.jpg?height=2000&name=The%20Creators%20Hub%20-%20Jordi%20Sloots%20-%20CODE%20COMMERCE%20CLUB--15%20(1).jpg)
1. Meta Lead Ads
Meta Lead Ads, available on Instagram and Facebook, allow businesses to collect user information, such as email, name, and preferences, directly within the app through a pre-filled, customizable form.
Meta Lead Ads is an effective tool for lead generation. Drop-off rates are significantly lower because users stay within the Meta platform, and their details are pre-filled. Meta ensures a seamless experience across desktop, mobile, and tablet, while its advanced targeting, based on location, demographics, behaviors, and interests, helps you reach the right audience. The result? Higher engagement and more quality leads.
In most cases, you can integrate Meta Lead Ads with your marketing automation platform (MAP). This allows you to run multiple ad types and capture leads directly in your MAP. As you may know, Klaviyo is our go-to MAP. Following up with messaging across different channels like email (5 must-have email marketing flows), SMS, or WhatsApp is essential to maximize results.
With real-time syncing between Meta and Klaviyo (or another MAP), you can trigger instant messaging once someone subscribes. A well-crafted welcome series can reinforce your lead ad’s message and deliver the promised incentive. But don’t just default to discounts, while tempting, they can erode brand value and attract lower-quality leads. Instead, think creatively: offer a recipe book that pairs perfectly with your craft beers or an ebook featuring the best cycling routes in the Netherlands if you sell bikes. The right incentive strengthens engagement and builds long-term value.
Meta Lead Ads generate a high volume of leads, but not all will be high quality. Regularly clean inactive subscribers from your list to maintain strong email deliverability and engagement. And something else to keep a close eye on: leads who actively engage and convert after signing up. By segmenting these high-value customers and feeding them back into Meta, you can create powerful lookalike audiences, making your lead ads even more effective.
Finally, ensure your ads and integrations comply with GDPR, CCPA, and other data privacy regulations. Use clear opt-in mechanisms and transparent disclosures to build trust and stay compliant.
2. Product Recommendation Quiz (PRQ)
A Product Recommendation Quiz (PRQ) is an interactive tool embedded on an e-commerce site that helps customers discover personalized product suggestions by answering a few questions. This approach helps the shopping experience and gathers valuable first-party data. Is their favorite color red? Do they prefer Espresso or Lungo? What’s their ideal size? You can ask these kinds of questions to guide customers through your PRQ. And remember, keep it simple. Stick to a maximum of five questions to maintain engagement and always include a progress bar (e.g., "Question 4 of 5") to keep users motivated to complete the process.
A PRQ isn’t just great for engagement, it’s also a smart way to collect opt-ins. The best moment to ask? Right before revealing the quiz results. Simply ask if they’d like to receive their results via email. You can sweeten the deal with an incentive, but always give them the option to skip. Once they opt-in, add a short loading screen before showing the results. This creates the impression that your PRQ tool is actively calculating a personalized product selection.
Every opt-in helps grow your database and enriches your marketing automation platform (MAP) with valuable customer data. This data enables better segmentation, say, targeting customers who prefer yellow shirts in size M when you have excess stock. Plus, sending quiz results via email allows for follow-up reminders, increasing the chance of conversion.
Need more tips on increasing the chance of conversion? Find the blog with 21 tips about it here.
3. Brick-and-mortar store collection
While your online store is crucial to your success, a physical store, whether it’s a flagship location or a boutique, acts as a physical showcase of your brand. It’s where customers can experience your products firsthand, build a personal connection with your brand, and even attend exclusive events like an archive sale.
Your store also presents the perfect opportunity to grow your database. There are plenty of ways to collect opt-ins: customers can subscribe via your POS at checkout, or you can set up an iPad station where they can sign up, perhaps even unlocking an in-store incentive instantly.
Want to get more creative? A recent example from a merchant in flower bulbs caught our attention. In their showroom, they placed a giant pot overflowing with flower bulbs and a simple sign with a QR code. Customers could scan the code, guess the number of bulbs, and enter for a chance to win a trip to the USA. This approach didn’t just grow their database in Klaviyo, it also provided valuable insights into customer preferences and locations, helping them refine future marketing efforts.
4. Direct mail
Customers are bombarded with digital messages, emails, SMS, WhatsApp, ads, and more. An offline touch can stand out in a world overloaded with online communication. That’s where direct mail comes in. It’s a powerful way to win back inactive customers, just think of that familiar Douglas card with a €5 discount.
But did you know you can also use direct mail to collect opt-ins? Many marketing automation platforms (MAPs) allow you to trigger a webhook that sends a fully branded postcard via a postal service. This opens up creative opportunities, like welcoming new customers with a personal card or teasing an upcoming product launch. Just add a QR code so recipients can subscribe and be the first to receive exclusive updates.
One important note: ensure your use of direct mail complies with GDPR. You can find more details here.
So, what’s next?
As email marketing changes into a broader marketing automation strategy, brands must take a multi-channel, data-driven approach. Tactics like Meta Lead Ads, PRQs, in-store opt-ins, and direct mail offer fresh ways to grow your database, engage potential customers, and boost conversion rates.
Integrating these strategies into your marketing automation platform and refining your approach based on performance data will create a more personalized, high-converting customer journey. Ready to take your list growth strategy to the next level? Let’s talk!
