Lead magnets: 6 types, what each costs, and how to choose

What a lead magnet is, exactly

A lead magnet is a specific, useful thing offered in exchange for an email address and permission to send more. Both halves matter. Without the useful thing you are asking a stranger for their address for nothing; without the permission you have a download page and no list.

The exchange is the part people get wrong. A lead magnet is not a sample of your paid work, and it is not a brochure with a form in front of it. It is a complete small thing: something a reader can use on its own, that solves one problem they actually have, and that leaves them better off even if they never buy anything from you. That is not generosity, it is the mechanism. A magnet that is only worth having if you buy the next thing is an advertisement, and it is opted into at the rate advertisements are.

The second thing to be clear about is what it is for. A lead magnet is not for downloads, it is for a list of people who open your mail. Those are different goals and they pull in different directions: the highest-converting offers on a sign-up form tend to be the most generic ones, and generic offers collect addresses belonging to people with no particular interest in you. Ten thousand people who wanted a free template are worth less than five hundred who wanted your view on something.

The types that are still used, and what each costs

There are six formats that account for almost everything in use. They differ less in what they contain than in what happens after the reader has it, which is the axis that matters and the one comparison tables usually leave out. Thirty lead magnet ideas, sorted by what they cost to make, turns each format into specific offers.

The table is a working judgement from how each format is used, not a measurement: the published numbers that exist are for email courses alone, and they are in the next section but one. Read it along the completion column. Perceived value at the moment of sign-up and value actually delivered are close to unrelated: a 40-page guide is the most impressive thing on the list and the least likely to be read, while a checklist is the least impressive and the most likely to be used the same day.

Why a finite email course outperforms a download

A PDF is delivered in one instant and then depends entirely on the reader to do something with it. In practice most downloads are never opened, and the published figures for this vary so widely by audience that the only safe statement is the direction: a large majority of files given away are not read. Nothing about that is the file’s fault. It arrives during a two-minute errand, gets saved somewhere, and competes from then on with everything else in the reader’s life.

An email course inverts the delivery. The reader does not have to remember it, find it, or set aside an hour; it arrives, one piece at a time, in the place they already look every morning. Completion goes up because the format does the work that a download asks the reader to do, and each arrival is small enough to finish before the reader has decided whether to.

The second effect is the one that actually matters, and it is about the list rather than the magnet. Every day of the course is a repetition of the same small event: your name appears, the reader opens it, something useful happens. By day five, the habit you needed an address in order to build already exists. A download builds none of it, which is why a list grown on PDFs so often opens at a few per cent when its owner finally writes to it three months later.

There is a technical version of the same argument. Mailbox providers infer whether mail is wanted from how the recipients behave, and Google asks bulk senders to keep the complaint rate in Postmaster Tools below 0.10 per cent and never to reach 0.30 per cent. A list whose members last heard from you at the moment of download, months ago, generates complaints from people who genuinely do not remember signing up. A list that has had five consecutive useful mornings does not.

The honest limits. A course is the wrong magnet when the reader’s need is immediate and singular, such as a discount code or a file they are about to use in the next ten minutes: give them the file, and offer the course on the thank-you page. It is also the wrong magnet if you will not write it well, because five mediocre emails do more damage than one good page: the download is forgotten, while the sequence teaches a reader to ignore you on a schedule. And it is wrong when the subject has no steps. Reference material cut into five arbitrary arrivals is less useful than the same material in one place; if the honest answer to what the reader can do on day five is that they will know more, it is a guide, not a course.

What people who ran an email course have published

Four people and companies have published their own numbers from a course used to grow a list. They are the closest thing to evidence the format has, and they are worth reading with their limits in view.

All four are self-reported, and none is a controlled comparison with a PDF: the one before-and-after figure compares a page offering a newsletter with the same page offering a course. Opens counted after Apple’s Mail Privacy Protection arrived in 2021 are inflated, because it downloads remote content whether or not a message is opened, so the 2015 and 2016 open rates cannot be set beside the 2024 one. None of the four reports how many readers acted on the last day. Format-by-format conversion percentages that circulate without a named primary source are left out. Email course conversion and completion rates sets out what to measure in your own course.

Building an email course to use as the magnet

On the form a course is one line of copy and one field, exactly like a download. Promise an outcome, a length and a cadence, in that order, and make all three checkable: "Set your day rate by day five. Five emails, one each morning." The outcome is what persuades, the length is what makes the ask small enough to accept, and the cadence stops the first email being a surprise. The promise also has to be small enough to keep in five short emails. "Learn email marketing" can be neither delivered nor checked; "write the five emails of your own welcome sequence" can be both, and a reader who has done it knows on day five whether you kept your word.

Five days, one email each morning, each email one idea with one small action, is the shape to start from, and ten is the ceiling worth considering: a fortnight of daily mail is a different commitment from a week of it, and the people who abandon are disproportionately the ones who were keenest at sign-up. Day one delivers something usable rather than introducing the course, because a reader who got something useful on the first morning has a reason to open the second, and a reader who got a welcome message has only politeness. How to write a 5-day email course takes the writing a day at a time, and the 5-day email course template prints one in full. A five-day challenge is the same shape with a daily action in place of a lesson.

The last email is where the magnet earns its name. It carries exactly one ask, stated once, for something that follows from the four emails before it. A course that sells in every email is a funnel, and readers identify the shape long before they can name it: one ask made to somebody who finished converts better than four asks made to somebody who stopped on day two because of them. A course also tells you something a download counter cannot, which is how many people finished something you wrote, and that is a far better predictor of whether anybody will buy.

What a course has to do that a file does not:

• Survive being read on a phone in ninety seconds, five days running, which puts most lessons at 200 to 500 words.
• Work for a reader who missed a day, so no email may depend on having clicked a link in an earlier one.
• Carry the legal furniture in every message: a working unsubscribe honoured immediately, a real postal address, and a sender name matching the form.

Matching the magnet to what you sell

The test for a lead magnet is not how many people take it. It is whether the people who take it are the people who would buy the thing you sell. A magnet that is adjacent to your offer collects an audience you then have to convert twice: first to your subject, then to your product.

So work backwards. Write down what you sell and who buys it. Then ask what that person is trying to do in the week before they buy, and make the thing that helps with exactly that. If you sell a pricing course to freelancers, the magnet is not "50 productivity tips for freelancers", it is the calculator they will use while deciding what to charge on Thursday.

The sharpest version of this is a magnet that is the first step of the thing you sell. It is honest, it proves the method on something small, and the reader who finishes it has already done the work that makes the paid version make sense. A five-day course is a good shape for this, because a course can be the first week of a longer programme without pretending to be the whole thing.

Four questions that catch most mismatches before they cost you a month:

• Would somebody who will never buy from me still want this? If no, it is not a magnet, it is a trailer.
• Would somebody who takes this be an obvious buyer for what I sell? If no, the list will be large and useless.
• Can the reader use it without me? If it needs a call to make sense, it is a sales step wearing a magnet as a costume.
• Does it still make sense in a year? A magnet built on a tool’s current interface becomes wrong silently, because nobody is watching it go out.

The opt-in page, and what belongs on it

An opt-in page has one job, and every element that does not serve it lowers the conversion rate. Name the thing, say what the reader will be able to do afterwards, say what arrives and how often, and ask for the address. One field. Asking for a first name costs a measurable share of sign-ups, and asking for a company and a phone number costs most of them.

Set the expectation precisely on the form, because the form is where the promise is made and every later complaint is a comparison against it. "Five short emails, one a day, starting tomorrow" is a promise you can keep and a reader can check. "Join my newsletter" is neither. If a weekly email follows the course, say so on the form rather than revealing it on day six; what that email should be is the subject of the welcome email sequence guide.

Under the GDPR, consent has to be freely given, specific, informed and unambiguous, and you have to be able to demonstrate that it was given. In practice that means the sentence the reader agreed to is itself a record you need to keep: what it said, when they agreed to it, and from where. A pre-ticked box is not consent, and a single tick cannot cover both the course and a separate marketing list, because consent has to be specific to each purpose.

Two more things belong on the page and are routinely left off: who is sending, and a link to how you handle the address. Both are requirements rather than courtesies, and both raise conversion slightly, because the reader is deciding whether to trust an unknown sender and you are answering the question before they ask it.

Confirmed opt-in, and what it costs in sign-ups

Confirmed opt-in, also called double opt-in, means the address receives one message asking the person to click a link, and nothing else is sent until they do. It exists because anybody can type anybody’s address into a form, and the click is the only evidence that the person who typed it owns it.

It costs you sign-ups, and the number is worth knowing before you decide. The published benchmarks and the platform documentation put the loss somewhere between a fifth and a third of would-be subscribers: they never click, usually because the confirmation went to a tab they closed or a spam folder they do not read. That is a real cost and it is the honest argument against confirmation.

The case for it is that those addresses were mostly not going to open anything anyway, and that the ones that were never real are the expensive ones. A typo address bounces. A spam-trap address is a deliverability problem for everybody you send to. And a person who did not sign up but was signed up by somebody else reports the mail, which is the one metric that can put your whole domain in the spam folder. All of that weighs more for a course than for a download, because a course sends repeatedly: an address typed by somebody other than its owner receives one unwanted file in one case and five unwanted emails in the other.

The practical position: confirm, and spend the effort on making confirmation work rather than on avoiding it. Say on the page that the email is coming and what its subject line is. Send it within seconds. Make the confirmation email almost empty, with the button at the top and no other links. Then let the first real email arrive immediately after the click, while the reader is still in the inbox they just clicked in. The confirmation email template writes that message out. Before anybody else sees the page, sign up to your own course on a phone, in the mail client most of your readers use, because a fault at this step is silent and looks like a poor conversion rate.

Delivery mechanics: getting the thing to the reader

The failure everybody meets first is attaching the file. Attachments from an unknown sender are the single strongest spam signal an ordinary email can carry, and a 4MB PDF attached to a first message will be filtered for a proportion of your list that you will never see. Link to the file and host it somewhere stable.

The second failure is a delivery page behind a login, or a link that expires. Both exist to prevent sharing, and both cost you far more in readers who cannot open what you promised than they save in freeloaders. The file is a lead magnet. Its being passed around is the best thing that can happen to it.

Then authenticate the domain you send from, which the email deliverability guide sets out. SPF, DKIM and a DMARC record are now effectively required by the large mailbox providers for anyone sending in bulk, and a magnet delivered from an unauthenticated domain will land in spam often enough to look like a conversion problem rather than a configuration one. Every message also needs a working unsubscribe, and one-click unsubscribe has a specification: a List-Unsubscribe-Post header and a URL that acts on a POST and returns a plain success without redirecting.

What to measure, in the order it matters

Four numbers, and they are not equally important. Opt-in rate on the page, which is the one everybody watches. Confirmation rate, meaning the share of sign-ups that click the link. Completion, the share of confirmed subscribers who reach the end of the sequence. And the one that decides whether any of it worked: the share who are still opening your mail sixty days later.

That last number is the reason to be suspicious of a high opt-in rate. Optimising the form is the easiest work available and it can move the first number a long way while moving the last one down, because the copy that persuades a marginal visitor to hand over an address persuades exactly the people least interested in what follows. If you only look at one figure, look at day-60 engagement per hundred sign-ups.

Expect broad ranges rather than targets. A specific offer to a warm audience converts at a very different rate from the same page reached from a cold search result, and any single benchmark you are given is an average over both. Measure your own page against itself, one change at a time, and treat anybody quoting a single correct conversion rate with suspicion.