Using Twitter Lead Generation Cards to build your email subscriber lists

By Ros Hodgekiss on 21st February 2014

When building subscriber lists, it's often the small things that make a big impact. So, when we saw Adii Pienaar of WooThemes and Brandiing fame using Twitter's Lead Generation Cards to connect with his followers, we were curious - was this novel signup strategy resulting in a landslide of new signups?

When we got in touch with Adii to discuss how he was using this technique to promote his blog, "Making New Mistakes", he immediately mentioned that he had borrowed the idea from Ryan Hoover. In short, Ryan showed that if you use Twitter and have a Twitter Ads account, you can create Lead Generation Cards, which can be attached to any tweet. These Cards can include an email subscribe form, for converting your followers into new signups. Here's what one of Adii's tweets and Cards looks like:

A Twitter Lead Generation Card

And today, Cabel Sasser at Panic used the same technique prior to sending out their newsletter:

Looks interesting? We have a detailed, step-by-step guide to creating and using Cards with your Campaign Monitor subscriber lists, so you can try the same.

Two approaches to using Cards

While Adii and Cabel have taken a very one-on-one approach to using Lead Generation Cards to promote their blogs, you can also use them as part of ongoing Twitter advertising campaigns - such as in Promoted Tweets. Either way, setup is simple and you can really have a lot of fun with your messaging. It's also worth mentioning is that you can tag signups using our custom fields, making it easy to keep track of - and segment - who has joined a list as a result of your tweets.

But… Do they work?

Sure, this might all seem like an interesting experiment, so we checked in with Adii to see how his Cards were performing. As it turns out, using the Cards, alongside a simple, fallback landing page to manually capture leads resulted in a conversion rate of 67% - meaning that more than ⅔ of the people he reached out to consequently signed up to his list. That's pretty excellent and we'd love to know if your tweets get similar results.

A huge thanks to Adii, Ryan and Cabel for really pioneering the use of Twitter Lead Generation Cards to encourage their followers to sign up for their newsletters. If you're keen to give it a go, check out our guide to using Cards - and be sure to post in the comments below if you've got an interesting example of them in action!

11 Comments

  • Rishi
    22nd February

    whoa that is an awesome tip! I always thought you had to know someone special inside Twitter to pull that off. Thank you Ros for sharing :)

  • Ros Hodgekiss
    22nd February

    Thanking you, Rishi - I’m looking forward to seeing you use this in your tweets! Your blog has a few clever tidbits itself, so keep it up :D

  • Steve
    26th February

    Cool tip! Thanks Ros. We’ll have to see how we can fit that into some future projects.

  • Beccy
    17th March

    Great article Ros, we use Twitter for our business but have never tried this option so will be sure to incorporate this into our future email marketing campaigns.

  • Christian Newman
    25th May

    CRITICAL first step:
    Until you’ve given Twitter your credit card number, it won’t reveal the option to create Twitter cards - even free ones that aren’t associated with a paid campaign.

  • Ros Hodgekiss
    28th May

    Hi Christian, thank you so much for the heads up! I’m sure this tip will come in super-handy for people wanting to test out their Twitter cards - thanks again!

  • Rick
    10th July

    Great tip! I’m curious though does the one-click subscribe violate the new CASL laws?

  • Ros Hodgekiss
    10th July

    Hi Rick, in short, I don’t think so - as long as your subscribe message on the card clearly states what a user is signing up for. Subscribes from Twitter Lead Generation Cards are tagged as being from Twitter, so you can also show from where the signup occurred, too.

  • Ian Adams
    16th July

    I had never heard of this. great call. always looking for new tips.

  • Matt Orlando
    11th October

    May I ask what you cost per sign-up was?

  • Ros Hodgekiss
    11th October

    Hi Matt, the technique above is free to use if you create the card first AND don’t use it as part as a promoted tweet campaign (ie. post manually). I believe it’s still possible to do this. Let us know how you go :)

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