Adding your lead magnet to your newsletter creates variety in the content and provides the reader with a bonus item they may not have yet.
There are 2 different ways to place a free offer (or lead magnet) in your monthly or bi-monthly newsletter.
One method is to have a link to it in the written content and the other option is to expand on this information in a devoted area.
Depending on how much info you currently have in your newsletter, (this may change every month for some people), it may be too busy for another featured item.
In this case, you can add it to the newsletter as it is in your blog post, as a call-to-action at the end of the article with a link. But you shouldn’t use the same link as on the blog, it must be different!
What I mean by using a different link is:
When it’s offered on your website in the blog post as a CTA, the link should send the reader to the landing page.
But if it’s within the body of your newsletter, you need to have it as an instant download or direct link. That means when the link is clicked, the free offer is immediately opened up for them without the contact having to fill out an optin form to get it.
The expanded option – which is my preference, unless it’s not feasible – is better than simply inserting a link.
A lead magnet needs a showcase or featured section to make it more noticeable. You can highlight this section with the following items so that it has some visual impact.
Your free offer should have:
- A dedicated section for it.
- A heading.
- An image with the direct link embedded.
- A short description briefly highlighting the benefits.
- A call-to-action that also has the instant download link to the lead magnet.
Now, you may be wondering why I’m focusing on the point to use a direct download url within the newsletter… It’s important because the people who receive it shouldn’t have to fill out a form to get your lead magnet(s) because they are already on your mailing list.
Plus not everyone on your list is there because they opted in for that particular freebie. You could also have other contacts on your mailing list that are clients who pay for your services, customers who paid for a product or people who received a different lead magnet.
Where should you place the free offer section in your newsletter?
The lead magnet can be placed anywhere after the feature article but not at the beginning. That way it won’t overshadow the main piece in your newsletter – the feature article.
If you’re just starting out and only have one lead magnet, just continue to use it in each newsletter until you have another freebie or a paid product to feature. But to help keep a fresh appearance, you can make more than one image for that freebie and rotate them month to month using the same written content.
If you have more than one free offer or paid product(s) then swap them out in different newsletters to help keep the content fresh each month.