捕获2020年捕获电子邮件线索的7种方法[+工具]

No matter what industry you’re in, email list building is still an important and high impact marketing activity.

尽管您可能会看到偶尔的文章宣布“电子邮件营销已经死了”，但您可以安全地继续您的广告系列，并知道“金钱在列表中”（像他们说的那样).

Now, there are many ways to build an email list - tactics and tools beyond simple sidebar lead magnets and popup forms.

本文将涵盖捕获电子邮件线索的7种方法，我们还将概述7种潜在客户捕获工具来帮助您做到这一点。

1.问：“我有什么？”

尽管每个行业中的每个公司raybet电子竞技都可能具有不同的战术实施来捕获电子邮件线索，但每个策略的核心都是这种公式：

The value of your offer -- the cost of giving you their email address = the probability of conversion

In other words, you need to make sure your offer is worth giving up in exchange for an email address (and for whatever information you’re asking). “What’s in it for me,” issuch an underrated question在营销中。

在某些情况下，价值交换非常简单。以Waitbutwhy为例。博客的作者蒂姆·厄本（Tim Urban）每隔几个月就写了一篇令人难以置信的全面和有趣的文章（更像是一本书）。这些帖子很棒。质量是毫无疑问的。因此，当出版这些艺术品时，简单地通知就足够了好处：

However, most business blogs can’t compete on that standard (it’s wildly time consuming and expensive to produce content like that).

因此，我们大多数人都依靠“lead magnets”- exchanges of value for information. These are things like ebooks, free email courses, webinars, etc. Essentially, it’s a piece of premium content you can use to entice someone to sign up for your list.

这是一个很好的例子cenversionxl:

Or here’s an ecommerce-focused example fromJ Crew:

Both of these examples are great for their appropriate contexts. You can imagine the clear value given by offering a discount on a visitor’s first purchase in the case of J Crew, and with ConversionXL, that offer appeared on a blog post about conversion rate optimization. The value alignment is obvious.

2. Target the right segments of your audience

When first starting out, it’s probably okay to have one universal lead magnet oremail subscription formfor all of your visitors. This is particularly true if your traffic numbers are small and your visitors are relatively homogenous.

但是，当您扩展内容程序并拥有许多不同的文章，意图和背景程度不同，就必须考虑WHO您是针对的。

例如，我们上面的J CREW示例是首次访问者，这比将要购买的重复买家提供15％的折扣更有意义。

Even simple, you can target visitors by which blog post they’re reading. If someone is reading a post on, say, writing case studies, a good offer might be “case study templates”:

You should also consider the device someone is using. One of the biggest mistakes with lead capture is using the exact same tactics and design for mobile that you’re using for desktop. The context and user experience is just completely different, so it makes sense to test different thing on different devices.

本节的重点不是为您提供针对谁的具体，战术建议。只是建议您考虑观众的哪些部分看到哪些CTA。随着公司及raybet电子竞技其内容的生产能力的增长，拥有一种适合所有方法的方法越来越小。

3. Target your audience at the correct time

Who you target is very important, but when you target your audience is also important. For instance, with our J Crew first time visitors example, it certainly makes sense to deliver the discount as soon as possible (on arrival).

This person is probably comparison shopping, so you’re fighting for attention and want to hook them quickly. This is the case with many ecommerce lead capture messages, such asRalph Lauren:

但是，如果您在博客文章中捕获电子邮件，但是，您不想在读者超越第一段之前中断用户体验。

那’s a good way to skyrocket your bounce rate. It’s also a common mistake I see with marketers who use “welcome mat” popups - those giant interstitials that completely take over your screen. Not a good way to entice a reader to continue with your content.

这些部分更好的触发因要么是scroll-triggered弹出或一个exit intent popup。这些是行为触发的。当有人滚动经文章中的某个点滚动时，前者出现了，当有人将鼠标朝屏幕的角落运动时，后者出现了，就好像他们要退出窗户一样。

These are the types of popups I use on my own site, and we use them at HubSpot too. Here’s a great example of an exit intent popup from WaitButWhy (the copywriting is also great):

You can get creative with your time-based or behavior-based targeting as well. Does a behavioral event on your website imply intent or high interest in an offer? That’s a great time to trigger a CTA. An example is with templates. If you see someone is copying and pasting your templates, you can trigger a message that they’re also all available for download.

在更简单的层面上，您可以在副本中保留文本链接，并将其用作触发表格的意图信号：

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4. Build a proper lead magnet (or several)

我们已经讨论了需要回答“我有什么意思”的问题，并创建某种价值交换。但是，让我们更深入地深入了解“铅磁铁”的想法，因为通常至关重要的是写这篇文章（尤其是对于B2B案例）。

退一步,什么是导致磁铁呢?一个领导magnet is the free offer you deliver in exchange for a visitor’s information. This could be many things, but it usually looks like a long-form piece of content - an ebook, a webinar, a gated email course, a free tool, etc.

Here are several differentlead magnet ideas and formats:

The ebook

该电子书可能是铅磁铁的最常见形式，也许是因为它相对容易将多个博客文章重新利用为巨型电子书，并让某人上班以设计它。但是，根据执行的不同，它们可能非常有效。

I find ebooks to be best suited for a few cases:

• The topic is complex and requires a lot of education
• The buyer is inquisitive and loves doing their own research into the topic
• It’s a sufficiently text-driven topic to form an engaging ebook

诸如转换率优化，用户体验或搜索引擎优化之类的主题都可以符合上述标准，因此可以使其成为出色的电子书。以此为例，这本电子书来自用水关于如何进行适当的用户研究：

The webinar

Webinars are probably the second most common lead magnet I see in the wild. They’re largely used by B2B businesses, and it’s especially a popular marketing tactic for SaaS companies.

Webinars tends to work well in a few environments:

• 主题是技术性的，或者需要变得相当细粒度
• 您或您的客人在相机或知名度很大
• 您的网络研讨会主题对于不使用您的产品的人仍然很有用

例如，Unbounce reported wonderful resultsfrom their webinars (35% increase in free trial signups). AtCXL研究所我们举办在线研讨会课程教师(well-known and super experts in their fields), and regularly got thousands of signups (as well as many directly attributable conversions).

我认为，网络研讨会是潜在潜在的铅磁铁之一，但通常是现实中执行最差的磁铁。如果您可以让人们注册网络研讨会，那就是冰山一角。网络研讨会需要娱乐和有用，我不能说我参加的大多数网络研讨会。

If you can do this and do this well (and at scale), you’ll surely be able to build an inbound lead generation machine with it.

电子邮件课程

电子邮件课程是我最喜欢的未充分利用的策略之一。本质上是一本电子书，但分为章节并通过电子邮件发送。最好的部分是，您通常可以让专家编写单个章节，这不仅可以分发生产内容所需的精力，而且如果您正确选择专家，它还增加了订户的价值。

这是我们在CXL Institute使用的另一个铅磁铁：

Invision also runs这种类型的活动：

In these lead magnets, your setup is the same: you’re promising informational value in exchange for an email address. The difference here is that you’re using email to deliver the core value, which perhaps leads to an increase in open rates and engagement with the actual email marketing.

It’s easy to set up on your side, as well. You just build an autoresponder for those enrolled in your email course. Simple, and in the long run, quite automated.

免费工具

Free tools are also underrated, though tougher to create. Obviously, it requires resources to engineer a tool. However, if done right, it can really break through the noise. The best of example of this, of course, isHubSpot’s Website Grader:

The template/resource bundle

If the topic is the bait, then the lead magnet is the hook. If your topic interests someone, helping them accomplish what you talk about in the article can be a tremendously powerful hook.

通常，这是通过旨在帮助访客实施您所谈论的其他资源，模板或工具来完成的。reybet雷竞技下载一个明确的例子是我们的反馈调查模板与有关的帖子反馈调查:

清单

Similar to this is to offer a checklist. This is most appropriate for topics that are technically complex or at least require a lot of time and organization to accomplish.

像A/B测试之类的是提供清单的理想话题。这就是我在我写的帖子中所做的A/B testing guidelines:

铅磁铁的格式还有更多，但是以上是我最喜欢的类型。

5.尽可能减少摩擦

This is a good rule of thumb for all of marketing (nay, all of business): reduce friction.

Basically, if a visitors wants to sign up for your list, make it as easy as possible for them to do that. This is part of the premise behind the flywheel, but it makes a lot of sense when设计和优化网络表格。

设计表格时，请问自己等问题，例如：

• Do I need this piece of information I’m asking for? If so, can I ask for it later (a la渐进分析）还是以某种方式丰富我们的数据？
• 什么形式字段导致最高下降？
• 我们可以运行一些吗user teststo see where people are struggling with our forms?
• Do we have any basic usability oraccessibilityproblems with our forms?
• Do our forms work on all browsers and devices?

您会惊讶于在表格上快速的CRO审核可以找到多少低悬挂水果。

6. Match the intent of a blog post with the correct offer

我在谈论您的目标时在上面提示了这一点，但是快速赢得捕获的胜利是将铅磁铁优惠的消息与显示的博客文章保持一致。

您会感到惊讶的是，我多久一次看到严重的不匹配。如果您的博客文章是关于“ 2019年顶级营销书籍”，那么提供有关“数字分析的最终指南”的电子书可能不会审慎。那里有不匹配。一些访问者可能仍会转换，但肯定没有完全优化。

Here’s a trick I like to use to align messaging properly. Go into Ahrefs and plug your blog post URL in the site explorer feature. Look at all the keywords it ranks for:

您的目标是广泛了解您的帖子的排名，但也要尝试找到一些“客户之声”见解以窃取文案写作。例如，这个关键字“本周末在奥斯汀做什么”实际上可能是我可以提供的电子书或清单的标题。

7.选择最佳的铅捕获工具

Finally, realize that you’re not stuck to only using web forms. You can use popups, surveys, live chat, and many more tools to capture leads.

还要意识到没有一个工具最适合这份工作。我们已经看到了各种成功的方法using different types of tools, different lead magnets, and different strategies in general. It’s only appropriate to choose the right tool for the job you want to accomplish, which is what the rest of this article is about.

1. Web表单

网络表格仍然是在线潜在客户捕获的黄金标准。自从互联网上的早期根源以来，他们也已经走了很长一段路。现在，我们可以轻松地设计自定义表单，可以使用HubSpot表单（例如：

2. Popup Forms

Popups, once annoying an ill-designed, are now common and, when done correctly, are wildly effective and not at all a user experience hindrance.

When you can properly time and target the right audience at the right time, you can win at this method. At the very least, an exit intent form helps capture some would-be bouncers from your site.HubSpot Popup Forms为此免费且易于设置。

3. Surveys and Quizzes

在我看来，调查未被充分利用。他们引人入胜和娱乐，但实际上，您可以收集相同的访问者信息，而摩擦远比传统形式少得多。

A great tool for this is调查任何地方。这是他们的客户的一个很好的例子，他们创建了一项调查，以吸引参加自行车事件的与会者（使用iPad调查）：

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They put in their email and contact information to be entered into a contest at the end.

4. Live Chat

Live chat, sometimes viewed in the context of customer support and sometimes for sales, can also be used as a marketing tool.

尤其是当您正确针对访客时，您可以使用实时聊天来吸引沉重的读者或去过您网站的人几次。CXL与经常回来的访客一起做到这一点：

尽管实时聊天是收集潜在客户的一种不太一致的方法（简单地回答问题可能更好），但您会发现一些机会吸引访客并收集他们的信息。

5. Chatbots

聊天机器人are probably a better way to collect lead information. The fact that they’re automated saves you a lot of support rep time (opposed to running a live chat all the time), and you can often do better targeting and filtering as long as you design your bot the right way.

聊天机器人are a technique that, in my opinion, is still in its infancy. Too many companies are still designing terrible bots and angering potential customers in the process.

但是，有了正确的触摸，我看到聊天机器人飞涨铅转换率。

6. Giveaways and Contests

几年前，赠品非常受欢迎。尽管他们已经淡出了一点点，但我仍然一直在看到它们，尤其是在B2C公司（以及与旅行或经验相关的行业）中。

通常，您和几家公司合作，提供与您所有业务所做的事情有关的某种赠品，然后将赠品推广给您各自的受众。然后，您分享电子邮件线索（假设您获得了适当的选择权限，可以这样做）。

这是收集大量电子邮件的好方法，但有一个很大的缺点：电子邮件的质量可能不是很好。有两个原因：

• You’re sharing emails with a bunch of companies
• You’re relying on commercial incentives to get the email (in other words, they’re not interested in your company, they’re interested in winning that trip to Denmark).

如果您想尝试的话，一个很好的工具是KingSumo。

7.内容升级

Finally, we have content upgrades. This is really a popup form, but I wanted to add it separately, since it is a click-triggered and behaviorally contextual popup. Basically, when someone clicks a link that says “get the PDF of this” or “click here to get a checklist,” they can then opt-in with a very simple, dynamic form:

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当您单击链接时，会出现：

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就用户体验以及我们上面的所有策略而言，内容升级是收集电子邮件线索的一些最佳方法。它们与博客文章相关，而不是对用户体验的障碍，而仅针对那些单击链接的人触发。我喜欢内容升级作为铅捕获方法。

捕获电子邮件线索的方法和策略有很多。

This article gives a general outline as well as some ideas to do so; it also gives you some tools (most of them free) to accomplish the job.

As with anything, success requires some experimentation and tinkering. Try some of the above out, learn from it, and iterate to improve. Small wins compound and lead to greatness.

And if you want an easy way to implement some of these lead capture methods, check outHubSpot’s free lead generation tools。