In a post yesterday, Jim at Netbanker referenced NextCard [disappeared in 2002 due to underwriting issues].  I remember them well, and they were pioneers in terms of internet promotion, and online applications.

A Final Marketing Lesson from NextCard | By Jim Bruene on January 5, 2002 7:06 PM

Ironically, as we looked in on NextCard’s Web site on the evening of Feb. 7 to see if they were still taking applications, we noticed the company was using a simple, but very effective marketing tool aimed at gathering the email address of users which had clicked on the NextCard application, but had abandoned it prior to completion.

One key component was how they maintained contact during that all important time when for some reason users leave.  Management of that moment will only improve activation rates.

Users exiting from the first page of the application are greeted by a popup message offering various incentives to leave an email address for future contact. After 50 to 75 tests, we determined that the company was testing five different offers

Click through for full details on a methodology that is equally relevant today.