In a recent poll 96% of adult internet users are willing to provide their email address to receive promotions from online brands, this is according to Pontiflex, as US market research firm. With the increasing popularity of online lead generation, in the survey 68% of those adult users also said that they would be more likely to trust a brand they hear from often, with 78% being more willing to consider a purchase from a brand they had signed up with.

These statistics suggest that it is highly important for brands to sign up internet users and send regular emails.

Gary Collins, CEO at Status Media, a specialist online advertising agency based in the UK, stated, “Brands such as Optical Express and The Hospital Group have been extremely pro-active in acquiring customers to “opt in” to receiving further information and offers about their products and services.”

Building relationships with customers early in the “buying cycle” gives brands the opportunity build trust and push specific offers to a potentially “warm” database of interested consumers.

The lead generation industry has exceeded a billion dollars and, aware of the data protection issues, the IAB has introduced self regulatory principles for online behavioral advertising, which can be found at http://www.iab.net/insights_research/public_policy

Companies in the UK are using a variety of lead generation channels, these include email marketing, co-registration, search and affiliate channels.

Email marketing and co-registration are proving popular amongst personal injury companies in the UK as competition increases to reach a pool of internet users likely to have a valid claim. Whilst gaming companies, including online casinos and bingo offers favour email marketing working on a cost per acquisition basis, the gaming sector being risk adverse following the exclusion of the US market.

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