So, you want to grow your email list. Who doesn’t, right? The question you probably have revolves around the best way to go about it.

One of the most effective ways is by using a lead magnet. What exactly is a lead magnet, and what does it do for your business? Great question!

In this article, you’ll learn what a lead magnet is, understand the various examples that exist, and find out how to use one to build your email subscriber list.

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What’s a Lead Magnet?

A lead magnet is a piece of content you offer in exchange for a name and email address.

The content can vary widely in terms of both subject matter and format. However, the goal remains the same: Get your reader to take action and give you their contact information.

How Can You Use a Lead Magnet to Grow an Email List?

People come to your website for all kinds of reasons, but they typically do so with one goal in mind: to find an answer to their question or solve their problem.

You simply need to offer your solution! The most effective lead magnets are closely related to the rest of your website. You must create something helpful for your reader that provides a quick solution.

Help Prospects Feel Comfortable

You mustn’t force anything when asking for subscriber information. You want website visitors to feel excited and comfortable about receiving your resource.

A great way to do this is by offering something for free (such as an ebook, workbook, or toolkit) in exchange for their contact information.

Think of this process as an opportunity for building a relationship with your future customers. A good lead magnet will provide enough value that people become happy they opted in to receive it. It also remains enough of a teaser that they’re excited for more.

Two Quick Lead Magnet Ideas

Here are two simple ideas for how you can use a lead magnet to build your business’ email list.

  1. Share some helpful content with your reader. For example, if you’re a life coach, you might offer a free guide about how to live well with chronic pain. If you’re an artist, maybe it’s a workbook that helps people interested in art therapy to get started.

  2. Create an email course that teaches subscribers how to solve a problem related to their niche. For example, if you have a dog training business, offer a three-part email course with tips on dealing with your dog’s aggression. Then, offer your complete paid course on solving this problem to incentivize people to buy your product.

More Lead Magnet Examples to Try

Many lead magnet examples exist that you can use to grow your email list. Let’s review a few more of the most effective lead magnet types you should use.

The 30 Day Challenge

Ask readers to commit to completing some particular task in the next thirty days in exchange for the lead magnet.

Examples might include taking a photo of themselves every morning when they wake up and posting it on Facebook with the hashtag #30daysofselflove. Or writing down one thing they’re grateful for each day in their journal.

The idea here is to give readers something that will help them grow in some way. They’re asked to commit to a certain task that will help them. However, they give you their contact information so you can keep up with their progress and send them encouragement along the way.

The Ebook/Whitepaper

Many companies offer an ebook or whitepaper as their lead magnet. These can establish your authority in your niche and provide some helpful information that people will appreciate.

A Cheat Sheet

Think of a cheat sheet as a list of quick tips or strategies for solving a particular problem. It could include anything from SEO best practices to some handy Photoshop shortcuts you’ve discovered.

A Checklist

This one is similar to the ‘cheat sheet.’ It’s best to keep it somewhere online so that people can print it out and easily refer back to it later. It might include helpful tips for dealing with stress at work or perhaps some ideas for an upcoming adventure you’ve got planned.

A Quiz

This is an effective way to get to know your target audience better, understand what they care about, and help them find more solutions related to those interests. It’s also a good opportunity to establish yourself as an authority within your niche by giving answers based on your knowledge.

For example, you might create a quiz asking women how they discovered their passion for cooking. Provide different options like watching cooking shows on TV or receiving recipes from family members.

A Survey

Asking your target market direct questions is an effective way to learn about them in more detail. Surveys can get extremely in-depth, or they can simply ask readers to select their favorite color from a list.

This lead magnet is best used if you’re looking for specific information about your target market.  For example, “How are men 30-45 years old experiencing pain?”

A Health Assessment

Health assessments are popular lead magnets because they help people understand their health better. They can even motivate them to make healthier choices.

For example, you might offer a free health assessment that tells men how much muscle and fat they have and how it affects their body mass index (BMI). A health assessment is a great way to encourage them to lose weight.

A Recipe

Food is a universal language. An easy way to establish yourself as an authority within your niche is to give away recipes that you know people will love.

You might also try offering healthy recipes. The more specific usually works best in this area. For instance, you might give away “10-minute healthy spinach pancakes.”

A Template

Think of a template as a ‘blank’ document or sheet of paper you fill in yourself. It could include pre-written questions to ask your partner for your next date night or inspirational quotes to help people get their creative juices flowing.

A Toolkit

Tools are a popular lead magnet because they contain multiple resources like templates, eBooks, checklists, and more.

Offering a free toolkit for beginners is one of the best ways to show your authority and set yourself apart from other experts in your field. You might consider creating one for women who are trying to get pregnant or creative entrepreneurs starting their first business.

A Guide

By now, you’ve probably noticed a trend towards offering more substantial lead magnets with some sort of personalization. Guides are incredibly versatile.

You might offer a focus on ‘Growing organic fruit’ or perhaps tips about writing your first book. Keep in mind that whatever you offer should remain unique and relevant to your target audience.

A Swipe File

This is an easy and popular option for bloggers who want to share resources with their readers. For example, you might create a swipe file of your favorite design tools or restaurants in your city that other people can use as inspiration.

A Web App

You might offer a web app that lets people choose the best hairstyle for their face shape or one that calculates how much money they can save by switching banks.

A Spreadsheet

Do you have Excel skills? Put them to use by creating a spreadsheet that people can download for free. You might create a free calculator or budgeting template. Another idea is offering to help your target audience save money by creating a spreadsheet consisting of coupon deals.

Resource List

This is another option if you want to share more than one item with your readers. A resource list might include all the tools and supplies you need for a DIY project. Or, simply share your favorite at-home workouts.

A Video

Videos are a great way to show your expertise and personality. For example, you might create a short video explaining how your target market could achieve their goals faster with the help of your product or service.

A Case Study

This is an excellent option if you want to show how people benefited from using your product or service. You can use real customer testimonials. Or, you could even create one yourself by asking friends and family members what they think about their results after using it.

Implementing Your Lead Magnet Strategy

It’s relatively simple to start collecting emails after you’ve decided on your lead magnet type.

Include opt-in boxes on your website to collect email subscribers. You can put one near the bottom of each page or within your content itself. Make sure you have a clear call to action, so people know exactly what they’re getting from you.


Now you know that a lead magnet is anything you want it to be. The main thing is that your lead magnets should contain practical information that solves a small problem for your target market.

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