Your Complete Guide to List Building (w/ 4 Email Marketing Templates You Need)

Are you ready to get started list building for your business? Here’s everything you need to know to grow your email list the right way!

Create q Quiz to Build Your List Now

Too many content creators focus on building a strong social media presence instead of prioritizing their list building efforts.

Gaining more social media followers is great, but what if I told you that email subscribers can be worth as much as 15 times more than social media followers in terms of revenue?

Now I’ve got your attention!

Building an engaged email list for your business is one of the best decisions you can make because you have a direct line of communication to your most loyal audience members. While it’s unlikely that Instagram and Facebook will be gone tomorrow, you never know when they may disappear or change. 

Think about the influencers who made their income from posting Vine videos. When Vine dissolved, they had to quickly find a way to engage with their followers on other platforms before it was too late. The smartest Vine influencers were already building a fan base on other platforms so their eggs weren’t all in one basket, so to speak.

The same is true for us as content creators. Utilizing list building strategies will help us create a community of people who are interested in hearing from us and want to receive our most valuable content.

When someone gives you their email address, it means more than if they follow you on social media. On Facebook, only two percent of people who like your Facebook business page will organically see your content! With email marketing, you can ensure that your emails are delivered to all of your email subscribers. You no longer have to worry about low visibility or changing algorithms.

Your email list is a platform your own, meaning you have complete creative freedom and flexibility with it. You can send any form of content whenever you want to. It comes in handy during product launches when you want to ensure everyone is aware of your sale. If you rely on social media to build launch buzz, many people will miss your announcement.

If you’re convinced that list building is the right move for your brand, you can shift your focus to understanding what list building strategies you’ll need to build your email list the right way.

Best list building strategies for content creators

Before you can build your email list, you’ll need to choose an email service provider (ESP) that will host your email list. There are dozens of options to choose from, so how do you pick the right ESP for your business?

Start by defining your email marketing goals. What do you want to make sure your ESP can do?

Do you want to send a series of emails that are automatically delivered to your audience? Look for the ability to send email sequences. Are you interested in separating your audience into various tags and segments within your larger list? You’ll definitely want advanced email segmentation options, then.

As you read through the short summaries of these popular email marketing platforms, think about what your goals are so you can determine which ESP is the right fit.

(PS: If you aren’t sure which platform is the right fit, sign up for a free trial or watch a demo to get more information.)

  • ConvertKit: Designed by content creators for content creators, ConvertKit is one of the fastest growing ESPs. With visual automations, advanced email segmentation, and automated email sequences, you can easily start building your email list on autopilot. Learn more about their email platform here.
Convert Kit sign-up page
  • MailChimp: MailChimp aims to make email marketing simpler for every level of marketer with their all-in-one email marketing platform. As one of the only ESPs with a free option (up to 2,000 subscribers with one-click automations), it could be a good platform to get started with building your email list. Learn more about their email platform here.
mailchimp home page
  • ActiveCampaign: As a CRM (customer relationship management system), ActiveCampaign helps their customers with email marketing among other features of their digital marketing strategy. It includes email sign-up forms, split testing, and email segmentation in its packages. It may be more robust than a beginner email marketer needs, but it is worth looking into. Learn more about their email platform here.
ActiveCampaign home page
  • Flodesk: For visual content creators who want to stray from plain text emails, they can ditch the same-old-same-old by customizing one of Flodesk’s many email design templates. Designed to fit mobile and desktop screens, Flodesk is a great option for brands that rely on graphics and visuals to sell their products or services. Learn more about their email platform here.
Flodesk home page
  • Drip: Specializing in eCommerce, Drip is a trusted CRM tool that also has email marketing as one of its many features. If you are looking to build an eCommerce shop to sell digital or physical products, Drip might be a fit for you. Learn more about their email platform here.
Drip home page

Once you determine which email marketing platform you want to use, you can focus on list building.

Hands down, the best way to grow your email list is to utilize lead magnets.

Use lead magnets to build your email list

A lead magnet refers to any incentive you give to your audience in exchange for their email address. This often comes in the form of a freebie or instant download but can also be a special discount or limited time offer.

Depending on your list building goals, you can choose a lead magnet that educates your audience on a niche topic that’s relevant to one or more of your offerings.

There are dozens of lead magnet types you can use to build your email list, but here are some of our absolute favorites. We have a feeling you’ll find a few that are worth putting into action on your own website.

Email courses: Are you interested in teaching your audience about a specific topic that relates to your niche or giving them a challenge that helps them accomplish their goals? If so, an email course might be a great fit.
Not only does it get your audience used to opening emails from you, but it also engages them with your email content right from the start. By creating separate email lessons, you can use your mini-email course to share information that positions you as a trusted expert. All of these emails can be automated so you can stay hands-off in the delivery process.

Ebooks: Ebooks are simple to create, especially when you are repurposing content that already exists to use in this downloadable freebie. You can use ebooks to write a valuable how-to guide that teaches your audience about a specific topic or tell a more personal story. You can also share a case study that details how you helped a client achieve a specific transformation. No matter what you use your ebook for, make sure it is packed with easily digestible, educational content.

free blog ebook pinblogging for beginners ebook pin

Quizzes: For a fun, enjoyable, and highly interactive experience, you can create a personality quiz for your audience to take that helps them better understand themselves. When you aid in this self-discovery process, you build immediate trust with your audience members.

You can also add a follow-up email sequence to your Interact quiz so you are able to not only grow your email list but also offer personalized recommendations for each personality type. This will help you position yourself as an expert and increase your overall conversions.

Your email sequence can be automated through your email service provider (we offer integrations with most email marketing tools) so it runs on its own after someone signs up for your email list through your Interact quiz.
You can start building your own quiz today by using one of our many quiz templates and signing up for a free Interact account!

what type of habit builder quizwhat type of copywriter are you quiz
what's your facebook ads personality quizwhat gemstone fits your personality

Printables: There are few things that are easier to create and promote than a printable. This can include checklists, workbooks, worksheets, spreadsheets, trackers, wall art, and more.

Printables can be created using a free tool like Canva which also offers premade graphic design templates you can customize so you don’t need to start from scratch.

They make for great content upgrades you can add to blog posts but may not be strong enough on their own to become your signature lead magnet. Test this offering with a few blog posts to see how it performs.

halloween decor printables

Templates: Along with printables, you can also offer your audience a variety of templates that include premade designs or copy that have already been created for them. This means that your audience will be customizing your templates to fit their needs rather than creating something from scratch. This is a great lead magnet type for content creators and freelancers who are skilled in writing, design, photography, or any other related craft.

For the full list of lead magnet types along with a how-to guide on creating each one, click here.

List building best practices

Once you have an idea of what kind of lead magnet you want to create, let’s go over some best practices. Some of these may sound familiar, but we don’t want to cut you loose before we go over some of the final elements you need to create a strong list building strategy.

Stick to one main call-to-action

A call-to-action (CTA) refers to a direct action that you want your audience to take. In this case, you want to inspire your audience to sign up for your email list by using incentive and action-oriented language to get them to click your CTA button.

If you aren’t sure what words you should be using in your CTA copy, you can look at the CTA word bank from CoSchedule below to get some ideas.

words or phrases for calls to action

When you create your CTA, you want to make sure that it is strong and points to only one action. If you give your audience too many options, they could develop analysis paralysis which often causes people to not make a decision when they are presented with an overwhelming amount of options.

The more options your audience has, the less likely they will be to sign up for your email list. You’ll want to focus your email sign-up form on one incentive or special offer in order to increase your email marketing conversions.

Take a look at these email sign-up forms. Instead of highlighting multiple lead magnets, the content creators included a single offer that fits their audience’s needs and makes it super simple to sign up.

stress tracker optin
printable recipe binder optin
free social media checklist optin

You can do the same by choosing one goal for your email sign-up form and connecting it with one incentive. It can be a discount, special offer, or lead magnet that entices new subscribers to sign up. No matter what you choose, keep it specific to your primary offer.

Use email sign-up forms in multiple places on your website

If you plan to only use one email sign-up form on your website, you’ll be seriously hurting your opportunities to convert blog readers and website visitors into email subscribers.

Let’s say you decided to include an email opt-in form on your Home page. That’s a great place to build your email list with a lead magnet offer, but not everyone who visits your website will be coming from your Home page. Some people may visit your website through a specific landing page or blog post.

With this in mind, you’ll want to optimize your whole website for the lead magnets and special offers that make the most sense for each page. As long as you stick to one CTA per page, you can sprinkle in multiple mentions of your email list offer.

Here’s a really great example of how this can work. When you first visit Eden Fried’s blog, you’ll notice that you are greeted right away by an email sign-up form in her blog sidebar that offers a free downloadable offer to her blog readers.

By giving her their email address, they will immediately receive her Digital Product Roadmap. Her CTA is simple and she makes the offer stronger by including that readers can generate their first $1,000 in just 90 days.

You’ll also notice that she has a yellow CTA button in her top navigation bar that says “Download First 1k” that directs her blog readers to the same offer. She is definitely optimizing her website with this specific lead magnet.

So we see that she has used the lead magnet in her blog sidebar and navigation bar, but she doesn’t stop there. Eden also includes an email sign-up form within the content of her blog post that points to the same offer.

optin for digital product idea guide

This time, Eden gives a visual screenshot of what the ebook cover design looks like to help her lead magnet stand out amongst the text content. The red CTA button also helps to make a statement as her blog readers are scrolling through the article.

You’ll also notice the description copy is different than what you see her use on her blog sidebar. This distinction is important because when you are sprinkling mentions of the same offer throughout your website, you don’t want to use the same copywriting. Your audience will scroll right past the email sign-up form if they notice you are using duplicate content throughout your site.

The rest of her blog post is focused on the content topic until you reach the end. When Eden concludes her blog post, she also adds in one last email sign-up form for people who enjoyed her content enough to read until the end.

This final email sign-up form is for blog readers who may have needed to read more of her content in order to trust her enough to opt-in for the Digital Product Roadmap. She also adds one last personal detail in the title of her copy that mentions “How I quit my job and bailed on law school” which will strengthen her relationship with new email subscribers.

optin for case study

In summary, here is a comprehensive list of places on your website where you can place an email sign-up form to grow your email list:

  • On your landing page
  • In your website’s footer
  • In your website’s navigation bar
  • In your blog sidebar
  • At the end of your blog post
  • At the end of your About page
  • Highlighted on your Home page
  • In your Resources page
  • Linked in your social media bio (use a tool like Linktree)
  • In a floating announcement bar (use a tool like Hello Bar)

So far, we’ve talked about static email sign-up forms (meaning forms that stay in one place), but what about other form types? We’ll talk about that next.

Utilize email pop-ups

Love them or hate them, you’ve probably noticed that a lot of websites use email pop-ups to entice visitors to sign up for their email list. That’s because they work across many industries.

When Sumo analyzed nearly two million email pop-ups, they found that the average conversion rate for email pop-ups is around three percent with the highest conversion rates being around nine percent. These conversion rates are relatively higher than most static email sign-up form types.

Graphing showing popup conversion rates

Before you test out email pop-ups on your own website, let’s go over some best practices:

  • Give it time: It’s best to keep your email pop-ups time-sensitive so you don’t run the risk of turning off your audience member. When they land on your website, they want to have time to scroll through your content and interact with your design. If they are greeted by an immediate email pop-up form, they haven’t built enough trust with you to sign up with their email address. You can easily adjust the time settings for your email pop-up form and test it to make sure you find the optimal amount of time.
  • Add context: You want to make sure your headline and description copy is written in a way that fully explains what your audience is signing up for. You can set expectations by letting them know what they will be receiving. This will help your audience feel more comfortable giving you their email address. Clear, direct language is always best!
  • Keep it focused: Are you tempted to give your audience multiple offers? While it may seem like a good idea at the moment, remember to keep your email pop-up focused on one main CTA.
  • Add a sense of urgency: The basics of sales copywriting tell us that when we add a sense of urgency to our email opt-in, people will be more likely to sign up. Nobody wants to miss out on a discount or special one-time offer. The important thing to remember when you use urgency to increase your email conversions is that the offer is actually for a limited time. If it’s not, your audience may feel taken advantage of. To use urgency ethically, your claims must be true. You wouldn’t want to gain someone’s email address but then lose their trust in the process.
  • Highlight your personality: Your email pop-ups are a great place to add humor, pop culture references, catch phrases, or other words that fit your brand voice. Just make sure your humor doesn’t feel forced and the clarity of your messaging is still intact.

If you’re feeling excited about testing out email pop-ups for your list building strategy, you’re probably starting to wonder what kind of pop-up you should start with.

A standard email pop-up typically opens after a certain length of time and show up in the middle of the visitor’s screen. It can include a special offer, lead magnet, or discount to sweeten the deal and convince visitors to sign up.

coupon optin
email optin from

You may also notice that some email pop-ups will cause the website background to darken. This is so the visitor can focus on the pop-up offer rather than be distracted by the website page.

You’ll want to ensure that the email pop-up form is designed to fit both mobile and desktop devices. If it doesn’t have a responsive design that fits any device screen, you’ll have a hard time attracting new email subscribers.

While the standard email pop-up form stays front-and-center, there are a few other places you can place an email pop-up form. One place is at the bottom of your website page.

As a visitor scrolls through your page, it will activate the sliding email pop-up form. You can also include an exit button for visitors who aren’t interested in signing up to create a seamless user experience, just like Aerie in this example.

Another option is to create an email pop-up form that slides from the top as a visitor scrolls past the header on your website. Jeff Bullas, a popular internet marketing blogger, does this to build his email list with an ebook lead magnet.

Want to save on space? You can include an email pop-up form that slides in from the left or right side when activated by the visitor’s scroll. The sliding motion will guide your eye to the email incentive offer.

This works well when you are creating long-form blog content and want to keep your audience’s attention as they read through your article. You can follow this example from Hubspot to see what we mean.

The last option is to create an exit pop-up form that shows up on your audience’s screen when they are just about to leave your website. Triggered by your audience’s moving cursor, an exit pop-up will give your audience a limited time offer or remind them of the lead magnet they can sign up for before they leave, like this example from Betty Means Business.

Once you’re ready to create email pop-ups, you’ll want to test different variations to make sure you find the best performing version. Here’s what you should know about A/B testing your email sign-up forms.

Test your email sign-up forms

In order to increase your email sign ups, you’ll need to test your email opt-in form.

Otherwise, you may be tempted to think your form is fine as it is and miss out on a higher conversion rate.


Sometimes a few strategic tweaks make all the difference when you measure the performance of your email sign-up forms.

Here are the different variables you can test:

  • Form design (color, contrast, fonts, etc.)
  • Form copy (CTA button, headline, description, etc.)
  • Form offer (lead magnet, special offer, discount, etc.)
  • Form fields (how many form fields, what form fields you use, etc.)

When you create an A/B test, you’ll be testing two different variations of an email sign-p form to see which one performs the best. This is determined by how many more people sign up on the winning email sign-up form.

The key to creating a great A/B test to ensure you are only changing one element at a time. If you change the all of the form copy, you won’t know if it was the new headline or the new CTA button language that changed the results.

When ConversionXL tested their CTA button, they chose a red and green color to test with and decided to keep the copy the same. When the test results came back, they were able to definitively see that the red button increased conversions by 34 percent.

In this A/B testing experiment, the change was as simple as changing “your” to “my” in the CTA button. It may seem like too small of a detail to test, but the results say otherwise. The “Create My Account” button outperformed the other version by nearly 25 percent.

To complete A/B tests of your own, you can look into tools like LeadPages, OptinMonster, or Hubspot (which will integrate with your Interact quiz) to create A/B test variations that fit your needs. Your email service provider may also provide A/B testing options so contact their team for more details.

4 email marketing templates you’ll need to build an email list

You know what works (and what doesn’t) when list building, but now you need to put it into action. We’ve talked about creating email sign-up forms and using lead magnets to grow your list, but how in the world do you get started?

Well, you don’t have to start from scratch. If the blinking cursor is giving you major anxiety, you can use our email marketing templates to help you create everything you need to get started with list building.

No, really. We mean everything.

We will provide totally customizable templates for the following:

  • Email sign-up form copy template
  • Thank you page copy template
  • Lead magnet delivery email copy template
  • Welcome email sequence copy template

Ready to get started?

Email sign-up form copy template

We’ll mainly focus on the copy for each of these templates, but for now, let’s briefly chat about the design of your email sign-up form.

The visuals you use on your form matter to your audience. Don’t believe us? What if we told you that 92 percent of people make purchasing decisions based on visuals? That’s huge!

Most ESPs allow you to customize the design of your email opt-in form within their platform. Make sure that your colors and fonts match your visual branding when possible. You’ll want to keep in mind that some colors are better for conversions than others.

Here are a few design-based best practices to keep in mind:

email optin form
  • Add a photo preview of your lead magnet when possible. It will help your audience to familiarize themselves with the design and know what to expect. This visual sneak peek of your lead magnet will also make it seem more valuable, thus enticing your audience to sign up for it by filling out your form.
email optin
  • Add a colored background to make your email sign-up form stand out. It will surely catch your audience’s attention among all the white space on your website.
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  • Create a statement with your headline style. You can do this by putting your headline in bold or italics, increasing the font size, or writing it in a signature font.
email optin

As you play with the design of your email sign-up form, you’ll naturally be thinking about the copy you want to include.

This article is already full of examples you can gain inspiration from, but when you want to put it all together, here are a few copy templates you can customize. We’ll use three of the most common lead magnet types as our examples.

You can easily fill in the blanks below when you’ve narrowed down what your lead magnet is, what you are teaching or sharing, who you are offering it to, and why they should care.

Email Marketing Template: Email Sign-Up Forms

For Quizzes:

Headline: What Kind of [Blank] Are You?

Description: Discover your [Blank] strengths and how you can strategically use them to accomplish [Blank] by taking my personality quiz!

CTA Copy: Take the Quiz, Start the Quiz

PS: If you want to start building your own quiz to massively grow your email list, click here to sign up for a free Interact quiz account! You’ll be able to customize your quiz right in the platform and start collecting new qualified leads like so many other content creators in our community.

For Email Courses:

Headline: Become a [Blank] Pro in [Blank] Days

Description: Learn exactly how I went from [Blank] to [Blank]. In [Blank] lessons, I’ll show you how to accomplish the same thing!CTA Copy: Sign Me Up, I Want to Join

For Downloadables:

Headline: What If You Could [Blank]?

Description: In this [Blank] page guide, you’ll learn step-by-step how to [Blank] so you can [Blank] like the experts!CTA Copy: Download Now, Get My Copy

No matter what lead magnet type you choose, you’ll be able to utilize this template to create email sign-up form copy that gets your audience to take action.

Your headline should be concise but impactful. Your description, however, should be one or two short sentences that describe what the lead magnet’s benefits are and what your audience will walk away with. That’s more important than pointing out the features of the lead magnet. (This is a good rule to remember for other types of copywriting, too!)

As long as your CTA button copy describes what action your audience should take next and doesn’t say the overused word “Submit,” you’ll be set to go.

If you decide to create a landing page for your lead magnet instead of a simple email sign-up form, you can use the same templates to create copy for it. 

If you have more room in the description, consider writing a bulleted list of what your audience will learn and gain from the knowledge you’re sharing through the lead magnet.

Thank you page copy template

Once someone signs up for your lead magnet, then what?

Most content creators forget this important next step. Your ESP will most likely show a generic message like “Thank you for signing up! Check your email inbox shortly.” after someone signs up for your lead magnet, but that doesn’t give your audience a great user experience.

Instead, you can create a dedicated Thank You page on your website that your email sign-up form or landing page will redirect new email subscribers to. It should be relatively short and only include a few necessary details. Let’s go over each one and give a few examples for you to take a peek at.

  • Add a personal thank you message. Someone just joined your email list. That’s a big deal! Use this page as a way to say thank you to your new email subscribers. You can have fun with the copy depending on what your brand voice allows for. This should also act as a confirmation that they will soon receive the lead magnet they signed up for.
  • Set expectations. After you say thank you, use this page as a way to set expectations for when your audience can expect to hear from you. Do you send weekly or monthly emails? Do you send them on a certain day or time? What kinds of topics do you typically discuss? All of this information is valuable to your audience.
  • Direct them to their email inbox. Before you give them a sign-off greeting, you’ll want to ask them to check their inbox to grab their lead magnet. You can also ask them to add your email address to their Primary email folder so your emails won’t risk being marked as spam.
Thank you page example

These next Thank You page recommendations are totally optional but we still love them!

  • Add a recommended resource list. This can link to blog posts, podcast episodes, or videos you’ve created that might be a fit for them. (If you create an Interact quiz as a lead magnet, you could also include recommendations for each personality type to even further nurture your leads. They’ll be so impressed!)
  • Add social share buttons. Your new email subscribers might know other people in their network who would love your lead magnet. By including social share buttons on your Thank You page, you give your audience the opportunity to share your lead magnet offer with their community which increases its reach.
  • Add a personal photo of you. There are few things that help your audience to build a stronger connection with your brand more than seeing the face behind it. If you are branded under a company name, you can show a photo of your team or share a personal headshot of you. Professional brand photography works best here, but you can also add illustrations if that’s more your style.
  • Add a secondary CTA. Once you have your audience’s attention, you’ll want to make use of it. You can do this by lightly introducing one of your other offerings or asking if these new leads would like to sign up for a discovery call. You can decide if this added CTA feels like a fit.

Now it’s template time! You know the essential components of a great Thank You page, so now let’s put it together with simple, memorable copywriting.

Email Marketing Template: Thank You Page

Headline: Your [Blank] is on the way!

Description: Thanks for signing up for [Blank] and joining my email list community. I send weekly emails every [Blank] on topics like [Blank] and [Blank], so keep an eye out for that. For now, check your inbox to get the [Blank] you signed up for and be sure to whitelist my email address so you’ll never miss an email. I’ll meet you over there!

If you want to include additional resources, CTAs, or copy, you can do so on your own Thank You page.

Just remember that you won’t want to put too much information on this page and run the risk of overwhelming your new email subscribers. You’ll still have plenty of time to build a strong connection of trust with them through your email marketing.

In the meantime, focus your efforts on creating a concise Thank You page that shares how grateful you are that they joined your email list, briefly gives them information they need to know, and directs them to where they need to go next. It’s really that simple!

Lead magnet delivery email copy template

Once your audience reads your Thank You page, their next step will be opening their email inbox to directly access your lead magnet. Since most lead magnets are automatically delivered by your ESP, it’ll show up within minutes (or even seconds!) of someone signing up.

Keep in mind that some ESPs recommend you create a double opt-in option for your email list, meaning that once your audience signs up for your email list through a form, they will be prompted again by email to confirm they want to join your list.

This double opt-in option will allow you to make sure everyone who signs up for your email list truly wants to join, which will reduce spam emails and help you comply with GDPR regulations. It requires one more step from your audience, but after they click the confirmation button, they will receive your lead magnet delivery email.

This is likely the first email your audience will be receiving from you, so make it count by including more than a link to your lead magnet. Think about how boring it would be to open your inbox and find a download lead magnet button with no other information. #snore

When you are crafting your lead magnet delivery email, you’ll want to make sure it includes these core elements:

  • Friendly subject line: Before your new subscriber opens your email, they will first see a subject line. Think about what kind of email subject lines you would want to open when you write your own. Remember that it’s more important to be clear than clever, so this is a good place to reiterate what lead magnet you are sending them so they know exactly what they’ll find when they open your email. Some ESPs like ConvertKit and MailChimp let you A/B test subject lines so you can see which variation performs the best.
  • Thank you message: Even though you already wrote a Thank You page, use this opportunity to thank your subscriber for not only downloading your lead magnet but also signing up for your email list community. You can never say thank you too many times.
  • Lead magnet reminder: Even though you mention what the title of your lead magnet is in the email subject line, it’s best to include it again in the body text of your email. Then you can point your subscribers to your CTA button that will let them download the lead magnet. If your lead magnet is not created in a downloadable format, you can include your first email course lesson or give more information about the person’s quiz personality in this first email.
  • Explain the “why” behind your lead magnet: After you give them a CTA button, describe what your audience can do with the lead magnet and why they should care. Even though they’ve already signed up for the lead magnet, you want to make sure they actually consume it. Otherwise it’ll just sit in their inbox or their Downloads folder. That’s not helpful for you or them.
  • Ask for feedback: Before you sign off, ask your new subscriber for their feedback on your lead magnet. What lessons or advice did they take away from it? What was most helpful to them? This will help you improve your lead magnet over time while also introducing you to your new subscriber. Win-win!

All of these elements can be seen in the email marketing template below.

As you customize it to fit your lead magnet, remember to keep it relatively short and sweet. You have plenty of time to share more of your personal story and highlight your expertise in the emails to come. Hang tight because we’ll be giving you a template for a simple follow-up email sequence too!

But first, here is a template to help you create a lead magnet delivery email your audience can’t wait to open.

Email Marketing Template: Lead Magnet Delivery Email

Email subject line: Your [Blank] guide is inside!

Hi [Blank],

I have a special delivery for you today!

Remember when you signed up for my [Blank] guide and got really excited to check your email inbox? Now that you’re officially a part of my email community, I’m sending over all of my best resources, starting with [Blank].

CTA Button Copy: Click here to download [Blank]

After [Blank] years of experience, I’m sharing everything I know about [Blank] through this [Blank] guide.

Whether you are [Blank] or [Blank], my hope is that this [Blank] guide gives you the advice you need to achieve [Blank]. Ready to get started? Simply click the button above to instantly access the [Blank] guide.

You’ll hear a little bit more about my story soon, but for now, I want to hear from you!

Tell me a little about yourself and what you learned from [Blank] guide. I personally reply to every subscriber so you can expect an email reply from me soon.

Thanks again for joining my email community, and I hope you enjoy [Blank]!


Now you’re ready to create the last piece of content you’ll need for your list building strategy: an engaging welcome email sequence.

Welcome email sequence copy template

Your subscriber has already received your lead magnet delivery email and confirmed their subscription. Now it’s time to nurture your relationship with them by sending a short email series that will introduce them to your brand.

The main goal of your welcome email sequence is NOT to sell a product or service. Instead, you’ll want to use these first few emails to make a personal connection with your audience while educating them on a topic of your choice.

If you lead with a pitch, you might turn off your new subscriber. It’s like going to a networking event and giving someone your business card before you describe who you are and how you can help them. This approach can feel jarring and disjointed.

Your email subscriber’s inbox is probably already full of sales pitches. You can stand out by investing in the relationship first.

In order to make a confident purchasing decision, your audience needs to feel like they can trust you. They want to buy from or work with an expert, and it takes time to build your authority and credibility.

A welcome email sequence is the perfect place to begin nurturing potential.

Who knows? Your next client or buyer could be reading your follow-up email sequence soon.


So let’s make sure you make a great first and lasting impression.

Your email sequence content will largely depend on what type of lead magnet you choose, but we’ll help you plan out your welcome email sequence with an in-depth outline.

Email Marketing Template: Welcome Email Sequence

Email 1: Personal Welcome + Introduction

Hi [Blank],

What do [Blank], [Blank], and [Blank] all have in common?

These three things don’t seem very similar at first glance, but they all would make it onto my favorite things list!

As a [Blank] expert, I’ve always been fascinated with [Blank] and [Blank].
There are fewer things that get me more excited than [Blank] and [Blank].

But where are my manners?

I forgot to introduce myself!

Hi, I’m [Blank], a [Blank] for [Blank] people who want to achieve [Blank].
After working with [Blank] clients, I’ve learned the importance of [Blank] and [Blank]. That’s why I love working with [Blank] people just like you on [Blank].

When I’m not working, I’m usually [Blank] or [Blank], which is probably not that surprising after hearing about my favorite things list.

Hey, that reminds me… What would make it onto your list? I want to hear about it. Simply hit the reply button and tell me more about yourself.
I feel like we are friends already.

Now that you know a little more about me, stay tuned next week for some of my best tips on [Blank] – you won’t want to miss it!

Chat soon,

Email 2: Tips + Tricks on Your Topic

Hi [Blank],

It can be tough when you want to learn more about [Blank] but aren’t quite sure where to start.

Maybe you’ve tried [Blank], but it only leaves you wondering about [Blank]. Have you also tried [Blank]? Well, that probably didn’t get you anywhere either.

Something’s gotta give!

Instead of looking at [Blank] resources that are only skimming the surface of what you want to learn, how about we start with a lesson on [Blank]?

I wish I would have known these tips when I got started with [Blank] over [Blank] years ago. It would have saved me so much time and energy!
I want to pay it forward today by giving you my best advice on [Blank] so you can approach it like a pro the next time you [Blank] or [Blank].

You might want to get a pen and paper. These notes are about to get good!


Which tip is your favorite? Let me know by hitting the reply button and telling me how you are going to put your favorite tip into action this week.

Chat soon,

Email 3: Personalized Recommendations

Hi [Blank],

Now that you’re armed with my best tips on [Blank], you’re probably wanting to do something with all this new knowledge. Where in the world do you start?

That’s why I’m here.

Consider me your trusted guide in all things [Blank] and [Blank].

Now that I know you are interested in [Blank], you’ll be looking to put your [Blank] and [Blank] skills to the test. Here are a few hand-picked resources to help you along the way.


I have many more resources to come, but for now, that will give you a great start to learn more about [Blank].

If you are looking for more information, you can always check out my blog at [Blank] or follow along with my latest tips on social media at [Blank].

Until next time,

(PS: If you want to see multiple real life examples of how this email sequence can come together, take a peek at our blog post on How to Write the Perfect Follow-Up Email Sequence. They will focus on quiz-specific examples but you can use the same ideas for any lead magnet type.)

That email sequence basically wrote itself!

By filling in the blanks, your email sequence will be customized to your audience and ready to be delivered to anyone who signs up for your lead magnet.

Next steps for list building like a pro

After reading through this article, you now have all of our email marketing templates and best tips on creating a winning list building strategy, so now we have a challenge for you!

This week, we encourage you to create ONE list building resource you’ll need in order to grow your email list. You can use any of the templates we’ve shared to get started.

If you are an overachiever (which we know you are), you can choose all four. You can create them in a weekend or fit it into one-hour time blocks during the week. It can fit into any schedule.

So, who’s ready to start building their email list?

Create q Quiz to Build Your List Now

Kayla Hollatz

Kayla Hollatz is a copywriter and website strategist for entrepreneurs and content creators who want their words to connect and convert. Few things make her happier than ghostwriting for her clients or dreaming up her next conversion experiment in her studio, aka a three-season porch with a lake view.

More Posts by Kayla Hollatz