Have you ever wanted to test out an app idea cheaply by launching a landing page to collect emails of potential users? With the launch of Twitter’s Lead Generation Card, anyone can start building email lists to gauge interest on app ideas and reach out to potential early adopters from Twitter. To sweeten the deal, MailChimp also integrates directly with this feature. You no longer need to do any programming to build a landing page just to collect emails. A simple Twitter account combined with the magic of MailChimp will do.
Plus—you can test out different variations of your call to action to figure out market needs using Promoted Tweets and a small advertising budget. For example, A/B testing “Receipt scanning straight on your iPhone” versus “Easily track all your travel expenses from your iPhone” can tell you a lot about what your users care about. The former forcuses on a specific feature while the latter hones in on a pain point. Knowing what messaging resonates with your audience directly helps you with effective product positioning down the road. Set-up takes less than 30 minutes, so let’s begin:
Step 1: Create a MailChimp list
Login to your MailChimp account and navigate to your list (or if you’re new to MailChimp, create a list using this guide). Be sure to capture the user’s Twitter handle by adding it as a merge tag like so:
Once your list is ready, head over to “Signup Forms” and select “Form integrations.”
You should see the screen below, which outlines step-by-step instructions—keep it open.
Step 2: Create a Twitter Lead Generation Card
In the Twitter Ads center, click on “Creatives,” then select “Cards.”
Click on “Create your first Lead Generation Card.”
We’ll discuss the importance of images for successful Twitter ad campaigns in a future post—for now, remember to keep the image dimensions at 800px * 200px and always embed text.
Once you fill out all the necessary information, navigate to “Data settings,” note that this is not optional. Change the HTTP method to “POST.” Make sure the “Custom key names” match up to all your MailChimp merge tags. Click “Add Hidden Data Values,” and fill in your list ID.
After you hit “Create,” a test request will be sent to your list, signing up the currently logged in account to the email list. You should then see something like the image below in addition to a new subscriber on the MailChimp side:
After you answer “Yes” to “Did you receive this data?” you will be given the option to compose a tweet with the new Lead Generation Card. Twitter gives you the option of either composing a standard or promoted-only tweet. Standard tweets show up on your feed and all your followers will see it. Promoted-only tweets, however, won’t show up on your profile. They’re useful if you want to A/B test your ad copy and card image since it won’t affect your followers. The best way is to create a few different variations of Promoted-only Tweets and test which one converts the best.
Step 3: Create a lead generation campaign
Lead generation tweets require their own type of campaign. Select “Create new campaign,” then “Leads on Twitter.”
Next, select the tweet we just created under “Creative.”
The rest of the campaign creation process is straightforward. One thing to note is that the bids for lead generation campaigns are higher compared to other types of campaigns so adjust your budget accordingly.
The final result should look something like this
Secret Sauce Tip: Once you create a tweet using a Lead Generation Card, pin it to your feed. This way everyone who visits your profile, especially those early adopters, will see your tweet and can sign up to receive your emails in one simple step.