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5 Tips for Building Your B2B Email Lead List with Popup Opt-in Forms

Build Your B2B Email Lead List with Popup Opt-in Forms

B2B email marketing allows you to build an ongoing, interactive dialogue with your customers and prospects on a measurable, cost-efficient basis. Don’t risk getting blacklisted by buying an email list. Organic list building is the key to successful email marketing.

In order to build your own B2B email lead list, you’ll need to obtain permission from your customers and prospects before adding them.

The essence to capturing emails without disturbing visitors is to target the right audience with the right content and the right offer at the right time. A well optimized and targeted popup opt-in form is an effective way to convert your website visitors into email subscribers. It will successfully entice potential customers to want to give their personal contact information, not force them.

Consider the following tips for creating a popup opt-in form that captures emails:

  1. Clear call to action (CTA). A successful B2B email marketing campaign must have an effective call to action. There are three main features to a CTA: placement, design, and copy/text. Your popup form’s CTA should also be relevant to the specific page it is living on and the person visiting that page. Most of your visitors will only take action if it’s logical and likely to benefit them in some way.
  2. Visually appealing. Encourage visitors to sign up with an innovative popup design and easy to read text. Your form should only have 2-3 fields and the colors should match your website’s theme. Depending on the brand, your image should either be the lead magnet or the face of your company. Be sure to do A/B split testing while your popup is running (use different images, change the color/shape of the CTA button, add/delete fields) to figure out the best popup strategy.
  3. Timing is everything. There are several types of popups to choose from: entrance, timed, scroll-activated, reader’s choice and exit intent. Picking the right one for a specific page is key to grabbing the user’s attention and making sure he/she opts-in. You don’t want someone reading your blog post to be interrupted by a popup when they haven’t even made it half way through the content.
  4. Interest-based offer. You can personalize your popup’s offer based on a specific page or visitor. Your offer can include a free download, consultation, toolkit, resource, etc. People are more prone to give you their email address in exchange for something beneficial to them (especially if it’s free). It’s your job to sell the idea of subscribing to your email list and you’ll need an attractive lead magnet to do so.
  5. Capture abandoning visitors. Users might leave your site because they finished reading an article, the content was irrelevant, or they couldn’t find the product they were looking for. In that moment of indecision, you can interrupt the customer with an exit intent popup (a popup that will appear on the screen as the visitor moves their cursor to exit the page). This allows you to give your potential customer a second chance at opting in.

Popups don’t have to be annoying. Although some people feel overwhelmed and interrupted by bad digital ads, you can have them on your website and keep your visitors happy at the same time. People don’t actually hate ads; they just hate the bad ones. Following these five tips will ensure you are on your way to email marketing success!

Still not sure popup opt-in forms are right for your company? Take a look at the How to Build an Email List that Grows Sales blog post to learn additional email marketing tips.

Download our Email Marketing Guide to learn the step-by-step plan to put you on the right path toward B2B email marketing success, or feel free to contact one of our email marketing experts.

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Dominique Andre

I have a passion for customer relations, and love working with clients. I have come to appreciate everything it takes to achieve bottom-line results, and enjoy taking the time to truly understand what it is the client needs to become successful. Full bio

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