One of the biggest challenges and goals of digital marketing is increasing an email subscriber database, gaining more leads, members, or followers. Achieving these goals with the right incentives is very important, so let’s explore why these incentives matter and how to implement them in digital marketing campaigns.

What Are Lead Magnets?

Have you ever wanted to download a free guide or template but came across a form requiring your email address? The product you’re about to benefit from is actually designed to collect your email—no surprise there. Let’s examine how to implement them. At keyofroi, we are planning to launch two campaigns: one for increasing X followers and another for gaining email subscribers.

Step 1: Creating the Prize/Magnet/Carrot

This might be the trickiest or costliest part—you need to offer something valuable to your audience. Ideally, the offer should have a sellable value, or you can choose a product you already sell and provide it for free upon subscription.

A common mistake is that brand owners or digital marketers rush this process, sometimes offering three or four hastily written, generic guides as lead magnets. Since people can’t see exactly what’s included, it can damage trust and even lead to unsubscribing.

Another mistake is offering irrelevant prizes. There’s a reason for collecting these leads—to turn them into customers sooner or later. Irrelevant prizes attract irrelevant audiences, too.

Step 2: Delivering the Prize

This should be the easiest part. The prize should be delivered to users, and they should be added to a list. While this process can be done manually, it creates unnecessary workload. On the other hand, no system is perfect, so ensure users can contact you if their prize isn’t delivered.

Step 3: Using the List

The goal is reached—we’ve increased email subscribers. Now what? In email marketing, having subscribers is good, but it doesn’t mean they’ll open or engage with every email. Using the list strategically is important. The first promotional email shouldn’t be sent too soon after they receive the prize, but waiting too long may cause them to forget the brand.

Consent & Copyright for Lead Magnets

There are a few important considerations for lead magnets, especially regarding copyright and consent for collecting emails. Exact rules and regulations vary by country or region.

Here are key factors to keep in mind—consult a legal team when necessary:

• The Prize/Document Copyright: If the guide or prize is created internally, there’s usually no issue. However, if the guide is downloaded or purchased elsewhere, redistribution may be a problem. For paid products, redistribution is typically forbidden unless agreements or reseller contracts allow it.

• Getting Email Consent:

  • The lead magnet form should clearly inform users about what they are agreeing to.

  • In some countries, requiring email signup without an option to proceed otherwise is not considered clear consent.

  • While offering an entirely optional signup when downloading the prize may lower signup rates, it can increase trust.

Tools for Lead Magnets: Selection Criteria & Options

Various tools can automate this process. Here are some selection criteria to consider when choosing one:

• Price: An obvious factor, especially for high-volume customers with more signups and downloads.

• Prize Options: What prizes or incentives are available once users sign up?

• Sync: Managing the collected leads should be easy, whether through exportable lists, direct email integration, or syncing with popular platforms.

• Customizability & CTA: Forms should be visually appealing, reflect the brand, and be engaging enough for users to want to download the prize.

Tools (Listed Alphabetically)

• Kit Forms

• Mailchimp Lead Generation Platform

• Typeform Lead Generation Tool

• Zoho Forms

Disclaimer

• This article is for informational purposes only and does not constitute business advice. While lead magnets can be a valuable strategy in digital marketing, success is not guaranteed. Results may vary based on factors such as the offer, audience engagement, region, buying habits, lead types, seasonality, and overall implementation.

• All trademarks are the property of their respective owners. This content is for informational purposes only.