# Getting best results from opt-in forms and free downloads

- Link: https://fundraising.co.uk/2005/06/12/getting-best-results-optin-forms-and-free-downloads/
- Published: 2005-06-12T23:00:00+01:00
- Author: Howard Lake

Offering a free download such as a screensaver or game in return for the user’s 
email address is a popular method for organisations keen to build up an email opt-
in list. However, it is easy to get this process wrong and end up with lots of giveaways
but a poor subscriber list.
They key to generating a good quality opt-in email list
is to collect accurate information. Too often, when faced with a free download, 
website visitors give inaccurate or fake email addresses, simply to get hold of 
the free information.

 

 

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Often, organisations don’t bother to verify the accuracy of the email address, but
still allow the visitor to navigate to the next page and thereby gain access to 
the free download. In this case the organisation will have given something away 
but for no return: if the email address is fake, the organisation will not be able
to communicate again with the visitor.

 

 

A more effective way is to verify the email address given, and make it explicit 
that the link to the download will only be provided in the email the visitor receives
upon confirming their subscription.

 

 

In this way, the individual has an incentive both to register and to provide a genuine
email address.

 

 * **[AMA offer telephone Gift Aid conversion service to charities](https://fundraising.co.uk/2005/06/15/ama-offer-telephone-gift-aid-conversion-service-charities/)**(
   15 June 2005)
 * **[Business Link funds marketing consultancy for charity](https://fundraising.co.uk/2005/06/19/business-link-funds-marketing-consultancy-charity/)**(
   19 June 2005)
 * **[ActionAid begins affiliate marketing campaign](https://fundraising.co.uk/2005/07/05/actionaid-begins-affiliate-marketing-campaign/)**(
   5 July 2005)