Saturday, April 29th, 2023

Smart funnel management doesn’t involve blocking “free” email services

Photograph of a no-entry sign with a figure stenciled on it as if kneeling in stocks

An amusing 30 seconds started with: “Download our report on Google Workspace.”

Me: Enters gmail e-mail address.

Them: Invalid!! Enter a valid business email address.

Me: Uses single-use email address.

Them: That’s great. Here’s your report to download.

Where’s the facepalm emoji when you need it?

Two observations

First, if the report is downloadable on the other side of the form, question whether it’s even needed. Particularly if you’re not doing anything with the data – or can’t for data protection reasons. It may be better to focus more effort on calls to action in the report.

Second, blocking “free” email services isn’t the smart funnel management move some will have you believe. I’ve lost count of the number of people I communicated with on gmail, Yahoo!, Hotmail and iCloud who turned out to be decision makers or influencers in future clients.

My name is Ross Hori

I'm a freelance writer, designer and photographer. By day I create articles, features and reports. At night I take photos and write fiction. Find out more.