How to Use Exit-Intent to Build a Large Email Base

Most people have a love-hate relationship with exit-intent campaigns. Many marketers don’t know how to effectively use them, while others know just what it takes to capture valuable lead information. If you’re not offering something valuable in an exit-intent campaign, you’re missing out on countless leads and customers.

A successful exit-intent campaign is more than just a last-ditch effort to capture a lead’s information; it’s a targeted, strategic marketing campaign that is a powerful conversion tool when used correctly. Building your email base is important regardless of the size of your business. Without a strong email base and regular customer engagement, you’ll have a much harder time developing long-term customers.

Here are some of the top strategies to use your exit-intent campaign to build a large email.

1. Collect Feedback

If your potential customers are leaving your site, some of the most valuable information you can collect from them is why they’re leaving in the first place. Creating an exit-intent campaign can do so much more than collect valuable lead information. If you’re seeing a high bounce rate, this is an excellent way to get consumers to stay on your page.

By collecting direct feedback and implementing those suggested changes into your website, you’re changing your business for the better. Keep your questions short and simple, and you may not want to require leaving contact information in order to leave feedback.

The feedback itself can be just as valuable as the contact information, and unless you’re offering something of value, you shouldn’t require customers to leave their contact information in order to leave feedback. Allowing customers to leave feedback anonymously often makes the feedback more valuable.

2. Target a Specific Audience

Rather than implementing a generic exit-intent campaign, you can target specific customers with customized exit-intent pop-ups. Using cookies to track users’ browsing information on your site allows you to target users with specific offers, products, and discounts before they leave your site.

The information that’s tracked as users browse your site can be used to target them with offers that are relevant to their interests. If they’re looking at a specific product or service, you can set up an exit-intent pop-up to use that specific product paired with a strategic promotion or one-time discount.

What better way than to capture lead information and convert passive shoppers into customers than providing an exclusive discount on the product or service they came to your site to view?

3. Offer Something Valuable

What many marketers fail to get right is offering something valuable in the exit-intent pop-up. While it may seem small, customers expect something valuable in exchange for their email address. In fact, they often expect something more than a coupon code or digital discount. Depending on your market and industry, you may want to consider offering a freebie, either as a physical good or a digital download.

For example, if you’re a digital marketing business, you could offer a digital download of valuable marketing tips and tricks in exchange for contact information. Every customer may value something different, so it can be tough to decide what to offer your customers.

As a general rule, more is often better. If you’re deciding between two digital downloads, it may be more valuable for your business to offer both to your potential customers. Something as simple as an email address can turn into a long-term client if you know how to strategically market your business, so a free download or two is more than worth it.

4. Focus on Cart Abandons

Customers who abandon their online shopping carts should be a focus for all businesses. If you’re not targeting potential customers who abandon products in their carts, you’re missing out on countless revenues for your business.

If your business is experiencing multiple customers that abandon their cart, it means that customers are going through the purchase process without going through with the final step.

For one reason or another, they didn’t go through with the purchase. An exit-intent pop-up is an ideal way to solicit feedback and potentially convert them into a paying customer. By asking for feedback or offering a discount to complete their purchase, a pop-up exit-intent campaign gives potential customers the motivation to finalize their purchase on your site.

5. Keep It Simple

We see overly complex exit-intent campaigns all too often, and instead of building an email base, they drive customers away. If you’re asking for contact information and asking questions as users leave your site, have no more than three to five fields to complete.

If there is too much information on the screen, or if you ask for too much information, you’ll cause users to simply exit without entering their information.

Just as you need to optimize your landing page, you need to optimize your exit-intent campaigns. Create images that coordinate with your business theme and branding, limit the amount of information required from the customer, and target customers with specific products and offers.

6. Update Your Pop-Ups Regularly

As your business grows, so should your website and your marketing strategy. What may have worked for your business in its infancy may not work as your business expands. Update your exit-intent campaign to introduce new products and services, lucrative promotions, and business expansion. Exit-intent pop-ups are a great way to not only capture lead information, but also market your business, products, and services.

Each page should have a tailored exit-campaign pop-up. Your landing page shouldn’t necessarily have the same pop-up as your product pages or checkout page. Your marketing team should dedicate time reviewing your exit-intent campaign and updating your strategies as your business evolves.

Wrapping Up:

Exit-intent campaigns can work wonders for your business when you use them in an organized and intelligent manner. Since you already gather a lot of information about your site visitors,  you just need to use that information to get more leads and sales without hurting the user experience on your site.

To conclude, here is the last tip: don’t use more than one exit-intent campaign on a specific page. If a visitor wants to leave your site, they should be able to without needing to close down more than one campaign.

Author : Marie Erhart

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