Email Über Alles: Why You Should Capture Contact Info First

How to design your intake process to mesh with human activities

How many times have you filled out a form online? It’s probably a lot

Photo by Scott Graham on Unsplash

Now think—how many times have you started filling out a form and given up? It’s probably even more than your first answer.

For me, it’s probably a 1:2 ratio of completion vs starting out. Crazily enough, that’s not unusual. Fewer than half of users who start filling out a form submit it online.

But you already know that your first impression doesn’t have to be your only one:

Capturing a potential customer's email address (or other contact information) early in a form is a small change. But that change can do big things towards minimizing lead drop-off and maximizing re-engagement.

The Problem with Long Forms: Increased Lead Drop-Off Rates

Long forms can be a significant deterrent to lead generation.

As the length of a form increases¹, the chances of potential leads dropping off skyrockets.

This is because longer forms create more friction, requiring more effort from the user, which can lead to frustration and ultimately abandonment.

Source: Eloqua Report

When potential customers land on a form, their interest level is at its peak.

Asking for an email address or a phone number early in the form ensures that even if they abandon the process later, you have a way to re-engage with them.

This tactic is especially useful for capturing leads in high-intent scenarios, such as signing up for an informational event or requesting a product demo.

You can bring leads back into your marketing funnel once they drop—but only if you already have ways to reach out to them!

The Power of Reengagement Campaigns

Once you've captured a contact's information, you have the opportunity to execute reengagement campaigns.

These campaigns can be highly effective in nurturing leads that might have otherwise been lost.

Reengagement can fit whatever your market is, but common forms include:

• Email Drip Campaigns: Automated emails that provide valuable content, reminders, or exclusive offers to encourage prospects to return and complete the desired action.

  • Think of “You left something in your cart” kinds of emails

• Retargeting with Personalization: Instead of generic ads, personalized emails or messages can be sent based on their previous interactions or behaviors, creating a tailored experience.

  • This might be something like “You bought sunglasses; could you need a sunglasses cleaning kit now?”

• Special Offers and Discounts: Sometimes, a well-timed discount or promotion can be the nudge a potential customer needs to convert.

  • “You were browsing oil filters, do you want a discount on the oil itself to do that service today?”

Reengagement campaigns are cost-effective compared to continuously driving fresh traffic through paid channels.

They allow marketers to capitalize on existing interest rather than starting from scratch with cold audiences.

Nurturing leads with targeted content can increase sales opportunities. Proving that investing in personalized reengagement² is worth the effort.

Deterministic Outreach vs. Probabilistic Outreach

When it comes to reaching out to potential customers, marketers have two main approaches: deterministic and probabilistic outreach.

• Deterministic Outreach: Each data point corresponds to a specific individual. Deterministic marketing relies on definitive data points to match customers to marketing efforts.

  • This approach is based on captured hard data, such as email addresses, phone numbers, or usernames.

• Probabilistic Outreach: Each record uses statistical models to make educated guesses about a user's identity across devices, platforms, or touchpoints.

  • This approach works on the likelihood or probability that different data points refer to the same individual based on the combination of various data points.

Deterministic is almost always better when you have the option.³

1. Cost-Effectiveness: Deterministic outreach methods, like email marketing or SMS campaigns, tend to be cheaper than running ads across various platforms for probabilistic retargeting. Email campaigns, in particular, can reach large audiences at a fraction of the cost of display ads or paid search campaigns.

2. Direct Communication: Directly engage with your audience. Emails and SMS messages land in personal inboxes, allowing for more personalized and direct conversations. This directness increases the likelihood of conversions, as you can tailor your messaging based on previous behaviors or stated interests.

3. Reduced Perception of Intrusiveness: Probabilistic methods, such as browser retargeting, feel "creepy" to consumers. Seeing ads for a product they browsed just once can make people feel like they're being watched. On the other hand, receiving a follow-up email or message after showing interest feels more natural and less intrusive. This approach maintains a positive brand image.

4. Higher Data Accuracy: Deterministic methods rely on concrete data (like a verified email address or phone number), whereas probabilistic methods use inferred data, which can often be inaccurate. For example, browser retargeting relies on cookies⁴, which can be cleared, blocked, or misattributed, leading to wasted ad spend and lower ROI.

The Bottom Line: Start with the Essentials

In summary, capturing contact information early in a form is not just a ‘best practice’⁵—it's a strategic move that can significantly impact the success of your lead generation and nurturing efforts.

Minimize the length of your forms and secure key contact details upfront. Then you lay the foundation for cheap and direct reengagement strategies.

Furthermore, deterministic outreach methods offer a more targeted, efficient, and less invasive alternative to probabilistic approaches like browser retargeting.

As the digital landscape becomes increasingly competitive, the brands that prioritize user experience and efficient communication will be the ones that thrive.

1. Or the perceived uncertainty around a length. That’s why you’ll see “this form will take about 5 minutes” on well-designed forms. Uncertainty is a bigger threat than a large obstacle.

2. Pick your channel and content for the right purpose! The Medium is the Message

3. And you usually have the option if you have a well-designed customer experience.

4. Don’t get me started on cookies. I’ve written extensively on the topic

5. I hate the term ‘best practices’. It’s just a decision someone else has made. Plug your brain in and don’t be a business NPC