designing the perfect opt-in offer

Designing the Perfect Opt-in Offer

Have you heard that email marketing is the most effective form of marketing to-date?

Email has a higher ROI than any other marketing platform. Have you started building your email list yet?

The best way to capture emails is with an opt-in offer. In other words – you should create a freebie to give away in exchange for your visitor’s email.

What makes a perfect opt-in offer

There are three things that make a great opt-in offer:

  1. Focused on providing a solution to a single problem.
  2. Quick, simple & effective
  3. Easy & a no-brainer

Focused on providing a solution to a single problem

Your free download should only try to solve one thing. It should be very specific.

If it’s too broad, your visitors may not feel it’s a good fit for them or may get confused as to which solution they need.

For example, if you’re writing a post about how to eat healthy, a good opt-in offer would be something like, “7 tips to eat as healthy as possible with little effort”.

Quick, simple & effective

You don’t need to spend 10 hours creating your offer. At most, it should take you two hours to make it.

People aren’t expecting a massive 300-page guide to being healthy with pictures, recipes, and workouts. They want something simple and easy to implement. Hence, 7 quick tips with little effort.

An opt-in offer doesn't need to be a huge 300-page guide. Keep it simple and to the point. Click To Tweet

Easy & a no-brainer

The easier you make it for your visitor to signup, the higher the chance they’ll take the offer.

Your freebie should be so relevant to your post and so valuable that it’s a no-brainer to download it. You can do that by asking for nothing more than an email address.

Perfect opt-in offers only ask for one piece of info.

HubSpot found the optimal number of form fields is seven. However, look when they only asked for one – nearly a 60% sign-up rate!

Pro tip: Use powerful words in the copy for your offer to increase your signups.

A few quick examples of great opt-in offers

Here are a few great examples:

SmartBlogger’s free guide

Example of a great opt-in offer

This is a great example of an offer. They tell you exactly what problem you’re going to solve (making blog posts go viral) and make it really easy to opt-in. They even have an arrow pointing to the box!

Notice they only ask for one thing – your email.

They also entice you with the copy, “straight to what works, forget everything else.” They skip the junk and go straight to the point.

Straight to what works, forget everything else. How to make the perfect opt-in offer. Click To Tweet

Nathalie Lussier’s challenge offer

Opt-in offer example

What I love about this offer is that it plays to one of Dale Carnegie’s rules to win friends and influence people – it throws down a challenge!

Another cool thing about this offer, which you can’t see in the picture, is that impatient people can pay a small fee to get access to the full course all at once rather than over 30 days. She takes something free and monetizes it!

People love a challenge - so give them one in your opt-in offer! Click To Tweet

Amy Porterfield’s live webinar

live webinar opt-in example

My third and final example is Amy Porterfield’s live webinar opt-in. Of course, putting on a live webinar is a lot more work than a simple worksheet or guide.

However, sales happen on live webinars.

Being live in front of your audience allows you to answer any objections live as they come up. Also, being able to address people by name is really powerful. It makes them feel special and removes barriers to purchasing your products.

Live webinars are where sales happen. Design your next opt-in offer with this in mind! Click To Tweet


As long as your opt-in offers are simple, to-the-point, and relevant, you’ll be successful. Don’t spend too much of your time creating them – use that extra time to promote your website!

Promotion is much harder and more time-consuming than creation. But with these tips, you’ll be capturing leads like mad. Good luck, and don’t give up!

Read next: How to never run out of blog ideas ever again


Article Author

Hugh Culver

Founder of BlogWorks. Hugh co-created the world’s most expensive tours (to the South Pole), has presented to over 1,200 audiences as a professional speaker and loves to explore new ways to show up like it's the day before vacation.

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