How to ensure your leads are relevant

Anders Nygaard

In this post, I’ll share three tips for how to make sure you’re collecting relevant leads

A big part of my role as Senior Client Manager at Lead:famly is doing research on behalf of our existing and potential customers. This means that in the course of a typical work week, I am in contact with a wide variety of web shops. Their different sizes, sales numbers, and products mean they all have different challenges and goals.

But one challenge they all share is that a large percentage of the leads they collect unsubscribe after the first newsletter.

Even if they don't unsubscribe, they are unengaged. You are almost certainly familiar with the problem: you build up an enormous newsletter database, but your open and click rates are low. It’s frustrating! Is it because your subject line isn’t sharp enough? Doubtful - you know what you’re doing. The truth is that you can fine tune your content and tweak your subject lines until you are blue in the face; if your newsletter database is full of leads outside your target group, it won’t make a difference.

Let's say you work in B2B but half of your leads are private citizens. Or you have a company that delivers products in Denmark and your database is full of leads from other countries. The solution is to streamline your campaigns, and there are three specific areas that you should pay attention to when you plan your next lead-generating gaming campaign:

Targeted Marketing

It can be tempting to market your campaign to everyone under the sun and hope a bunch of potential customers will decide to participate. But it’s a lot of work to get participants, so you should ask yourself what has the greatest value: 10,000 people, every Tom, Dick, and Harry you can find, or 1,000 spot-on leads who want to interact with your content and buy your products?

It really depends on what type of company you are, and what kind of products you sell. Is it an expensive product with a long lead-in, or maybe a niche product? Then you might consider marketing your game to a smaller target group.

Read about why DFDS chose quality over quantity when they designed a game for a small target group

The decision about who to market your game to will have a clear impact the eventual participants, but it is not the only parameter you can adjust.


One of the reasons your campaign might be attracting leads outside your target group is that your prizes are simply too good to resist! If you are offering high-quality, high-value prizes with broad appeal, you will attract participants who just want to win, even though they are not particularly interested in your brand.

One way to avoid this is to avoid prizes altogether. Do you really need them? If your game is relevant and entertaining, it might have enough value to your target group in and of itself.

If you do decide to offer prizes, then make them relevant for your target group instead of something generic. It’s always smart to offer prizes that complement your own products. If you sell wine, offer a champagne chiller (which can then be filled with blanc de blancs from your web shop).

Another good alternative is to offer discount vouchers instead of physical prizes. This lets you ensure that people only register if they are interested in your products.

Read about how Bone’s Restaurants attracted new guests by offering discount vouchers.

But many web shops that distribute discount codes in exchange for newsletter sign-ups discover that the coupons never get used. A solution to this is to set an expiration date on your vouchers. Urgency works!

It can also be smart in these instances to set up a campaign with instant-win. As soon as they have won, participants get a message with a discount code for their next purchase. This prevents them from forgetting the prize they won, since you have presented it at the moment when their interest is at its peak.


You should think about if you even want your participants to register at all. There are both pros and cons when it comes to required registration, so it depends on your campaign’s specific goals.

Read about how Normal found success with optional registration in their personality test

If you definitely want a registration page, then you have to decide if you want it before or after your game flow. When you place it before the game, the participant has to be curious enough about the game that they are willing to register in order to play it. If you place it after, then the participants have a chance to have a positive experience with your brand before choosing if they want to stay in touch with you.

Our different game types have various options for adjusting the placement of your registration page. Read more about our experience with placement of registration pages here.

When you design your registration page, consider also how much and what information you want to collect. If you build a long registration page, there is a bigger risk that participants will give up before they have made it through. Of course, this is also an opportunity to sift out irrelevant leads; if you have a B2B company, the registration form can ask for company name, position, or work email.

At the same time, try to optimize your registration form so that it collects information that you can use when segmenting your next campaign. If you already have a database filled with all manner of leads, you can use a personality test or a similar campaign to segment them.

Read about how SPORT 24 used a gaming campaign to segment their target groups

By keeping these points in mind, you can build even sharper marketing campaigns and ensure that your database is filled with the kind of relevant leads that your quality content deserves.