5 Types of Lead Magnets That Will Skyrocket Your Email List Signup Rate

Written by Alex Lopes on February 2, 2016

Posted in Lead Generation

Most newsletter signup rates are between 1% and 2% of visitors. Using lead magnets is a quick way to increase your conversion rate exponentially. It works for our customers, and it can work for you too. Surprisingly, though, many marketers do not use lead magnets on EVERY SINGLE PIECE OF CONTENT THEY PRODUCE! What a wasted opportunity.

People read your content because they want information on a topic, so over-deliver. Lead magnets are a way to provide your readers with an enormous amount of value around the blog article topic.

Creating a lead magnet is easy. All you have to do is think about how to package even more content around a blog article topic. Then put that package behind a form, so someone has to exchange their information to get your lead magnet (this is now your blog post call to action). Here’s an example straight from the Formstack blog:

Content Download Lead Magnet

In this post, I’ll show you 5 types of lead magnets that we offer at Formstack. AND…I’M GOING TO LINK DIRECTLY TO THE CONTENT SO YOU DON’T HAVE TO OPT-IN!

(Also, there is so much free, amazing content in this blog post, you’ll want to bookmark it.)


An infographic is visual content intended to represent data. More importantly, it allows us to share helpful information in a very engaging way. And the more engaging your content is, the easier it will be for your audience to grasp it.

It’s not difficult to create infographics:

  • Step 1: Decide what data you want to share with your audience.
  • Step 2: Use an infographic software to visually display your data.

And that’s it! A couple of great infographic softwares to try are Infogr.am and Piktochart.com.

We have offered this type of content with great success! One of our most downloaded and viewed infographics is our famous The Anatomy of a Perfect Landing Page infographic. It’s been shared hundreds of thousands of times! And it has even been stolen and mimicked by other conversion rate thought leaders out there! Now that’s effective content (and no, we’re not bitter).


Webinars are live presentations that you give to your audience on a specific topic over the web. They are highly scalable from an attendance standpoint and way cheaper than putting on a physical event or speaking at a conference. And it’s bananas how effective they are at converting blog visitors!

Webinars are easy to create. High-quality webinars are a bit tougher:

  • Step 1: Pick a topic.
  • Step 2: Put an outline together on a talk that you want to give.
  • Step 3: Get a webinar software.
  • Step 4: Market your webinar on your website and through partner websites.
  • Step 5: Practice your webinar presentation.
  • Step 6: Do it live!
  • Step 7 (the forgotten step): Record your webinar, and repurpose it as a lead magnet!

Because Formstack is widely used and regarded highly in the industry, we have a lot of amazing thought leaders who are happy to jump on a webinar with us. It allows us to deliver high-quality content that our audience may not have access to otherwise. In 2015, we did a webinar with Tim Ash, the author of the best-selling book “Landing Page Optimization.” He spoke about “7 Form Conversion Killers (and how to avoid them).” Here’s a direct link to the webinar.


Reports are original data that your company puts together. And even though it takes a lot of work, it’s also research that your audience won’t find anywhere else! And if you want to be viewed as a thought leader, this is a fast way to gain that recognition.

Reports are a bit harder to create, because you have to do the research to gather the data to create your report. One tactic is a survey. If you have a large email list already, you can survey them around a specific topic, and then share the survey results.

At Formstack, we have over 650,000 users that have created millions upon millions of forms. We have the ability to do a lot of data analysis that no other company in the world could do. And we’ve focused our research efforts on what makes a high-converting form (so you can capture more leads!). Check out our 2015 Form Conversion Report. It’s mind-blowing research.

Cheat Sheet

Cheat sheets are quick lists that your audience can reference when they are doing a specific activity. They’ll want to reference it to make sure they didn’t miss anything that they need to create or perform a specific activity.

One example could be on writing a blog article. You could create a blog article cheat sheet that allows them to audit whether they are writing their blog article according to best practices or are missing anything glaring. Cheat sheets are easily consumable content, and they are often bookmarked.

Over five years ago (in 2010), we at Formstack published a cheat sheet on Ten Best Practices for Creating Awesome Online Forms. It’s an oldy, but a goody…and still relevant today. (And it shows that we’ve been talking about conversion rate since before that was even a thing).


Ebooks are electronic books. The name really does say it all. And they demonstrate your UNBELIEVABLE knowledge about the topics that you often blog about. They are time consuming to create, but they are also one of the best tools to help your audience become successful with the topic you write about—because they include a lot more complete knowledge than a blog post.

As mentioned, ebooks are a lot of work. So if you’re going to create one, pick a topic that you can speak authoritatively on (and a topic that you’re audience will want to read).

  • Step 1: Pick a good topic!
  • Step 2: Write your outline.
  • Step 3: Write your book content.
  • Step 4: Have people read your book and give you feedback. Ask them to provide specific feedback on the content and to let you know if it’s too long or boring (ain’t nobody got time for that).
  • Step 5: Pick out images and graphics for your book. Yes, picture books work way better than novels…because we all get antsy!
  • Step 6: Hire a visual designer and an editor. Their goals are to make your book readable and enjoyable.
  • Step 7: Get it out there.

It helps to have a good example of an ebook as a reference. We put one together on The Stressed Marketer’s Guide to Lead Generation with AdWords. It’s really good content, very readable, and has visual content in all the right places.


Start creating way more helpful content on a topic than a blog post can handle, then package it, and gate it behind a form. Voila, you’ve created a lead magnet. The goal of lead magnets is to add value for your readers. And they are the single quickest way to 20X your email list signup rates. But lead magnets don’t only create a large list; they create a happy list too.

Interested in learning more content marketing tips? Click below to check out our interactive ebook, “Using Web Forms to Build a Killer Content Marketing Strategy.”