Trapping your audience (and it working) is a sign you’re smart

I am not one for debating however when I read this blog I couldn't help but shake my head in disagreeance. Maybe I am old school but don't underestimate the value of an email address.

I think if your content is compelling and you have spent time creating it asking for an email surely isn't too much to ask. People are flippant when it comes to email addresses these days aren't they, especially if you can show them the value in providing it: show a preview of the content, tell them they will be notified when new content comes in, tell them your content will make them an industry leader, give them specials, send them gifts, do whatever you need to do to get the email from a user.

Admittedly I read the word Whitepaper and generally run for the hills, it is a little 5 years ago, I feel the same about the word "ebook". How wrong I was! Looking at a client's analytics account today I found a little golden nugget that is all I need to prove Rob's theory wrong.

The page asks for an email address (and more golden-person details) in exchange for the download of an ebook. It was the second top visited page on the website. The thing that surprised me is the page had a 1% bounce rate! I blinked a few times when I read the analytics data and even had a colleague check it as well.

This page is responsible for collecting more than five thousand client emails a year. Better than nothing!

Affiliates are going to charge you per email, up to at least $10 per address. Even then they won't all be quality leads. If you can write great content and get the addresses then why not!

Maybe I'm a web "cowgirl" as Rob would say but I stick by my theory. If you can get their email then do it! Giddy up!