Locked content is a tool for converting new readers into subscribers.
When you drive traffic to an article through promotion such as a Facebook ad or post, your new readers are encouraged to enter their email address into a locked content form in order to continue reading more. You can easily customize the copy, font, and colors of the form.
There are currently two ways to capture new email subscribers using your articles.
The options are as follows:
1.) Embed subscriber form in article but don't restrict access -- this is more general-purpose
2.) Lock this article so readers must be a subscriber to access -- this is far more specific around intentional email list growth
The first option allows you to insert an email-entry form inside your article without requiring an email entry for the article to be read--the form is a natural part of the article. The second option 'locks' the article so an email must be entered for the content to be read.
The decision can be made on each individual article when moving through article settings inside My Content (as seen below):
Let’s dive into how to set up and use locked content!
Create and Edit Your Subscriber Sign Up Form
Locked content forms are customizable to your brand. You are able to edit the font, copy and colors of the locked content form by clicking the ‘Customize Locked Form’ button in the Subscribers section of the Matcha app.
Every change you make to the form will be visible in the preview pane.
Select How to Export Subscribers
When customizing the locked content form, you can select to automatically add new subscribers to your ESP using our Mailchimp or Klaviyo integrations.
You can also manually export your subscribers using the ‘Export’ button in the Subscribers section at any time. This will download all the emails and subscriber data as a CSV, which can then be uploaded to your ESP.
Whichever method you choose, we recommend that you create a separate list for Matcha subscribers in your ESP so that you can nurture them. Learn more about our segmenting best practices.
Adding a Subscriber Sign Up Form to an Article
When an article has a high level of engagement and read-time, you should consider locking it to convert readers into subscribers.
To add a locked content form to an article:
- View your published articles in My Content.
- Click on a high-performing article.
- Press the lock button to add the locked content form to the article.
Use our Content Distribution Guide to learn which articles perform the best in locked content campaigns.
In the Subscribers section of the Matcha app, you see every new subscriber who converted on all the forms and popups Matcha tracks — not just locked content. You’ll see several data points and you can sort by each column.
In the list view, you’ll see:
- Email address
- Date they became a subscriber
- The title of the article they converted on
- Form type (Lock Content or other forms on your site)
- Source (how they arrived on your website)
- Orders completed in their lifetime
- Amount spent in their lifetime
View Subscriber Profiles
You can also click on any email address to see the subscriber profile view. Here you can also see:
- Subscriber’s location (the city they are in when they completed your form)
- Device (type of device used when they completed your form)
- Article title
- Form type
- Persona associated with the article they converted on (only available on licensed content from the Matcha library)
- Topics associated associated with the article they converted on (only available on licensed content from the Matcha library)
- Category associated with the article they converted on (only available on licensed content from the Matcha library)
- Custom tag associated with the article they converted on (only available on licensed content from the Matcha library)
- Number of purchases
- Purchase amount
The profile view includes subscriber data on location, device and browser. You can also learn what kind of content interests the subscriber by viewing persona, topics and tags.
All of this data is available in the CSV when you export. It will be automatically added to your ESP when a reader converts on locked content and you’ve integrated Klaviyo or MailChimp with Matcha.