Looking for new solutions to generate leads? Co-registration is an efficient and affordable acquisition channel. This inbound marketing technique allows you to collect email addresses and personal data from prospects through proprietary or partner collection channels such as consumer surveys or online contests. Here’s how it works, along with its advantages and key considerations for successful implementation.
What is co-registration?
Co-registration, or co-subscription, is a method used in digital marketing strategies. It consists of offering internet users — while they are filling out a form or immediately afterward — the option to subscribe to additional services by checking an extra box. This subscription offer can appear during:
- Newsletter sign-up
- Participation in a contest
- Subscription to a service
- Purchase of a product
Co-registration is part of the broader lead generation strategy. It relies on presenting an appealing offer from a well-known brand to encourage users to subscribe, while simultaneously proposing secondary offers.
The collected data (title, first name, last name, date of birth, address, phone number, postal code, opt-in email, etc.) is then shared with partner companies chosen by the user. No additional validation is required.
In the case of double opt-in, the user’s information is transmitted to the partner company once the email address has been confirmed. The partner company is billed based on the number of leads delivered.
What are the objectives of co-registration?
Co-registration helps meet three key marketing objectives:
- Expanding the prospect database or PRM (Prospect Relationship Management) for e-commerce, online media, or service businesses
- Rapidly increasing the number of newsletter subscriptions
- Feeding telemarketing campaigns aimed at scheduling appointments or driving sales by phone
For telemarketing operations, it’s crucial to ensure your call-handling capacity is properly sized. This is a key prerequisite for achieving a strong overall return on investment (ROI) and maintaining an attractive cost per lead (CPL).
The advantages of co-registration
Here are the main benefits of co-registration:
- The cost per lead is among the lowest of all acquisition levers
- It allows the generation of large volumes of qualified leads — users explicitly consent to data use by checking the opt-in box, and forms typically capture detailed information
- Form fields and collection periods can be fully customized
- This method is 100% GDPR-compliant
- Setting up a co-registration campaign requires minimal resources
- It’s easy to deploy and doesn’t require advanced marketing expertise or complex tools. Flexible and scalable, it can fit into any digital marketing strategy
- You own the collected data — there’s no need to rent it from third parties
How to implement co-registration successfully
An opt-in is used to obtain a recipient’s consent for receiving advertisements or commercial offers. It generally takes the form of a checkbox or button followed by a consent statement, such as:
“I agree that my personal data may be shared with [list of partners] of Company X for commercial prospecting purposes via [email, SMS, or mail].”
To ensure a compliant co-registration strategy, make sure the form meets GDPR requirements. The intended use of the personal data must be clearly stated, and users must be given the option to access, modify, or delete their information at any time.
Another key factor is selecting the right network for your co-registration module. Ideally, choose third-party websites from the same industry that complement — but don’t directly compete with — your offer. Prioritize sites aligned with your prospects’ interests and behaviors.
Dataventure acts on behalf of advertisers to select and activate the most relevant partner websites. Our Data & Performance Marketing agency works with a network of over 1,000 partners.
Collect large volumes of opt-in profiles at reduced costs.
To generate as many leads as possible, target a wide audience through well-designed forms. Be sure to use concise, clear, and engaging messaging that invites users to discover your brand.
The different types of co-registration
Co-registration can be divided into three main categories:
- Simple: Collects personal data from newsletter subscribers or users benefiting from a promotional offer or service
- Qualifying: Adds extra questions to gather qualification and targeting data
- Phone-based: Focuses on collecting phone numbers for distance selling, telemarketing, or SMS campaigns
If you want to generate more leads or need support designing your acquisition campaigns, Dataventure offers client acquisition solutions tailored to your objectives. Contact one of our experts to discuss your qualified lead collection strategy.
As part of your co-registration plan, our experts can also integrate co-sponsoring — a method that collects leads at the start of the registration process without highlighting specific offers or services. Considered a high-ROI solution, co-sponsoring provides the lowest cost per profile on the market and can generate hundreds of thousands of leads every month.
