Ep. 18 Why Your Freebie Isn't Growing Your Email List And Five New Ideas To Try Instead

Raise your hand if you've ever spent hours designing a beautiful freebie—maybe a PDF checklist or workbook—thinking it would flood your email list with dreamy clients… only to get 12 downloads and zero conversions. If that sounds familiar, you're not alone.

There was a time when traditional opt-ins like free downloads were the go-to list-building strategy for online business owners. But that approach isn’t working like it used to. And it’s not because email marketing is dead. It’s actually more important than ever. What’s changed is how people want to be engaged and what actually gets them to say yes to giving you their email address.

In this post, we’ll cover why traditional freebies are losing their effectiveness and what your audience actually wants from your opt-in. Plus I’ll give you give ideas for opt-ins that are working right now to grow your list and attract better leads.

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First, Let’s Talk About Email Marketing

If you're newer to email marketing or haven’t explored it deeply yet, here’s a quick refresher: an opt-in (or lead magnet) is something valuable that you give away in exchange for someone’s email address. For service-based businesses, this is often a free guide, training, or checklist.

Email marketing matters because it’s one of the only channels you truly own. Unlike social media, where you’re at the mercy of algorithms and outages, your email list gives you direct access to your audience. No middleman. No noise. Just a direct line to your people.

And email converts. You can nurture people, share more in-depth content, and build real relationships which is what leads to sales.

Why Traditional PDFs Aren’t Cutting It Anymore

The free PDF strategy has been used so much that most people have become completely desensitized to it. These types of opt-ins often attract lower-intent subscribers who are just collecting freebies, end up unopened in a downloads folder, and don’t offer enough value to build trust or start a relationship.

Even if someone does download your freebie, if it’s not truly helpful or engaging, it’s unlikely to spark the kind of connection that turns a subscriber into a client. In today’s crowded online world, we need more than just another thing to sit in someone’s downloads folder. We need real value that makes a lasting impression.

So what do people want instead?

What Your Audience Actually Wants From an Opt-In

Here’s what’s performing well right now:

• Personalization: Opt-ins that speak directly to the user’s specific needs, challenges, or stage of business.

• Quick wins: Bite-sized results that make people feel like they accomplished something—fast.

• Simplicity: Overwhelm is real. Your opt-in should be easy to digest, not a 40-page manual.

• Connection: People want to feel like they’re learning from a real human—not just downloading another PDF from a faceless brand.

Think of your opt-in as the start of a relationship, not just a transaction. The goal is to build trust and provide value that actually makes a difference.

5 Opt-In Ideas That Are Working Now

1. The Live Micro Audit

This is my personal favorite, and it’s worked really well in my business. I offer a Free 5 Minute Brand Audit. It’s a short, personalized video that gives fast feedback on what’s working and what’s not in someone’s brand. These are great because they:

• Build trust by showing your expertise

• Give people a taste of what it’s like to work with you

• Are fast and impactful without being overwhelming

You can use a checklist or framework internally to streamline your process and stay consistent. This works for copywriters (copy audits), designers (brand or website audits), email marketers (sequence audits), and more. Be sure to add a clear CTA at the end for how to go deeper with you.

2. The Quiz Funnel

Quizzes are back, and they’re working. People love quizzes because they’re fun, interactive, and help them self-diagnose a problem.

The key is to make the results actually useful and personalized. Your quiz should naturally lead into your offer. For example, I have a quiz titled "Should You DIY or Hire a Pro?" Depending on your result, you’ll be funneled into different email sequences. One promotes my membership and one promotes my done-for-you services.

Tools like Interact, ScoreApp, and Typeform make this easy to build. I also have a blog post about how I built mine which you can check out here.

3. A Mini Training or Private Podcast

These opt-ins offer the same value as a free guide but in a more engaging, personal way. You can record a 10–20 minute video or audio once and then get a ton of mileage out of it rather than having to do individual videos for each subscriber.

These are great for building the know-like-trust factor quickly and getting your voice and expertise directly in front of your audience.

The same “rules” apply as with the live audit, make sure that you are strategically funneling people to purchase your offer at the end of the training/podcast episode!

4. A Resource Library or Toolkit

These are perfect for audiences who like to DIY! This opt-in bundles together curated tools, templates, swipe files, and short how-to videos. Plus you can include affiliate links to tools you already love and use!

This kind of opt-in positions you as a go-to resource and keeps people checking back in to see what’s been added to the library rather than just downloading their PDF and forgetting about it.

5. Live Events or Challenges

Live events like a 5-day challenge or interactive workshop series are amazing for attracting high-intent leads. I’ve run a 5-Day Brand Boost Challenge that sent daily bite-sized action steps via email, and it was a great way to connect with my audience. They worked on things like checking their website for broken links or refreshing their Instagram bio, and I was able to position myself as the expert to guide them along the way.

You can host these through email, a Slack group, or even a Facebook group. They are great for getting people engaged and primed to take the next step with you.

Bonus: Don’t Underestimate a Value-Packed Newsletter

A well-written, consistent newsletter can convert way better than any freebie. People will opt in just to get your content as long as:

• You actually show up when you say you will (weekly, monthly, etc.)

• You provide consistent, real value: lessons, case studies, tips, stories

Think to yourself, “What would make this email worth opening every single time?” Do that, and people will subscribe even without a traditional lead magnet.

Tailor Your Opt-Ins to Different Buyer Stages

Free downloads aren’t inherently bad but they’re no longer the most effective tool for list-building. If you’re going to put time into creating an opt-in (and it is a big lift up front), make sure it's something that truly delivers value and builds connection.

Not every lead is at the same stage of the buying journey. Which means that your opt-in strategy can (and should) meet people where they are.

We’ll use a travel planner as an example. Someone just starting to plan a vacation might need a practical, quick win like a packing checklist for a two-week trip in Europe. Someone else might be unsure of what kind of trip they want and benefit from a fun quiz like "What’s Your Ideal Vacation Style?" That gets them thinking about what they want and how to make it happen. Then someone further down the pipeline who’s already leaning toward a luxury experience might appreciate a private podcast that walks them through how to budget and plan a high-end getaway.

All three opt-ins (checklist, quiz, and podcast) appeal to different levels of awareness, interest, and readiness to buy. But they all lead to the same result: hiring that travel planner.

Your opt-in suite can do the same. A quiz might help someone self-identify their needs. A micro audit can offer personalized feedback to someone actively considering investing. A private podcast might nurture someone over time until they’re ready. Different paths and entry points, same destination.

Don’t Be Afraid To Try A Few Different Opt-Ins

So if you’ve been clinging to that free PDF that’s not converting? It’s time to try something new. Start experimenting. Let your opt-in reflect what it’s actually like to work with you. The more value you deliver upfront, the more likely people are to stick around, trust you, and ultimately hire you.

Got an opt-in you’re struggling with? DM me on Instagram @spechtand.co. I’d love to hear about it and brainstorm some ideas with you.

🔗 Links & Resources Mentioned In The Episode:

➡️ Follow me on Instagram @spechtand.co
➡️ Book A Discovery Call With Morgan
➡️ Learn more about The Six Figure Brand Society
➡️ Book Your Free 5min Brand Audit
➡️ Blog Post: How I Created a Quiz Lead Magnet in Under a Day Using Interact 

🎧 Listen to episode 18 of The Six Figure Brand Podcast on Spotify, Apple Podcasts, Amazon Music, and YouTube