Freebies have long been a staple of email marketing.
From ebooks and whitepapers to templates and discount codes, "free" has always been one of the easiest ways to encourage people to give their email addresses.
But here's the catch: the way you deliver that freebie matters just as much as the freebie itself.
Make the process too complicated, and you risk losing trust — or worse, losing the lead entirely.
Why Free Still Works
Despite changes in tactics and consumer behaviour, people still love value-packed content at no cost.
A useful download can:
- Build goodwill with your audience
- Grow your subscriber list
- Position your brand as an authority
- Nudge prospects into your sales funnel
The key is keeping the exchange fair and frictionless.
The Problem with Overcomplicating Freebies
Too often, companies hide their "free" content behind a maze of forms and clicks:
- Page after page of sign-up steps
- Endless form fields (phone numbers, company size, job role, etc.)
- Hidden opt-ins to unrelated lists
What happens? Potential subscribers bail out halfway.
Worse, those who do complete the process often feel tricked — and that damages your credibility.
How to Do It Right
If you're offering a freebie, think about the user experience.
Ask yourself: Would I go through this process if I weren't already committed to testing it?
Best practices include:
- Keeping form fields minimal. Ask only what you truly need (usually name + email).
- Deliver instantly. Make downloads accessible right after sign-up. Don't send users through hoops.
- Match value to effort. The bigger the "ask" (e.g., long forms), the bigger the freebie should be (exclusive reports, in-depth course, etc.).
- Be transparent. Tell people exactly what they'll get and how you'll use their data.
- Update your content. A freebie that feels outdated won't generate goodwill.
Bottom Line
Freebies still work.
But if you make them too hard to access, you turn a positive experience into a frustrating one.
Keep it simple.
Keep it valuable.
And your audience will thank you — not just with their clicks, but with their trust.
