What are opt ins? In short, they are your lead generators for your email list. In today’s digital marketing world, building an email list is essential, but let’s face it, we all struggle with opt-ins that don’t seem to get the traction we hoped for. You might be spending hours crafting the perfect freebie, yet you’re not seeing that subscriber count rise. What gives? Turns out, there are some tried-and-true tweaks that can change everything. In this post, we’ll cover how to create opt-ins that don’t just look good but actually convert – plus how to nurture those subscribers so they become loyal clients.
So, let’s break it down. An opt-in is basically a free offer that you give away in exchange for someone’s email address. This can be a guide, a checklist, a discount code, a free mini-course—whatever you think will hook your ideal clients and bring them into your world.
And here’s why this is so important: unlike social media followers, your email list is yours. No one can take it away, and it won’t disappear because of an algorithm update. An email list gives you direct access to people who want to hear from you—which is huge for building relationships and ultimately making sales.
The goal with any opt-in is to bring in the right people—the ones who’ll be interested in what you offer down the road. You don’t just want any old email; you want a list filled with potential clients who are genuinely excited about your business.
But if you’re feeling like sign-ups are a bit slow, or maybe they’re not leading to sales, that’s probably a sign your opt-in needs a little tune-up.
Alright, now that we know what not to do, let’s talk about how to actually make an opt-in that works.
Once someone signs up, you want to keep that momentum going and show them why they’ll want to stick around. Here are a few ideas to make sure your opt-in keeps people interested in you and your business:
If you sell products rather than services, opt-ins can still work wonders. A discount code or free shipping offer is always a hit. But if you want to go deeper, create opt-ins that show how your product can fit into someone’s daily routine. If you sell skincare products, try offering a “Skincare Routine Guide.” If it’s a wellness product, how about a “Daily Mindfulness Journal”?
Have you ever received a comment or question about your opt-in? Instead of seeing these as distractions, look at them as opportunities. Sometimes, reaching out to these individuals can lead to a productive conversation and even uncover new insights for improving your marketing approach. Plus, people are more likely to trust your brand if they feel genuinely heard.
Yes, you read that right! You don’t need to overdesign your opt-in. Instead, focus on creating a results-driven landing page and follow-up emails. These will carry more weight in converting subscribers than the opt-in itself. A strong headline that clearly communicates the benefit and a well-crafted follow-up sequence will keep them engaged and more likely to take further action.
Avoid vague titles like, “Here’s a Checklist on Managing Tantrums.” Instead, try something like, “Stop Tantrums in Their Tracks!” People want results, so give them a headline that’s impossible to resist. Get to the point quickly and let them know exactly what they’ll gain.
When you’re describing what they’ll get, don’t spill all the details. Use enticing bullets to highlight the benefits, leaving just enough mystery to make them curious. For example:
On your opt-in page, add a small section that explains why you created this freebie. This is a perfect spot to tell a quick story that connects with your audience. It’s not just about your bio—it’s about why you care and how your experience can help them.
Generic pain points don’t resonate. For example, if you’re helping divorced parents, don’t just say, “Dealing with your ex is tough.” Instead, paint a relatable scenario: “Every time you open the door to hand off the kids, your heart races, dreading another argument. Sound familiar?” Addressing their real, specific frustrations makes them feel understood and seen, which is key for building trust.
Your call-to-action (CTA) button text should feel like something they’d say. Replace the standard “submit” with something fun or unique like “I Want This!” or “Give It to Me!” Little changes like this make a big difference in user experience and can make your page more memorable.
Having a privacy policy link on your opt-in page isn’t just a legal requirement; it also builds trust. Even a simple footer with “All rights reserved” and a link to your terms shows professionalism and reinforces credibility. It’s a small touch but an important one.
Your opt-in is just the start. To turn subscribers into buyers, you need a strategic email nurture system. Our 90 Day Email Nurture System follows a sequence we call the “Permission Sandwich”: permission, clout, training, recommend, ask, and feedback loop. Here’s a quick breakdown:
Knowing your conversion rates gives you something to work toward. Here’s a rough breakdown:
To improve these rates, don’t go back to the drawing board every time. Start by tweaking your headline or one part of the page. Too much information? Pare it down to keep the mystery alive. Not enough? Add a testimonial or extra bullet point. Small adjustments can make a big impact over time.
Want a system that builds trust and brings in sales without nonstop launches and endless DMs? The Nurture to Convert Messaging Course is here to help you create a powerful, messaging that lays the foundation for all of your content—so you can spend more time doing what you love. With this course, you’ll learn the BossMom way to grow your business with ease and authenticity, no hustle required. Ready to turn your nurture system into a true asset? Jump into the Nurture to Convert Messaging Course and start creating a business that works for you!
