Outdated Pop Ups Killing Sales?

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In this newsletter, you’ll find:

🚀 Why Email Capture is Outdated (And What DTC Brands Should Do Instead)

📊 Under-the-Radar Marketing Trends for 2025

🚀 Ad of the Day

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🚀 Why Email Capture is Outdated (And What DTC Brands Should Do Instead)

The Lead Capture Playbook is Broken. DTC brands have relied on pop-ups, discount offers, and gated content to build email lists for years. But here’s the problem: shoppers don’t want to be interrupted, forced into sign-ups, or bribed into giving away their email.

Traditional email capture methods are high-friction and outdated. Customers either:

1️⃣ Ignore the pop-up because it disrupts their shopping experience.

2️⃣ Enter a junk email just to get the discount but never engage.

3️⃣ Leave the site entirely because the request feels intrusive.

The result? Brands are collecting emails, but not high-quality leads.

What’s Actually Wrong With Traditional Lead Capture?

Most marketers assume the problem is offer strength or timing, but the real issue is how people make micro-decisions while shopping.

1️⃣ Lead Capture Feels Like a Forced Commitment

When a pop-up appears within seconds of landing on a site, it’s like asking a stranger to give you their number before they even know your name. Customers don’t sign up because they haven’t built trust yet.

Shift from interruptive lead capture to seamless, passive collection. Instead of forcing emails upfront, allow customers to engage with content, interact with a quiz, or browse product recommendations before offering an opt-in.

2️⃣ The Wrong People Are Signing Up

A 15% off pop-up attracts discount shoppers, not loyal customers. Many people sign up only to grab the deal and never engage again, hurting your email open rates and deliverability.

Target engaged visitors, not just anyone. AI-driven tools like Smart Recognition allow brands to capture high-intent visitors based on actual browsing behavior, rather than just whoever reacts to a discount. You can book a free demo to see how it works for you. 

3️⃣ Email Sign-Ups Don’t Reflect True Buyer Intent

Just because someone gives you their email doesn’t mean they’re ready to buy. Traditional lead forms capture everyone the same way, whether they’re browsing casually or about to make a purchase.

Use progressive identification—track micro-actions like cart views, wishlist adds, or product interaction to determine who’s truly interested instead of treating all visitors equally.

The Future of Lead Capture for DTC Brands

• Instead of bribing customers for emails, the best brands are shifting to predictive, behavior-based identification.
• AI-driven visitor recognition allows brands to identify high-intent visitors without forcing an opt-in.
• Pre-purchase engagement tools (like product quizzes and interactive chat) create natural moments for email collection.
• Passive capture beats pop-ups—by tracking real shopping behavior, brands can collect more meaningful leads without disrupting the experience.

Final Takeaway

The future of email capture isn’t pop-ups or gated discounts—it’s seamless, behavior-driven identification. If you’re still relying on forced opt-ins, you’re leaving better-quality leads on the table. 

📊 Under-the-Radar Marketing Trends for 2025
Insights from Stacked Marketer

2025 is bringing subtle but impactful shifts in marketing. While ad fatigue, brand safety risks, and economic uncertainty dominate discussions, emerging trends show how brands must adapt to stay ahead. Here’s what the data reveals.

The Breakdown:

• Ads Are the Biggest Frustration: 81% of mobile app users find ads more frustrating than security (76%) or privacy concerns (74%). Even on connected TVs, 69% of users report ad fatigue. Non-intrusive, high-value ads will be critical to engagement.
• Social Media & Digital Platforms Pose Risks: Social media (53%) is the riskiest channel for brands, followed by digital video and CTV (40%). With X facing controversy and Meta shifting fact-checking to community notes, brands must rethink placements.
• Expriential Marketing & AI Are Expanding: Experiential marketing grew 10.5% in 2024, with B2C up 2% YoY. Consumers expect immersive interactions, while 69% of marketers now use AI for content and 41% for business strategy.
• Rising Costs & Budget Constraints: 30% of marketers worry about economic instability, while ad costs and platform overload add pressure. Smart resource allocation and high-ROI strategies are essential.

Navigating 2025 means balancing ad strategies, mitigating risks on digital platforms, and leveraging AI for efficiency. As experiential marketing grows and budgets tighten, brands that adapt early will stay ahead of shifting consumer expectations.

🎥 Ad of the Day

What Works:

Aligning this campaign with Valentine's Day is smart, tapping into a period when consumers are actively looking for beauty products, whether for themselves or as gifts. The use of "Swipe right" and "Your perfect match awaits" mirrors dating app language, making the theme even more engaging.

The deep berry tones, scattered dried roses, and torn book pages create an atmosphere of mystery and romance. 

What Could Be Better:

While the campaign nails the theme and aesthetic, it could further highlight what makes this collection stand out—whether it's a unique formula, long wear, or a new shade range.

Broader Insights:

Beauty is emotional, and ColourPop leverages this by crafting a mood, not just a product. The evocative name "A Shadow of Secrets", combined with the setting, makes consumers feel like they are stepping into a romantic novel, increasing desirability.

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