You asked:
What's the easiest way to collect emails on my site and give people a downloadable freebie in return?
Users often ask our Happiness Engineers about this topic, and we love helping with it. Here's how we usually walk folks through setting up gated content to build an email list.
Why this matters
When someone visits your site, you've already done the hard part — you've got their attention. However, unless you give them a reason to stay in touch, they might disappear forever (no pressure). That's where email comes in.
Collecting email addresses lets you build real connections with your readers, customers, or future superfans, and offering a freebie is one of the simplest, most effective ways to do it. It's a little nudge that says, "Hey, I've got something useful for you — want it? This here is a two-way street where we both benefit."
This article is for you if you're running a business, growing a blog, or sharing your creative work — a small step that can make a big difference in growing your site.
Why collect email addresses?
- Build relationships: You're not just chasing clicks, you're building ongoing connections, turning casual visitors into long-term, loyal readers/customers/followers. You get to stay on their radar even when they've left your site.
- Stay in control: This is so important — you get to own your list, not a social platform, not a search engine! That means your list (and your connection with your tribe) stays strong even when algorithms change, even when your traffic dips.
- Support future growth: If you have any concrete plans to launch a product, open a store, promote a service, etc., you'll want that list. You're building this site for a reason, and building a connection with your audience can help you get there.
Look at it this way: you're building your best long-term asset!
Tip: You don't need a long list. You need a list of the right people.
Why would anyone give you their email address?
People are protective of their inboxes (you and I are too) — so what makes them say yes?
- They're getting something valuable: A fair exchange of sorts, you're offering them something that solves a problem for them, saves them time, or inspires them to take action. If it feels like a win to them, it is. The important thing here is to keep in mind that the right freebie is the one that speaks directly to what they need. Or want. Or both.
- They trust you: Your site feels helpful, thoughtful, and especially in this day and age, human. You nailed your tone; it's welcoming and informative. Over time, they get a sense that whatever you're sending their way is worthwhile.
- They want to stay in the loop: They might not be ready to take any concrete form of action yet, but they feel they're not willing to miss out on what you want to say. In a nutshell, they like what you're doing, they like you, and they want to hear more.
Tip: They share their email when what you're offering feels "worth it."
What is a freebie, and more importantly, what is a good freebie?
A freebie (or "lead magnet") is something you're offering in exchange for their email address.
The best ones generally pack a punch in terms of value and practicality. Here's what will make your visitors consider your freebies a steal so they end up using them often:
- They solve a real problem: Save them time, answer a question, offer a helpful shortcut.
- They're relevant to your site: They need to match your site content or product or service.
- They just feel thoughtful: They show your audience you know them and care about what they need.
Tip: Think of freebies as small gifts that say, "I see you, and here's something that might help."
What do they look like in practice?
Here are some examples - for you to pick from, depending on your content, your audience and your goals:
- Shop owner: You could offer a "How to care for your [product]" factsheet or a coupon code.
- Lifestyle blogger: Think printable checklist, e.g., morning routine or pantry staples, travel prep, or self-care ideas.
- Creative/freelancer: A free template, a "how I work" client guide, or a mini-portfolio sampler.
- Coach/trainer: A short audio or video recording of a helpful exercise or a journaling/reflection prompt.
- Personal or passion-based business/website: A curated reading list, your favorite tools, or a printable list of inspiring quotes.
Tip: Keep them simple, relevant, and useful. When in doubt, a good rule of thumb is to think what would get you excited to download yourself.
How to offer your freebie effectively
Once your freebie is ready, make sure it's easy for your visitors to say yes. This is where a good CTA (call to action) comes in — that short, friendly invitation that nudges visitors to take action.
Here's what makes up an effective CTA:
- Clear: Let people know exactly what they're getting.
- Warm: A line like "Want the checklist? Pop your email here" sounds friendlier than "Submit."
- Visible: Don't hide it at the bottom of the page — give it room to shine.
What are your options?
The built-in form option is our favorite for its ease and simplicity (see below). If you're looking for more advanced features, there are other ways to set up your freebie using a variety of plugins you can try.
Here are a some popular options.
Use the form block
See our recommended option below for details. For WordPress.com users, the Form block is available on all plans.
Mailpoet (plugin)
MailPoet (plugin): Lets you build sign-up forms, send automated emails, and deliver your freebie — all without leaving your site. It's the best option if you want a built-in email marketing tool with automation. It integrates well with your favorite CMS and allows you to reach and grow your audience by offering features such as GDPR-compliant email newsletters, templates, segmentation, and many Woo-related features for your store.
Once you set it up, you can use this guide to send your freebie to your subscribers. MailPoet is awesome, if we say so ourselves, and it's free for up to 500 subscribers.
Contact Form 7 Gated Content (plugin)
Contact Form 7 Gated content (plugin): lets you gate access to files so your visitors don't see the Download button until they've successfully submitted the information you request. It works as an add-on for sites already using Contact Form 7. It doesn't include email automation or list management but it's great if you want a clean, no-code way to restrict access to a download until your visitor takes action. You set the rules, connect it to your content, and the plugin handles the gating part.
MailerLite / Mailchimp / Kit
MailerLite/Mailchimp/Kit (formerly ConvertKit) (third-party tools): Great if you're already using these tools or looking for advanced marketing features.
You'd build your form on either of these tools, then set up an automated email that delivers your freebie, and finally, paste the embed code into your WordPress.com site using a custom HTML block (you'll want to have a Business plan to use the Custom HTML block). It's important to know that while these tools have free tiers, some features will be paid.
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Our recommended approach
That said, we are all about making things as easy, straightforward, and lightweight as possible, so we recommend using an adapted Form block to get this done. It's quick, built right into WordPress.com, and it gets the job done beautifully, no extra tools needed. Here's how to set it up.
Step 1: Upload your file to your site
Head over to your Dashboard > Media and upload your file. Once you're done, click on the file and copy its URL, like so:
Step 2: Add the form to your page
On your page, navigate to where you'd like to add your "grab your freebie" button:
Add the form block, then select the Registration form:
Once that is complete, the full form will be added to your page.
Step 3: Customize your form
Use the List view to remove any fields that you don't need:
You can further customize the form layout by using the contextual menu at the top or the side panel on your left:
Tip: Be sure to select the right element in the list menu so you can be sure you're editing the correct options. Each element in the list view will have its own settings.
Next, customize the text and the layout of your button:
Finally, add the file to the form:
You're all set! Your visitors' emails will be added to your Dashboard > Feedback > Form responses, and you can use the export buttons (CSV, Google Sheets) if you'd like to use the email addresses in a different tool. Each tool will have a different way to import these email addresses — check their documentation for tool-specific guidance on how best to import your email list.:
You'll also get email notifications to the email address associated with your WordPress.com account.
Tip: Test your form as a visitor. Seeing it work feels good - and reminds you that yep, you built something useful.
Over to you
Our point is: you don't need a giant funnel or fancy tech — just a good freebie and a way for people to raise their hand and say, "Yes, I'm in."
If you hit a bump in the road? We're right here to help.
We'd love to see what you create, and we're excited to see your links in the comments below!
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