May 23, 2013

Introducing Twitter’s Lead Generation Cards

If you use Twitter’s Promoted Tweets, you know how important it is to make each tweet and campaign dollar count. It’s pretty easy to release promoted tweets into the wild, but aside from typing some text and dropping in a link, your options have been pretty limited—until now.

As of May 22, Twitter is offering a new type of promoted tweet: Lead Generation Cards. The card takes a promoted tweet and makes it actionable. By clicking on the call to action, Twitter automatically and securely sends the email address associated with a Twitter account through to your MailChimp list. The double opt-in process is bypassed because Twitter has already confirmed the email address’s validity.

This integration will only work for managed Twitter users now work with any Twitter Ads account. From within your Twitter Ads dashboard, click on Advertising in the navigation bar and set up a new Card. Twitter allows you to completely customize your Lead Generation Card’s text, image, and call to action button.

To connect to your Lead Generation Card to your MailChimp account, navigate to your Lists dashboard in MailChimp and choose the list you’d like to connect. From within your list’s overview page, choose List Tools, and click on our new Integrations link.

From the signup form’s integration page, you’ll want to grab two pieces of information: Your Twitter Subscribe URL and the unique ID associated with your list.

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From your Twitter account, make sure that the HTTP Request method is set to "POST" (that should be the default), and then paste in your Twitter Subscribe URL into the Submit URL field. Twitter also requires you to include a link to your website’s privacy policy before you can continue.

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Now that you’ve got the subscribe URL in place, you need to add your list’s ID. Twitter will send certain information to MailChimp automatically, but they also allow you to add your own hidden fields. To connect your list’s ID to the Twitter Lead Generation Card, click to create a new Hidden Field. Use id for the Key, and your list-specific MailChimp ID for the Value.

 

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With that information, Twitter users who see your promoted tweet will be able to sign up for your list directly through Twitter. And as an added bonus, every person who signs up using this method will be tagged with "Twitter" in your MailChimp account.

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Now that you’re collecting new subscribers via Twitter, you can follow-up with them in a number of ways depending on your needs.

Engaging Your New Subscribers

Once you’ve identified those new subscribers, you can:

  • Bring them up to speed right away with an autoresponder campaign that educates them about your product or service over the course of one or several emails.
  • Schedule a "thank you" autoresponder to go out within the first hour after signup with a special gift or offer. Do you have a brick and mortar location? Maybe Pyow (our QR code generator) might fit the bill?
  • Send a Gather sign up form to Twitter signups about an event you’re running to make sure you’ll be able to communicate last-minute changes and news about the event.
  • Dig a little deeper and send targeted emails to those who’ve purchased a particular product (as tracked by eCommerce360) and also signed up via the Twitter LeadGen cards.

These are just a few of the many flexible jumping off points that you can take advantage of when collecting subscribers in this new and convenient way.

We’ve already seen the Lead Generation Card in action, too! Check out @NewRelic’s tweet:

For more on Lead Generation Cards, visit the Twitter Ads blog.