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Send a lead magnet

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NOTE: Lead magnets are available on paid plans. If you are in your free trial, you can end your trial early to gain access.

Our Lead Magnet Delivery system makes it easy to deliver a free or paid (via the checkout widget) product to your leads as soon as they submit one of your forms.

If you haven't yet created a lead magnet to incentivize visitors to opt in to your pages, we would suggest using Attract to easily design a lead magnet in minutes for free.


Choose a delivery system

Our Lead Magnet Delivery system is a quick way to send a file or external URL to new opt-ins, but you may want to use a third-party system for a few reasons:

  • if you’re using double or confirmed opt-in (so subscribers don’t receive your file or external URL before confirming their subscription)
  • to customize the look and feel of your lead magnet email, which isn’t supported in our delivery system (i.e. download button color)
  • to send a lead magnet to existing subscribers without them having to opt in to a new form

When you integrate your page with an email service provider (ESP), Leadpages sends that opt-in information directly to your ESP. After that, the rest of the opt-in process (including confirmation) is managed by the ESP.

Leadpages does not receive information back from your ESP regarding whether or not your new subscriber has confirmed their email address. As such, we do not withhold the lead magnet pending confirmation, because confirmation is entirely controlled by your ESP, not by Leadpages.

If you would rather use a confirmed opt-in process through your ESP, you’ll want to check with your provider or marketing platform for instructions on sending files to new subscribers. For full details, see the "Other lead magnet delivery options" section of this article. Otherwise, read on for step-by-step instructions on using our system.

Upload your lead magnet

NOTE: Each file you upload to our Lead Magnet Delivery system has a maximum size of 250 MB. If your file is hosted at a URL (i.e. Google Drive, Dropbox), you can choose to send a URL instead of a file.


  1. Navigate to Lead Magnets in your Leadpages account navigation menu.
  2. Click Create New Lead Magnet.
  3. Choose a name, upload your file or paste a URL to send to your new leads, then fill out the sender fields.
  4. Customize the download button text for inside of your lead magnet email as well as the message of your email.
  5. When you’re done, press Save.

When our system sends your lead magnet, the email will come from using the “Sender Name” you specify. Any responses to the delivery email will get sent to your “Sender Email.”

TIP: You can upload any file type (such as PDF, EPUB, or MP4). And while our system only allows for uploading/sending one file at a time, you can compress multiple files into a singular ZIP file.

Connect your lead magnet to a form

After creating your lead magnet, in order to use your lead magnet, you’ll need to connect it to a form (or pop-up). Once you’ve added your lead magnet to your form, anyone who submits it will receive an email with a button to download your file or external URL you chose and the message you wrote when you uploaded it.


  1. Add a form widget or pop-up to your page (or use an existing one).
  2. Click the form to open its settings, then select ③ ACTIONS.
  3. Select +Add a Lead Magnet and choose your lead magnet from the drop-down menu.
  4. Click Save & Close. Then, be sure to update or publish your page.

NOTE: If your lead magnet does not appear as a choice, make sure to click "⟳ Not finding what you’re looking for? Try refreshing."

What happens next

  • After your lead opts in on your page, they’ll be taken to a thank you page, as usual. (Unless you choose the “Remain on Page” option.)
  • Our system will immediately send an email to them with a link to your chosen file or external URL (along with your custom message, sender name, and reply-to email address).
  • If you've uploaded a file for your lead magnet, when leads click the download button in that email, they can choose between downloading the file or opening it (depending on their browser settings). If you included an external URL instead of a file, when leads click the button in that email, they will be taken to that URL in their web browser.

Note that the email may look slightly different in other email clients.

Change lead magnet file

Without having to create a new lead magnet altogether, you can edit solely the lead magnet file upload or link within Leadpages' Lead Magnet Delivery System. Follow these steps to change your lead magnet file and any page or pop-up form sending that lead magnet will be automatically updated with the new lead magnet file.

  1. Navigate to Lead Magnets in your Leadpages account navigation menu.
  2. Select the edit next to the lead magnet you'd like to edit.
  3. Click "Select New File" and choose to upload a new file or paste a new URL.
  4. Save your changes.

If you choose not to change your lead magnet file, simply close out of the lead magnet editor without saving any changes.

NOTE: Once new changes have been saved to the lead magnet file, there is not a way to revert those changes. If needed, the previous lead magnet file would need to be uploaded again.

Remove a lead magnet

To remove a lead magnet from a form on a page or pop-up:

  1. Navigate to the form settings where you added the lead magnet to the form.
  2. Under ③ ACTIONS, hover over the lead magnet file and click the trash icon.
  3. Click Save & Close, then Update at the top-right corner of the builder.

Delete a lead magnet

TIP: Before deleting a lead magnet from your Leadpages account, make sure to remove the lead magnet from any forms it was previously attached to in order to avoid publishing errors.

To delete a lead magnet entirely from your Leadpages account:

  1. Navigate to Lead Magnets in your Leadpages account navigation menu.
  2. Click the trash icon next to the lead magnet you would like to delete.

Other lead magnet delivery options

Email service provider (ESP) or integration service

If you'd like more customization in your lead magnet delivery email, you may consider sending your lead magnet via your email service provider or integration service.

To get started, you'd host your lead magnet or opt-in bribe file on your own server or on a file sharing site like Dropbox or Google Drive. Depending on which ESP you are using, your ESP may also host your opt-in file for you (Check with your ESP to find out). Once you've got that file hosted somewhere your subscribers can download it, you can include a link to that file in an email you've created within your ESP.

Custom thank you page

Alternatively, you could link directly to your lead magnet on a custom thank you page after visitors opt in to your page so they would be able to immediately download the lead magnet from your thank you page.

To set this up, you would host your lead magnet or opt-in bribe file on your own server or on a file sharing site like Dropbox or Google Drive. Then, on a custom thank you page you can link a button or text widget to the external URL where you have the file hosted.

Frequently asked questions

Why am I not seeing my lead magnet in the list of lead magnets to connect to my page?

If your lead magnet does not appear as a choice, make sure to click "⟳ Not finding what you’re looking for? Try refreshing" under the lead magnet drop-down within your form settings.

Can I get a direct URL to a lead magnet in my account?

No, lead magnets are only sent via email to new leads via the Leadpages Lead Magnet Delivery System.

How do I customize the message for my lead magnet?

You can edit your original lead magnet message in your account settings 

I’m testing my lead magnet and haven’t received it… what can I do?

Your lead magnet should send immediately after you opt in to a form where one is configured. If you haven’t received an email, double-check your spam folder and your form settings to ensure your lead magnet and page are saved. The email will come from

How do I replace the lead magnet file?

Here's how 

Can I use Leadpages to send a lead magnet to a current subscriber?

Our Lead Magnet Delivery System is designed for new subscribers only, however, if an existing subscriber of yours opted in to a Leadpages form with your lead magnet attached, they will receive your lead magnet.

Anyone who opts in to a Leadpages form with a lead magnet attached will receive the lead magnet no matter whether they have opted in to that form already or are an existing subscriber to your ESP's list.

If you want to send files to your current email list subscribers without them having to opt in to a form, you will want to handle that through your email service provider or integration service.

If you continue having trouble, reach out to our support team and we can help out!

Need more help?

You can always get in touch with our support team—just click Support in your Leadpages navigation menu, or submit a ticket ↗

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