Attention turned into usable contacts.

Promotions that deliver contacts, not clicks

A giveaway is quick to launch. A promotion that still drives revenue three months later is a different task. Dometrics therefore plans online promotions backwards from the outcome: which contacts should be won, what data should they bring and what happens to them the day after they take part? Only once those questions are answered are mechanic, prize and design decided.

For managing directors, the logic is simple. Paid reach keeps getting more expensive, while the email list belongs to the company. Every qualified contact won through a promotion today can be reached tomorrow without paying for media again.

Which mechanic fits which goal

Not every promotion pursues the same goal. A classic giveaway brings reach, a quiz brings data, an advent calendar brings repeat visits. The choice of mechanic determines what kind of contact ends up on the list. All mechanics are built within the company’s own stack, without additional giveaway software.

Quizzes and product finders as a data source

A quiz captures what no pixel can: preferences, needs and purchase intent that customers share voluntarily. Dometrics builds it as a multi-step Klaviyo form or, for longer product finders, as a dedicated Astro page that passes the answers to Klaviyo. There, this zero-party data is stored as profile properties. A contact who selects “dry skin” in a skincare quiz receives different emails afterwards than one who selects “combination skin”. The promotion becomes the starting point for segmentation.

Spin-to-win in the shop

Spin-to-win is a form type that Klaviyo provides out of the box. It appears as a pop-up for first-time visitors and awards a discount after sign-up. Dometrics connects it to unique Shopify voucher codes that Klaviyo issues per contact. That way every redeemed code can be attributed to the campaign, and codes shared around simply stop working.

Advent calendars and seasonal campaigns

The advent calendar is a proven mechanic in the DACH region because it generates daily visits for weeks. Dometrics builds it as a fast Astro landing page with one door per day, paired with newsletter reminders from Klaviyo. Every opened door is a tracking event. This reveals which offers spark interest and which contacts are ready to buy during the Christmas season.

Legal framework in Austria

Promotions touch several areas of law. Dometrics prepares the groundwork; final sign-off rests with the company’s legal counsel. Three points always have to be clarified.

• Terms and conditions: organiser, period, eligibility, prizes, how winners are selected and notified, privacy information.
• Consent under GDPR and the Telecommunications Act: newsletter consent must be freely given, informed and provable. In Austria, § 174 TKG 2021 additionally applies to email marketing. Double opt-in in Klaviyo provides the proof.
• Platform rules: Facebook and Instagram have their own requirements, including a release of Meta and a ban on using personal timelines to enter.

Technical implementation

Landing page or shop

Depending on the mechanic, the promotion runs on a dedicated Astro landing page or directly in the Shopify store. Both are built for mobile use and short load times, because most entries come from social media ads on smartphones. The form asks only for what is genuinely needed. Every additional mandatory field costs entries.

The advantage of the company’s own stack: there are no licence fees for another platform, the design follows the brand without restrictions, and entry data sits from the very first second where it will be used later.

Protecting the list

Giveaways attract bots and repeat entries. Dometrics therefore uses Google reCAPTCHA on the landing page, relies on Klaviyo’s duplicate handling, which merges profiles by email address, and confirms every address through double opt-in. That keeps the list clean, and a clean list is the precondition for good deliverability in every campaign that follows.

Handover to Klaviyo

Every confirmed contact is stored in Klaviyo with source, promotion name and quiz answers. There, a dedicated welcome flow starts that differs from the regular sign-up. Someone arriving through a giveaway often barely knows the brand and needs a different introduction. Which flows take over afterwards is covered in the guide on Klaviyo flows in ecommerce; ongoing management is part of Email Marketing & Automation.

Promotion: reach with cost control

A promotion is only as good as its visibility. Dometrics combines paid and owned channels: ads on Meta and TikTok reach new audiences, Google search campaigns capture targeted demand, and a newsletter to existing contacts brings additional entries through referrals. The ad assets follow the same testing logic as Ad Creatives & UGC: several angles, a clear hook, formats for every placement.

Budget is steered not by cost per click but by cost per confirmed contact. Sources that deliver many unconfirmed sign-ups continuously lose budget to channels with a higher confirmation rate. That keeps the promotion economical, even when a campaign runs for several weeks.

Revenue is measured, not entries

Entry counts are the most convenient and the most misleading metric of a promotion. Ten thousand entries driven by a prize that appeals to everyone can be worth less than a thousand contacts with a real interest in the brand. Dometrics therefore evaluates promotions along the entire chain.

The core metrics are cost per confirmed opt-in, double opt-in rate, the share of genuinely new contacts versus existing subscribers, first-purchase rate and cohort revenue after 30, 60 and 90 days. Unsubscribe rate after the campaign ends completes the picture. The foundation is a clean setup from Tracking & Data Analytics: entry and confirmation are sent as events to Meta and Google via server-side Google Tag Manager, so campaigns optimise for confirmed contacts rather than mere form views. Reporting comes together in GA4 and Looker Studio.

Common mistakes before launch

Most mistakes happen before launch. A prize unrelated to the brand fills the list with prize hunters. Missing or copied terms and conditions create legal risk. Tying newsletter consent to participation undermines the proof of consent. And without follow-up, the list loses its value within weeks, because contacts forget the brand before they receive the first regular email.

Part of the Growth Engine

Online promotions are a building block of the Growth Engine between reach and retention. Paid Advertising generates the attention, the promotion converts it into owned contacts, email automation turns those into recurring revenue, and tracking connects every step into a traceable calculation. For shops, the promotion is also closely linked to the ecommerce setup, for example through voucher codes that are clearly assigned to a campaign in the Shopify checkout.

If the analysis shows that a promotion offers no realistic lever, for instance because the email channel has not been set up yet, Dometrics starts there first. A bigger list only helps if it is actually used afterwards.