By now, you've likely noticed that the internet isn't rolling out the red carpet for your email opt-ins, even when they're the front door to your killer freebies, webinars, funnels, and free consults.
Yours was likely the notable exception from that well-worn template. But it doesn't matter now.
Too many people bought the same tired advice, and now nobody's having it.
Take for example this recent email opt-in Facebook campaign run for a client.
We had ALL the boxes checked!
Here are the numbers from this $35/day short run.
Lemme break 'em down in the case this looks like Greek to you:
So how many email signups did they get?
Eleven. As in 11.
Mad traffic, yes. Page engagement, check. And they still built beautiful remarketing & engagement audiences. But opt-ins? Nope.
It's a trend I'm seeing across the board.
So are ANY email opt-ins working?
Well, yes. But it's not as low-cost as it used to be.
And the MAIN difference is that the successful campaigns are NOT gates to an endless funnel. In the case below, there is cash value in the offer.
Here are the numbers from a short-run, $10/day LOCAL campaign for a restaurant.
The opt-in? A free dessert. Yes, the video involves a lot of chocolate.
OK. So, what can we learn here?
OPEN THE GATES!
I call it the Saturday Sample Rule. Think of it like this.
Imagine going to the grocery store this Saturday. They've got samples of crazy good gouda. But to get a tiny square taste of it, you'll need to give up your email first. And THEN they get to wave another square in your face every week until you opt out.
Um, I love gouda, but no thanks.
Smart content marketers knew this was coming.
Lazy, cookie-cutter marketing ALWAYS leads to this.
Ad blindness. Pitch fatigue. You can only watch the same show so many times, y'know?
Everybody wants to change the channel. And who can blame them?
Skip the "Gated" Opt-In and Embrace Content Marketing.
Instead of the traditional opt-in guide or webinar, try running ad traffic to your BEST content.
If you're having trouble finding a piece of content that's WORTH running ad traffic to, that's a problem in itself. THIS IS THE TIME to get to work at Speaking Human.
Finally, DON'T gate it. The people who love your content and want more will sign up.
And if they don't, you'll still create and store effective, valuable, remarketing audiences for your next big offer.
Which, of course, is exactly what I think is quickly taking the place of the traditional newsletter when it comes to reaching your people.
Yes, everything is changing online. It makes us better.
Speak Human, Win The Internet.
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