TL;DR: If you’ve been sleeping on email marketing while struggling on Instagram, I’ve got you. This post will tell you exactly why email matters, how to grow your list with killer lead magnet ideas, and what to say once they’re in.
At the time of writing this, I’m about to send my 59th consecutive Mystic Monday email. And trust me when I tell you, I never thought I’d be the kind of person with a weekly email newsletter.
But around 2023, I had a realization: word-of-mouth is great, but it’s not predictable. If I was comfortably paying my bills with referrals and the occasional IG post, what would happen if I took marketing just a little more seriously?
So I did. I took a workshop with copywriting queen Sara Noel from Between The Lines and committed to sending one weekly email for one year. And I discovered: I kinda loved it.
Talking to my email list felt way easier than posting on Instagram. Cozy. Intimate. More like I’d been invited to speak. Because thanks to my super cute Brand Tarot Quiz opt in, I was! (But more on that later.)
Now I recommend growing an email list to every service provider who wants more aligned clients and more predictable sales. And it all starts with the right lead magnet ideas.
Here’s what I’ve learned along my own email marketing journey and what every service provider needs to know in order to grow your list with lead magnets that actually convert, and keep subscribers engaged (without burning out).
Before we get to lead magnet ideas, let’s talk about why email might be a better strategy than Instagram marketing
For years, Instagram was the only place I marketed my business. But over the years it’s become:
- Overstimulating
- Distracting
- Loud
- And literally designed to keep us on the app
If you’re a business owner trying to capture your dream client’s attention and invite them into your world? Instagram is working against you. And it’s exhausting.
For this reason (and many others), I’m fully feeling a mass exodus from IG as we know it in 2026. But email? It’s calm. Intimate. So much less aggressive and competitive.
If Instagram marketing is working for you, great! Keep going. Here’s why email marketing is also worth prioritizing:
- You own the list. Social platforms can go belly up, glitch, or randomly delete your account. Your email list? Yours forever.
- Subscribers are warm leads. These people asked to hear from you when they opted into your list.
- You get their full attention. Jenna Kutcher has a great analogy: If social media is a party, email is more like an intimate coffee date.
Good, great, and basic lead magnet ideas
Okay, so you know you need a list. But how do you actually get people on it?
Short answer: give them a reason.
No one’s signing up for “updates” anymore. We’re too overwhelmed, too busy, and too distracted to hand over our email address unless we’re getting something we actually want.
Enter: the lead magnet.
A lead magnet is just a little freebie, gift, or incentive you offer in exchange for someone’s name and email. In my client work I’ve tested a lot of lead magnet ideas over the years. Some are meh. Some are magick.
Let’s walk through what they are and which lead magnet ideas actually work best (with my honest take on each one):
Lead magnet idea #1: Discounts
Usually best for product-based brands. A “10% off” might work if you’re selling candles or skincare, but if you’re a coach or healer? Not really the vibe. Plus, discount seekers aren’t always long-term subscribers. They get the code and bounce.
Lead magnet idea #2: Free Downloads
Checklists, how-to guides, templates. These are the classics. But honestly? They’re getting kind of tired. Unless yours is unique, beautiful, or hyper-specific, it’s probably going to collect dust.
Think beyond the generic PDF. Instead, could you gift subscribers a free chapter from your upcoming book? A journaling template for burnout recovery? A notion template for tracking your marketing plan? The more specific, the better.
Bonus points if it’s beautifully branded and makes people say, “Wow, if this is free, imagine what their paid offers are like.”
Lead magnet idea #3: Email Challenges + Mini Series
These are like a slow drip of magick, and that’s what makes them so effective. It works like this: one email a day for 3–7 days, walking your subscriber through a transformation or process.
It could be a mindset shift, a workflow overhaul, or a creative reawakening. Whatever it is, let each email build trust, authority, and relationship. By the end of the sequence, they should be thinking: “I can’t wait to open her next one.”
Lead magnet idea #4: Private Podcasts
Private podcasts are one of my favourite lead magnet ideas. I’m a podcast junkie and there’s something special about getting a voice note from someone you admire.
Package up a few bite-sized trainings or a signature framework as a secret podcast series. You could even gate a single powerful episode behind an opt-in. It feels exclusive and insanely bingeable (plus, you can record on a walk, no need to overproduce).
Lead magnet idea #5: Custom GPTs
If you’re an AI girlie (hi, same), this is such a cool lead magnet idea. My biz coach Courtney Chaal created one for writing your elevator pitch and I would’ve opted in IMMEDIATELY if I wasn’t already on her list.
Could you build one that generates a content calendar? Suggests affirmations? Recommends skincare rituals? The options are endless, and the perceived value is high.
Lead magnet idea #6: Syncable Calendars
This lead magnet idea is kind of niche, but one of my favourites ever is Megan Field’s astro calendar. You give her your email and get a highly detailed Google/iCal calendar with all the moon phases, retrogrades, conjunctions, trines—your digital ephemeris for the year. It’s not a pretty PDF you’ll forget about. It’s literally part of your daily workflow.
This same concept could work across industries: a 7-day workout schedule for a fitness coach, a skincare reset calendar from a facialist, a launch plan for a marketing expert. As long as it syncs with your calendar and is genuinely helpful? Gold.
Lead magnet idea #7: Webinars
Don’t hate on the webinar, friend. Yes, they’ve been done to death, but when they’re done with heart and intention, they still work.
A webinar is your moment to say, “Let me teach you something amazing AND show you how to work with me.” If you have a signature process or framework, this is the place to shine. Teach something tangible, then make an offer.
Even if they don’t buy immediately, they’ll walk away warmed up, inspired, and way more likely to remember your name.
Need an example? Check out my astro business bestie’s free webinar, Get Clear With Your Planet of the Year. If you’re an astro nerd like me you’re going to love this.
Lead magnet idea #8: Quizzes
Quizzes are unmatched. They’re engaging, personal, and psychologically satisfying. Everyone loves to learn something about themselves.
But they’re also a powerful marketing tool. With a smart quiz, you can:
- segment your email list by result
- recommend personalized offers
- position yourself as an expert without being pushy
If you haven’t taken my Brand Tarot Quiz yet, that’s a great example. It tells you which tarot queen aligns with your brand vibe and gives you styling tips based on the result.
There are different types of quizzes, depending on what you offer. For product-based businesses, a product recommendation quiz can work wonders. Think: The Ordinary’s Build Your Regimen quiz that helps you choose your ideal product stack based on your skin type and concerns.
If you’re a service provider with distinct offers, you could create a quiz that helps your audience self-identify what stage they’re at or what type of support they need, and then point them to the most aligned service or free resource.
If you’re my client, we can absolutely brainstorm and build a quiz together. It’s one of those behind-the-scenes things I LOVE doing and rarely promote publicly.
(Check out the Find Your Missing Key quiz I created for my client Natalie. This one more than quadrupled her list size!)
And if building a quiz sounds overwhelming? You’re not alone. But good news:
I used Interact to create mine, and it made the whole process SO easy. The platform is intuitive, beautiful, and designed specifically for service-based businesses.
Once you land on one or more lead magnet ideas that fit your brand, tell everyone about it
Trust me, nobody is going to be annoyed that you’re offering them something for free. So don’t be afraid to share your lead magnet over and over and over and over in all the places.
- Add it to your IG bio
- Link it on every blog post
- Mention it in your podcast
- Post about it on Threads
- Test ads if you’ve got the budget
Now that your lead magnet ideas are popping off, here’s how to keep people on your list (and turn them into clients)
So now they’re on your list. Yay! But what now?
Here’s where a lot of service providers drop the ball. The freebie gets delivered and then… silence.
Let’s not do that.
Here’s how to keep people engaged and actually convert them into dreamy clients:
1. Start with a warmup sequence
Don’t just send the freebie and disappear. Think of it like welcoming a guest into your home. First, you greet them. Then you offer a tour. Then you share snacks.
Same goes here:
- Welcome them in (a genuine thanks for being here and here’s what to expect)
- Show them around (introduce your services and unique approach)
- Offer value (helpful resources, fun facts, a story or two)
The goal? Help them feel like they’re not just on another list—they’re in the right place.
2. Be a real human
You don’t need to sound like a marketer. In fact, please don’t.
Talk to your list the way you’d talk to a client, a friend, or that one person in your DMs who gets you. Share your opinions. Tell stories. Use real-life language. I reuse funny threads I write, things I say to clients on Zoom, convos from my group chat.
We overthink this part so much. Let your emails feel like texts, not an ad campaign.
3. Share stories and sneak peeks
People buy from people. They want to know who you are before they buy what you do.
That means:
- Sharing a moment from your week
- A client success story
- A tool or tip you actually use
- A peek behind the curtain of your process
These little stories build trust and make you memorable. Bonus points if you tie it back to an offer (but honestly, even if you don’t, it still builds rapport).
4. Be consistent (not perfect)
You don’t need to send a newsletter every Monday forever and ever. But some kind of regularity builds trust.
If you only email quarterly? Great. If you can commit to biweekly or weekly? Even better. Just don’t disappear for six months and pop back in like nothing happened.
You don’t need to say the perfect thing. You just need to show up.
5. Keep it simple
Design-wise? I’m a huge fan of text-forward emails.
Not only are they easier to create, but they feel more personal. Think: white background, system font, a single colour for hyperlinks.
Bonus: these kinds of emails actually perform better. Less glossy newsletter, more cozy letter from a friend.
6. Talk about your offers
Please, I’m begging you. Mention your offers. Put a CTA in there. Let people know how they can hire you.
I can’t tell you how many emails I’ve read that are beautifully written and offer zero clue about how to work with the sender. Don’t make people hunt you down. If you’re a photographer, say that. If you have a new spot open, say that. If you have a waitlist, link it.
Marketing is just helping the right people know how to take the next step.
Make it easy for them.
Frequently Asked Questions
Q: What’s the best way to grow your email list as a service provider?
A: Offer a high-value lead magnet like a quiz, email challenge, or private podcast. Make sure it solves a real problem for your ideal client and promote it consistently across platforms.
Q: Which lead magnet idea converts best?
A: Quizzes are one of the highest-converting lead magnet ideas because they feel personal, interactive, and fun. My favourite tool for building a quiz is Interact. Try it for free here. Other strong options include syncable calendars, custom GPTs, and multi-day email mini-series.
Q: Is email marketing still effective in 2026?
A: Absolutely. With algorithm fatigue and social overwhelm on the rise, email marketing offers a more intimate, distraction-free space to connect with your audience. And it consistently converts at higher rates.
Q: How often should I email my list?
A: There’s no perfect number, but consistency matters more than frequency. Weekly is ideal for momentum. Monthly or biweekly is great too. Just try not to ghost your list for months at a time.
Q: What do I say in my emails?
A: Start with a warmup sequence after someone opts in, then keep it simple: share stories, sneak peeks, insights, or tips. Talk like a human. Add a CTA. And please, for the love of cats, tell us about your services.
Ready to create a magnetic, aligned brand that makes growing your brand feel 10x easier (and more you)?
Start with a Brand Star Chart—my astro-informed creative direction experience that maps out how your brand should look, sound, and feel. It’s the first step to eliminating design confusion, attracting the right people, and knowing what to say when they land on your list.
