What is it?
The idea is simple - you offer a premium, high-value piece of content that's only accessible if someone provides their email address.
Usually, the first few paragraphs of the content are available. As visitors scroll down an article, the content gets blocked by a strategic call-to-action that will reveal the gated content once the reader has provided their email.
The key is creating something that hooks the reader enough that they’ll happily exchange their email address to read the rest.
The Good and the Bad
Examples of how to crush it
Air Mail
After reading a few intriguing paragraphs, Air Mail hides their content behind an email gate and requires the reader to provide an email address to access the rest.
They sweeten the deal with the promise of similar content arriving weekly in the reader's inbox.
And to build some credibility, they also add an authoritative testimonial praising their writing.
