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What are Opt Ins – And How Do you Get Them to Convert?

what are opt ins

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Getting Your Opt Ins to Actually Convert

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.

 

First Things First: What’s an Opt-In?

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.

 

Why Opt-Ins Matter for Conversions

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.

 

Common Opt-In Mistakes (and What to Do Instead)

  1. Creating Just Any Freebie
    This is a big one. Sometimes, we rush to create a “freebie” without thinking about whether it actually connects to our main offer. Make sure your opt-in naturally leads to what you’re selling. For example, I once created a Trello training opt-in—not because I sell Trello courses, but because I knew my audience struggled with time management, and Trello could help them get organized. See the difference?
  2. Not Getting the Messaging Right
    Words matter! Your opt-in title and description should make it clear why someone would want it. Think of it like a catchy headline—something that grabs attention and promises real value. Instead of “Download Our Social Media Checklist,” try something like “Grab the Social Media Checklist That Grew Our Followers by 1,000 in 30 Days!”
    We teach you everything you need to have the right messaging in your business in the Nurture To Convert Messaging course.
  3. Making It Too Complicated
    Your opt-in doesn’t need to be a huge project. In fact, simpler is usually better. Aim for something you can create in a week or less—a quick win that gives value without overwhelming you (or them!).
  4. Ignoring the Thank-You Page
    Don’t waste your thank-you page! Instead of just saying “Thanks for signing up,” use that page to offer a low-cost product, invite them to a webinar, or encourage them to book a call. This can be an easy way to start building the relationship right away.

Building the Perfect Opt-In: A Simple Formula

Alright, now that we know what not to do, let’s talk about how to actually make an opt-in that works.

  1. Start with Common Questions
    What are the questions you get asked most? Jot down five or ten of them, and even Google them to see how popular they are. This can help you figure out what your audience is really searching for.
  2. Fill the Gap Leading to Your Offer
    Think about what your ideal clients need before they’re ready to buy from you. Your opt-in should help bridge that gap. For example, if you’re a business coach, maybe your opt-in is a “Goal-Setting Guide” to get people thinking about their future plans—something they’ll need more help with once they’re ready for coaching.
  3. Ask for Feedback
    Narrow down your opt-in ideas and ask for feedback in a community or group. People love giving their opinions, and you’ll get insight on what would actually be valuable to them.
  4. Keep It Simple Yet Engaging
    Remember, an opt-in isn’t a full course—it’s a quick, helpful resource that shows off a bit of what you can do. A checklist, a 10-minute training video, or a mini-guide are all great options. You want it to be something that solves a problem without giving everything away.

How to Turn Opt-Ins into Conversions

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:

  • Show Your Personality: In your opt-in content, don’t be afraid to let your own perspective and personality shine! Share a little about why you do things a certain way. This can help people connect with you on a deeper level and want to hear more from you.
  • Write an Attention-Grabbing Landing Page: The landing page for your opt-in is just as important as the opt-in itself. Keep it simple, but make it clear why someone should sign up and how it’s going to help them.
  • Follow Up with an Email Sequence: Don’t just send the opt-in and call it a day! A follow-up email sequence can introduce them to who you are, show off some of your other resources, and set the stage for future offers.

For Product-Based Businesses: Yes, Opt-Ins Work for You Too!

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”?

Why Comments and Feedback Can Be Gold

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.

Your Page and Emails Matter More Than the Opt-In Itself

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.

How to Write a Results-Based Headline

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.

Create Bullets That Tease, Not Give Away

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:

  • “Discover the one mistake almost everyone makes.”
  • “Learn a quick hack for handling tantrums like a pro.”
  • “Get an inside look at a simple trick to de-stress bedtime.”

Tell Them Why You Made It

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.

Address Their Frustrations – Get Specific!

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.

Action Button Magic: Make It Feel Personal

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.

Don’t Forget the Fine Print: Privacy Policies and Terms

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.

Nurture Emails That Drive Conversions: The Permission Sandwich

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:

  • Permission: Let them feel accepted as they are, like they belong in your community.
  • Clout: Showcase your experience or testimonials to establish credibility.
  • Training: Offer a helpful tip, insight, or hack that gives immediate value.
  • Recommend: Share something you love outside your own brand; this can even be affiliate content.
  • Ask: Gently lead them to a call-to-action, like a purchase or scheduling a call.
  • Feedback Loop: Show you care by asking for their opinion, whether through a survey or simple question.

Conversion Goals and Tweak Strategy

Knowing your conversion rates gives you something to work toward. Here’s a rough breakdown:

  • Opt-In Page: Aim for at least a 30% conversion rate. If you’re under 20%, focus on refining your headline and bullet points.
  • Thank-You Page: This page should have a 10% conversion rate for any follow-up offers (webinars, upsells, etc.).
  • Email List: The goal is 2-5% conversion over time. With a strong nurture system, you might even see up to 10%!

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.

Turn Your Nurture System into a Powerful Asset

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!

Dana Malstaff

Dana Malstaff

Dana Malstaff is the Founder of Boss Mom and creator Nurture to Convert.
She is a mother, author, speaker, messaging strategist, podcaster, blind spot reducer, and movement maker. She believes that too many brilliant moms are struggling to figure out how to grow their business while balancing all that is required to be a good mom, partner, and woman. So many moms are trying to grow their business using trends that feel inauthentic and aren't realistic for their inconsistent schedules. She has helped thousands of women become known for their brain and not their dance moves

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