Gated Content: In an Email, Landing Page, or both

Level 2

Gated Content: In an Email, Landing Page, or both


Apologies if this has been asked before. I couldn't find a specific thread about this. We have a lot of gated content on our site and a few different content teams that handle it differently. Some have the gated content live on a landing page and a transactional email the visitor gets once they fill out the form. Others just have it live in the email. We want to standardize the process so all content teams have the assets living in the same spot. Is there any best practice as to which method is better? I've been searching and can't find a general consensus. I would think it would be more ideal to just have the assets live in the email since that would require visitors to give a valid email in order to get the content, but I'm not sure if I'm overlooking any other benefits to having it on a Thank You page as well. Any insight or recommendations would be appreciated. Thank you!

Level 10 - Champion Alumni

Re: Gated Content: In an Email, Landing Page, or both

Hi Justin,

Good question, I haven't seen threads on which method is better.

But I will say subjectively, the most common method I see marketers using is having the asset be available on the Thank You page, and I would say the second most common is to deliver it via email, I've also seen both methods used at the same time.

My personal preference is to have the asset available right away on the Thank You page as it provides the fastest/easiest experience for the user. And as you probably know, it's a good idea to have the thank you page well-designed to promote other relevant pieces of content that the user might find interesting.