Should You Use Resource Libraries as an Email Opt-in?
In the marketing world, you’ll find a lot of people with a lot of different opinions. So, I’m going to kick off this blog by saying this might ruffle some feathers. 😉 When it comes to email opt-in and lead magnets, I have found one thing to be true: you’re doing yourself an injustice when you use generalized strategies. And yep, that includes free resource libraries.
What is a Free Resource Library?
In case you’re not familiar, a free resource library is an email opt-in where someone signs up to receive a bank of free resources. Oftentimes, these resource libraries contain a multitude of freebies on a variety of topics.
The reason a lot of people like free resource libraries is that they are appealing and easy to set up. You can toss a bunch of resources in a folder, create one landing page, and write one welcome sequence. Easy-peasy! And problematic (but we’ll get into that…)
They are also very enticing to certain audiences. You can sign up once and get a ton of freebies? Sounds pretty great! But, there are also some issues with this, too.
Why Resource Libraries Make Bad Email Opt-Ins
At this point, some of you may be clutching your free resource libraries. But before you jump to its defense, hear me out.
#1 General Strategies = Weak Sales
Imagine going to the doctor, and they start throwing out really general health advice. “Drink more water. Get more sleep. And take more vitamin D. That should help!” Meanwhile, you’re sitting there with a broken arm… Thanks, Doc.
When you create a free resource library that is filled with a random assortment of freebies, you’ll attract a lot of different people. And you have no way of knowing why they are really there or what resource they are most interested in.
So, when it’s time to send out a welcome sequence…what are you going to talk to them about? What are you going to sell them? You’re going to have to guess. And girl, guessing is not a business strategy I recommend.
#2 You’ll Miss Key Data
This is similar to my last point, but a free resource library doesn’t explain why someone is in your inbox or what someone is interested in. This means you don’t know what interests your audience, what they want more of, and what is performing well.
That type of information can dramatically change how you conduct your business. If you know a lead magnet is flying off the shelf, you can decide if it’s worth running ads to, adding a tripwire to, creating additional offers for, and more.
#3 Say Hello to Bleh Subscribers
In my experience, subscribers that come from free resource libraries are colder and less active. And by experience, I mean working with 50+ clients on email marketing and content strategy.
I can only guess as to why this happens, but the trend I see is that resource library subscribers are more likely to grab their freebies and run. They see a big ole folder of free stuff, and that’s all they care about. They aren’t always signing up to solve a specific problem or learn more about a topic, they just want free things. Those are not paying customers, babe, and they are going to weigh down your list.
Can You Make Resource Libraries Successful?
With all that being said, there are people who see success with their free resource library email opt-ins. However, I think there are two distinct things that separate a good resource library from a stinky one.
#1 Make It Specific
You could make a resource library lead magnet that centers around one topic, pillar, or niche. For example, you might have a library with a launch checklist, sales page audit, and sales email copy in it. All of that is centered surrounding launching, so you’d have an idea of what that person is interested in.
Then, you could pitch a service like launch management or a launch toolkit masterclass.
#2 It’s a Limited Time
If you are looking to bolster your email list quickly, you could offer a limited-time library. I particularly like this if you have old email opt-ins you plan to retire or freebies that are about to get an update.
You could do this prior to a launch when you need to get more people on your list. I wouldn’t suggest doing this often, but it could be a good short-term strategy.
The Alternative: Specific Email Opt-Ins
By now, you might be wondering what type of email opt-in I do recommend. I recommend housing your lead magnets on separate landing pages and having a specific, customized welcome sequence for each of them.
You can also create a lead magnet quiz, where people enter through one email opt-in (the quiz), but exit into specific segments. This is a great way to identify different customer needs and desires without having a ton of separate email opt-ins.
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