10 Lead Magnet Ideas to Grow Your Mailing List

Email marketing is one of the most popular and effective marketing tools your business can use.  But with so many companies inviting people to join their mailing lists, how do you make your mailing list the one people want to subscribe to?

Keep reading to discover how using a lead magnet can increase your mailing list subscriber rate.

What is a lead magnet?

A lead magnet is an item of content such as a PDF, template, list, white paper etc that you are providing in exchange for a website visitors contact information. This information (such as an email address) is then added to your mailing list. It’s essential this process is done in line with GDPR, so we have to be transparent and explain what you are going to do with their information when they agree to sign up. Using a system such as Mailerlite and Mailchimp automate this process and also integrate the GDPR process.

(Just in case you’re wondering why you even need a mailing list, read my blog post Why Your Business Needs a Mailing List)

How do you choose what to create?

This step is important because creating something that has no value to your audience means they lose interest and won’t sign up. Or, worse still, you create something that sounds great on the landing page but doesn’t deliver in terms of content. This will lead to people becoming frustrated and unsubscribing.

Understanding your customer and at what stage they are in the customer journey (“the sales funnel”) will determine what type of content you will create. This could include solving a problem they have or providing a tip that’s a quick win.  It’s also important to think about how you deliver the content; do they prefer video, infographics etc. Finally, the lead magnet should be delivered straight away, not in two days’ time.

If you have a blog, you could also look at the top performing posts as this will provide insight into the type of content your potential customers like.

10 different types of lead magnets

  1. Checklists – certain processes such as writing a blog post have a list of tasks that can be turned into a checklist for people to download.
  2. Templates – being able to provide content that people can use as a starting point and adapt to their needs is a win.
  3. Calendar – fillable planners that can be downloaded and printed are useful particularly if you add dates and ideas that are relevant to your niche.
  4. Planners – depending on your industry these can be useful. If you’re a personal trainer you could create a planner that provides a months’ worth of daily exercises for a beginner.
  5. Guide/Ebook – a more in-depth piece of content than your usual blog posts. These take time to write and consume so it’s important to make sure it’s what your potential client would read.
  6. Resource List – these types of lists are great if you’re in an industry that uses apps and software as they save people valuable time.
  7. Workbooks – great for guiding someone through a process. Usually written in a step-by-step format that people can download and make notes against the steps.
  8. Webinar – people usually come away with a lot of valuable content, they are meeting you face-to-face and when they are live, you are able to answer any questions they may have in the moment.
  9. Product sample/coupon or trial – this is a great way to hook someone in who might be interested in your product/service, but isn’t ready to commit longer term just yet.
  10. Free mini course – this is great if you are running a more in-depth course, as this acts as a taster.

What happens after they sign up?

Your lead magnet doesn’t work in isolation, it’s part of the sales process. Think about what happens after they receive their lead magnet. How are you going to move them closer towards purchasing? One way to do this is to create an email sequence that’s initiated when they sign up to your lead magnet.

Your email list is one of the best ways to create relationships, build trust and create sales. Lead magnets are an effective way to not only get people to your website but to also grow your email list.

Stacey Pledge

About Stacey Pledge

I'm a PPC Specialist helping clients across the UK, Europe and the US get the best from their pay-per-click campaigns and reach their business goals.

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