You have your email list ready to go and now it’s time to bring in the subscribers. You set your opt-in form live but… nothing happens. What went wrong? Chances are your messaging is off. Messaging is a big deal in marketing—it’s what makes a website visitor think, “Yep, I want this company in my inbox.” If your sign up offer didn’t get that reaction, then you’re going to see a flatline where you hoped a line pointing to the top right would be. To improve your messaging, you want to tie direct value to your email opt-in. This value