Select advertisers can now build their email marketing list right in Twitter. The "Lead Generation Card" is a new feature in Twitter's advertising arsenal, and allows users to share their emails with brands in a tweet.
You can see an example of what that looks like here:
Twitter explains the new feature:
Think of a Lead Generation Card as a landing page within a Tweet. This landing page is streamlined to let users effortlessly express interest, but its simplicity also makes lead generation more efficient for you. Best of all, you won’t need to change your existing lead generation workflow—you can feed lead data into your existing marketing automation or CRM system, such as Salesforce.com or other software.
The Lead Generation Card is the newest addition to the Twitter Cards markup, which attempts to make sharing content within Twitter more engaging.
Twitter reports early wins with Lead Gen, saying, "Many beta participants found the streamlined nature of the Lead Generation Card was instrumental in driving a low cost-per-lead compared to other technologies in their marketing suite."
For now, Lead Generation Cards are only available to Twitter’s managed advertising clients, with the promise of opening it up to small and medium-sized businesses soon.