Each week, Early to Rise, an Agora Inc. company, sends out an email with the subject line "Did You Miss This?" Initially, it appears that the links all tie back...View More to articles. However, the first two & last link always lead to offers, free & paid. What makes this approach so powerful is that the links leading to offers look the same as links leading to articles. And since Early to Rise uses educational marketing, it doesn't come across as a hard sell. In fact, the first two offers are often lead generation offers for free items which don't raise any red flags and are likely appreciated by many. It's a solid strategy that provides great value, while selling at the same time.
“Did You Miss This” Email from Early To Rise (Agora) Swiped in November 2015
When you offer valuable free content, people are usually more accepting of lead-gen offers. Early to Rise mixes in free content that doesn't sell at all with links that go to their lead-gen & sales pages.
The power of this approach stems from the offer links resembling non-offer links. They don't look like they are lead-gen or paid offers. This particularly works well because Early To Rise uses education, advertorial-style marketing. They often talk up an opportunity & provide convincing information before ever mentioning any kind of call-to-action. It's a very subtle approach which is why it's effective.
The links that lead to landing pages are always the first two & last one. They're starting with offers, providing free content & ending with an offer.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of earlytorise.com below.