I blog a bit and as a result, people share my writing on Twitter. I use Tweetdeck to surface these mentions, creating custom columns to search for tweets that contain “ryanhoover.me” or URL’s to guest posts I’ve written on PandoDaily, for example.
In return, I reply to each and every person, occasionally reviewing my feed to reply with gratitude:
A few weeks ago, I started experimenting with something new. After replying with appreciation, people often respond in kind. At that moment, I send a second reply with an ask:
If this looks foreign to you, you probably aren’t familiar with Twitter’s Lead Generation Cards. By simply including a link within my tweet, the card is embedded, giving users the ability to subscribe to my email list with a single click. It’s beautifully simple.
As a result, 60-80% of people convert. Why?
- They’re primed. They have already shown an interest in my writing and the small sign of personal, human interaction (e.g. “@grantwebster thanks for sharing, Grant! :)”) compels people to reciprocate.
- It’s damn easy. With a single click, they’re subscribed. They don’t even need to verify their email address. By reducing friction, conversion increase.
I know what you’re thinking. That takes a ton of time, doesn’t it? It can. Although entirely manual, this small personal touch is part of its charm and why it works; however, there’s certainly an opportunity to automate and perhaps productize this process. A more automated approach would also reduce chance of a potentially awkward, impersonal interaction — asking already subscribed to subscribe.