I’ve never understood web sites that subject visitors to a giant pop-up the moment they arrive demanding their email address. The strong-arm tactic is often used before visitors have even had a chance to read whatever article they came to read.
And it’s only the starting gambit. Marketers have a whole grab-bag of passive-aggressive tricks to choose from: pop-ups, slide-ins, scroll-downs, welcome mats, sticky bars, on-exit intents, home gates, takeovers, bait-and-switch freebies, etc. They all boast high conversion rates. They’re all promoted ad nauseam in content marketing listicles. And yet many of these tactics are really, really annoying to the very audience that marketers are trying to engage.
Money Lab put together a funny parody landing page, “I Want Your Email Address”, that mashes all of these tactics together....
Tom Fishburne reflects on wrong-headed email tactics.