Designing an effective Internet marketing campaign is both an art and a science. Arguably, website pop-up marketing is one strategy that tilts toward the artful, rather than the scientific. As with virtually every art form, there are practitioners who do pop-ups well and there are webmasters who annoy website visitors to no end. You've likely been to the latter types of sites...the ones with random popups appearing here, there and everywhere. When the science kicks in, it shows that those webmasters don't do very well in terms of conversion. Worse than what they do to undermine their own marketing success, however, is what they do to the reputations of legitimate website owners and marketers who use website pop-up marketing respectfully and effectively.
The most common purpose of website pop-ups is to collect email addresses for opt-in mailing lists. If you use pop-up marketing in conjunction with email marketing, it's in your best interests to learn how to use popup advertising effectively - that is to say, in a way that gets attention without annoying your website visitors. When you do, you'll not only see far more conversions in your own marketing efforts, but other webmasters will appreciate that there is one more person showing the world that website pop-up marketing can be helpful, useful, creative, and fun.
Effective Pop-Up Marketing
Research shows that pop-up advertisements are effective. Truth be told, even annoying pop-ups have a higher click-through rate than onsite web banners. Well-done pop-up marketing can generate a click-through rate as high as 30 per 1,000 impressions. That's impressive when you consider that the typical banner ad the typical website has a CTR that starts on the wrong side of the decimal point.
Email Marketing Works
Likewise, email marketing is one of the best ways to maintain contact with prospects, new leads, and current customers. Unfortunately, just as telemarketing got overused by disrespectful salespeople, email spammers have made life more difficult for those who understand that an invitation to email a potential customer has great value. Treating that invitation with respect - and using it effectively - can pay off, not only in conversions, but also in opportunities to upsell and cross-sell
Marketing Power: The Whole is Greater than the Sum
If properly used, pop-ups and floating website ads deliver more mailing list opt-ins. Superior email marketing software increases your conversion rate. What happens when you combine the two? If you implement the proper strategy, you have one of the most powerful one-two website marketing punches available. The big question is, of course, how do you do it all the right way?
When to Use Popups
The first step in your website popup marketing strategy is deciding when and how to use popups on your site. Some of the most common - and least intrusive - uses include offering free information, providing information about opt-in email lists, highlighting special pricing in a pop-up sticky note or announcing a contest. Note that they all have one thing in common - they OFFER something to your website visitor. That's the secret of effective popup marketing and email marketing.
The Place of Email Marketing Software
Email marketing software does a lot more than spew out hundreds or thousands of emails at once. A comprehensive email marketing solution will include far more than email blast software. You'll want a way to track results, as well as an automated way to follow up with each mailing list sign-up based on their responses to your emails.
Combining website popup marketing with the full features of excellent email marketing software gives you the best features of both kinds of Internet marketing. Used responsibly and responsively, you'll be amazed at the results they deliver.
Author Resource:
Chris Robertson is an author of Majon International, one of the world's MOST popular internet marketing companies on the web.
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