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69 Highly Effective Lead Magnet Ideas to Grow Your Email List (Updated)

69 Highly Effective Lead Magnet Ideas to Grow Your Email List (Updated)

Lead magnets are one of the best ways to increase subscribers. If you don’t have a lead magnet or you don’t have a good one, then this resource could literally be a game-changer for your business. Here are 69 highly effective lead magnet ideas and examples to grow your email list.

What Is a Lead Magnet?

lead magnet is an incentive that marketers offer to potential buyers in exchange for their email address or other contact information. Lead magnets usually offer a piece of digital, downloadable content, such as a free PDF checklist, report, eBook, whitepaper, video, etc.

Why Every Business Needs a Lead Magnet

If you want to generate leads online, then your business needs a lead magnet. Period.

Why? Because email is a very personal thing. People aren’t simply going to give you their email address without a good incentive, even if they like your brand. As a marketer, it is your job to give them a compelling reason to do so.

For example, let’s say you have a blog post on the top 10 ways you can improve your customer service. At the end of the post, you ask readers to join your email list for “updates”.

Or instead, you could ask readers to join your email list and get a free, downloadable PDF case study, detailing a real-life example of one business who used these 10 strategies to improve their customer service.

Which offer do you think will get the most email signups?

Precisely—the second one!

So, now that you understand the importance of lead magnets, you may be wondering what makes a good lead magnet.

What Makes a Good Lead Magnet?

There are 7 things that your lead magnet should do if you want it to be absolutely irresistible:

  1. Solves a real problem – if your lead magnet doesn’t solve a real problem that your customer avatar has, or if it doesn’t give them something they really want, it won’t work at all.
  2. Promises one quick win – your lead magnet should promise (and deliver) one quick win for your avatar. In other words, it should help them to easily achieve something.
  3. Super specific – don’t create a lead magnet about something general. The more specific you are about the benefit of your lead magnet, the better it will convert leads.
  4. Quick to digest – PDF checklists tend to convert really well because they are so quick and easy to digest. eBooks or lengthy reports may make your prospects feel overwhelmed.
  5. High value – your lead magnet should have both high perceived value and high actual value.
  6. Instantly accessible – your lead magnet will work best if it is something that can be delivered right away. People love instant gratification.
  7. Demonstrates your expertise or UVP – when someone consumes your lead magnet, it should demonstrate your expertise or your unique value proposition. This helps turn leads into customers down the road.

Here on OptinMonster, one of our lead magnets is “12 Proven Ways to Convert Abandoning Visitors into Subscribers” (see screenshot above).

This lead magnet converts really well for us for several reasons:

  1. Solves a real problem our customer avatars have: visitors abandoning their site, never to return.
  2. Promises one quick win: converting those abandoning visitors into subscribers.
  3. Specific: we aren’t teaching you how to convert all your visitors, just your abandoning visitors.
  4. Quick to digest: it’s a PDF checklist.
  5. High value: following these 12 tips can directly translate into a big increase in sales for your business.
  6. Instantly accessible: you can download it at the click of a button immediately after entering your email.
  7. Demonstrates our expertise: we are really awesome at converting visitors into subscribers, and this lead magnet proves that.

OK, now that you know how to create a good lead magnet, let’s dive into the lead magnet ideas and examples…

69 Irresistible Lead Magnet Ideas

Here are 69 lead magnet ideas, broken down into 5 major types.

Because we have a lot of lead magnet examples to show you, feel free to use the navigation below to jump to a particular type of lead magnet:

  • Useful Lead Magnets
  • Educational Lead Magnets
  • Entertaining Lead Magnets
  • Community-Building Lead Magnets
  • Bottom of Funnel Lead Magnets

Ready to create your lead magnet? Let’s dive into the 69 highly effective lead magnet ideas to increase your subscribers.

Exclusive Bonus: Download the 69 Irresistible Lead Magnet Ideas to grow your email list.

Useful Lead Magnet Ideas

Useful opt-in bribes help to save your user time, energy, money, and more. This type of lead magnet is the most irresistible of all the types because it’s a “silver bullet”: one specific, actionable solution to a problem.

It’s human nature to want the greatest outcome for the least amount of work, so make sure your lead magnet does all the hard work for them.

Let’s take a look at some useful lead magnet examples…

1. Checklist

Let’s start with our favorite lead magnet of all: the checklist.

Checklists convert the best out of all the lead magnets, probably because they are so easily consumed. They condense everything that the user needs to know into one, actionable list.

They’re also super quick to create. For example, you can summarize your popular blog posts as a checklist, and turn it into a content upgrade. Then combine that content upgrade with a 2-step optin form, and you’ll see a big boost in your conversions.

Here are two examples of checklists we’ve created for our users like you…

Ultimate Optin Form Checklist– this checklist contains a list of all 63 elements that you need to create the ultimate optin form.

Ultimate Optin Form Checklist

On-Page SEO Checklist: How to Fully Optimize Your Posts– you can print this out and consult it every time you search engine optimize a page.

Download the OnPage SEO Checklist

2. Cheatsheet

Cheatsheets are essentially the same thing as checklists, but they give the user a list of guidelines or a process that they can follow over and over again to achieve a specific benefit.

They’re so irresistible to people because they take away the need to think.



Bloggers want their blog posts to go viral, so this is a very benefit-driven lead magnet for them. It also removes the need to think: no more racking your brain about how to get your blog posts to go viral when you have this cheat sheet!

3. Template

A template can be anything that provides an outline, or some sort of starting point, so all the user has to do is fill in the blanks.

The Magic Email Template is a great example– it’s something that entrepreneurs and small business owners can simply copy and paste, customize a few words, and then send off to instantly connect with influencers and VIPs in your industry.


To take your lead magnet one step further, create an entire collection of templates, like Digital Marketer’s Ultimate Facebook Ad Template Library.


4. Swipe File

Swipe files are arguably even more irresistible than templates because all you have to do is copy them in their entirety.

For example, The Ultimate Social Media Swipe File includes 72 headlines for social media posts that you can simply, well, swipe!


5. Examples

Examples work really well as lead magnets because people are searching for examples all the time, in all different industries.

For instance, Bidsketch (a proposal software) uses a Sample Client Proposal as a lead magnet.


In fact, you could turn one of your popular posts into a lead generating machine by optimizing it for “[your keyword] + examples”, and then adding an example lead magnet as a content upgrade.

6. Script

Scripts are great lead magnets if your buyer persona needs something to help them speak or write.

For instance, if they need help prepping for a job interview, you could offer a script for pitching themselves to a potential employer.

Another great example is this popular lead magnet created by Marcus Krieg: 3 Persuasive Video Scripts You Can Steal.


7. Toolkit

A really popular type of lead magnet is the toolkit. Why? Because everyone wants to know what tools the pros use!

Syed’s Toolkit for Growing Your Online Business is no exception… it’s a huge hit!


The best part about toolkits is that you can usually become an affiliate for those products. So not only does the toolkit provide a really useful resource to your visitors, but it can also generate additional revenue for your business.

8. Web App

A web app is a free tool that lives on your site, and which requires a login to use. Of course, users have to sign up by email to get the login.

For example, Bryan Harris created this web app called ListGoal, which is completely free to use. However, when you sign up for it, Bryan gets your permission to email you.


9. Resource List

Lists of resources are really valuable because they are huge time savers. Whenever you pull all of the best stuff together, you’re saving your users a ton of research time.

My Giant Guest Blogging Index has been a huge hit for that very reason. For someone looking to write guest posts, all the tough research has been done for them.


10. Calendar

Calendars can also be extremely useful in a variety of industries.

For example, if you’re in the fitness industry like Blogilates, you could offer a workout calendar. That way, your users don’t have to think about what exercises to do each day, because you’ve already mapped it out for them.

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