Twitter today rolled out an additional feature in its card format that allows marketers to obtain users’ email addresses from within the Twitter stream.
A promoted tweet that employs the Lead Generation Card includes a button inviting users to sign up for an email list. When users click the button, their Twitter handle and associated email address are sent securely to the tweet’s sponsor.
“Marketers regularly talk to us about their goals, and for many it boils down to one major theme: generating leads, and ultimately driving purchases,” wrote Mitali Pattnaik, a product manager for revenue.
Twitter has already tested the card in a private beta “with a handful of brands,” Pattnaik said. Today the product became available to all of Twitter’s managed marketing clients. It will eventually become available to self-service marketing clients as well, according to the company.
According to Twitter, participants in the closed beta indicated that the Lead Generation Card helped resulted in cheaper lead generation than other marketing products they used.