{"id":80693,"date":"2024-07-05T18:46:49","date_gmt":"2024-07-05T18:46:49","guid":{"rendered":"https:\/\/mailrelay.com\/glossary\/lead-magnet\/"},"modified":"2026-10-07T10:47:22","modified_gmt":"2026-10-07T10:47:22","slug":"lead-magnet","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/lead-magnet\/","title":{"rendered":"Lead magnet"},"content":{"rendered":"\n

A lead magnet is a free piece of content or resource that you offer in exchange for a person’s contact details, usually their email address.<\/strong> It’s the most common way to turn anonymous visitors into subscribers.<\/p>\n\n

Lead magnet<\/em> literally means a magnet for leads. A lead<\/em> is a potential customer who has given you their details. The magnet is what convinces them to hand them over.<\/p>\n\n

What is a lead magnet for?<\/h2>\n\n

Hardly anyone subscribes to a newsletter “just in case”. But plenty of people will leave their email if they get something useful in return right then.<\/p>\n\n

You grow your list.<\/strong> With contacts who asked for your content and have a real interest in the topic.<\/p>\n\n

You segment from the start.<\/strong> Someone who downloads a pricing guide doesn’t have the same needs as someone who requests a social media template.<\/p>\n\n

You start the relationship by offering value.<\/strong> The first contact isn’t a sale, it’s help.<\/p>\n\n

It’s a basic building block of lead generation<\/a> and the first step of lead nurturing<\/a>.<\/p>\n\n

Types of lead magnet<\/h2>\n\n
Type<\/th>Example<\/th>Works well for<\/th><\/tr><\/thead>
Guide or ebook<\/a><\/td>“Guide to opening your online store”<\/td>Topics that need explaining<\/td><\/tr>
Template<\/td>Sales email templates<\/td>Saving the reader time<\/td><\/tr>
Checklist<\/td>“20 things to check before launching your website”<\/td>Tasks with specific steps<\/td><\/tr>
Discount<\/td>10% off your first purchase<\/td>Online stores<\/td><\/tr>
Free trial<\/td>14 days of access to a software tool<\/td>Digital products<\/td><\/tr>
Webinar<\/a><\/td>Live class with Q&A<\/td>Services and training<\/td><\/tr>
Email mini-course<\/td>5 lessons in 5 days<\/td>Building a reading habit<\/td><\/tr>
Calculator or quiz<\/td>“How much could you save?”<\/td>Decisions involving numbers<\/td><\/tr>
Report or study<\/td>Industry data from the past year<\/td>B2B and professionals<\/td><\/tr>
Exclusive access<\/td>Community or private content<\/td>Brands with a loyal audience<\/td><\/tr><\/tbody><\/table><\/figure>\n\n
\"Infographic<\/figure>\n\n

What makes a good lead magnet<\/h2>\n\n

It solves a specific problem.<\/strong> “Quote template for photographers” works better than “Everything about photography”.<\/p>\n\n

It’s quick to consume.<\/strong> A one-page checklist usually converts better than an 80-page ebook.<\/p>\n\n

It fits what you sell.<\/strong> Whoever downloads it should be a potential customer, not just someone looking for freebies.<\/p>\n\n

It delivers on its promise.<\/strong> If it disappoints, your first email has already lost credibility.<\/p>\n\n

It’s delivered instantly.<\/strong> Nobody wants to wait a day to get their download.<\/p>\n\n

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Deliver your lead magnet automatically<\/strong><\/p>\n\n\n\n

Create the form, the download email and the welcome sequence with Mailrelay.<\/p>\n\n\n\n

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Create a free account<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n

How to create a lead magnet in 6 steps<\/h2>\n\n

1. Choose who it’s for.<\/strong> Start from your buyer persona<\/a> and their most pressing problem.<\/p>\n\n

2. Choose the format.<\/strong> The one that best solves that problem and that you can produce well.<\/p>\n\n

3. Create it.<\/strong> Short, practical and branded. Done is better than perfect.<\/p>\n\n

4. Set up the opt-in page.<\/strong> A landing page<\/a> or a subscription form<\/a> with a clear headline and few fields.<\/p>\n\n

5. Automate delivery.<\/strong> A confirmation email with the download link.<\/p>\n\n

6. Measure and improve.<\/strong> Form conversion rate, opens of the delivery email and how many people end up buying.<\/p>\n\n

Lead magnets and email marketing<\/h2>\n\n

The lead magnet gets you the email address. What you do next decides whether that contact becomes a customer.<\/p>\n\n

Deliver with double opt-in.<\/strong> Sending the resource in the double opt-in<\/a> confirmation email ensures the email address is real.<\/p>\n\n

Welcome sequence.<\/strong> After the download, 3-5 emails that expand on the topic and introduce your product. For more ideas, see welcome email<\/a>.<\/p>\n\n

Segment by download.<\/strong> Record which lead magnet each person requested so you can send them related content.<\/p>\n\n

Ask for consent clearly.<\/strong> Explain on the form that they are subscribing to your emails, not just getting the download. That way you comply with the GDPR.<\/p>\n\n

\"Infographic<\/figure>\n\n

Examples by industry<\/h2>\n\n

Cosmetics store:<\/strong> a “Which routine does your skin need?” quiz with personalized recommendations by email.<\/p>\n\n

Language school:<\/strong> a five-day mini-course with one lesson a day and an audio file.<\/p>\n\n

Tax advisory firm:<\/strong> a PDF tax calendar for the year for freelancers.<\/p>\n\n

Restaurant:<\/strong> a free dessert on the first booking for anyone who subscribes.<\/p>\n\n

B2B software:<\/strong> an industry data report and a demo session.<\/p>\n\n

Travel agency:<\/strong> a city guide with weekend itineraries.<\/p>\n\n

Common mistakes<\/h2>\n\n

Asking for too much information.<\/strong> For a checklist, the email address is enough. Every extra field reduces sign-ups.<\/p>\n\n

A topic that’s too broad.<\/strong> It attracts lots of people who will never buy from you.<\/p>\n\n

Forgetting the follow-up sequence.<\/strong> Without follow-up emails, the contact goes cold.<\/p>\n\n

Not updating it.<\/strong> A lead magnet with three-year-old data looks abandoned.<\/p>\n\n

How Mailrelay helps you<\/h2>\n\n

With Mailrelay you can create subscription forms with double opt-in, deliver the lead magnet in the confirmation email and launch an automated welcome sequence. Groups let you separate contacts according to what they downloaded.<\/p>\n\n

The free account includes up to 80,000 emails a month and 20,000 contacts, with human support by chat, ticket and phone.<\/p>\n\n

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Send your newsletters with Mailrelay<\/strong><\/p>\n\n\n\n

Up to 80,000 emails a month and 20,000 contacts for free, with human support on every plan.<\/p>\n\n\n\n

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Try Mailrelay for free<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n

Frequently Asked Questions<\/h2>\n\n

These are the most common questions about lead magnets.<\/p>\n\n

What is a lead magnet in a nutshell?<\/h3>\n\n

A free resource, such as a guide or a template, offered in exchange for an email address.<\/p>\n\n

What is the best type of lead magnet?<\/h3>\n\n

The one that quickly solves a specific problem for your ideal customer. Templates, checklists and discounts tend to convert very well.<\/p>\n\n

Is it legal to ask for an email address in exchange for a download?<\/h3>\n\n

Yes, as long as you clearly state that the person is subscribing to your communications and you keep a record of their consent.<\/p>\n\n

How many lead magnets should I have?<\/h3>\n\n

Start with one. Once it works, create others for different topics or audiences.<\/p>\n\n

How do you deliver a lead magnet?<\/h3>\n\n

The usual way is an automated email with the download link right after subscribing.<\/p>\n\n

Related terms<\/h2>\n\n