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Using pop-ups in marketing strategies

A pop-up is an interface element that opens on top of the web page content in a browser. It is used to attract new customers, display news, or collect data through a form.

The main task for pop-ups in marketing is attracting new customers. That’s why all of our pop-up templates include a field for entering an email address.
To set up the import when filling out the form in the pop-up, open an existing pop-up or start creating a new one. Go to the “Actions” section and select the “Profiles import” option.

In the settings, enable the profile search mode. The search mode is necessary to avoid creating duplicate profiles in the database. Next, select the database where the profile will be imported and the form element from which the data for the search should be taken.

Specify the import mode and exatra options:

Below, you can configure the automatic subscription of the imported profile to a resource. To do this, you also need to map the columns between the incoming data from the form and the selected database.

You also need to specify the resource, channel, and subscription status for the profile.

Save the changes to the template. Now, after a customer fills out the email field and submits the form, their profile will appear on the platform.

The actions users take with pop-ups can serve as triggers to launch a campaign. You can learn more about trigger campaigns in this article, but for now, we will focus on setting up the trigger.
To create a trigger campaign, go to the "Campaigns" — "Triggers" section. Specify the communication channels, subscribers, and message template. In the "Trigger" section, select the event type "Message action." The following pop-up events are available:
  • Pop-up opened — the pop-up is shown to the user.

  • Pop-up filling — the form in the pop-up is filled out and successfully submitted by the user.

  • Pop-up closed — the "Close" button in the pop-up is clicked.

  • Click on pop-up — a click is made on any element of the pop-up, except for the "Close" button (e.g., title, text, image, form field, button).

  • Pop-up custom event — you must set up the registration of this event yourself using JavaScript code.

A trigger for import through the pop-up is also available.

With this campaign, you can set up a welcome newsletter for everyone who visits the site and fills out the form in the pop-up.

Similar to trigger campaigns, scenarios support the ability to create a trigger related to actions with pop-ups. To create a new trigger, click the “+ Element” button while editing the scenario, and select “Triggers” — “Message event.”
In the opened window, select the necessary action and the pop-up that will trigger the event. The list of actions for scenarios is the same as the list for trigger campaigns.

With such a scenario, you can further send a welcome email or information about special offers to those people who closed the popup without filling out the form.

Also, just like in trigger campaigns, there is a trigger for importing via popup in scenarios. Setting up such a trigger can help launch new customers into complex marketing chains:

You can also segment users based on their actions with pop-ups. For example, if you set form completion as a segmentation condition, you will immediately get a segment of customers interested in a product or service, allowing you to engage with them more actively.

To create a segment, go to the «Data” — “Segments” section and click the «+ Create” button. Select the segment type and add the database. The following actions are available in the “Condition” section:
  • Popup opened — the popup is shown to the user.

  • Popup filling — the form in the popup is filled and successfully submitted by the user.

  • Popup closed — click on the “Close” button in the popup.

  • Click on popup — click on any element of the popup except the “Close” button (title, text, image, form field, button).

  • Popup target — the popup should have been shown to the user because the trigger conditions were met. However, it might not have been shown because of tag limits set in the popup itself, or because the browser blocked the window.

  • Click on an element in the popup — a click on an HTML element with a certain value in the name attribute was performed.

  • Popup custom event — you should customize registration of such event through JavaScript code.
Save segment. Please note that if you have chosen a static type of segment, new profiles that have fallen under the conditions will not be automatically added to the segment. You should use a dynamic segment for automatic updates. You can read more about segmentation here.

In this article, we have tried to describe all the possibilities for interacting with pop-ups on the platform. However, only you can create the marketing strategy that will bring you the most benefit using all these tools. At Altcraft, we wish you success in your experiments and are always ready to help if any questions arise.

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