Looking for new ways to generate leads? Co-registration is an effective, low-cost acquisition lever. This inbound marketing technique enables you to collect e-mail addresses and personal data from prospects via proprietary or partner collection media such as consumer surveys or competitions. We explain how it works, its advantages and the points to bear in mind if you want to implement it successfully.
What is co-registration?
Co-registration or co-subscription is a method used in digital marketing strategies. It consists in offering Internet users who are currently filling in a form, or who have just done so, the opportunity to subscribe to additional services, by ticking an additional box. Subscription offers can be made via :
- Newsletter subscription;
- Participation in a competition;
- Subscribing to a service ;
- The purchase of a product.
Co-registration is one of the acquisition techniques used as part of a lead generation strategy. It's based on proposing a tempting offer from a well-known brand to encourage visitors to sign up, while at the same time proposing secondary offers.
The data collected (title, surname, first name, date of birth, address, telephone number, zip code, e-mail opt-in, etc.) is made available to the partner companies selected by the Internet user. No validation is required.
In the case of double opt-in, user information is transmitted to the partner company once the e-mail address has been validated. The partner company is invoiced according to the number of leads transmitted.
What are the objectives of co-registration?
Co-registration enables you to meet three major marketing needs:
- Develop the prospect base/Prospect Relationship Management (PRM) for e-commerce, online media or services;
- Rapidly increase the number of newsletter subscriptions;
- Feed telephone prospecting campaigns with the aim of making appointments or sales over the phone. For these telemarketing campaigns, telephone processing resources must be correctly sized. This is a prerequisite for a high overall return on investment and an attractive cost per lead .
The benefits of co-registration
Discover the main benefits of co-registration:
- The cost per lead of co-registration marketing is the lowest of all acquisition levers;
- Co-registration generates large volumes of qualified leads. By ticking theopt-in box, users authorize the use of their personal data. The information obtained on contacts is accurate, as forms are generally complete;
- Form fields and collection periods can be customized;
- This lead acquisition method is 100% GDPR compliant;
- Setting up a co-registration marketing campaign requires few resources;
- Co-registration is an easy technique to implement. It doesn't require advanced marketing skills or the use of sophisticated communication tools. Flexible, it can be used in any type of digital marketing strategy;
- You own the data collected. You don't need to rent it.
Co-registration: how to set it up successfully
A opt-in is used to obtain the consent of the recipient of an advertisement or commercial offer. It takes the form of a checkbox or a button, followed by mentions. For example, in the case of co-registration :
" I agree that my personal data may be transmitted to partners [list of partners] of company X for commercial prospecting purposes by [email, SMS, post]. "
For a successful co-registration marketing strategy, it's essential to check that the form complies with the General Data Protection Regulation (GDPR). The use to which Internet users' personal data will be put must be clearly explained. In addition, the regulations require that they be given the possibility of accessing, modifying or deleting the information collected about them.
Another crucial point is choosing the right distribution network for your co-registration module. Ideally, you should select third-party websites in the same sector of activity, but not offering exactly the same service as yours. Give preference to sites that match your prospects' interests and practices.
Dataventure takes the advertiser's place in selecting and activating the best websites. The Data & Performance Marketing expert has a network of over 1,000 partners.
To generate as many leads as possible, you need to target as many prospects as possible using forms. Last but not least, make sure your message is clear, inviting users to discover your brand. To do this, use a short, clear and precise tagline.
The different types of co-registration
Co-registration can be divided into three categories:
- Simple. Its purpose is to collect the personal data of newsletter subscribers, to enable users to benefit from a promotional offer or service;
- Qualifying. It incorporates additional qualifying questions to gather targeting data;
- Telephone. It is based on the collection of telephone numbers for distance selling, telemarketing or SMS collection.
Would you like to generate more leads? Do you need support in designing your customer acquisition operations? Dataventure offers you customer acquisition solutions tailored to your objectives.
As part of your co-registration strategy, our experts suggest integrating co-sponsoring. This technique consists of collecting leads at the beginning of the collection medium's registration, without highlighting offers or services. Considered a high-ROI solution, co-sponsoring offers the lowest cost per profile on the market. Take advantage of the potential to generate hundreds of thousands of leads every month.
