What should be included in the email with a free download?

When your audience enters their name and email in exchange for the promise of receiving your freebie, the best way to send that freebie is in an email with attachment.

Having it as a download on a page defeats the purpose of getting them on your email list.

The goal of getting someone on your email list is to be able to send them emails! If you don't remind them to check their email (and their spam folder) for that valuable email, they may never receive a single message from you.

That first email you're sending out is the most important one. Not only does it have the freebie attached, it has the highest open rate of any future emails you're planning to send. If the only message in the email is "here's the download", then you're missing out on a powerful marketing opportunity. This could be the only email they read from you!

Within that first email is definitely not the time to promote your $2,000 offer. Would you as a consumer meet someone and then while barely knowing them sign up for their $2,000 coaching service? Not likely. Doing so would not give a great first impression.

The best way to design that freebie email is to work within a framework.

Hello (personalized)!

Congratulations on taking the first step in your journey and picking up (this download).

Download the freebie here >>

You've probably been searching all over the internet trying to find the answers to (subject). You're likely here in life (where they're at now in their journey) and you want to get to (the destination level).

(Next, write a few lines about their struggle and pain points).

Downloading this freebie tells me that you're going to be successful in this journey. Successful (teachers, chefs, coaches, parents, whatever label your audience calls themselves) know that getting through the journey to (destination goal) is...(share more about the path here).

This next section is about showing that you're an authority on the subject. Why should your audience listen to your advice? What are your credentials?

As a professional (label) myself and having earned (credentials or experience), I also was in your shoes at (beginning of journey) ten years ago. At this point in life, however, I've reached (destination).

In the next email, I'll be sharing (what you'll be sharing in the next email).

HERE's the link to that download again >>

(closing salutation here written like you're chatting with a friend)