If you want to maximize your email list growth, you need a lead magnet. A lead magnet is something you give people when they subscribe to your email list. And really, it can be anything – as long as it’s something your subscribers want. The only problem? Sometimes, it can be really difficult to come up with an idea for your lead magnet. You may struggle to figure out what your audience would want. You may worry that it’ll be too time consuming to create a lead magnet. You might doubt that your ideas are any good. Or, you may just be out of ideas. So what can you do about it? Check out these 22 brilliant lead magnets. Not only will you get proven ideas from 22 different businesses across multiple industries, you’ll also be inspired by how fun and simple lead magnets can be. Let’s dive in.

Food bloggers

Do you have a blog with recipes, cooking or baking tips or anything culinary? These lead magnet examples are for you:

Minimalist Baker: Detox Guide

Minimalist Baker gives their subscribers a free Detox Guide for joining their email list. Since many of the recipes on their blog are healthy, gluten-free or vegan, their health-focused audience would value a free detox guide. And since lead magnets should be aligned with an audience’s needs and interests, this makes it a great lead magnet.

Skinnytaste: exclusive content and recipes You don’t always need to create something big to give your audience a valuable lead magnet. Skinnytaste, a site filled with beautiful food images and healthy recipes, offers exclusive content as their lead magnet. This works because of FOMO (fear of missing out). If blog followers don’t subscribe, they’ll miss out on exclusive content and recipes.

SmokingMeat.com: A 37-page eBook

Who wouldn’t give up their email address for a 37-page ebook that teaches them something they’ve been dying to learn? That’s exactly what Jeff Phillips of SmokingMeat.com deliver to subscribers for free once they subscribe to his email list. And it’s an awesome lead magnet because it’s something his meat lovin’ followers are passionate about.

The Full Helping: Plant-Based Starter Kit

If you’ve decided to start eating vegan, you probably want some expert advice on where to begin. That’s why The Full Helping’s free Plant-Based Starter Kit is something site visitors would gladly exchange their email address for. The image on the form helps people visualize what they’ll receive when they join, which makes this lead magnet even more effective. Plus, this form content explains additional reasons to subscribe, like getting access to The Full Helping archives and nutrition counseling services.

Fitness experts

Are you a personal trainer or fitness expert? Try a lead magnet similar to one of these four examples:

Athlean-X: “24 Second Fix” video

Have you ever done serious weight lifting? If so, you know that good form is crucial, especially when you’re just getting started. Fitness Expert Jeff Cavaliere of ATHLEAN-X created a lead magnet video to help his audience correct and avoid a common weight lifting mistake. By not directly stating what the mistake is, Jeff builds curiosity, making people wonder what it might be. He also emphasizes that subscribers can easily fix the mistake with his “24-Second Fix.” By building curiosity and assuring people they can easily fix this mistake, Jeff makes his lead magnet video even more appealing to his audience.

Nerd Fitness: NF Rebellion Starter Kit and free tools!

Geared towards nerds who want to get fit, Nerd Fitness is one of the coolest and most unique fitness sites I’ve ever seen. In their email sign up form, they promise a free NF Rebellion Starter Kit as well as free tools, downloadable guides and tactical articles for anyone who signs up. Wow! That’s a lot of stuff. By offering so much to their new subscribers, they make joining their email list a simple decision.

Tony Gentilcore: deadlift quick-tip guide

Beyond promising weekly fresh content, Personal Trainer Tony Gentilcore gives subscribers a deadlift quick-tip guide. Properly executing a deadlift is difficult, so this guide is a great resource for resolving a common lifting problem. And lead magnets that help resolve your audience’s common problems are the most successful! Tony’s site has a unique writing tone, which he incorporates in his sign up form and lead magnet. This helps display his personality, and may increase email sign ups, because people love personality.

Betty Rocker: 30-Day Body Weight Challenge video workout series

High value lead magnets get the most subscribers. And Betty Rocker’s 30-day workout video series is definitely very valuable. Anyone who fills out this form, receives 30 emails containing 30 video workouts over 30 days. For those fighting to get fit, this is valuable. And she’s giving it away for free!

Plus, she’s able to demonstrate her expertise and teaching abilities throughout the 30 videos, which will make people more likely to purchase one of her paid video courses in the future.

Business and marketing consultants

Do you offer advice on growing or marketing a business? Check out these examples from other people just like you:

Enchanting Marketing: writing course

If you don’t want to create a guide or ebook, there’s another simple way to deliver written content to your subscribers: an email course. Copywriter and Marketing Consultant Henneke of Enchanting Marketing offers a 16-part copywriting email course as her lead magnet. She delivers each lesson in a short, snackable email, and subscribers get all of the lessons in under a month.

An email course is a great way to deliver a valuable lead magnet to your subscribers while establishing a relationship with them in the inbox.

Smart Business Revolution: 72-word email template

Everybody loves something that saves them time and gets big results. And that’s what John Corcoran of Smart Business Revolution promises people who subscribe to his list. His lead magnet is a “magic email template” that helps people connect with influencers and VIPs. Templates are great lead magnets, because they’re easy for your audience to quickly use and get value from.

Your lead magnet could be an email, blog post or video script template – or even something as simple as a Facebook ad template!

Melyssa Griffin: library of free resources

If you have a collection of exclusive, educational resources, they could be the perfect incentive to convince people to subscribe to your email list. Melyssa Griffin, a business consultant and online course creator, offers access to her library of free resources in exchange for joining her list.

This works well because her audience of entrepreneurs are often business newbies looking for advice on a wide range of business topics. And that’s exactly what she offers – for free!

Jeff Bullas: “101 Tips to Grow Your Web Traffic” eBook

Great lead magnets deliver great results. Jeff Bullas promises to double your traffic with his lead magnet “101 Tips to Grow Your Web Traffic.” Not only is this an amazing result, but the lead magnet contains a whopping 101 tips! This increases the perceived value of the lead magnet and the chances that website visitors will subscribe.

On the sign up form for your own lead magnet, mention the good results that people can get from your lead magnet. This will increase your sign up form conversion rates.

Excellence Expected: free weekly coaching session

Your lead magnet doesn’t need to be written or recorded video content. You can also give away a live training session, workshop or webinar when someone subscribes to your list. Beyond boosting your list growth, this immediately puts a face to your brand and helps you build a relationship with your audience. On Business Coach Mark Asquith’s website, Excellence Expected, he provides weekly free training sessions to anyone who subscribes to his list. By doing this, he increases list growth through offering a valuable incentive and shows off his expertise during live training sessions.

Amy Porterfield: choose between 3 different cheat sheets

So this is cool. Business Consultant and Marketing Expert Amy Porterfield has options on her website. Visitors can choose between three different lead magnets with three different topics (or download them all!). With three options, people will be more likely to find a lead magnet that aligns with their interests, which means they’ll be more likely to subscribe to her email list. And because cheat sheets are short and easy to create, you could easily write three of your own cheatsheets and give people options on your site as well.


Have you written a book and you’re wondering how to promote it? Try email marketing. You just need to grow your email audience first. Here are a few lead magnets that help other authors grow their lists:

Candace Payne: wookie coloring sheet

This one’s unique. Ever seen the viral Chewbacca mom video? After the crazy success of this video, Candace Payne continues to delight her audience with great content. Her latest project is a book – Laugh It Up. To grow her email audience and promote her book, she uses a creative lead magnet: a wookie coloring sheet. Her subscribers can join her list and color in her wookie lead magnet. This fun lead magnet aligns well with the tone and purpose of her website, to bring joy to people’s lives.

Your lead magnet doesn’t need to be an ebook, guide or video. It can be something as creative and simple as a coloring sheet!

Self-Publishing school: free workshop

Chandler Bolt, a best-selling author and online course creator, presents a free, online workshop to anyone who subscribes to his list. During the workshop, he shows people how to become successful authors themselves. This helps him build an email audience for Self-Publishing School, where he sells access to his online courses and his books.

If you’re a good public speaker, workshops might be the perfect lead magnet.

The Art of Non-Conformity: top blog posts

Here’s a simple, yet effective, lead magnet: Send your subscribers a curated list of your best blog posts in your welcome email. You won’t need to create any new content for this lead magnet, and you’ll introduce your subscribers to your blog. Chris Guillebeau, author and founder of The Art of Non-Conformity, does this on his website sign up form. Notice the bottom of his form where he writes, “Subscribe now and you’ll get the best posts of all time.”

eCommerce businesses

Honestly, eCommerce lead magnets are probably the easiest to set up and create, because they’re often product discounts. Check out these real-life examples to get ideas for your own eCommerce lead magnet:

Magnolia Market: 15 percent off

Chip and Joanna Gaines’ online store Magnolia Market sells home goods. They offer 15 percent off one purchase to anyone who visits their site and subscribes to their email list. On top of that, their email subscribers will also receive exclusive updates, flash sale emails and inspiration.

Levis: 20 percent off and free shipping on first order

Beyond a product discount, you can also offer free shipping to people who subscribe to your email list. Levis offers both to their site visitors. Check out their simple form and lead magnet below:

Sierra Trading Post: free shipping and a chance to win a $1000 giftcard

You don’t need to limit your eCommerce lead magnets to free shipping and discounts. You can also offer things like gift cards or free products. Sierra Trading Post gives their subscribers free shipping on their first order, plus a chance to win $1000.

Travel bloggers

Love to travel and blog about your trips? Here are some lead magnet ideas you could use to grow your list, too!

Nomadic Matt: step-by-step insider tips

Believe it or not, emails can be your lead magnet. For example, you could send a weekly educational newsletter or educational automated email series. Nomadic Matt sends his subscribers his best blog content through email automation and one-time emails. This serves as his lead magnet.

When creating your lead magnet, be creative! As long as it’s something free and valuable to your audience, it’s a lead magnet.

The Blonde Abroad: Exclusive tips and giveaways

Similar to Nomadic Matt, The Blonde Abroad gives subscribers exclusive travel content, plus access to top blog posts, when they subscribe. Pro tip: Notice how this sign up form mentions that 200,000 other people read The Blonde Abroad’s content? This is called social proof, and it’s a great way to increase sign up form conversions.

Go and create a lead magnet (And download this free video course!)

I hope these 22 examples from other businesses inspired you to create your own lead magnet! Want more guidance? Join our free video course “Email List Growth Blueprint” and get step-by-step instruction on creating your own lead magnet and sign up form.