Hello again my friend,
For more than a decade marketers have used ethical bribes to bring in leads.
You may know them by a different name. Tripwire, lead magnet, freemium..they all mean the same. Ethical bribes offer you something of value, for free, in exchange for you email address.
In the beginning they worked great. Email was still new. Everyone wanted to hear the iconic “you’ve got mail.”
But as the years went on it got harder to reach people who took your bribe.
Most of us have two or three different email addresses we use. Today it’s estimated that only 40% of the leads you get are primary email addresses.
Despite it all, the ethical bribe has endured as the single best way to generate leads on the internet.
The Update Heard Round the World
As part of Apples latest iOS update it’s included a new feature called “Hide My Email”. The new feature enables the creation of a single use, randomly generated email account. A burner email that can be used to forward an email to your real account.
With the touch of a button apple will make it easy for its 588 million users to get all the free stuff they want, without junking up their inbox.
Change will Come Slowly at First
Then, All at Once
I don’t expect Apple’s new feature to kill the ethical bribe in one fatal blow. (Although that could happen.)
Instead I expect this to be one more nail in the coffin. One step closer to a world free from unwanted email clutter.
What you and I need to do now is get ahead of the change.
I am going to continue to test new strategies and share the successes (and failures) with our Nomad Network. If you’re not a member yet go here now to get a free month.
Will Ethical Bribes Go Away Entirely?
No, but the days of you offering a free report or checklist in exchange for contact info are over. If we want to build a list in 2021 and beyond we’re going to have to work a lot harder.
I’ve seen the writing on the wall for a while now. That’s why, in January, I started writing you this letter every day.
I wanted to give you email content worth reading. I knew if I didn’t come with value every day there was no way people would sign up for my list.
A lot of people are going to wine about how hard it is to build a business online in 2021. Don’t be one of them.
We’ve had it too good for too long. As marketers we’ve gotten lazy. We’ve taken our subscribers for granted. We chose automation over personalization.
We have to be better.
In tomorrows letter I’ll share some of the things you can do right now to prepare your business for the changes that are coming.
P.S. If you’re struggling to grow your business our Nomad Network could be the answer. Right now you can get a free month to try it out risk free. Click Here for all the details.