An antidote to boredom? How gamification can help grow your email list

In an era of endless content, attention has evolved into the ultimate form of currency. Grab the attention of the potential customer, and you’re already halfway there. Easier said than done. Most brands are still using the same, frankly, boring tools, the most popular one being a pop-up that flashes on the user’s screen, offering 10% off in exchange for joining an email list.

This trusty pop-up typically gets closed in a second. For the majority, it’s almost a reflex, which isn’t that surprising when you think about it. People see hundreds, if not thousands, of them every week, and all of them say pretty much the same thing. In fact, such sign-up forms convert only 3-4% of visitors, which would be quite respectable, if not for the fact that there are more effective ways to get people on your email list.

Gamification is not only one of them, but one of the better ones as well.

Why a gamified approach works

A traditional pop-up is static, lacking interaction. A gamified approach engages the audience with simple, yet effective mechanics. Probably, the best-known version is spin-to-win. A visitor enters their email, spins, and then gets a prize. Of course, there are plenty of alternatives. For example, scratch cards, mystery boxes, quizzes, etc.

They all use the same principle: instead of boring (or even annoying) the audience with an all-too-familiar static pop-up, let them have a little fun. There are a few reasons why these formats are so successful.

First, these formats halt that automatic reflex to dismiss the pop-up.  A spin-to-win or scratch card has a novelty effect. Human curiosity is a powerful thing. Grab it for just a second, and you’re likely to succeed in stopping a visitor from reaching for that X button.

Too often, filling in a form feels like a chore. It’s highly unlikely that a person who is just browsing along is eager to dedicate their time to complete it. Playing, on the other hand… When you manage to turn a signup process into something fun, people are a lot more likely to take part.

Finally, a sense of surprise creates anticipation. Offering a 5% or 10% discount for a signup is too predictable. However, a chance to win 20% off, free shipping, or a gift makes visitors much more eager to participate.

Omnisend’s data backs this up. When we analyzed sign-up forms across Omnisend merchants, we saw that the conversion rate of the Wheel of Fortune mechanic was 10%. That’s roughly three times more than a standard pop-up.

How to make it work for you

Launching a gamified mechanic is the easy part. What’s more complicated is knowing when and how to employ it. There are several basic principles that merchants should keep in mind.

Not every format suits every brand. Spin-to-win is perfect for fashion, beauty, accessories, and other impulse-friendly categories. A premium brand will find more success with a product-finder quiz.

Timing is everything. Don’t ambush visitors the second they land on your site. Give them time to browse and look around, and then launch a game when they’re just about to leave.

No delays. When a visitor wins a prize, send them the discount code immediately. Delay erodes trust.

Big wins should be rare. Remember that you’re the one controlling the odds and deciding how often each slice of the wheel lands.

At the same time, every prize should be worth having. “Sorry, try again” doesn’t work. In fact, they irritate people.  Every outcome should be worth it, even if it’s just free shipping.

Is it possible to gamify incorrectly?

The short answer is “yes”. Gamification, just like other marketing tactics, can backfire when used incorrectly.

The biggest risk here is discount hunters, who sign up for coupons and then never open another email. They’re one more reason to closely monitor open rates, first-purchase rates, and repeat purchases, comparing the gamified cohort with the rest of the list.

Overreliance on gamified mechanics can also result in a sense of fatigue. A spin-to-win will be a source of fun for a first-time visitor, but an annoyance for a repeat shopper. It’s essential to regularly refresh both the formats and prizes.

Lastly, trust and transparency are also key. Users deserve to know what they're signing up for.

Not just a bigger list

Quality always trumps quantity. What you want is an email list that consists of people who are interested in what you have to say. Gamification is such an effective tool because it helps to create an initial interaction that a shopper actually enjoys.

If you feel stuck with your sign-up rates, gamification might provide a solution. Pick one gamified form and test it against what you currently use, measuring not only how many people sign up, but what they buy afterward.

Brands that combine a fun first interaction with a strong welcome series are on their way to successfully turning curiosity into loyalty.