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5 Steps to Prevent Popup Doomsday From Destroying Your Email Capture Rate


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Dotmailer + AddShoppers webinar

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5 Steps to Prevent Popup Doomsday From Destroying Your Email Capture Rate

  1. 1. 5 Steps to Prevent Popup Doomsday from Destroying Your Email Capture Rate Presented by AddShoppers + Dotmailer #PopupDoomsday
  2. 2. Your presenters Peter Messmer Director + Growth Joe Nicholas Channel Relationship Manager
  3. 3. I. Introductions II. What is #PopUpDoomsday III. Understanding the potential impact IV. 5 Step Preparation Plan V. Q&A Summary
  4. 4. AddShoppers The leading On-site Marketing Platform (OMP) for Commerce. We believe on-site marketing should be as agile + powerful as email marketing. 1,000+ brands worldwide agree with us.
  5. 5. dotmailer 17 years and growing Over 200 employees 30-45% growth yoy Offices in New York, London, Australia & Dubai 7000 clients in 150 countries Multi-lingual platform Global User Base Enterprise technology Full service & 24 hour support B2B & B2C Marketing automation Ecommerce background Market Leaders History
  6. 6. What is #PopupDoomsday… & what exactly will be penalized?
  7. 7. “Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible.” - Google “After January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.” - Google Straight from the horse’s mouth... Source:
  8. 8. “Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page.” OK Google...what exactly is an “intrusive interstitial”? Source: Delayed modals too!
  9. 9. At least they gave us some visuals... Image courtesy of Google
  10. 10. What will be penalized? Anything that covers the “main content” on the page (aka an “intrusive interstitial”) that wasn’t triggered by the user. Are there any exceptions? Yes. Age verification, login screens, and cookie usage popups. To summarize:
  11. 11. 1. Improve Mobile UX: Avoid penalties by utilizing user-friendly modals that don’t cover up content unexpectedly. 2. Diversify: Improve your email list growth with additional campaigns. We’ll cover these shortly in our 5 Step Preparation Plan. What’s the solution? 1 2
  12. 12. Understanding the potential impact
  13. 13. Remember Google’s Panda update? 56M Googleorganicsearchsessions 50% Hit 26M
  14. 14. Will this update really crash your rankings? Recognize that you need be smart about when, where, and how popovers appear. Explore different tools and ways to present popups. This is just one signal, if your site’s content is relevant, it can still rank highly. 1 2 3
  15. 15. Facebook hates popups too... - “Ads may not direct to landing pages that trigger pop-ups or pop-unders when someone arrives upon or exits the page.” - Policed via user submitted complaints Image courtesy of Facebook
  16. 16. Start planning now Determine your reliance on entry modal popups Improve your mobile UX 1 2 3 Diversify your email capture sources4 Be ready by January 10, 2017!5 The Solution: 5 Step Preparation Plan
  17. 17. 1. Start Planning Now
  18. 18. Stay ahead of the curve before it’s too late You have 81 days to: - Design a new user experience - Integrate it into your site - Import your current campaigns and promos (Why shouldn’t you just disable popup modals on mobile? We’ll show you why shortly.)
  19. 19. 2. How much do you rely on mobile popups currently?
  20. 20. Poll: Do you get a significant amount of your email subscribers from modals?
  21. 21. Fact: We need to keep growing our email lists ● 22.5%: The amount your email marketing list degrades each year ● 4-7%: The amount of visitors that turn into subscribers by interacting with a popup The natural decline along with a possible decrease attributed to losing new subscribers from popups, new strategies are needed.
  22. 22. Understand your dependence Do you know what percentage of your overall email capture and/or list growth goals are met by using entry modals? Understanding your list dependence before the algorithm change is extremely valuable. Checking these steps will put you ahead of your competition. Current list growth Look up your current average email list growth per month. (Example: 5,000) List growth from modals Look up how many of those come from mobile modals. (Example: 2,500) Calculation Divide #2 by #1 to get the percentage of your list growth that’s driven by your entry modals. Example: 2,500 / 5,000 = 50% 1 2 3
  23. 23. 3. Improve Your Mobile UX
  24. 24. Fill in the blank: “Popups are annoying… _ _ _ _ _ _ _ _ _ _ _ ”
  25. 25. Fill in the blank: “Popups are annoying… but they work”
  26. 26. AddShoppers Client Example Entry modal took their email list from losing subscribers to growing by 2% each month Campaign Launched Losing Subscribers
  27. 27. Popups are annoying, but they work. So what’s the problem? Annoying = bad UX (user experience) Now, traffic is at stake (not just frustrating your users). "Marketers will kill everything good." - @GaryVee
  28. 28. Intrusive: Penalized Non-Intrusive: Not Penalized So now we must go from this... To something like this:
  29. 29. 4. Solutions that diversify your list growth
  30. 30. Deploy data driven campaigns
  31. 31. Post Purchase Referrals
  32. 32. Tap for Special 15% off for Sleepopolis readers! Off-site Influencers Capture emails from referrals to your site
  33. 33. Geo Targeted Approach Personalized offers based on location
  34. 34. Social Contests Gain email subscribers through engagement
  35. 35. Ask and receive Don’t just give away coupons
  36. 36. Make them work for freebies
  37. 37. Refer-a-Friend Campaigns
  38. 38. Additional acquisition tactics Utilize selective placement and pull in additional strategies
  39. 39. Selective placement Mobile popups need to go, that’s a given. But from what Google has since taught us, if it’s not intrusive, it’s a-okay. Especially on desktop. Create new resources Have your site visitors enter their email to access whitepapers, blogs, guides or any free downloadable content. Utilize CTAs Make your website work harder. These CTAs can be bottom bars that capture email sign ups. No entry modal? No problem. Multiple email subscriptions Create multiple, targeted subscription types, and have their sign ups live in the footer of your site or key pages.
  40. 40. Additional strategies Expand your outreach in a few ways that will entice others to visit your site, and offer you their information Social media Twitter, Facebook, etc. to offer a new resource. Sign-up form tabs on your Facebook page can collect addresses from social fans. Share buttons also collect email addresses. Sign their loyalty Referral programs are big right now. They incentivize loyal customers to refer friends to your site. Two emails, one stone. Email inception Include share buttons and CTAs within emails to subscribed customers. Include a ‘subscribe’ CTA, so if it’s forwarded, a new customer can be born.
  41. 41. 5. Maintain + Succeed Keep calm and optimize
  42. 42. Take control Preventative measures are better than last-ditch efforts to curb unsatisfactory situations. Ensure your mobile site SEO doesn’t suffer and take advantage of solutions and strategies to acquire emails. Continually monitor the success of your new efforts. Evaluate and optimize your results for further success. January 10, 2017 Mobile popup doomsday. Disable all mobile interstitials before this date. Know your numbers Understand the disadvantage your site will be at without mobile entry modals. Have a plan Make sure you know what, how, and when your next strategy will be put into place.
  43. 43. Introduction To A Solution
  44. 44. To learn more about AddShoppers, join an upcoming live demo: Additional Questions? Follow Up? @TheBigCatSays To learn more about Dotmailer, visit: @josephrnicholas