Opinions

Finding And Engaging New Subscribers Through Lightbox Registration

Posted by Shelly Alvarez on August 11th, 2014 at 9:38 am

Finding and engaging new customers is the core to growing any business across industries.  However, many marketers are not taking full advantage of creating an efficient email registration process.  It’s not always their fault. Vying for valuable real estate on your website’s homepage is often a losing battle.  Email registration often gets delegated to the bottom of the page. However, implementing a lightbox email registration process on your website can help you get around this fight. After all, lightbox registration pages aren’t competing for home page real estate and they come in the form of a pop up. These tools are an excellent way to grow your list with qualified leads from consumers that have already expressed an interest in your brand through a site visit.

There are a few things to consider when it comes to building lightbox registration pages. First you must decide what kind of information you want to capture. We’d recommend that you only capture the bare minimum in that lightbox. You don’t want the potential subscriber to feel overwhelmed by the request, so you only want to ask for the information that you truly need. This can be limited to the person’s name and email address. While it’s true that you may want to have more information on these customers, you can always do a follow-up email and append your data later. This is the first step in a relationship and you want to make it as appealing and easy as possible to start the conversation.

Secondly, you need to think about where to place the lightbox registration on the page. You need to decide where your potential subscriber will encounter this lightbox when they come to your site. Should it pop up on the home page or is it better suited to sit next to a specific piece of content? Or both?  Take a look at your website and decide where the pop up is most appropriate.

Finally, you must consider the timing and frequency that the light box appears to your website visitors. You can put rules in place to make sure that you aren’t bombarding a site visitor with these email signup requests. For example, you can create frequency rules limiting how often the box pops off such as one time per visit or after someone has been on your site for 10 minutes. Obviously a box that pops up every 30 seconds is going to create a poor user experience. You can even set opt-out rules in which the box no longer pops up once a subscriber has joined your list. You should talk to your provider about which business rules are available to you and create a testing plan for your business.

With these strategies in place, you are well positioned to acquire new customers and build out your list. However, once you’ve registered a customer’s information, it doesn’t stop there. You need to make sure that you send a really nice welcome email to the subscriber and set their expectations about what is going to happen. The welcome email should outline the relationship. You want to remind them what they have signed up for and let them know how often you plan to mail them and what kinds of content you plan to send them. You can even ask them to add you to their contact list within their email system. This helps establish the relationship and begins the nurturing process in the customer lifecycle.

Lightbox registration pages are relatively easy to create and offer a real opportunity to acquire interested parties to help you build and grow your email list.

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