By now we all know the importance of a well-curated email list for an eCommerce business. It isn’t just a way for brands to stay connected with their subscribers and customers, but also a proven strategy to turn subscribers into customers and customers into repeat sales. While the importance of using a marketing channel that delivers 400% ROI on every $1 spent is absolutely clear, it is also becoming a challenging task to build email lists.
Think about it. When was the last time you visited a new online store and immediately subscribed to their newsletter?
The modern shopper is not skeptical about sharing their contact details with brands online. With practically everyone trying to reach their inbox with coupons and other kinds of promotions, it is only understandable.
But even in these challenging times, some stores have nailed their list building strategy. In this post, we’re talking about the Shopify store, Ikonick.
The store captured emails from 9.7% of the total 494,410 total impressions. That’s almost 50,000 emails in just four months!
And if you thought that’s not impressive enough, the store actually got 16.46% extra revenue from the emails it captured on-site.
Gamification with WooHoo.
Let us explain.
To recap, gamification is the application of the typical gaming elements like scoring points, competing with others and setting rules to win, to other areas of an internet user’s activities – in this case, your marketing and conversion optimization strategy.
About Ikonick and their challenges
Ikonick is a brand that sells entrepreneur-inspired art and canvas prints that are perfect for gyms, offices, real estate offices, man caves, lady dens, and more. Their products are known to turn empty walls into inspiration and are loved by the millennials.
Their home page provides information on what the brand is about and how they make their products. But most shoppers who hear about their posters and prints on different channels, come to the site, consume content, browse a few products and then leave without making an interaction.
That’s where the brand decided to implement a gamified popup with WooHoo to capture this shopper’s attention and turn them into subscribers they could nurture into sales.
How did Ikonick use the WooHoo games?
Knowing their shopper demographics and interests, Ikonick chose to play the game of cards with them. The popup game was set up to target shoppers who were actively browsing the store and were familiar with the brand. This ensured an audience that would be more likely to respond positively to the email capture campaign.
The popup game followed the conventional format of a lucky draw that most of us have played online and offline. All it required the shopper to do was swap cards that covered prizes – in this case, different discount coupons. It’s almost like drawing out a random card to win a prize.
The game made the shopping experience of visitors not just interesting, but highly engaging. The online store saw shoppers willingly sharing their email addresses. After all, who wouldn’t with a brand that first wants to make an interaction with the shopper, instead of pushing them towards a sale.
How does WooHoo use gamification?
WooHoo is a platform that combines the capability of a popup and online games. It aims at using the games to capture a store visitor’s attention, engage them with a game they have played on gaming sites or offline to win discounts in lieu of their email address. Call it bringing together the best of both worlds to engage and convert an online shopper into a subscriber, and then a customer.
The platform enables stores to incorporate the following games in their email popup strategy:
1. Card dance
Have your shoppers play a game of cards. Ask them to switch cards to reveal the ultimate savings they can make on a purchase.
2. Wheel of coupons
Let your shoppers spin the wheel and anticipate what they are destined to win. Use this game to offer different discounts and deals as the prize.
3. Pick a gift
Let shoppers pick one from the five gift boxes you give them. Surprise them with discounts they win inside the one they pick.
4. Reel of coupons
Make shoppers spin three wheels and jump right out of their seats when the columns align. The better the column match, the bigger the discount.
Why did gamification work for Ikonick?
A lot of stores may think of popup games as an added step in the shopper’s journey. But the truth is that it only enhances this journey and makes the shopping experience as fun as in-store shopping. Here’s why:
1. It gives the shopper a sense of achievement
One of the most powerful psychological factors that drive human behavior, is a sense of achievement. No matter what we’re doing, we do it to achieve something. Even shopping for that matter – we do it to want to be able to say, for instance, achieve a look that we saw on a fashion blogger. Or because we want to buy more products during a sale!
Gamifying your popup makes the shopper feel like they’re achieving something when they get a coupon.
2. It makes the shopper compete with themselves
We’re naturally competitive in nature. When presented by an opportunity to try our luck or complete an action to win something big, we’re more than willing to push ourselves and make that effort. The same holds true for the shopper.
When you present them with a game, with the probability of winning a bigger discount, they want to engage with you – which they normally wouldn’t on visiting a store.
3. It makes the shopper feel rewarded
Let’s take an example to understand this consumer psychology better.
You visit Starbucks every day for a month. On every purchase you gain a point that is equivalent to cash. Now after a month, you want to try another brand’s coffee, but Starbucks messages you that your points are now equivalent to a whopping 60% off. You would obviously go back to make a purchase again the next day.
Since the gamified popup here targeted active shoppers, the logic remains the same. They feel rewarded on winning a discount, and that nudges them to convert or make a purchase.
4. It gives shoppers a sense of exclusivity
When you’re shown something special or limited-edition, you are immediately more interested in it. That’s why most stores see their exclusive range of products getting sold faster than the others.
With the right messaging on the gamified popup, you can make the shopper feel the same sense of exclusivity. This can be done by telling them how by winning the game, they can access to exclusive coupons on their favorite brand, in their inbox.
Simply put, Ikonick grew their email list faster because they engaged their active shoppers with something out-of-the-box. It didn’t just help them make an impression, but also driving more sales and revenue from the store.
Wondering how your store can use gamification to build an email list and increase sales?