My client is running a campaign promoting a recent white-paper they published. Users will be driven to a landing page from various sources (mainly mass email and social media posts/ads). The landing page will contain a brief form that is required to complete to access the content. Upon filling out the form, the user will receive a "thanks. we just emailed you instructions for accessing the content" message.
So what goes in the email? A direct link to the content? or a link to a web page that says "your download should begin automatically. Click here if it doesn't"?
I think the path of least resistance is to have the download begin right after the form has been submitted. But it's been decided that since this is a lead gen campaign that the automated "welcome" email will be of higher value if the user has to read it... if they want to access the content.
The email -> landing page -> email -> landing page -> downloaded content flow seems extremely cumbersome to me> but I don't know that email -> landing page -> email -> direct link to downloadable content (eample.com/white-paper.pdf) is any better. After the download, they're left with a blank browser window rather than our branding and website.
I suggested the immediate download AND the automated "Welcome" email, but it was nixed. So now I'm trying to choose between the best of 2 less-than-ideal options.
Any thoughts... direct link or link to the download page?