How to use Attach as an Opt-In: Easily Build Your Email List!
By Maddy Osman on Oct 24, 2018
Almost every marketer knows they should make use of opt-in offers to build email lists. Opt-in offers involve the exchange of something (like an ebook) for a person’s email address. The purpose of opt-in offers is to get relevant leads.
Email marketing provides a direct link between you and your customers.
Worldwide, people receive more than 269 billion emails each day! OptinMonster (via Experian) claims that the average email open rate is 25%, though it varies by industry. To be sure, you won’t find a medium with better conversion potential that has email’s staying power.
Unlike with social media, you aren’t bound by the rules and reach of a specific platform. The concept of social media marketing being compared to building a house on rented land has become even more evident as Facebook organic reach has gone to roughly 0% in 2018.
Many marketers struggle with where to start and a lack of knowledge associated with technical website implementations (for example how to install an email opt-in form) might get in the way of starting.
But capturing email leads is a necessary piece of any good marketing funnel. This begs the question, how does the average marketer scale the tool knowledge gap to find effectiveness online?
Attach: Opt-Ins Made Easy
Attach is a document tracking solution that Cirrus Insight recently acquired to enhance an existing suite of sales productivity tools. Most people use Attach for business development applications, sending: sales presentations, proposals, pitch decks, and other supportive sales materials.
Easily Collect leads and Deliver Custom Content
For those who aren’t currently involved with sales, Attach may still prove useful to you.
Attach can also help the nontechnical marketer to implement opt-in functionality on their website (like a simple email lead capture form). It easily facilitates the processes of email collection and resulting document delivery.
If you’re short on ideas for lead magnet content that will resonate with your audience, OptinMonster has great resources to help you find inspiration.
Here’s an example of a lead magnet I recently made on behalf of my brand — which is associated with WordPress expertise:
You’ll notice that Attach offers a lot of simple customization options to add branding your opt-in. For this example, I customized the background image, added a logo, and added a headshot that also appears on the in-document contact card.
The contact card makes it easy for interested parties to get in touch after going through the document you’ve sent them.
You can also set a background color and customize the foreground color (where your message goes). Attach supports the implementation of custom domains if you want to do a better job of tying your opt-ins back to your website.
As an added bonus, Attach also collects useful user analytics to help you evaluate your document’s effectiveness with triggering interest.
Attach Analytics for Improvement
Besides helping you to increase opt-ins and leads, you can also use Attach to glean valuable feedback about the effectiveness of your lead generation materials. Use Attach’s built-in analytic dashboard to get specific data regarding interest, such as:
Document completion percentage (for multi-page documents — you can also capture data regarding a person’s location, where they’re looking on the screen, for related data insights)
Document lifetime views per lead
Who a document gets forwarded to
The nature of the data you receive will be a function of your document setup. Here are your options, at-a-glance:
Note that Attach gives you the option to add in a company name but defaults to your contact information. I personally think that it may be more effective to go with the more personal “Maddy Osman shared a document with you” than for it to come from the perspective of being shared by a company. Another Attach advantage!
GDPR-Compliance in the Bag
2018 will forever go down in history (infamously) as the year of GDPR.
But ultimately, the attention you pay to GDPR in the short-term really depends on whether or not your business has dealings in Europe. Of course, it could be beneficial to start thinking of GDPR as what will likely become a global data policy. It couldn’t hurt to start preparing for this likelihood now!
One of the generally accepted guidelines of GDPR states that you need to be clear about your purpose behind gathering data — in this case, an email. So no matter the tool, make sure to add an explanation for collecting emails that’s something to the effect of:
“By sharing your email, you’re opting-in to our weekly email newsletter. You’ll also receive access to [the name of your lead magnet]”.
Final Thoughts: How to use Attach as an Opt-In: Build Your Email List
If email marketing isn’t your major area of focus, don’t panic — there are simple solutions that you can effectively customize and implement on your website without a technical background. With the right approach (and disclosure), Attach can facilitate GDPR-compliant opt-in forms that collect emails in exchange for access to a high-value document. Built-in analytics can help you determine interest and possible areas for improvement.
Have you used Attach as an opt-in tool or have a good idea for how you’ll use this tool for that purpose? Tweet your thoughts at @cirrusinsight and we’ll share our favorites!
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Ever wish you could do all this without leaving your inbox? With Cirrus Insight, you can.