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3 reasons you should be using Twitter's Lead Gen Cards

Back in May of this year, Twitter introduced the ability for companies to capture "leads" or sign ups using their new Lead Generation Card. Here is how Twitter describes the offering:

Twitter Cards let you bring rich experiences and useful tools to users within an expanded Tweet. The Lead Generation Card makes it easy for users to express interest in what your brand offers. Users can easily and securely share their email address with a business without leaving Twitter or having to fill out a cumbersome form.

Twitter Lead Card

If you're a Responsys customer, Lead Gen Cards just became incredibly easy to implement. In our latest product release, we introduced the capability for customers to build a form in Interact that's linked to Twitter, which then captures and stores Twitter leads directly in their Interact account.

Here's three advantages to getting started with this feature:

  1. Communicate directly with customers in a social channel they prefer, while securing valuable profile information (email and Twitter handle):  Build out your customer's profile for future marketing efforts and open up more opportunities for your social team to provide fans/customers with a better, more individualized experiences.
  2. Twitter “verifies” email addresses and limits your risk of capturing invalid ones: Twitter pre-fills the Lead Generation Card with the same email used for the customer's Twitter account, which is usually an actively used, personal email address.
  3. Immediately enter a customer into an orchestrated marketing program:  Lead Gen Cards are not just for growing your newsletter list. With Responsys, you can enter those who have signed up via a Lead Gen Card into an orchestrated marketing program. This might start with a series of welcome emails, followed by a mobile or display ad - depending on the customer's preferences and web behavior.

Most of all, don't forget to regularly inform your Twitter audience about the advantages of your email program. Just like a sign up on your website, you need to provide a value in your message so a customer sees the added value in giving you their information.

Are there email exclusives?

Are email subscribers the first to know about a given product, new release, etc.?

How is this different than what they are seeing (or not seeing) on Twitter?

With these ideas in mind, you are setting yourself up for success and your customers will get a great individualized experience.

If you're a Responsys customer, please contact your Customer Success Manager, to get started with Twitter Lead Gen Cards.

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