Authentic Email Marketing: Why Lead Magnets Are Not The Answer

In the world of marketing, it's common to offer a freebie, such as an ebook, webinar, or video series, in exchange for an email address. This is known as a lead magnet. While this tactic may seem like a good way to attract new subscribers, it can actually be counterproductive. In this article, we'll discuss why lead magnets aren't the answer and how to create a more authentic email marketing strategy.

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The problems with lead magnets

There are a number of problems with lead magnets. First, they can be seen as bait and deception. The recipient is lured by the promise of a free gift, but then bombarded with emails from the marketer. This can lead to unsubscriptions and negative brand perception.

Secondly, lead magnets can be unethical. In some cases, they may contain information that is not actually free. For example, a webinar may be advertised as free, but the recipient may be required to pay the registration fee. This can be misleading and can damage trust between the marketer and the subscriber.

Finally, lead magnets aren't as effective as they once were. The average open rate for email newsletters is around 22%, and those who use lead magnets typically see much lower open rates. This is because people are more likely to open emails from people they know and trust.

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A better solution: authentic email marketing

Instead of using lead magnets, marketers should focus on building authentic relationships with their subscribers. This means providing them with valuable content that they want to read. It also means being transparent about what you're trying to sell.

One way to build authentic relationships is to create separate email lists for content and offers. This way, subscribers can choose which emails they want to receive. You can also make the signup process more intentional by asking subscribers their name and how they found you.

You should also avoid using pop-up windows or signup boxes that are "above the fold." These tactics can be seen as intrusive and can alienate potential subscribers. Instead, you should make it easy for visitors to find the newsletter sign-up link.

Finally, be patient. It takes time to build a loyal following of subscribers. Don't expect results overnight.

 

Conclusion

By following these tips, you can create a more authentic email marketing strategy that will help you attract and retain subscribers. Remember, the goal is to be wanted, not tolerated. When you provide value and build trust, people will be more likely to open your emails and engage with your brand.