[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-email-capturing":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",54063,{"id":24,"name":25},"author-0301142015","Canto","2021-02-12T15:18:24","2025-11-21T11:04:21","Email capturing basics: How to get email marketing leads to come to you","email-capturing","Email capturing made easy: Top tips to attract leads","Successful email marketing requires high-quality email addresses. This guide will walk you through the basics of email capturing, so you can attract the right leads and start rolling out your campaigns.","Email marketing is highly effective, but before you can email potential customers, you’ll need their email addresses. Email capturing is the process of attracting high-quality leads and collecting their contact information, so you can move the conversation to their inbox and keep them engaged with your brand. This guide will cover the basics you need […]","Email marketing is highly effective, but before you can email potential customers, you’ll need their email addresses. Email capturing is...","\u003Cp class=\"wp-block-paragraph\">Email marketing is highly effective, but before you can email potential customers, you’ll need their email addresses.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Email capturing is the process of attracting high-quality leads and collecting their contact information, so you can move the conversation to their inbox and keep them engaged with your brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This guide will cover the basics you need to know to build your own email capturing strategy. Let’s begin.\u003C\u002Fp>\u003Ccto-card blue=\"true\" shadow=\"false\">\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-email-capturing\">What is email capturing?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Email capturing is the practice of collecting email addresses from potential customers in order to engage them with targeted email campaigns. Methods for capturing emails range from simple newsletter sign-up forms to providing high-value content, like eBooks and white papers, in exchange for contact information.\u003C\u002Fp>\u003C\u002Fcto-card>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--first-step-messaging\">First step: Messaging\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">You might expect the first step in email capturing to be, well… capturing emails. After all, what’s the point of writing emails before you’ve got anyone to send them to?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">But if you dive in head-first without a strategy, you’ll end up reaching people who aren’t likely to become customers. Instead, you need to go in with a plan.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Decide what kind of leads you’re after\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">First, think about whose email you’re trying to capture. In B2B marketing, you might have a specific industry or job title in mind. For consumer brands, anyone who visits your website is a potential lead. But take some time to consider what type of person that usually is. This will help you tailor your messaging down the line.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"400\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185827\u002Femail-capturing-3c.jpg\" alt=\"Woman doing yoga on a beach and woman checking email in an office.\" class=\"wp-image-54080\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185827\u002Femail-capturing-3c.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185827\u002Femail-capturing-3c-450x300.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">A luxury sportswear brand, for example, will have the most success marketing to active people with disposable income. They might further narrow their focus to young, style-conscious professionals who are intentional about the image they project in-person and on social media.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A company selling workflow management software, on the other hand, will need an entirely different approach. They want to focus on busy department heads at companies of a certain size. They may want to narrow their focus even more to focus on a certain industry or geographic area.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Whatever profile you develop for the person whose email you want to capture, keep that persona in the back of your mind at every point in the process.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Develop an email content strategy\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Email capturing won’t do you much good if you use it to send lackluster campaigns. So dial in the messaging first. Tailor emails not just to your brand and products, but also to the personas you developed in the previous step.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"351\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185828\u002Femail-capturing-3b.jpg\" alt=\"Strategy planning meeting in a young, modern office.\" class=\"wp-image-54079\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185828\u002Femail-capturing-3b.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185828\u002Femail-capturing-3b-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Once you’ve ironed out what you’re going to say, you can begin capturing emails to build an audience.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--let-the-email-capturing-begin\">Let the email capturing begin\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Now let’s get down to brass tacks: How do you get email addresses from people interested in your products? From a technical standpoint, the answer is simple: They fill out a form on your website. The more complex question is how to encourage them to do that.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The first option is fairly straightforward: a \u003Cstrong>basic email sign-up form\u003C\u002Fstrong> with a short text explaining the benefits of subscribing to your mailing list.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"157\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185824\u002Femail-capturing-basic-form.png\" alt=\"Screenshot of a minimalist email sign-up form.\" class=\"wp-image-54098\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185824\u002Femail-capturing-basic-form.png 600w, \u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185824\u002Femail-capturing-basic-form-450x118.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The second option is to use \u003Cstrong>lead magnets\u003C\u002Fstrong>. Lead magnets are pieces of content (a report, webinar, etc.) that attract people to your email sign-up form. By placing this high-quality content behind a form, you are offering something of value in exchange for someone’s email address. This method is much more involved, but also more nuanced and effective, especially for narrow, specific audiences.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"396\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185822\u002Femail-capturing-landing-page.png\" alt=\"Screenshot of a Canto eBook download form.\" class=\"wp-image-54101\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185822\u002Femail-capturing-landing-page.png 600w, \u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185822\u002Femail-capturing-landing-page-450x297.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Depending on your marketing needs, you can use an email sign-up form, a lead magnet or both to capture emails. To help you decide what makes sense for your business, let’s dive a little deeper into each approach.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"KL-4\">The basic sign-up form\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A regular email sign-up form is a great way to capture email addresses from a broad range of people visiting your website. They’re especially popular in consumer marketing, where customers sign up to get notified about sales, new products and other news.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"364\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185824\u002Femail-capturing-pop-up.jpg\" alt=\"Screenshot of bike light company Knog's email sign-up pop-up form.\" class=\"wp-image-54092\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185824\u002Femail-capturing-pop-up.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185824\u002Femail-capturing-pop-up-450x273.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The most effective format for an email sign-up form is a pop-up window. They’re impossible to miss, and they force a response: Either sign up, or close the window.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Be sure to program your pop-up so it doesn’t interfere with web browsing. The best way to do this is with an exit-intent form. This type of pop-up appears when the user’s mouse movements signal they’re about to exit the page. That way, people can browse your site without any interruptions and soak in as much content as they want before signing up to a mailing list on the way out.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For more ways to create high-performing forms for email capturing, check out our guide to \u003Ca href=\"\u002Fblog\u002Femail-sign-up-forms\u002F\">email sign-up forms\u003C\u002Fa>.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"334\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185825\u002Femail-capturing-sign-up-form.png\" alt=\"Screenshot of email sign-up pop-up form on website.\" class=\"wp-image-54089\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185825\u002Femail-capturing-sign-up-form.png 600w, \u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185825\u002Femail-capturing-sign-up-form-450x251.png 450w\" \u002F>\u003C\u002Ffigure>\u003Ch4 class=\"wp-block-heading\">Advantages and disadvantages of basic sign-up forms\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">The biggest advantage of regular email sign-up forms is that the emails they capture come from highly engaged leads. People have nothing to lose by not giving up their email, so if they signed up to your mailing list it’s a sign they’re already very interested in your brand. This means they come primed and receptive to the messaging in your email campaigns.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This is also the main disadvantage of regular sign-up forms. They don’t capture emails from people just discovering your brand or give you the chance to win over reluctant leads with convincing messaging. Fortunately, there’s still a way to capture those addresses too: lead magnets.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"KL-5\">Lead magnets and how to use them\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Remember the customer persona you created at the beginning of the email capturing process? Lead magnets are pieces of content designed to attract someone exactly like them.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"351\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185827\u002Femail-capturing-5.jpg\" alt=\"Man filling out lead capturing from on a laptop.\" class=\"wp-image-54082\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185827\u002Femail-capturing-5.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185827\u002Femail-capturing-5-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">As you decide what content to create as a lead magnet, keep these three criteria in mind:\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>1. Value\u003C\u002Fstrong>\u003Cbr \u002F>First and foremost, lead magnets need to provide something potential customers value.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>2. Uniqueness\u003C\u002Fstrong>\u003Cbr \u002F>Insights and information only your brand can provide will stand out and highlight your expertise.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>3. Quality\u003C\u002Fstrong>\u003Cbr \u002F>You want to make a good impression, and provide content worth filling out a form for.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Need some ideas to get started? Let’s look at some of the most popular lead magnet formats.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Insight reports\u003C\u002Fh4>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"389\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185827\u002Femail-capturing-4.jpg\" alt=\"Screenshot of two pages from the Litmus State of Email Engagement report.\" class=\"wp-image-54081\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185827\u002Femail-capturing-4.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185827\u002Femail-capturing-4-450x292.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">If your business generates valuable data insights, consider sharing them with your prospective customers. The best way to do this is to bundle multiple insights together into a report.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Take the annual \u003Ca href=\"https:\u002F\u002Fwww.litmus.com\u002Fresources\u002Fstate-of-email-engagement\u002F\" target=\"_blank\" rel=\"noopener\">State of Email Engagement Report\u003C\u002Fa> by Litmus. This is the perfect lead magnet for an email analytics platform. Marketers who want to boost their email engagement (Litmus’s potential customer pool in a nutshell) will be interested in the unique insights the report draws from the billions of opens Litmus tracks.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">eBooks\u003C\u002Fh4>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"319\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185826\u002Femail-capturing-8.jpg\" alt=\"Screenshot of Salesforce CRM eBook's table of contents.\" class=\"wp-image-54085\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185826\u002Femail-capturing-8.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185826\u002Femail-capturing-8-450x239.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Of course, data insights aren’t the only kind of industry knowledge. More in-depth than reports, eBooks offer a great way to provide customers valuable expertise that can’t be summed up in a few pages of graphs and statistics.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For example, Salesforce offers a \u003Ca href=\"https:\u002F\u002Fwww.salesforce.com\u002Fform\u002Fpdf\u002Fcrm-handbook\u002F\" target=\"_blank\" rel=\"noopener\">Complete CRM Handbook\u003C\u002Fa> for people new to the world of customer relationship management. This piece of content leverages the brand’s reputation as a leader in the field. There’s a lot of free CRM advice floating around the internet, but people will want to download this eBook – and give up their email address to do so – because of the strength of the Salesforce brand. They want to learn from the best.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Of course, there’s something in it for Salesforce too. Anyone trying to learn more about CRM is a potential customer. Now that they have their contact information, Salesforce can engage them with more tips and information about Salesforce’s CRM solutions.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Webinars and video\u003C\u002Fh4>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"340\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185826\u002Femail-capturing-6.jpg\" alt=\"Screenshot of a webinar video thumbnail.\" class=\"wp-image-54083\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185826\u002Femail-capturing-6.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185826\u002Femail-capturing-6-450x255.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Reports and eBooks are classic lead magnet formats, but they’re not always the best way to present information. Marketing studies suggest that most people prefer video to text when learning new information. By using produced videos or live webinars as lead magnets, you can provide a more visual, engaging experience.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Webinars have the added bonus of being interactive. With audience questions, you can tailor the content not just to a hypothetical persona, but to the actual people in the seminar. And because we’re all used to signing up for events, asking for participants’ email addresses feels like a natural part of the process.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Outside-the-box lead magnets\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Pretty much anything can be a lead magnet, as long as it fits with your brand and customer base.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">An accountant might use a basic budget calculator to capture emails from people motivated to get their finances in order. A digital design agency might offer a few basic \u003Ca href=\"\u002Fblog\u002Femail-newsletter\u002F\">email newsletter\u003C\u002Fa> templates.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Think outside the box, and consider what fun and unique ideas might work for your brand.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--capture-more-than-emails\">Capture more than emails\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Whether you’ve used a basic pop-up, a lead magnet or a combination of the two, once you’ve captured people’s attention, you’ll need to collect their information.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The simplest email capturing forms ask for only an email address. This is great for a quick, frictionless sign-up for campaigns that will appeal to a broad range of people.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"319\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185826\u002Femail-capturing-7.jpg\" alt=\"Email capturing form requiring just an email address.\" class=\"wp-image-54084\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185826\u002Femail-capturing-7.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185826\u002Femail-capturing-7-450x239.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">If you want to target your campaigns more narrowly, however, you’ll need to dig a little deeper. Just be careful not to ask for more information than you need. You don’t want to make filling out the form so much work that people won’t bother.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here are some popular fields you’ll often find in email capturing forms:\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Name\u003C\u002Fstrong> – Addressing recipients by name is one of the easiest ways to give marketing emails a personal touch.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Gender\u003C\u002Fstrong> – In many industries, gender-specific marketing is a recipe for a PR disaster. Remember \u003Ca href=\"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fdavidvinjamuri\u002F2012\u002F08\u002F30\u002Fbic-for-her-what-they-were-actually-thinking-as-told-by-a-man-who-worked-on-tampons\u002F\" target=\"_blank\" rel=\"noopener\">Bic for Her\u003C\u002Fa>? But in others, it’s essential. Fashion retailers, for example, often include gender options in their email sign-up forms, so they can market menswear to men and womenswear to women.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Company\u003C\u002Fstrong> – In B2B marketing, the customer is not the person who filled out the form, but rather the company they work for. You may also want to collect additional information about the company – like its size, location and industry – in order to tailor your campaigns or assign the lead to a specific sales team.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Job title \u002F department\u003C\u002Fstrong> – Even though the company is the customer, you’re still emailing a person. Knowing whether you’re dealing with the Head of Design or the Chief Monetization Officer can help in tailoring your messaging.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"496\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185826\u002Femail-capturing-9.jpg\" alt=\"Email capturing form asking for company information.\" class=\"wp-image-54086\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185826\u002Femail-capturing-9.jpg 400w, \u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185826\u002Femail-capturing-9-363x450.jpg 363w\" \u002F>\u003C\u002Ffigure>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--let-s-recap\">Let’s recap\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">At the core of any successful email capturing strategy is a lead magnet (or sign-up form) created with a specific audience in mind. With the right content and messaging, you’ll attract the right leads. And with the right leads, your \u003Ca href=\"\u002Fblog\u002Flead-nurturing-emails\u002F\">lead-nurturing emails\u003C\u002Fa> have a better shot at success.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In the end, every part of your marketing campaign has to work together, from your content and email capturing form to the emails you send once the capturing is done.\u003C\u002Fp>",9,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185825\u002Femail-capturing-feature.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F02\u002F19185825\u002Femail-capturing-feature-450x263.jpg","Email capturing form on a phone display.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"marketing-communication","Marketing communication","\u002Fpost-category\u002Fmarketing-communication\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190000\u002Femail-marketing-tips-feature-450x263.jpg",52546,"email-marketing-tips","15 email marketing tips to take your campaigns to the next level","Are your campaigns reaching their full potential? These highly effective email marketing tips will help you reach your goals, whatever they may be.","\u002Fblog\u002Femail-marketing-tips\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F02\u002F19193717\u002Fembed-youtube-video-11-450x300.jpg",15892,"embed-youtube-video","The fastest way to embed YouTube video","Your days of searching “How do I embed a YouTube video?” are over. Learn how to embed YouTube video on any type of format (blog, website) in a few steps.","\u002Fblog\u002Fembed-youtube-video\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2016\u002F06\u002F19195543\u002FiStock_80243111_MEDIUM2-450x231.jpg",10743,"manage-assets-content-marketing","How to manage assets for content marketing","The way companies manage assets for content marketing is changing. Businesses need powerful systems to efficiently handle all their assets. Learn more here.","\u002Fblog\u002Fmanage-assets-content-marketing\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1790485302505]