Offering a freebie, also known as a lead magnet, is a recognised strategy for businesses and content creators to grow their email subscriber lists. A freebie is an item of value, such as a PDF guide, ebook, or fillable workbook, given to a potential subscriber in exchange for their email address. For UK-based consumers interested in receiving promotional offers and free samples, understanding how these systems are set up can provide insight into the process. This article explains the technical steps for creating and distributing a freebie using the email marketing platform MailerLite, based on available instructional materials.
Understanding Freebies and Email Marketing
A freebie functions as an incentive for individuals to join an email list. The most common format is a digital file, such as a PDF. For businesses, this allows direct communication with an audience. For consumers, it represents an opportunity to receive valuable content, guides, or promotional information at no cost. The process involves the business creating the freebie, setting up a sign-up form, and then automatically delivering the digital item to the new subscriber.
MailerLite is an email marketing tool used by many small businesses and bloggers to manage this process. It provides functionality for creating forms, hosting files, and automating the delivery of digital freebies. The following sections detail the methods and steps involved in this process, as described in the provided instructional sources.
Methods for Distributing a Freebie
There are two primary methods for distributing a freebie through MailerLite, as outlined in the source material. The choice between them often depends on the business's preference for managing subscriber confirmation and user experience.
Distribution via Double Opt-In Confirmation Email
One method involves sending the freebie within the double opt-in confirmation email. Double opt-in requires a new subscriber to confirm their email address by clicking a link before they are officially added to the email list. This process helps maintain list quality and improves email deliverability for the sender.
To implement this method: 1. A form (such as a landing page, popup, or embedded form) is created offering the free gift for joining the list. 2. The double opt-in setting must be turned on within the form's configuration. 3. An opt-in confirmation thank you page is created. This page contains an external link or a button that the user can click to download the freebie. 4. When a user submits the form, they receive a confirmation email. Upon clicking the confirmation link in that email, they are directed to the thank you page where they can access the freebie.
Distribution via Automation Workflow
The second method uses an automation workflow to deliver the freebie after a subscriber is confirmed. This approach often uses single opt-in, where the subscriber is added to the list immediately upon form submission, and the freebie is sent in a subsequent email.
To implement this method: 1. A form is created offering the free gift. 2. An automation workflow is set up, triggered when a subscriber joins a specific group or completes the designated form. 3. An email containing an external link or a button to download the freebie is added to the workflow. This email is typically a welcome email sent immediately after subscription.
Step-by-Step Guide to Creating a Freebie in MailerLite
The process of setting up a freebie involves several key steps, from preparing the digital file to publishing the sign-up form.
Step 1: Prepare Your Freebie
Before using MailerLite, the freebie file itself must be created. This is a valuable piece of content, such as a PDF guide, ebook, or fillable PDF workbook. The content should be relevant to the target audience. For example, a health and wellness coach might create a fillable PDF workbook. Once the file is ready, it needs to be stored in a location where it can be accessed via a shareable link. Common methods include using cloud storage services.
Step 2: Create a Subscriber Group
In MailerLite, subscribers are organised into groups. When setting up a form for a freebie, it is necessary to assign subscribers to a specific group. This allows for targeted communications. When creating a new form, you can create a new group or select an existing one. Naming the group after the freebie (e.g., "Freebie: Healthy Eating Guide") is a common practice for organisation.
Step 3: Create an Opt-In Form
MailerLite offers several types of forms: * Embedded Forms: These are forms placed directly onto a website or blog page. They can be designed as a button or a full form. * Landing Pages: These are standalone web pages designed solely for the purpose of capturing sign-ups. * Popups: These forms appear in a popup window over website content.
To create a form: 1. Navigate to the "Forms" section in the MailerLite dashboard. 2. Click "Create New Form" and choose the desired form type (e.g., embedded form). 3. Name the form (e.g., the same name as the freebie). 4. Select the subscriber group created in the previous step. 5. Customise the form's design, including the headline, description, and button text, to make it compelling.
Step 4: Configure Form Settings and Double Opt-In
A critical configuration is the double opt-in setting. This can be turned on or off for each form. * Double Opt-In: Recommended for maintaining a clean list and high deliverability. Subscribers must confirm their email before being added to the list and receiving the freebie. The freebie link can be included in the confirmation email or on a thank you page. * Single Opt-In: Subscribers are added immediately. To avoid deliverability issues, it is important to regularly clean the email list. If using single opt-in, the freebie can be delivered immediately via an automated welcome email.
Step 5: Host the Freebie and Generate a Link
The freebie file needs to be accessible via a link that can be included in emails or on thank you pages. * Uploading to MailerLite: Some instructions mention an option to add a "File Download" field in the form's integration tab. This allows the file to be hosted directly within MailerLite. Once uploaded, MailerLite generates a unique URL for the file. * Using an External Link: Alternatively, the freebie can be hosted externally (e.g., in cloud storage), and a shareable link can be generated and used.
To retrieve a link for a file uploaded to MailerLite: 1. Go to the "Forms" section. 2. Click on the relevant form. 3. Navigate to the "Success Page" tab. 4. The "Downloadable file URL" field will contain the unique link.
Step 6: Set Up Automation for Delivery
If using the automation workflow method (or for sending a welcome sequence), an automation must be created. 1. From the "Forms" or "Landing Page" settings, go to Automation and click "Create workflow." Alternatively, start from the main Automation section. 2. Choose the trigger. A common trigger is "When subscriber joins a group." Select the group associated with your freebie. This allows multiple forms to trigger the same automation. 3. Add a step to send an email. 4. Write the email subject line and sender name. 5. Use the drag-and-drop editor to create the email content. Personalise the greeting (e.g., using the subscriber's first name). 6. Insert the link to the freebie. This can be the URL from the success page or an external link. 7. If you want to send a sequence of emails, you can add a delay (e.g., 1 day) and then add another email step.
Step 7: Publish and Share the Form
Once the form and automation are configured, the final step is to make the form live. * For a Landing Page: Publish the page and then copy and share the link across platforms like Instagram, Pinterest, or your website. * For an Embedded Form: Copy the embed code provided by MailerLite and paste it into the HTML of your website or blog post.
Important Considerations: Double Opt-In vs. Single Opt-In
The choice between double and single opt-in is a significant decision with implications for list quality and user experience.
- Double Opt-In: This method requires a two-step confirmation. The user submits the form, receives a confirmation email, and must click a link within that email to confirm their subscription and access the freebie. The source material notes that if the freebie link is shared in the confirmation email, double opt-in should be turned off to avoid requiring a second confirmation click. Double opt-in is valued for ensuring subscribers genuinely want to join the list, which can reduce spam complaints and improve deliverability.
- Single Opt-In: This method adds the subscriber to the list immediately upon form submission. The freebie can be delivered instantly via a redirect to the freebie URL or in an automated welcome email. The primary advantage is a smoother, faster user experience. However, it can lead to a higher number of invalid email addresses on the list, which may harm deliverability over time. The source material advises that if using single opt-in, regular list cleaning is necessary.
Conclusion
Setting up a freebie with MailerLite involves a structured process: preparing a valuable digital file, creating a dedicated subscriber group, designing an opt-in form, and configuring the delivery method—either through a double opt-in confirmation or an automated workflow. The platform provides tools for hosting files, generating links, and automating email sequences. Key decisions, such as enabling double opt-in, impact both list quality and the subscriber's experience. For businesses and content creators, this system offers a reliable way to distribute promotional offers and build an engaged audience. For consumers, understanding this process highlights how digital freebies are managed and delivered in response to signing up for email communications.