How to Write an Incentive Email: Deliver Your Freebie and Boost Confirmation Rates

An incentive email is the email your reader receives after clicking the “submit” button on your lead magnet. Aka it’s the email that contains the freebie you’re giving them!

Incentive emails (also might be called something like Freebie Delivery Email) shouldn’t be complex, but there are a few key points you need to cover to make your new subscriber feel like you’ve wrapped that opt-in with a pretty bow and hand-delivered it.

Here are the steps you need to create a conversion-focused incentive email:

1. Write A Clear Subject Line
2. Open Your Email
3. Add Instructions to Download
4. Notify Subscription
5. Say Farewell
6. Add Footer Info
7. Other Best Practices
8. Optional Value

Quick note: If you aren’t signed up for an Email Marketing Platform yet, I highly recommend Kit. You can use my affiliate link to get started and try Kit for free! I truly appreciate your support! Now let’s dive into the good stuff. 👇🏻

Write A Clear Subject Line

Your email subject line is what your prospective customer first sees after submitting their email. Ideally, your subject line should be short, descriptive, and entice the reader to open the email right away.

A study from 2023 found that over 81% of emails are read on a mobile device - meaning that there is a very high chance that your readers are viewing your email on their phone. If you’re able to boil down your subject line to 70 characters or less, you are GOLDEN ✨ This way, your subject line will more likely fit nicely on a mobile display.

Creating a subject line that fits within the viewport of their phone makes it easier for them to quickly determine that this email contains the value-packed freebie they just signed up for.

Some people suggest that using emojis in your subject line can be beneficial for increasing the open rate of your email. This might be appropriate for your audience depending on what your niche is, their age, and their profession (which may or may not tie into your niche). One way to determine if emojis are effective in your email subject lines is to do an A/B test. Kit provides an entire help article walking you through how to set up A/B testing.

Examples:

• 💌Your Weekly Glowy Skin Routine is Here!
• Download Ready: The Summer Reset Grocery List

Open Your Email

Our next task is to greet the reader. You can say hello, hi, hey, greetings, salutations…whatever makes sense for your brand voice. To make it more personal, you can use shortcodes available in Kit to input the reader’s first name into the email. (This is why I suggest adding a “First Name” input field in your form.) To do so, simply paste “{{ subscriber.first_name }}” where you want their first name to appear in your email.

In the first one or two sentences of your email, describe and reinforce the value that your freebie provides. Restate what the freebie is and how it will benefit them and get them on their way to their transformational journey. In short, get your reader excited about downloading and completing the opt-in!

Examples:

• Hey {{ subscriber.first_name }} I’m so excited for you to get your hands on this Glowy Skin Routine. You’re about to join the 10,000+ subscribers who have had success transforming their skin through our unique methods.
• Hi {{ subscriber.first_name }}, Your nutrient-focused Summer Reset Grocery List is just one click away! I can’t wait for you to experience immense satisfaction and JOY of eating well and fueling yourself for a happy, healthy life 💪

Add Instructions to Download

The most important part of this email (in my humble opinion) is to give clear instructions on how to actually receive the freebie your follower just signed up for. Otherwise, this whole little lead generation funnel we’re creating is effectively pointless.

Don’t stop at writing out instructions for how to download - make sure to also label your download/subscription confirmation button something that clearly lets your reader know that this is the button that they click to get the freebie (and to subscribe to your emails - what we’re covering next).

Examples:

• Download Routine
• GET THE LIST & SUBSCRIBE

Notify Subscription

The reason you are offering a free download to your followers is because you want to add them to your email list and continue providing value throughout their journey. (And ideally selling them amazing products along the way!)

It is important to inform your reader that by clicking the button to download, they are also signing up to be on your email list. Use this opportunity to succinctly mention what’s next - aka what emails they’ll be receiving as they enter your email list (your welcome email and nurture emails). Feel free to also add a short sentence or note somehow telling them that these upcoming emails will be valuable and they won’t want to miss them.

Examples:

• After downloading the routine, you’ll receive a full week of daily step-by-step instructions and additional information to pair with your new routine. You’ll also be added to our regular newsletter to get news about our must-have products and routines to improve your skin.
• To kick-start your reset, you’ll be receiving a new (mouth-watering) recipe each day this week that uses ingredients from the grocery list. We’ve also added you to our regular email list so you don’t miss out on our monthly healthy meal hacks.

Say Farewell

Sign your email with your name, your business name, or whatever is appropriate for your brand. If you are using your name, adding your handwritten signature is a fun touch.

To add your handwritten signature, you can write your signature on paper or digitally, upload it to a graphic creation software (Canva, Procreate, Adobe Illustrator, or Figma are great options), and either trace or vectorize your signature. Save it as an image and add it to your email!

Add Footer Info

The bottom line of your email contains important information that is required by law when you’re sending emails to subscriber lists. These include an unsubscribe link, profile preferences, and an address. If you are using Kit, you have the option to list Kit’s address instead of your own (I do this!).

It is also a good idea to have a link to your Privacy Policy. If you don’t have one yet, I suggest using Termaggedon and my code “PAIGE” for 10% off your first year. (Thank you for using my link and code💕)

Other Best Practices

Your newsletter emails might accidentally end up in someone’s spam folder. It’s a good idea to add instructions suggesting that they either add you to their contact list or primary inbox tab to ensure they continue to receive your emails.

Another consideration is to further optimize for mobile experience by writing your email in short, bite-sized paragraphs. This helps mobile users easily digest the information and take action quickly.

Optional Value

One way to engage your new subscribers further is to invite them to reply. Ask a question or have them share something about their journey. Creating a more personalized experience is extremely valuable - especially in a world where many interactions are automated.

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You now have a short, succinct, but value-packed incentive email! In case you missed it, I wrote a complete blog post with step-by-step instructions for how to set up your lead generation form on Kit. Your next tasks are to write your welcome and nurture emails.

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Read these other posts related to creating a freebie:

Lead Magnet Delivery 101: An Opt-In Sequence for Course Creators - What to Include

Grow Your Email List: 8 Lead Generation Freebies for Course Creators

How to Create a Freebie - A Tutorial for Course Creators

6 Subtle Freebie Mistakes That Even 7-Figure Course Creators Still Make

Kit (ConvertKit) Tutorial for Course Creators: Build a Lead Magnet Form from Start to Finish

How to Write a Welcome Email for Your Newsletter: Nail Your First Impression and Increase Open Rates