Comments 2

  1. Hi Rishi,

    In this example it seems the aspect of the email request that makes it likely to be effective is that the visitor expects to obtain something of value in exchange. And the value offered – notice of a lower price – is best delivered by email.

    People know their email address has value and that giving it out entails some risk. It can be useful to think of the email address as having a money value and thereby put ourselves in a sales mind set – what am I offering in exchange for that email address that is worth money to this person?

    Just as in off line relationships, it makes sense to think about when is the right time to ask for something. But in a commercial relationship perhaps the bigger question is what value can I give in exchange for my ask and does that value make sense in terms of the visitor’s interest in my business, product or service.

    Thanks for the blog – all good stuff.


    1. Post

      Hi, Jerry. Thanks for adding your comment. You’re exactly right: thinking about the ask from the point of view of the person giving their email address is critical.

      It’s thoughts like this that separate great marketers from the crappy ones.

      Bad marketers ask, “how can we maximize email signups?”

      Great marketers ask, “Why should someone trust us with their email details? What are we giving in return?”

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