86% of consumers would like to receive promotional emails from companies they do business with at least monthly, and 15% would like to get them daily. (Statista, 2015 Source: https://www.hubspot.com/marketing-statistics)
People are interested in you or your products and services. They want to know more. So give them what they want.
What is an Email Opt-In Used for?
Using an email opt-in form, ask your potential clients to sign up to receive something from you. That something can be the latest news about your company or some other free content that’s of value to them.
What content do I send?
Think creatively. What might a potential client want to know? What kind of problems do they have? What type of problems have you solved? What are industry resources available to share?
Is it helpful? That’s what you need to verify before sending out to your list. The content you share should answer a question, help solve a problem or help them get closer to achieving a goal. Otherwise, you shouldn’t share it.
What do I send content in the first place?
This allows your potential customers to take some time to get to know you. It’s a low-stress way to be informed about your company without a lot of sales hype.
Let’s take a look at one business intelligence company called Alteryx.com. They provide a number of reports and ebooks for the exchange of a few pieces of information from the potential customer.
FIGURE 1 ALTERYX E-BOOK LINK
FIGURE 2 ALTERYX SPECIAL REPORT OPT IN
FIGURE 3 ALTERYX EBOOK OPT IN
But special reports and ebooks are not the only things you can give away. Remember 86% of consumers want to hear from you.
You might consider a newsletter sign up to provide latest updates on your company and send helpful how-to tips.
Running a contest or an actual giveaway is another reason to use an email opt-in form.
Email opt-in forms can be used in a variety of ways. Don’t limit yourself to one type only. Mix it up and try several types to see what works for your audience.
What resources can you package and give away free through an email opt-in? Do you have a series of helpful How To tips? Do you have an ebook to share? Do you have White Papers or Special Reports?
Lack of resources, such as staff, funding, and time, remains the biggest obstacle to successful lead generation for 61% of B2B marketers. (BrightTALK, 2015 Source: https://www.hubspot.com/marketing-statistics)
If you find yourself including the 61% of B2B marketers who don’t have the resources for this, contact me today to help identify and/or create resources for your target audience.
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