SaaS marketing is often a race against the clock — tight budgets, high expectations, and the constant demand to deliver results.
An email list changes that with the value it delivers. Its average ROI is over $40 for every dollar spent.
Without an email list, you’re working harder than you need to, spending more time and money chasing leads that may never convert.
While social media algorithms shift and PPC costs rise, your email list remains an asset you control. It’s a direct line to potential customers interested in your solution.
There’s data to back this up: 64% of small businesses rely on email to reach customers.
In SaaS, where every lead counts, an email list gives you control, letting you nurture prospects and drive retention with every email message. If you’re ready to cut through the noise and see real results, it all starts with building that list.
I’ve compiled this guide to show you how to build your list, specifically for B2B SaaS. Let’s start with the basics.
Understanding lead magnets
Building an email list starts with giving people a reason to join. In SaaS marketing, lead magnets are the way to do it.
Think about it — people won’t hand over their email addresses just because you ask. They need a reason, something useful that makes sharing their information worth it.
That’s where lead magnets come in your lead generation funnel.
A lead magnet is a free resource or tool you offer in exchange for an email sign-up. It could be anything from a checklist that helps streamline work to a free trial of your product that immediately solves a pain point.
The purpose of a lead magnet is simple: you provide immediate value, and your lead trusts you enough to start a conversation.
Let’s say you offer a busy professional a pre-built template that saves them hours or a guide packed with insights they can use today. That’s the kind of value that makes people sign up—and stay engaged.
Examples of effective lead magnets
Effective lead magnets come in all shapes and sizes, each offering a unique way to deliver value and encourage email sign-ups.
Here’s how each type of lead magnet works to serve different goals in the customer journey—whether it’s conversions, trust-building, or engagement:
Niche newsletters
Newsletters are a great way to provide ongoing value while keeping your audience engaged. Offering a niche newsletter like “Growth Hacker Monthly,” which delivers targeted insights on growing SaaS businesses, works well for professionals who need timely, relevant information.
If you’re targeting growth marketers, they’ll appreciate a newsletter filled with actionable tips, industry trends, and strategies that speak directly to their needs.
Templates/guides
Ready-to-use templates are an excellent lead magnet for those who value efficiency. Offering a template or a guide for SaaS workflows, email campaigns, or dashboards lets your leads hit the ground running.
This works best for people who don’t want to reinvent the wheel—like product managers or marketers who need quick solutions without spending hours creating them from scratch.
Ebooks
An eBook, especially one that shares case studies on SaaS success stories, provides in-depth value. This type of lead magnet is perfect for leads looking for proven strategies or wanting to understand how others have succeeded in similar industries.
A well-crafted ebook that demonstrates real-life results can build trust and credibility, especially if it includes clear action steps.
Webinars
Offering exclusive, industry-specific webinars or workshops allows you to connect with potential customers in real time. This works well if you’re targeting decision-makers who want to learn directly from experts. Plus, it helps show your expertise in action and interact with potential customers.
Gated content
Gated content, such as exclusive workshops or courses that aren’t available elsewhere, offers high perceived value. If you have a detailed course or training session that teaches advanced SaaS marketing strategies, putting it behind an email sign-up can be an effective way to capture quality leads. This works best when your content is unique, high-quality, and in demand.
Whitepapers
A whitepaper is about showing your expertise with facts and figures. You share well-researched insights, and in doing so, you build authority. Leads who download your whitepaper are typically looking for solid information to help them make decisions, and once they see your credibility, they’re more likely to convert.
Data sheets
Datasheets give leads straight facts. A clear, easy-to-read breakdown of your product’s specs lets them see exactly what they’re getting. This helps with trust, especially when talking to leads deep into the decision-making process. When they have all the information they need, they’re more likely to pull the trigger on a purchase.
Industry surveys
Industry surveys are a nice way to show leads you’re not just talking about the industry—you’re actively involved in it. People like getting a sneak peek at the latest trends or seeing how they compare to others in their field. Sharing that kind of insight builds trust and keeps leads engaged. The more they see you’re in tune with the industry, the more they’ll feel comfortable working with you.
Case studies
A case study tells the story of how your product worked for someone else — no fluff, just results. It’s powerful because it shows that what you’re offering isn’t just theoretical; it’s been tried and tested. Leads who read a good case study are more likely to think, “If it worked for them, it might work for me,” and that can push them toward conversion.
Checklists and cheat sheets
Checklists and cheat sheets are straightforward and practical. People love a good guide to help them stay on track. It’s something they can quickly refer to and apply. By providing these bite-sized, actionable tools, you’re building engagement and showing your leads that you care about making their lives easier. And when you do that, you build trust, which leads to higher conversions.
Tools and calculators
Tools and calculators like an ROI estimator give your leads a personalized experience. They can input their own data and see how your product might help them save money or improve efficiency. These tools let leads feel more involved, and when they see the value for themselves, they’re more likely to convert.
Each of these lead magnets serves a different purpose, but they all work together to build trust, keep leads engaged, and nudge them toward making a purchase. It’s about offering value at every stage and letting your leads come to the conclusion that you’re the right fit for their needs.
How to create high-converting lead magnets
Your potential subscribers face countless problems every day. When you solve one of these problems effectively through your lead magnet, you transform a casual website visitor into a loyal subscriber.
Below are the essential elements that transform a basic lead magnet into a conversion machine:
- Understand your audience: You need to dive deep into your audience’s daily challenges. A sales manager struggles with pipeline forecasting, while a content marketer battles with SEO optimization.
Your lead magnet must address these specific pain points. For example, if you’re targeting startup founders, a “Fundraising Email Templates Pack” speaks directly to their immediate needs. - Value-driven content: Your content must deliver immediate results. Instead of theoretical knowledge, provide practical tools, templates, or frameworks that your audience can implement right away.
For example, a “30-Day Social Media Content Calendar” gives social media managers an instant solution they can use today. - Simplicity: Focus on delivering one clear win. Break down complex concepts into manageable pieces. Your lead magnet should provide a clear path to success with minimal friction.
For example, a step-by-step checklist for optimizing landing pages delivers more value than a comprehensive marketing encyclopedia. - Clever copywriting: Make your lead magnet sound like the solution to their exact issue, and they’ll be more likely to sign up.
Instead of “Ultimate Guide to SEO,” try “Fix Your SEO Rankings in 30 Minutes – Step-by-Step Checklist Used by Top 100 Websites.” Focus on the transformation your lead magnet delivers, not just its features. - Instant access: Set up automated systems that deliver your lead magnet within seconds of signup. Remember – every minute between signup and delivery is a chance for your prospect to lose interest or question their decision. Make the delivery process seamless so as to provide a good user experience.
How to drive traffic to lead magnets
Your brilliant lead magnet is ready to go, packed with value and perfectly tailored to your audience’s needs. Now comes the crucial part – getting it in front of the right eyes. You need a strategic approach to showcase your lead magnet where your ideal prospects are already looking.
1. Leverage your website
Your website is your most powerful asset for lead magnet promotion. Think of it as prime real estate – every pixel on your site is an opportunity to connect with potential subscribers. Here’s how you can maximize its potential:
Blog/product pages
Transform your content from simple information into a conversion machine. Your blog readers are already showing interest in your expertise – now give them a compelling reason to stay connected.
Place targeted lead magnets within your blog posts that directly enhance the content your visitor is already reading. If someone’s reading about email sequences, hand them a free trial to build their own—it’s the next step they’re already looking for.
SendX nailed this approach, as you’ll see below:
When visitors engage with specific content, they’re already focused on solving that exact problem. Offering a related solution at that moment leverages their peak interest. Victor Karpenko, Founder of SeoProfy, highlights this perfectly:
“We’ve seen that intent-matched lead magnets convert at 3x higher rates than generic offers. It’s because they feel less like marketing and more like the next logical step in the visitor’s journey.”
By aligning your lead magnets with the visitor’s intent, you create a seamless experience that drives results.
Building on that, here is how you can match lead magnets with your post’s content:
- Place downloadable templates right after tutorials
- Add industry reports next to market analysis posts
- Feature case study downloads alongside success stories
Also, position your call-to-action buttons where readers naturally pause or finish reading. Add them after important sections, not just at the bottom, which many readers never reach. Use action-oriented language that emphasizes value: “Get Your Free Template” works better than “Subscribe Now.”
Banners
You’ve seen them before — the banners that sit atop a website like a friendly wave, catching your eye without demanding too much of your time. A well-placed banner can nudge your visitors to take action, steering them toward your lead magnets with minimal fuss..
The key to an effective banner is relevance. Match the lead magnet to the page’s content. On a blog about SaaS workflows, offer a free workflow template. On a product page, highlight a case study or whitepaper. Keep the design clean and the message crisp—focus on the value, not the sales pitch.
If you’re using it to promote your newsletters, highlight what makes your content unique—insider strategies, industry tips, or practical advice. Place it where it’ll be noticed—at the top of your page or as a subtle scroll-trigger—and watch it guide visitors where you want them to go.
“Our sticky newsletter sign-up on the right isn’t random,” says Gianluca Ferruggia of DesignRush. “We’ve seen that this placement outperforms traditional spots by 47%. It integrates into the browsing experience, so readers know exactly where to go when they’re ready to convert—no pop-ups needed.”
Optimized landing pages
An optimized landing page generates leads by offering a clean, direct path to your lead magnet. Focus on a single offer with clear messaging to cut through distractions and make it easy for visitors to act.
For lead magnets like a free ebook, design squeeze pages that highlight the offer, benefits, and a clear sign-up form. Simplicity wins — our tests at Hennessey Digital showed single-focus pages outperform cluttered ones by 40%.
For lead magnets like eBooks, design squeeze pages that highlight the offer’s title, benefits, and a short sign-up form. Remove extra links or content that could distract from the goal. Each unnecessary element risks losing a potential lead.
“Our newsletter sign-up used to be a wall of text explaining every benefit,” says Dominic Monn, CEO of MentorCruise. “When we stripped it down to the core promises plus a simple ‘no spam’ guarantee, conversions jumped 38%. People want to know what they’ll get and that they can trust you – everything else is noise.”
Pro tip: Use Encharge forms to collect leads on your website.
Exit popups
Exit popups work by capturing visitors’ attention just before they leave, offering them a compelling reason to stay connected. These popups present valuable gated content, like an exclusive guide or special offer, that can turn an otherwise lost visit into a new lead. When written well, an exit popup provides the final push a visitor needs to take action.
This approach is especially effective when visitors have spent time on a specific page, showing interest but stopping short of converting.
For example, if someone is exploring your pricing page but hasn’t signed up, an exit popup offering a free trial or a relevant resource can encourage them to take the next step. The key is relevance—aligning the offer with their interests makes it more likely to succeed.
2. Use social media
You can turn social media into a steady pipeline for your lead magnets when you use it with purpose and precision. Each platform offers unique ways to reach your audience, so tailoring your approach makes all the difference. This strategy works because it puts your offer where your audience is already spending their time.
LinkedIn and Twitter (X)
On LinkedIn and Twitter (X), focus on sharing snippets highlighting your lead magnets’ value. A short post with actionable tips or key takeaways draws attention, while a clear link points readers to the full resource. Engagement hooks — like bold statements or thought-provoking insights — can amplify reach and create conversations that naturally lead to sign-ups.
YouTube
YouTube allows you to integrate lead magnets seamlessly into your content. Use cards during videos to direct viewers to your resources, add links in descriptions for easy access, and end with a call to action that reinforces the value of what you’re offering.
3. Run paid ads
If you’re after fast results and want to control who sees your offer, paid ads are the way to go. They place your lead magnet right where it needs to be—front and center for the folks who’ll care most. Get it right, and you’ll speed up conversions.
Segment Your Audience
Start by knowing your audience. Take a good look at your traffic—who’s browsing your top-of-the-funnel content but hasn’t taken action? Sort them into groups—first-timers, repeat visitors, the curious, the hesitant.
Retargeting & Lookalike Audiences
Next, target fresh eyes with ads that grab attention and speak directly to the value of your lead magnet. For those who’ve been by before, retargeting is key—offer them more reasons to come back, maybe a tailored solution or an answer to something they showed interest in.
When you’re ready to scale, use lookalike audiences. These are groups that resemble your best prospects, bringing in fresh leads without wasting time. Skip the bottom-of-the-funnel crowd—they’re almost there. With this setup, your ads will do the heavy lifting while you keep your focus where it matters most.
How to Grow Your Newsletter Quickly
Once you’ve figured out how to drive traffic to your lead magnets, the next step is to grow your newsletter faster.
One of the smartest ways to do this is through cross-promotion.
This strategy lets you tap into other brands’ or newsletters’ audiences—those who share a similar interest or demographic—and bring them over to your side. It’s about creating opportunities to expand your reach without reinventing the wheel.
Content swaps
A good way to get started with cross-promotion is with content swaps. You share each other’s articles or case studies in your newsletters, and they do the same for you. This exposes both of you to fresh eyes and new readers who are already interested in similar topics.
Just make sure the content you swap is valuable, relevant, and aligned with the needs of both audiences. This keeps things mutually beneficial and makes the swap worth their while.
Joint webinars
Then, you can take it a step further with joint webinars. Teaming up to host an event that appeals to both of your audiences can be a game-changer.
You get the benefit of both your following and theirs, all while offering something of value that will keep attendees coming back for more. The key to making this work is ensuring the event content speaks to both audiences so no one feels left out.
Exclusive offers
Exclusive offers can also work wonders in cross-promotion. You offer discounts or special content to the other brand’s subscribers, and they do the same for you. This not only drives sign-ups but also builds a sense of goodwill between you and your partner, as both sides feel they’re getting something worthwhile in exchange.
By using these tactics—content swaps, joint webinars, and exclusive offers—you’ll quickly grow your newsletter audience, bringing in fresh, engaged subscribers who are already tuned into what you’re offering.
How to execute cross-promotion
When it comes to executing cross-promotion, you need to be strategic about it to ensure success. Not every partnership will work, so choosing the right partner and setting clear agreements is crucial.
Finding the right partner
The first step is to find a business with a similar audience to yours but not in direct competition. This partner should offer complementary content or products, so their subscribers are likely to be interested in what you have to offer.
For example, if you run a site focused on personal finance tips, partnering with a newsletter that covers investment strategies or budgeting tools could be beneficial. This way, you’re expanding your reach without stepping on each other’s toes.
Agreement on details
Decide how you’ll promote each other—shoutouts, content swaps, or exclusive deals. Shoutouts are simple mentions in each other’s newsletters. Content swaps involve sharing articles or case studies. Exclusive deals offer special discounts or content to each other’s subscribers.
To avoid misunderstandings, clarify all details in writing, including deadlines, expectations, and what each partner will deliver. This ensures both sides are on the same page and helps keep the partnership smooth.
Execution
To execute the cross-promotion, begin by promoting each other’s newsletters in your emails. Make sure the shoutouts stand out—use bold, eye-catching text or graphics. Include a clear call-to-action that encourages readers to explore the partner’s content or subscribe to their newsletter. This ensures that the message grabs attention and drives action.
Tracking results
Finally, tracking the results is critical to understanding whether your cross-promotion efforts are successful. This will give you insight into how effectively the partnership reaches your growth goals.
Use the following metrics to track results:
- The number of new subscribers gained from the partnership
- Engagement rates (such as click-through rates on shoutouts or content)
- Feedback from your audiences.
If the numbers show positive growth, it’s a sign that your cross-promotion is working. If not, you might need to reassess the partnership or tweak your strategy to better align with your audience’s needs.
Now let’s dive into a few extra tips that’ll help grow your SaaS email list with some real punch. These strategies are all about creating more opportunities for your audience to say yes and making the process smoother for them.
Pro tips
Let’s discuss some extra tips to help boost your SaaS email list growth.
Clever CTAs
Making your CTAs personal and action-driven helps connect with the reader on a deeper level. Instead of a generic “subscribe,” a phrase like “I’m in” creates a sense of ownership and commitment. It’s not just about taking action—it’s about inviting people to act with enthusiasm. The more you make them feel included, the more likely they are to click.
Leverage chatbots
Chatbots can engage visitors in real time, guiding them through sign-ups or offering resources. Set up a bot to greet visitors, provide helpful tips, and encourage them to leave their emails. For example, “Want our free guide? Drop your email, and I’ll send it right over!” With a chatbot, you automate lead generation and create an interactive experience for your audience.
Mini-courses
Instead of generic lead magnets, offer short, actionable email courses. A mini-course delivers value immediately and positions you as an expert. Keep it brief—around 5 to 7 lessons—and make each email actionable. This approach builds trust and keeps subscribers engaged, making them more likely to stick around.
Using clever CTAs, chatbots, and mini-courses will attract and retain subscribers more effectively, turning casual visitors into loyal customers.
Conclusion
Now you know exactly what lead magnets to use and where to place them. Start with high-value options that truly benefit your audience and promote them across all your channels.
We’ve discussed multiple strategies to help you grow your email list, from exit popups to cross-promotion and social media sharing. Use a combination of these techniques to build your list quickly and effectively.
The key is starting now, staying consistent, and delivering value. The faster you implement, the sooner you’ll see the results.
