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What Email List Growth Looks Like in 2016: 5 Takeaways for Marketers


It’s the beginning of the quarter. You just set your team’s new lead goals, and you’re starting to think about what steps you’re going to have to take to achieve them. Email list growth!

While whipping up some compelling content and placing lead generation forms in all the right places sounds like a feasible strategy, rest assure that there’s more to be considered.

Here’s the thing: Not all forms and pop-ups are created equal. In other words, factors like display type, trigger, timing, and device type can have a big impact on your ability to encourage your website visitors to sign up for anything.

To help shed some light on the current state of email list growth, our team at Privy took a look at six months worth of data, across 5,000 of our most active users. As a result, we were left with a ton of interesting email capture trends and takeaways.

(Note: These results will certainly vary for different audiences, but the hope is that they provide you with a jumping off point for your own research.)

The Current State of Email List Growth: 5 Takeaways for Marketers

1) ‘Enter to Win’ campaigns offer the most incentive to join your email list.

Above all else, our data revealed that the type of content you employ carries the most significant impact on conversions. To better understand which types of content provide the most incentive for visitors to convert, we zoomed in on three different content categories:

According to our research, ‘enter to win’ forms offer the most incentive to join — converting at an average of 15%. While it’s likely that the success of this particular type of content can be tied back to our human desire to win something — anything — at a single stroke, there’s something larger that we can learn from this. If visitors are driven to “win,” that might mean that we could benefit from using language that positions our offer, whether it be a piece of content or a subscription, as something that will help people succeed — something that will help them get a leg up on the competition.

Conversion_Rate_by_Campaign_Type_Privy.png

Remember: Depending on your brand and campaign intention, not all of these campaigns will make sense for you. Regardless, these are great benchmarks to use when comparing your own campaign results.

2) When it comes to display style, banners outperform bars and pop-ups.

Marketers love to A/B test campaign creative, yet for the most part the tests are restricted to a single display type. We looked through the three most popular form display types to examine which performs best. First, let’s understand each display type:

Join_Our_List_Popup.gif

Join_Our_List_Bar.gif

Join_Our_List_Banner.gif

According to our results, the banner outperforms both the pop-up and email bar. While it’s easy for visitors to feel bombarded by a pop-up, or overlook an email bar, the banner display seems to strike a happy medium between the two.

Conversion_Rate_by_Style.png

3) Tab CTAs delivered higher conversion rates than both time-based and exit-intent CTAs. 

There are a number of options to explore when determining how and when you want to present your visitors with a list growth CTA. To clarify, let’s take a look at a few different types of triggers:

Based on our findings, tab triggers saw a 32.43% conversion rate, which was dramatically higher than the other types.

Trigger_Types.png

Why the noticeable difference? While time-based triggers and exit-intent campaigns have proved useful for many businesses, tab triggers require your visitors to proactively clickthrough to access a form. In other words, those who take action are typically more engaged — hence the higher conversion rate.

(Note: Conversion rate is measured based on campaign views that resulted in signups by trigger type — not total site traffic.)

4) Device specific design and targeting can make a big difference.

For many businesses, the buyer’s journey starts on one device and ends on another. With this multi-device process in mind, it’s important that we’re planning our email list growth campaigns accordingly.

As your might expect, our research revealed that desktop traffic converted better than mobile traffic. However, we also found that tablet users actually converted .10% better than desktop users.

Conversion_Rate_by_Device.png

How can you use this information to inform your strategy? Above all else, make sure that your list growth campaign contains optimized conversion opportunities across all devices. While an image-heavy pop-up might perform well on a desktop, it’s best to keep mobile interactions clean and simple.

5) New visitors are more likely to convert than repeat visitors.

Like forms and pop-ups, not all traffic is created equal. In fact, we found that new visitors convert at 2.81%, compared to repeat visitors converting at 1.23%.

Conversion_Rate_by_Visitor.png

When crafting or tweaking your list growth campaigns, consider using audience attributes to determine whether or not they should see a particular campaign. For example, limit welcome offers to first-time visitors, and target returning visitors with more advanced content.

By limiting the display based on how many times someone has visited your site, you’re ultimately creating a better, less frustrating user experience.

Ready, Set, Grow

Like anything else in marketing, you need to start somewhere. Implement your first lead capture campaign, and start tracking conversion rates. You can always tweak your design, targeting, and content to turn up the dials later.

Remember: These findings reflect the behavior of our users. The best way to grow your email list is to use these findings to inform your own research and adjust your strategy accordingly.

 

Originally posted to HubSpot.com Written by Ben Jabbawy | @ on April 13th 2016 at 7:00am