The terms email capture and lead capture refers to getting your website visitors to add their email address to your opt-in form allowing you to add them to your emailing list. Once they are on your mailing list, you then have the ability to contact these leads or potential customers in the hopes of converting them into buying customers in the future.
Typically, you use a lead capture page, also known as a squeeze page or landing page, and present your visitors with an offer of a free report, newsletter or mini-course that will be delivered by email in exchange for them opting into your subscriber list. This is also known as permission based email marketing.
You can use a single opt-in or double opt-in system to capture leads. With a double opt-in system, the visitor fills in the form and then will immediately receive an email that will instruct them to click on a confirmation link to confirm that they really want to receive emails from you. This is a security measure to prevent users from having their email added to lists without their permission. By clicking on the link, they are verifying the email and establishing the fact that they are the owner of that email address.
A marketer may choose this method over the single opt-in option to prevent being accused of sending spam emails. This also prevents visitors from entering a bogus email address to get your free offer and reduces the number of bounced emails in your list.
For businesses, it is important to gather leads and build an email list as it often takes several contacts before an internet user will trust you enough to follow through and make a purchase. It is also much easier to sell to existing buyers and leads than it is to attract new customers for future sales offers.
Relationship marketing and email marketing is only possible if you have captured leads to your mailing list.