SUMMARY: Email marketers are torn in two directions when designing opt-in forms. They have to make the form easy to fill out, but they also need it to capture enough information to deliver relevant messages to recipients and quality leads to Sales. It's a delicate balancing act that can send your conversion rate crashing if you're not careful.
HP struck this balance beautifully. The company's B2B marketers increased conversion rates on an email registration form 186% without hurting lead quality. You'll see the team's before and after shots and steps taken in this case study.