Marketing Terms

Lead Magnet


A specific deliverable that is offered to prospects in return for contact information, typically to join an email list.


Lead magnets are used to increase the conversion rates for lead generation activities.

To be a lead magnet, an offer must be specific and short-term in nature. A lead magnet can be though of as something that “sits on the other side of” an opt in form, just waiting to be triggered. This is the opposite of vague promises to join a newsletter and receive unspecified content at an unspecified time.


  • eBook or Video Course
  • Checklist / Cheat Sheet
  • Resource List
  • Free Trial
  • Freemium Account
  • Assessment / Grader
  • Coupon / Discount
  • Contest

see also: Digital Marketing Tools

Related Terms

email marketingmarketing automation, permission marketing, viral marketing

view all terms in the Email Marketing glossary or all terms in the Digital Marketing glossary