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Online Forms and Pop-Up Forms: What’s the Difference?

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Website forms come in different forms, each great for different reasons. Their commonality, however, is that they’re great at gathering key information on your website visitors and encouraging them to sign up for your email list

In this blog post, we’ll be talking specifically about two kinds of website forms: online forms and pop-up forms. Both online forms and pop-up forms are important when it comes to converting leads on your website. But they differ in how they get the job done, as well as in the benefits they offer.

A comprehensive marketing strategy will include both of these tactics. However, understanding how, when, and why to employ an online form vs. a pop-up form (and vice versa) is key to making them work. To help you do it, we’ve put together a quick breakdown of what each type of form is and what it can do for you. Here’s what to know.

What are Pop-up Forms?

Pop-up forms do exactly what they say: pop up on the page at a time and place that you designate in advance. The goal is to catch leads at the most opportune moment possible, targeting both timing and placement in order to increase the form’s conversion capabilities and move more leads down the funnel.

Why Pop-up Forms are Beneficial

While it’s true that pop-up forms provide a momentary disruption to a user’s experience on the page, many marketers will tell you that their benefits outweigh the interruption. Here are some of the strategic advantages that a pop-up form offers:

  • They can engage a visitor before they exit your site. You can set a pop-up form to deploy right as someone starts to navigate off of a page, providing one last opportunity for engagement before they move on to somewhere else.
  • They can be optimized to get in front of the most people. Unlike embedded forms, which typically live on a designated page, pop-up forms can be placed anywhere they’re most likely to be seen—including your pages that receive the highest website traffic.
  • They’re fully customizable. Personalize your pop-ups based on a user’s on-site activities. Based on what they’re doing, you can arrange for the pop-up to facilitate an email newsletter sign-up, a whitepaper download, or a demo request, among other things.

What are Online Forms?

Online forms, or embedded forms, live in a permanent place on your site and serve one set purpose. They’re generally placed on the header or footer of the page, or on their own landing page, based on what you’re trying to achieve and what gets you the best results.

Why Online Forms are Beneficial

Though less dynamic than pop-up forms, you’re still likely to see embedded forms in ample use on most brands’ websites. Here’s why.

  • They’re innately data-driven. Because online forms appear consistently on certain pages, it’s easy to track their performance. You can also use data tracking techniques such as heat mapping to figure out where they’re best suited to live.
  • They’re static. You can target efforts specifically around driving traffic to an embedded form’s landing page. This includes using online promotions, organic and paid ads, and other pushes to make sure that more eyes end up on the form.
  • They can generate helpful feedback. Online forms don’t only have to be used to collect contact information. You can also utilize an embedded form as a method for garnering user feedback, such as providing a place for users to quickly and easily leave a review or rate your product or service.

Why Both Types of Forms Matter for Your Business

The question isn’t whether you should use pop-up forms or online forms — it’s how you use them together to get the best results.

Every effective marketing strategy relies on a variety of methods and approaches. A mixed approach, one that uses both types of forms, for example, is the best way to get the most out of your strategy and see more people provide their information and sign up for your email marketing.

Any comprehensive on-site marketing strategy should include thoughtfully-placed pop-up forms and embedded forms, and you should be doing regular data check-ins to see what’s working and where. Based on that information, you’ll be able to ensure you get the most bang for your buck and that any and all forms on your site are set up for success. 

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EMAIL MARKETING

What Not to do in Email Marketing

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What Not to do in Email Marketing

Email marketing is one of the best ways to speak directly to your audience. You can build a relationship with them and create loyal customers. It is also a great way to generate traffic to your website, increase leads, and execute large campaigns.

With all of the benefits that your company can gain from email marketing, it’s no wonder that 64% of small businesses engage in email marketing. However, there are still a few important things to keep in mind. In order to be successful, you should avoid these 4 mistakes explained by 97 Switch when preparing an email marketing campaign.

Talk About Yourself

Many companies fall into the trap of only talking about themselves. They assume that since their audience signed up for emails, they want to hear all about the company and the sales. While marketing your products or services is important to do sometimes, your audience is still looking for value.

Failing to foster a relationship with them by being too sales-y will lead to unsubscribers and a loss of potential customers.

Instead, it’s important to give the audience something in return for their loyalty. Exclusive deals and sales codes are appreciated, but they also want to see educational or entertaining content in their inbox.

One way to do this is by creating content such as “you asked, we delivered” or “your questions answered” to show that you care about your customers and the feedback they give you, and it builds trust.

It’s also important to speak your audience’s language. Sometimes, companies get too caught up in trying to sound professional and impressive and end up using jargon that’s hard to understand.

Using more simple ways to get your message across is imperative, as it makes the email easier to consume and thus more valuable.

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Email Without a Purpose

While building relationships with your customers is one of the main goals of email marketing, you should keep in mind that they don’t want to hear from your company just for the sake of connecting.

Ensure that you have a clear purpose for each email you send, whether that be to inform, entertain, or motivate.

Being intentional about when to reach out includes sending timely emails. You should respond to relevant industry, company, or world news in a timely manner. Readers would find you reminding them about the last day of a sale important, and that qualifies as a purposeful email.

Part of proceeding with a clear purpose is also including a call to action in your emails. Your readers want to know exactly what you’re asking of them, and making it simple is the best way to get it. Beware of including too many calls to action, as it can be more confusing and seem more selfish than helpful.

Over Generalize

Personalization is one of the greatest strengths of email marketing, yet it is often overlooked. Simply including first names in an email makes it sound more personal and builds stronger relationships. This can easily be achieved using an email scheduling tool such as Mailchimp. Again, this is a way to build customer relationships. Research shows that using someone’s name in the subject line increases open rates by 26%. Be that as it may, personalization is more than just plugging in names.

Using an email marketing tool is also an easy way to utilize the segmentation aspect of personalization. By separating your audience into groups, you can categorize what they would each be most interested to hear from you.

It has been shown that segmented campaigns perform better than non-segmented campaigns. An example of this is categorizing your readers as beginners, intermediate, or advanced knowledge of your industry. Based on this category, you can send each segment a different email that would pertain to them more specifically.

Your readers will appreciate that your content is tailored to their needs. Imagine sending a beginner an email that skips over the basics of a process. They would be confused and find it very unhelpful.

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Now imagine an expert who is wasting time reading the basics that they know by heart. They would become frustrated and lose interest in finishing the email. These are just two examples of using segmentation to better serve your audience.

Use Poor Subject Lines

Often, people will decide whether to open an email at all based on the subject line alone. A mistake that marketers tend to make is wording the subject in a way that sounds like spam, and thus never gets opened or reaches the audience.

As we mentioned before, it is also helpful to include someone’s name in the subject line. While it might seem like a shot in the dark to form an effective subject, there are a few tips for the best open rates you can achieve.

A good subject line should be short. The ideal length for a subject is 7 words, based on a study conducted by Marketo.

However, you also want to make it interesting so that people are curious and want to know more. This curiosity is enough to encourage people to read the email.

However, you want to avoid click-baiting your readers with interesting subject lines that have nothing to do with the content in the email. Make sure that your subject is also relevant to what you have to say. Otherwise, you will have the opposite effect you’d intended by destroying trust and losing credibility.

Being Inconsistent

Simply sending out random emails is not enough to see results. You have to stick to a schedule that your readers can count on and know when to expect to hear from you in their inbox.

The frequency can vary based on your industry and from business to business, but emailing at least once a month is recommended. The more you email, the more you will be on the top of potential customers’ minds when they need what you offer.

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That being said, you shouldn’t always assume more contact is better. If your company emails are flooding their inbox, you can bet that they will either block the sender or unsubscribe from future emails. Finding a balance is key to seeing the best results from your campaigns.

You should also consider the brand voice that you are using to speak to your customers. If your emails all sound like they were written by different people, then it’s hard to gain the brand-strengthening benefits of email marketing. It is also confusing to your audience and makes it harder for them to connect with the company.

A good way to remedy this is to create a company persona, where you give a personality to the company that is sending the emails.

Are you funny and witty, or are you serious and somber? Consider strengthening your branding within the company before communicating it with the world.

Key Takeaways

You can’t expect to be perfect at email marketing, so don’t get discouraged if you find that you have made these mistakes. There is always room for improvements, and every so often it’s a good idea to evaluate how your email marketing campaigns are going.

Using analytics to track your results and adjusting your strategy will help you grow as you fix any mistakes you might be making.

By taking the time to improve your strategy, you will see the success that can carry across all your marketing efforts.


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