Gated Content: A Nuisance for Users or Smart Marketing?

Posted by Whitney Daly on May 6, 2015 11:30:00 AM

Are email addresses “the high value currency of exchange on the web?” According to some, yes. Obtaining an email address is now valued as much as, if not more than, prospecting with someone in the flesh. Why? Both are considered leads, and both are considered warm leads. So what makes an email address so prized? Some say an email address is the lifeblood of any successful list, but to us, it’s so much more. It’s the gateway to communication, conversation, opportunity, and taking that next step with someone who’s ready to explore, join, and even buy with a company or organization.

The Procurement Process
So how in the world does one go about obtaining email addresses? The good news: it’s easy. All you have to do is ask, but there is certainly a right (or preferred) and wrong way of asking. In other words, there is an art to asking someone for their personal information…their beloved email address.


Now that we know what it is we need to do, the next piece is understanding how to get there. And as we’ve mentioned, asking for anything can be hard, especially when the information is coveted. So here’s what we recommend:

  • Ask for personal information in simple, varied ways – try non-invasive pop-ups or simple forms.
  • Don’t be afraid to ask multiple times (the more you ask, and the more creative and inspiring ways in which you do, the higher the probability is that a user will succumb to your requests).
  • Don’t make it obvious you’re asking for someone’s email; instead, incentivize someone with an offer or giveaway that’s too good to refuse. Once you’ve got them hooked, then ask.

Be Tasteful
Acquiring an email shouldn’t be a strenuous process. Remember to be artful in how you go about asking, and be sure to provide something of value in return. Users are more likely to trust you in the future if you give away useful information they can apply in their places of work.

In economic development, it’s no different. We use gated content to collect email addresses much the same, and we invite you to see how our team puts this into practice. And if you’re so inclined, take a peek at our white paper: an awesome tool that helps EDOs put into motion high performance economic development.


Topics: Economic Development, Content Marketing, Gated Content, Email Marketing

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