For content like a product brochure, don't force an email submission. Instead, allow an instant download while offering an option to also receive it via email. This respects user intent while still capturing high-intent leads who value the convenience of an inboxed copy.

A 27% year-over-year drop in "work email only" form requirements isn't just about reducing friction. It's a strategic move, as personal emails yield higher match rates for ad retargeting and allowing access to job seekers builds brand loyalty, turning them into customers when they find new roles.

Many professionals actively research tools and consume educational content when they are between jobs. Requiring a work email on forms prevents this key demographic from accessing materials, creating a negative brand experience before they even join their next company and have purchasing power.

B2B marketers typically target corporate emails, which are transient. LinkedIn newsletters are often sent to a user's personal, long-term email address associated with their account. This provides a durable and direct line of communication to a highly-guarded inbox that is difficult to access through other means.

Instead of presenting all form fields at once, use a two-step process. The first step asks only for an email address, a low-friction action. This allows you to capture a lead for remarketing even if the user abandons the second step.

Start with a single field asking only for an email address. This low-friction entry point secures a lead for retargeting even if the user abandons the form. Subsequent, more detailed fields are presented only after the initial, low-commitment step is complete.

Meta is directly addressing the long-standing issue of low-quality leads from its ad platform. New verification options, including requiring a work email or SMS confirmation, allow advertisers to filter spam and unqualified submissions. This improves lead quality, reduces wasted spend, and makes the platform more viable for B2B and high-value campaigns.

Unlike typical B2B marketing which targets corporate domains, LinkedIn newsletters are delivered to the primary email address on a user's profile. This is often a long-held personal email, providing marketers a rare opportunity to access a highly-guarded inbox that is difficult to reach through other channels.

Many brands waste ad spend by neglecting their on-site email capture. With a typical 2% conversion rate, optimizing the email capture form from the 3% average to 10%+ provides significantly more shots on goal via automated flows, making the entire acquisition funnel more efficient.