Getting customers and prospective customers on your email list are fantastic for business. Email is a great marketing channel but getting people to sign up can be the difficult part. Even with the promise of great emails, you need something more enticing to get people to sign up. This is where lead magnets come in. In this post, we will show you how to use lead magnets to gain more email signups.
A lead magnet is something of free value that you offer in exchange for an email. A lead magnet can be anything including a discount, access to videos or a document. Generally, when we think of lead magnets we think of some form of content (not just a discount) so that will be our focus in this guide.
A Catchy Headline
However you choose to present the opportunity for people to claim your lead magnet, there a few things you should consider for the best sign up rates. Firstly, consider your headline. A catchy headline is going to be key to grabbing people’s attention without them scrolling past your ad or closing your popup without thinking about it. Similarly, any imagery you use will also work to capture attention. Following this in the body of the ad or popup include some key details such as the problem your lead magnets solves.
Niche Lead Magnets
Your audience may be diverse – don’t feel the need to create a catch-all lead magnet. A lead magnet focused on just one section of your audience may be relevant to fewer people overall but have great conversion rates with that portion of your audience. This works brilliantly for maximizing the effectiveness of targeted ads, with narrow targeting directing the ads at the most relevant audiences. For people visiting your website, you may choose to offer a more generic solution that caters to a broad range of visitors. Over time you can build out a series of lead magnets and tailor different popups to related pages on your website to reach the most relevant audiences.
Delivering Your Lead Magnet
Deliver your lead magnet through email. If you’re capturing someone’s email, make sure you send them the lead magnet through email. Simply putting the lead magnet for download on your website and putting the page behind an email opt-in isn’t the way to go for a few reasons.
Firstly, we all know you don’t need our email. You could just give us the guide. But we play along. We give you an email and then you send the lead magnet to it. Not sending the lead magnet through email makes the opt-in feel unnecessary. Furthermore, there is a chance your email could end up in someone’s spam folder. If they go looking for it in their email, they can whitelist your email address to make sure they get future emails. If the initial lead magnet is not delivered through email, your emails may be going into their spam folder and they would even know it.
Are you ready to build your email list? Use the tips in this guide and you can take advantage of lead magnets to add new subscribers and increase your email marketing efforts.
