Now the initial fuss of GDPR has died down, it is time to think about growing a good quality email list of subscribers interested in your content.
You’ve probably heard about ‘lead magnets’ or ‘hooks’ to tempt recipients on to your database. This is something valuable that you provide to your visitors in return for their contact details (usually, their email address). Popular hooks include content such as whitepapers, ebooks and research reports or an offer such as a discount code or free access to an application or service.
Under GDPR, you need to be more careful with lead magnets and permission for marketing will need to bundled in some cases, meaning as well as putting in their email they also need to check a box (or other affirmative action) specific to your newsletter.
Another way is to make the lead magnet an ‘e-series’ which gives you multiple opportunities to ask people to opt in for newsletters or marketing (or gives you more flexibility with the amount of content you send under that particular consent option).
Lead Magnets are great, but you do need to ensure they are relevant to your target audience and your products so you are starting the relationship with the right tone.
Here are 3 more tips for creating a great ‘hook’:
- Solve a problem your target audience has in relation to your product or service
- Keep it bitesize and easy to digest
- Make any follow up communications relevant to the initial download without being too salesy
The great news is that all of this can be automated (and within Mailchimp) so you can set and forget it. I do recommend split testing landing pages and email responses as well of course!
For more automation ideas, check out the Why Automated Workflows Are So Important Post GDPR blog post. Need assistance with setting up an automation? Call 01707 258 959 and speak to Joolz.