Annoyance is a viable strategy to achieve conversion. It’s definitely not the most friendly one. The reason most of us are so averse to pop up ads is the predatory practices of delivery, not the content. No ad is evil by design. We need to work on delivery.
The basic function of marketing is to be a messenger. As marketers we deliver the good news of great products and services that make lives better. Who wouldn’t want that?
It gets worse. We’re not the only ones doing it. Our customers get bombarded with marketing messages. Ignorance is a way of coping with overload.
For example, DO NOT trigger a pop up right away.
Imagine you walk into a Walmart and they first thing you hear is “Welcome to Walmart, can I have your phone number?”
Instead, DO offer to subscribe for your newsletter… once they’re almost through reading your blog post.
Everyone loves the good stuff. If your stuff is good, who wouldn’t want to get more of it, and share it with friends and colleagues. In this example we’re adding an extra layer of convenience at the right moment.
This is a small change in interaction, and all it took is a little thought.