Would You Give Up Your Email Address for Toffee Blondies?
Well, it’s not that simple. This is a story about double gated content, a story about a print publisher trying to increase the size of their email list.
It all began when I was skimming through my wife's Better Homes and Gardens magazine. I flipped to a page featuring Toffee Blondies. Yum! And since this is BHG, I expected to find the recipe on the page.
Instead of the recipe, there was a link to the recipe on the
Better Homes and Gardens website.
I love toffee, so I got on my computer and typed in the link, fully expecting to see a webpage with the recipe. The magazine page did say “Recipe: bhg.com/toffeeblondies”.
Instead of the recipe, I was presented with a form requesting my email address. Really? I just went to all the trouble of leaving the kitchen, getting on my computer, and typing in the link. At that point, I was totally frustrated and just did away with the whole idea.
So no, I would not give up my email for Toffee Blondies. Why?
It should have been in the magazine to start with
The page implied it would be available on the website’s recipe database (if you do a search, it isn’t available)
As much as I love toffee, it is not worth a multi-step process that directs readers from a magazine page to a website without the featured recipe. Only to then realize I have to give BHG my email address.
How would you react after this experience? Tweet @hfrancke with your feedback.
FYI - Here is a good recipe for Toffee Blondies from Food Network.