lead magnet examples

18 Lead Magnet Examples That You Can easily Use for your Business

lead magnet examples

Real lead magnet examples are great if you are new to the content marketing world or want to extend your lead generation efforts. Therefore, I collected 18 types of lead magnet examples for you and each of them are different types of hooks. Get inspired for your next lead generation campaign and grow your email list!

What are “lead magnet” or “hooks”?

Free content that you offer to your visitors and ask for their contact information if they are interested in it. There are lots of types of hooks, such as ebooks, infographics or even free trials. This collection shows you 18 different types of lead magnet examples.

1. Email course

An email course can be a very good lead magnet. Teaching people highly specific and valuable knowledge is always a thing that makes people opt-in.

One of the best things about these courses is that it doesn’t need as much resource as you would need for a video course for example.

The Automizy email course, for example, teaches subscribers how to manage their email list in order to save money and always be able to send highly relevant messages.

Automizy email course

Creating a good email course as a lead magnet works only if you truly can provide valuable information – a badly constructed course can easily ruin your company’s reputation!

There are courses with different length, we wrote about it in our email course guide.

2. Checklist

Downloadable checklists are great because these are actionable, teaches something that is highly specific and easily consumable.

What can you write a checklist about? About almost everything:

  • How to improve your SEO via backlinking?
  • How to outsource your contents to agencies?
  • How to do sales without selling actually?
  • How to do gardening in the inner city?

Think about your own industry, find 5-6 topics, write them down and create PDFs from these. Always think about lists that can be done step-by-step.

3. E-book

E-books are great because you can relatively easily create them based on your blog articles for example.

Choose a topic, collect your best-performing articles, connect them, add additional value, and done!

For example, Unbounce offers The Conversion Marketer’s Guide to Landing Page Copywriting” ebook in order to collect emails.

Or Zapier offers a lead magnet on project management.

Or you can download an ebook on Product Management from Accompa too.

free ebook

4. Your newsletter

Believe it or not but your newsletter can be a good lead generation tool for you. But you have to pay attention to send relevant, interesting, truly valuable content.

For example, The Hustle is a newsletter for entrepreneurs about the most recent tech news. Every June they organize an event around “Startup tactics for non-techies” and this is why they have their newsletter as their most important lead generation tools.

the hustle newsletter

Best newsletters are great lead magnets because their value proposition is unique, entertaining and does not say that boring “subscribe to our newsletter” message.

5. Educational video

Educational videos can be used easily as lead magnets. Companies usually give the first lesson for “free” so you can watch without giving your email address. But in order to be able to watch the next ones, you have to provide your contact information.

Video is a good medium as it is quite engaging and also have higher possibility to go viral. On the other hand, it can be difficult to create one: you have to be prepared to create good quality videos.

But you can save time if you can repurpose your existing content. Just pick a topic you already wrote about and tell more about it, dig deeper.

Videos can work as a lead magnet even if they are not educational. It can be your opinion, something funny or interesting – it only depends on your industry.

For example, Brain Dean, the founder of Backlinko does it very well:

6. Webinar

Live, limited time webinars can work very well too for your business. As you restrict the number of people who can attend your online event, you create the VIP feeling that is one of the most catchy things.

A good webinar does not only help you generate more leads but it can easily help you get actual subscribers for your business’ email list.

For example, Content Marketing Institute regularly offers free webinars.

content marketing institute webinar

7. Infographics

Good infographics require a lot of work from you:

  1. Generate data
  2. Identify patterns
  3. Outline key takeaways
  4. Visualize data in an understandable, simple way

For example, Antavo created an astonishing infographic about loyalty programs that was republished by Hubspot.

8. Case study

What would you tell if somebody would ask what do you do? You would tell a story of your customer and how he used your product and what results he/she got.

These case studies give your prospects ideas on how to use your product and assure them that it truly works.

But not only successes are important. You can also tell stories about failures. This way you can teach others what not to do in different situations.

For example, Hootsuite created an amazing case study with their client’s achievements.

Hootsuite case study

The Kissmetrics blog created a good guide on how to write a great case study.

9. Presentation

Slideshare is a great place to upload your presentations. If you speak somewhere (on a conference or a meetup) you can easily use that as a lead magnet as well.

For example, my colleague, Viktor created this awesome presentation below that teaches a lead generation method for online businesses.

10. VIP content

If your business provides membership permission levels, you can easily hide different sections of your blog content from visitors.

In order to read the rest of your blog content, ask for an email address!

This is one of the best strategies to generate more leads – using your own blog as a lead magnet will insanely increase the sign-up rate.

The only drawback of it that it can easily ruin the experience for your visitors – I don’t really recommend it until you have a big audience.

11. Podcast

Get a good quality mic and record your thoughts on a topic. Be entertaining and professional, chat with experts in your field and promote it on your channels.

Podcasting is a great community-building tool and you can target these people with other lead magnets easily to grow your subscriber list.

For example, Duct Tape Marketing has an amazing podcast.

Duct Tape Marketing podcast

12. Interview

Research the professional your audience would love to listen to. It can be an industry expert, an opinion leader or even a celebrity.

Interviews are great because it can be a good incentive, it builds your trustworthiness and very easy to advertise it on social media.

13. Free tools

The reason I listed this as a lead magnet example because it is a great opportunity to collect high quality leads for your business.

For example, Crazyegg asks for your website URL and then gives you heat map analytics.

Or we offer a free email editor. You can craft your emails but in order to be able to send it… well, start a free trial!

free tool email editor

14. Calculator

Calculators are great tools: show the problem in an interactive way you solve!

IonInteractive does this well with its ROI calculator. You choose your interest, tell something about your business and then it shows you what you lose.

It explicitly shows you the pain you face and offer you a solution via its service.

roi calculator

15. Consultation

Offer consultation to your prospects and provide customized, personalized value and experience.

Don’t be too salesy though’, it can easily frighten your prospects away.

The marketing of the new era is more about solving difficulties by introducing an approach instead of hard selling. Keep it in mind!

For example, the Holini team does it quite well:

Free consultation

16. Buyer converter product

If you would like to know more about the concept of buyer converter product, you can read about it in our post about the buyer converter product.

These are low-ticket offers that convert leads or visitors into customers. They only pay a few dollars… but it fundamentally changes the relationship between you and your prospect.

17. Waitlist

If you are about to launch a new product, a newsletter or something that deserves a standalone campaign, it is usually good to create a separate landing page for it.

On this web page, you can tell your value proposition and allow people to subscribe – so you can build an audience way before you launch it. And there will be a list of people you can tell about your offer when it released.

Waitlists can create a VIP membership feeling, therefore it can be a powerful lead magnet for your business.

Another way to use it is to test a market with a value proposition.

Just build a landing page around an assumption. Promote it and check whether there is a need for it – validating your products even before creating it can be a good way to find product/market fit sooner.

You can create a wait list with any type of web page builder such as Unbounce. In addition, this waitlist builder tool below helps you get started and provides enhanced gamification opportunities to help your landing be viral:


18. Trial offer

Free trials are usually offered by SaaS solutions and gives an opportunity for people to give the tool a try.

It also means that you get their contact information so it can be a good lead generation strategy.

Trials vary company-by-company: they can be 1 or 2 weeks, 1 month or even longer.

The length of your trial should fit your sales cycle length – but it usually requires a long learning curve for you to truly understand it.

In the example below, you can see Dropbox’s 30-day free trial for the business plan.

dropbox trial

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Talking about free trials, why don’t you give Automizy a try? Get started for free now!

Automizy trial blogbanner

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Here is how to send your emails once again with higher open rate

Perhaps, you also were in the same boat when you created your newsletter with great passion and enthusiasm and it didn’t bring the expected result, the rising open- and click through rates.

Unfortunately, it occasionally happens and the numbers won’t increase equally despite the amount of energy that has been put into a newsletter creation.

However, it’s not the right time to lose heart as there is a solution to it!


And it is to send your email campaign once again.

I know, it’s where the following question comes: they didn’t open it in the first time, why would they open it in the second time? This is exactly the reason why sending again campaigns is fairly difficult, but not impossible.

What kind of tricks can be used to resend your campaigns without being them observed by the addressees? Let us help by sharing some of our tips with you:

1, Be careful

First of all let us be clear on one thing. You have to be very careful with the resend as we cannot really say that your letter has not been opened due to lack of time, or they just simply didn’t interested in it.

 2, Resend the most important campaigns only

Do not send out all of your campaigns again in any way. It wouldn’t just be nerve-racking, it also could lead your subscribers against you in a very short period of time. Just think about, what would happen if you kept receiving the same unopened messages over and over again.

Therefore, think over your campaigns. Pay attention and send out only those which are cannot be missed out to increase visitors or revenue for you.

Ultimate Guide to Marketing Automation

3, Play with the subject line

The subject line importance is not negligible at all as its job is to raise the addressees’ awareness and encourage them for opening your letter.

Nevertheless, if the subject line didn’t work for the first time what would make us think it will in the second time?!

Let us tell you that unfortunately it won’t, so it requires changes as well!

Rewrite the subject line of your letter then send it again. One way could be that you edit it with such encouraging words like “reminder” or “last chance”. You certainly must use such encouraging content in order to get them to open your letter promptly. However, be very careful with misleading subject lines as you would only deceive your readers and they possibly reward you with unsubscribing from your list.

4, Try to resend it in other time

You would not even think it, but the simplest reason could be that you didn’t send your letter out in the right time and that’s why it has not been opened.

In our days, spending the newsletters in early hours is the most commonly used way. As this thesis started to lose its validity you should try to resend your letters in a different time. Test different times to find out which is the most ideal to your target group.

However, bear in mind that at least 2 days need for getting certain opening data because it’s the time rate for deciding that they interested in about your offer or not.

So, being patient is a major factor as well.

Lead Generation Funnel Cheat Sheet


The spiritual world of spam filters – Part 1

As this blog is about email marketing and we assume that email marketers or those who interested in the topic are reading it, we thought it would be good to have a look and elaborate Spam filters from their perspective.

So, let the one million question comes:

What makes a newsletter landing on the spam folder?

In this and the next post we will go through on what spam filters scans and focuses in emails.


If you pay attention for the following information what you will be reading below, then will be a great chance that your letter will land in the correct folder. Spam filters gives scores based on each aspects, and at the end these will be added together. Then, according to this result they will decide that in which folders emails should be delivered.

  1. The subject line of an email message

Try to avoid using a lot of punctuations marks and special characters in the subject lines, because they worth several scores at spam filters.

We also don’t recommend using such misleading content what offers else than actually written in the letter. Spam filters don’t necessarily punishing for meaningless subject lines such as “Newsletter of May” or “Discount offers” but they will be opened by a few people only despite it landed in the right folder.

  1. The content of an email message

Everything applies here as in the subject line, and even more need to bear in mind.

Perhaps, the most important thing you should mind is to not let the content be only from images. Let the bigger part to be text content. On the one hand, it is because spam filters can’t read texts that are placed on images, so the worst score could be given for it, and on the other hand, most email clients are blocking the images automatic appearance, thereby the addressees will see them only in the case of clicking on the downloadable links.

In addition, if the content is not meaningful enough and it doesn’t lead the addressees to make up their mind about downloading the images, then they won’t even have motivation to download them. And, instead of raised conversion and positive finishing it will lead to a dramatic completion.

The size of email is also not negligible, it’s in tight context with the images’ sizes. There is no unequivocal limit, however it’s certainly known that a newsletter with the size of 300KB have significantly better chance to go through a spam filter than the one with 2MB.

The size will be getting more important as your database growths.  When you send your email to a big 100.000 list, the most of your letters surely go to free email clients such as Gmail, Yahoo, etc. After a while, these services could artificially slow down your letters in order to reducing the load on their servers. This problem can be prevented by optimizing, lessening the size of your letters.

  1. The reputation of the sender’s email address

Spam filters pay attention to the sender’s email address as well. They are scanning whose letters stacks often in the filter. If this indicator deteriorates, then letters from this sender will start from handicap. This question is tightly relates with some later points such as the addressees opinions or the databases maintenance.

The point is, that your newsletters should be send lawfully and their content should too be relevant and interesting to your addressees.

  1. The reputation of the sending server

The first viewpoint what spam filters scanning is the sending server IP address on those international black list where the spam sending servers are being collected. If your server is on this list because someone made a notification, then your letters will automatically be landing in the spam folder regardless they meet the rest of the criteria correctly.

If you operates your own server you should know about the mentioned problem from your internet service provider. However, it doesn’t happen all the time, so it is easily possible that your server is already on the list and you know about nothing. You can only conclude from facts based on your letters click through rates that they drastically dropped.

This problem increasing exponentially together with your list’s growths. In order to get a solution, it’s expedient to get a newsletters sending provider which could solve this problems instead of you. An appropriate service provider has enough and suitable resources and even having prepared solutions for this kind of unpleasant situations. And not least they have more newsletter sending servers, so if one is in trouble and got into black list the rest can take its place for the time being.

The bigger your list and the sending amount in a month, the more important to use an experienced, reliable provider with a big server park.

The next four most interesting viewpoints will be available in the next post. We left them for next week in purpose to have something to read then too 🙂




Where do they click most often in a newsletter?

We all know that most people click on the links first. Despite knowing this, the place of these links or pictures in order to increase awareness is not clearly known.

However, there is a method to find out where people most often look and focus in a newsletter.

And that is the heat map examination. Examination of the heat map indicates where and what people look in a website or in a newsletter.

Most people sadly just eye-track the shorter newsletters, and letters with longer content don’t even get scanned, it revealed by many international surveys based on heat map.

According to our reading habit, we eye-track the newsletters from left to right (obviously the opposite of this true for the Arabic countries) in F- shaped pattern, according to a survey by Kissmetrics.

It also turned out from this study that the average time allocated to a newsletter after opening was only 51 seconds. It may seem a long time, but it is surely not enough to read one content block, however it is for scanning banners and pictures.

In addition, if we look at the heat map below, it is interesting to note the emphasis on reading the first two words of the headlines.

Making headlines and pictures interesting and awareness raised is so important in order to get the subscribers to click on the offers.

And their place in the newsletters is also not negligible at all. As you will see in the following examples, the pictures for instance worth to be placed in the left side. In addition, you should also keep in mind to not distract your readers from the actual product with empathic pictures such as a cute baby.

Here is some example about where and what they look most in a newsletter:


Daily newsletter from Adage: the first two letters were read the most.



Daily newsletter from Power Tool: pictures received the most clicks



babyTM newsletter: The baby is cute, isn’t it? But you also see the nappy, right?