David Protein's Email Opt - In

Email opt-ins are that thing that every brand ignores, never optimizes, and puts no intention into. Big problem. Mistake. And huge missed opportunity. We’ve all seen the generic “get 10% off” email pop-ups 20 sec after landing on a site you’ve never visited before.

Again, mistake.

So, I’m going to help you fix it.

There’s a three piece framework I put together that’ll help you build the perfect email opt-in + a brand that executes this to perfection.

The framework:

1. Product Specific

2. Value Driven

3. Personalized

1. Product Specific

People buy products to get a specific job done. You buy a hydration stick to stay hydrated throughout the day. You buy a sleep supplement to help you stay asleep during the night. You buy software to have an efficient CMS.

So, asking someone to give you their email or phone number for 10% off isn’t going to move the needle because it’s not specific to the job the individual needs to get done.

Takeaway: Find the underlying job to be done someone hires your product/service for and create an email opt-in around that.

2. Value Driven

There’s underlying value beneath every “job to be done.”

This value also is a positioning tool.

Back to the hydration stick - if you offer a hydration guide to potential customers then not only do you open another door to your product but you create a valuable piece of content that positions your brand as the resource.

The more you position yourself or brand as the resource, the more you cement yourself as the guide in the space.

3. Personalized

The last layer for a good email opt-in is personalizing the content of the email-opt in. Seems obvious. But again, it’s such a missed opportunity.

David’s Protein Bar’s Email Opt-In

So, why is this so good when it’s so simple?

People are hiring “David’s protein bar” to help them get more protein into their diet/nutrition.

Knowing that, they make a product-specific email-opt in for potential customers.

Next, the email opt-in isn’t trying to collect your email so they can promote the product uncontrollably.

Instead, they’re exchanging your information for valuable information which continues to position themselves as the leader within the category and works potential customers down the funnel.

Lastly, David’s team put a lot of intention into the content on the backside of this email-opt in. Not some simple PDF.

But what feels like a full-fledged course/guide around protein.

So, the three steps to follow:

• Make it product-specific and specific to the underlying job to be done.
• Make the value exchange between the brand and potential customer mutually beneficial.
• Create personalized content with intention for people who opt-in.