oracle Marketing Cloud to Salesforce Marketing Cloud” begins with: “Move from Salesforce Marketing Cloud to the World’s Most Modern Marketing Cloud.” Sounds promising, right?

ExactTarget vs Eloqua

For a non-biased third-party review, check this one out:

Oracle Eloqua vs Salesforce Marketing Cloud Email

ExactTarget vs Adobe Campaign (Formerly, Neolane)

Adobe Campaign helps you improve the depth and reach of your campaigns with personalization.

See how Adobe fares against ExactTarget: Who is winning the Marketing Cloud wars?

ExactTarget vs Act-On

Act-on’s automation capabilities help business with brand awareness and demand generation. They also assist with client retention. They’re the “Marketing Platform for the entire Lead-to-Revenue Lifecycle.”

Read: Act-On vs Salesforce Marketing Cloud Email

ExactTarget vs ClickDimensions

ClickDimensions lets you automate campaigns by defining triggers, timers, and actions. It helps organizations identify the people who’re interested in their services and helps them take informed decisions to pull these people into the sales funnel.

Check out: ClickDimensions vs Salesforce Marketing Cloud Email

ExactTarget vs Infusionsoft

Infusionsoft is the top pick of small businesses that have basic marketing automation needs.

Read: Compare ExactTarget vs. Infusionsoft

Conclusion

Choosing a marketing automation software is one of the most critical business decisions you’ll ever take. And there’s no dearth of options to consider. Your choice, however, will depend on the features/functionality that you need the most, the marketing problems you’re facing, and the kind of returns that you’re expecting out of your investment.

So, what is your biggest criteria for choosing a marketing automation solution?

P.S Oh and if you do go for ExactTarget (or even for any of its alternatives for that matter), you should check out Digioh as well. Powering your marketing automation efforts with Digioh’s super lead generation capabilities can tool you up for the ultimate marketing automation success.

Here’s how it works:

  • First comes Digioh that collects leads (or emails) for you.
  • Next, these leads get passed along to your marketing automation software. Thanks to Digioh, your marketing automation tool has all the info about the lead’s source (i.e., how it landed on your list), what content the lead finds interesting (from the segment the lead got added to), and much more. (These are the ingredients of the perfect, most converting automation workflows.)

Book a Digioh demo now and see how you can spruce up your marketing automation game with Digioh’s lead generation awesomeness.