Successful email marketers are aware that giving readers the option of opting into their content is key – you transfer the power into the hands of your audience and thereby encourage a better relationship with them (in the long run). Asking for permission, however, is not quite enough – if you want people to opt in to your content, then you need to let them know what’s in it for them. Why would anyone bother to read something that they see no value in?
This is why you need to create good opt-in incentives for your recipients; and we don’t mean creating a generic freebie that says nothing about how well you know and understand your audiences.
The point is to create real value and to give someone something of value; you need to really know them. This is why segmentation is key. If you are able to carefully segment your audience in both demographic and especially psychographic terms, you will be able to understand how to be able to create specific opt-in incentives that will work. The more you know about your audience, the simpler the incentive creation process will become for you.
When deciding on what type of incentive to use, you also need to take a look at how it will connect back to your brand. While random freebies don’t work, creating solid content in the form of eBooks, webinars, video how-to guide’s etc. will create more value for you and the consumer at the same time. Your content automatically relates to your product and is at the same time something of value to the recipients.
Other factors to consider are the attention grabbing element in your headline, powerful visuals that attract your readers to want to know more – it’s not just about grabbing someone’s attention, but also keeping their attention focused on your content enough to have them waiting to receive more content from you in future. This clearly means your strategy needs to constantly deliver value and not incidentally stop with the first email you send out to them.
People could very easily opt in to your initial content and opt out at a later point because you stopped delivering the value you started off with. Start with a bang and continue to keep the momentum going ensuring you create successful engagements every time.