Offering freebies, also known as lead magnets, is a recognized strategy for businesses to grow their email subscriber lists. A freebie is defined as a free gift, typically content or discounts, given to subscribers as an incentive when they sign up to join a mailing list. Common examples of these freebies include free eBooks, guides, PDF checklists, coupons, discounts, and video content. To effectively distribute these incentives, businesses generally utilize email marketing platforms to automate the delivery process. The primary methods for delivering a freebie involve sending it within the double opt-in confirmation email or dispatching it through an automated workflow triggered by a new subscription. The following sections detail the specific processes for creating, promoting, and delivering freebies using these methods.
Understanding the Concept of a Freebie
A freebie serves as a value proposition to potential subscribers. It is a tangible item or piece of content that a user receives in exchange for providing their email address and consenting to join a mailing list. The effectiveness of a freebie relies on its perceived value and relevance to the target audience. According to marketing advice, a successful freebie should offer exceptional value and be unique, ensuring it is memorable and useful to the subscriber. It is crucial that the freebie aligns with the business's goals and the audience's interests. For instance, a business should not offer discount coupons for fast food to fitness enthusiasts or non-cruelty-free cosmetics to animal lovers. Instead, the freebie should address the specific needs, grievances, and expectations of the audience to capture their attention effectively.
The timing of the freebie delivery is also a critical factor. Research suggests that the best times to send emails are at 10 AM or between 3 PM and 4 PM to maximize open rates. If an email containing a freebie is not opened, the incentive loses its value. Therefore, scheduling campaigns to coincide with high-probability open times is non-negotiable for success.
Methods for Distributing Freebies
There are two primary methods for distributing freebies to new subscribers using email marketing platforms. The first method involves sending the freebie directly in the double opt-in confirmation email. The second method utilizes an automation workflow to deliver the freebie after a subscriber joins a specific group or completes a form. Both methods require the creation of a form or landing page to capture the subscriber's information and offer the free gift.
Method 1: Delivery via Double Opt-In Confirmation
This method delivers the freebie immediately upon the subscriber's confirmation of their email address. To implement this, a business must first ensure that the double opt-in setting is turned on in their form settings. Double opt-in requires a new subscriber to confirm their subscription by clicking a link in a confirmation email, which helps verify the email address and ensures compliance with consent regulations.
Once the subscriber clicks the confirmation link, they are redirected to a double opt-in confirmation thank you page. This page is a critical component of the delivery process. The business can edit this page to include a link or button that allows the subscriber to download their freebie immediately. The process for editing this page generally involves navigating to the Forms or Sites section of the email marketing platform, selecting the relevant form or landing page, and accessing the Double opt-in tab. Under the Double opt-in emails section, the user selects the Confirmation thank you page tab and clicks "Edit content." On this page, the business can add text, graphics, and, most importantly, a direct link to the freebie file.
When creating the email that serves as the double opt-in confirmation, it is also possible to include the freebie link directly within the email body. In platforms like MailerLite, this is done using the Drag & Drop email editor. The freebie (often a PDF) can be hyperlinked to text or attached to a button. To link text, the user highlights the text, clicks the URL icon in the menu that appears, and selects "Insert file." To add a link to a button, the user clicks the button, selects the URL icon, and chooses "Insert file."
Method 2: Delivery via Automation Workflow
The second method involves setting up an automated workflow that triggers when a new subscriber joins a specific group or completes a particular form. This method is useful when a business uses multiple forms to offer the same freebie or wishes to deliver the freebie at a slightly later time than the immediate confirmation.
To set up this automation, the business must first create a form (such as a landing page, popup, or embedded form) that offers the free gift. It is essential that all forms used for this specific freebie add subscribers to the same group. Once the forms are active, the business can create a new automation workflow. The trigger for this workflow is set to "When a subscriber joins a group," and the specific group associated with the freebie forms is selected.
When a subscriber signs up through any of the designated forms and joins the group, the automation is triggered. The workflow then sends an email containing the freebie. Similar to the double opt-in method, this email includes an external link or a button that allows the subscriber to download the freebie. A notable feature of this method is that it also triggers for existing subscribers who join the group by completing the freebie offer form at a later date.
Creating the Freebie Content
Before distributing a freebie, the content must be created. Digital freebies, such as PDFs, are common. Tools like Canva are frequently used to design these documents. For a standard PDF, a document size of 8.5” by 11” is often selected. Canva allows users to upload their own photos, use pre-made graphics, add text, and utilize shapes to design the document. For users with a pro version, custom fonts and brand colors can be added to maintain brand consistency. A useful feature in Canva is the ability to hyperlink text within the document, which can be used to direct users to other resources.
Types of Freebies to Offer
While the provided sources focus heavily on digital delivery methods, they also suggest a variety of freebie types that can be offered to subscribers. These range from digital content to physical goods and discounts.
- Content Bundles: These are comprehensive resources that pack a large amount of information into one offer. For businesses with multiple existing freebie offers, bundling them into a single, irresistible resource is an excellent strategy.
- Coupon Codes and Discounts: Offering an exclusive coupon code or discount is a powerful incentive. This not only encourages list growth but can also drive immediate sales. Promoting exclusive opt-in discounts shows subscribers a core benefit of being on the list from the start.
- Gift Cards: A simple and easy-to-use freebie is a gift card with a fixed value. Businesses can partner with merchants where the gift cards can be redeemed, sometimes offering special deals like discounts or loyalty program memberships.
- Product Bundles: This idea is particularly suitable for beauty bloggers or content creators. It involves creating a bundle of favorite products and offering it as a freebie. This method does incur costs for purchasing the products, packaging, and postal fees.
- Discounted Subscriptions: Businesses can partner with providers of podcasts, streaming platforms, or meal delivery services to offer special subscription discounts as a freebie.
- Planners: Sending a physical or digital planner can be a timely and useful freebie, especially around holidays like Christmas or New Year's when people are planning for the year ahead.
Promoting the Freebie
Potential subscribers need to be aware of the freebie offer to be incentivized to sign up. The most effective way to promote a freebie is to create a dedicated landing page. This page should clearly describe what the freebie is and include a form for users to fill out to receive it. This landing page can then be shared on social media pages and other marketing channels.
For businesses using Flodesk Checkout, the platform offers a streamlined process to promote and deliver freebies. This involves creating a digital freebie offer that addresses the audience's needs and positions the brand as an expert. Flodesk Checkout allows users to design a sales page, set up payments (if applicable for paid products, though freebies are free), and deliver the freebie instantly, even without a dedicated website.
Conclusion
Providing freebies to subscribers is a foundational tactic for email list growth. The process is centered on offering a valuable incentive in exchange for a user's email address and consent to subscribe. The delivery of these incentives is best managed through email marketing platforms, which offer two primary pathways: immediate delivery via the double opt-in confirmation page or email, and automated delivery via a workflow triggered by a new subscription. Successful implementation requires careful planning, including the creation of the freebie content, the design of a compelling landing page or form, and the technical setup of delivery mechanisms. The choice of freebie—from digital guides and coupons to physical product bundles—should be tailored to the target audience to ensure maximum engagement and value.