Email is one of the most underrated and underutilized distribution channels. Many have speculated whether or not email is dead. A new trend in paid growth channels are showing signs that email is making a comeback. Most paid channels are valued based on a click or an impression, but Google and Twitter are experimenting with email collection as an advertisement over the traditional click-based interaction model.
This past May Twitter introduced a new advertising option called the Lead Generation Card. The Twitter card contains a one-click action that passes your email to an advertiser. This is move for advertisers appears to be contradictory to the rest of Twitter’s platform. Twitter is infamously known for not giving access to a user’s email in their OAuth permission while other popular OAuth’s allow access.
Google is also testing a new search ad that allows advertisers to promote subscribing/lead generation over a click. If you are logged into your Google account, your gmail address is auto-filled in.
Both of these new advertising channels are powerful and create new opportunities to find arbitrage. The user effort compared traditional click-focused ads is the same, but receiving a prospects email is far more valuable than a visit. By eliminating one step in the lead gen funnel, the number of emails captured will increase; however, be careful.
Lead generation is not always about the quantity of leads. If there is too much noise in your leads, qualifying the leads may become uneconomical. This will lower lifetime value and increase costs for conversion. Always take the funnel from the top to the very, very bottom.
Keep an eye out on how these paid channels are being utilized in the coming. Receiving an email at the moment of interest over a click changes how you evaluate an advertising channel’s value.