e-dialog achieves a 75% response rate with a lead nurturing form on the newsletter thank-you page
Intro
Content personalisation is playing an increasingly important role in email marketing. Not only because personalised mailings achieve higher open, click and conversion rates, but also because users themselves state that they do not want to interact with non-personalised mailings in the first place. e-dialog therefore places great importance on addressing recipients of the e-dialog newsletter personally. However, this type of personalisation requires data. If too much information is requested in the form of additional fields in the newsletter sign-up form, the completion rate suffers. The contacts who signed up for the e-dialog newsletter therefore had to be enriched at a later stage.
Goals
- High completion rate of the lead nurturing form
- Increase in newsletter sign-ups
- Newsletter personalisation
Lead nurturing is a frequently underestimated tool that can be used in particular to strengthen your first-party data. Users want relevant content delivered to them at the right time, in the right channel, with the right message. They are often quite willing to disclose additional information about themselves in order to receive personalised content. You simply need to clearly communicate the benefits of providing additional information and give them the opportunity to do so at the right point.
Mariella Giraldo, Consultant, Conversion Optimisation, User Experience & Email Marketing
Measures
A lead nurturing form was placed on the thank-you page of the e-dialog newsletter sign-up process. In this form, users were informed that you would like to address them personally. However, to enable this, additional information would be required. The “Email” field was already pre-filled for users, so they could complete and submit the form with just a few clicks.
Results
75% of users who complete the newsletter sign-up process fill out the lead nurturing form on the thank-you page. Newsletter sign-ups were kept steady over the same period, while newsletter personalisation was improved.
- % Response rate
Steady sign-ups
