Savvy customers don’t tolerate gimmicks. You want savvy customers, don’t you?
Have you ever wondered why scam emails are so poorly written? It's not because the scammers are foreign humans or automated bots. It's because a reader who ignores or misses typos is much more likely to be successfully scammed. The people who spot a scam a mile away are the wrong audience- they'd ultimately never give away their credit card or wire any money, so scam emails are actually weeding out smart people via typos and elaborate claims.
Sometimes marketers inadvertently do the exact same thing by putting data capture over user experience.
Marketing traditionally focuses on metrics- new leads, conversion rates, emails captured, etc. But metrics are for the marketer.
For the person being marketed to, the experience is what matters. What a potential customer is willing to put up with (in the name of leads, conversions, or email captures for the marketer) says a lot about the type of person they are and the type of customer they'll become.
By crafting the user experience of your marketing efforts, you can cultivate the right customers who will help you grow... or at least won't slow you down.
Metrics and data are good, but some can be captured easily and some can't. By marketing with metric-based goals, you can track marketing success more directly, but you make inevitable compromises on the experience. Sometimes we go too far and create experiences that confuse, annoy, or anger potential customers.
When these compromises happen, the "good ones" close out, click off, unfollow, or whatever. There are too many choices on the internet.
Marketing Tactics Work
To be clear, adding a full-screen takeover to capture emails will work. You will get emails. Some people will give you their email and let you pound them with spam for years, and they'll never unsubscribe!
Is that your ideal customer, though?
While you're seeing numbers go up, you may actually be cultivating a customer base that you don’t want- the kind that drains your business resources and spends less money over their lifetime than someone you may have turned away.
The danger of attracting a customer base you don’t want is that it compounds. Customer feedback drives product decisions, customer complaints tie up support and dictate documentation, and existing customers spread the word in their own social circles to like-minded people.
The People Want Respect
By respecting the people you're marketing to (respecting their time, intelligence, and processes), you can see huge returns in the long term. In the short term, your numbers may not look as good, but if you value a high ceiling over near-term pop, you can do things like:
- Put a clear unsubscribe link at the top of every marketing email
- Remove or delay tracking snippets that slow load time
- Capture emails with a fixed bar at the top of the screen instead of taking over the whole screen
- Stop putting calls to action in social media images
- Stop using clickbait titles and headlines
- Include helpful content on landing pages, not just a number and a form