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One smart way to build your mailing list is to promote it with a downloadable whitepaper or e-book. However, provide the link to the download AFTER the new subscriber confirms the request or email address.
If you offer the link too soon – on the confirmation-request page or email, for example – the subscriber could grab the download without confirming the subscription request. You end up giving away valuable content for free and get nothing in return.
Instead, email a confirmation request to remind the subscriber that you will send the link to the download material as soon as he/she confirms their request.
Then, send the link in a separate email with an attention-getting subject line, such as "Here's your link to the whitepaper we promised." Or, add it to your welcome message. That way, everybody gets what they want: You get a good email address; your subscriber gets great content.
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