Apr
18
Written by:
host
4/18/2008 10:15 PM
1) Advertisers should always know exactly where their offers are running.
This requires extra diligence, but so does doing media post analyses to make sure that a marketer's radio, TV or other ads ran when they were supposed to run, on the outlets the marketer chose and in the rotation specified. Lead generation should be no different. Marketers risk cheapening their brands and flirting with regulatory sanctions if they turn a blind eye to where their offers are being proferred in cyberspace.
2) Avoid forced selection of offers.
If Web site users will go through the time and effort of registering for a particular site, let them check offer boxes that start out blank. Forcing them to uncheck five or 50 boxes serves no useful purpose. If today's marketing is all about consumer choice, let them choose-as opposed to them having to reject someone else's pre-made choices. If offers are pre-checked, this should be made clear to users along with instructions that explain how they can avoid the process.
3) The opt-in or opt-out mechanism should not hinder consumers.
Offers that are easy to bypass will result in more registrations, opt-in acceptances and quality marketing leads. Web sites should make every effort to allow consumers to continue on through the registration process and bypass offers in which they have no interest. Any interruption in the sign-up flow could potentially be perceived as "forcing" an opt-in and create a damaging user experience.
4) Any incentives should directly relate to the offers consumers are selecting.
If a user is receiving some type of product or service for signing up for a product or service that is not related to what they are signing up for, such leads are seldom of high quality. Although many leads are created with incentives, problems can arise when a consumer is required to opt in to a completely separate offer in order to qualify for an incentive.
5) Led generators should use auto responders with clearly delineated unsubscribe or opt-out links.
A true "opt-in" occurs when a user selects an offer, submits the selection request, and then finds the confirmation in their inbox-an absolute must for maximizing a lead generation campaign. Don't hide the unsubscribe or opt-out or bury it in a mountain of text.
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