How to Actually Deliver That Free Guide to New Email Subscribers

You've followed all the "how to grow your email list" instructions:

It's time to hit "go" and share this with the world. But...

How are you actually going to send that free PDF guide to your subscribers? And how does it work if you have more than one PDF?

In this article you'll find several solutions and the pros and cons for each one. Answer a few quick questions and discover which method would work best for you or read the whole article and get the big picture... It's up to you!

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Step 1: Get the Download Link

For every delivery method detailed below, you'll need a download link to give your new subscribers. This means you have to host your PDF online. Luckily, this is simple.

Because a PDF typically is a small file, you can upload and host it on your own WordPress website just like an image.

To upload a PDF to your site:

  1. In your WordPress dashboard go to "Media" >> "Add new"
  2. Click on the "select a file" button and select your PDF
  3. Once the file is uploaded, click on "edit"
  4. You'll see the "File URL" on the right side of the page. This URL is your PDF download link. It ends with name-of-file.pdf.

Now that you have the download link, let's see what delivery method fits your needs.

Step 2: Choose Your Delivery Method

Answer a few quick questions to discover the best delivery method for your opt-in offer(s):

Method 1: Show the Download Link After Sign-up 

The easiest and fastest way to deliver your PDF to new subscribers is by immediately giving them the link after they opt-in.

You can put this link on the thank you page or you could even deliver the PDF on the thank you state of your opt-in form.​

It can be as simple as a text link "Click here to download your XYZ" or you can use a button linking to the PDF download.

Download Link After Sign-up - Pros & Cons

  • Easy to set up. You don't even need to go to your email marketing service.
  • Visitors never leave your site, they can continue engaging with your content.
  • Not ideal if you're using a confirmed (AKA double) opt-in process because your new subscriber has no incentive to confirm their email.
  • You're not teaching your subscribers to open your emails. Next time you send an email they might not remember who you are. 
  • The new subscriber sees the link once and has no way to easily go back to the PDF in the future.
  • You'll have to create a new thank you page or a new thank you state for each new PDF opt-in offer.

When and How to Use the Download Link After Sign-up

Use this method if you're looking for a quick way to deliver a PDF without having to set up new lists, groups, emails, automations, etc. in your email marketing service.

If you're using this method, we suggest you still send a general welcome email to introduce yourself and your brand. This will allow you to create a relationship with new subscribers.

Method 2: Send Download Link in Welcome Email

Any decent email service provider allows you to automatically send a welcome email to new subscribers. In this first email you can put the PDF download link. Your thank you page or thank you state would tell new subscribers to check their email for the download link.

Download Link in Welcome Email - Pros & Cons

  • Easy to set up. As long as you only have one opt-in offer.
  • You teach your subscribers to open your emails. This feeling of familiarity might increase future open-rates.
  • You can use this method with a confirmed (AKA double) opt-in process.
  • This method will quickly become cumbersome when you're adding multiple opt-in offers to your site.
  • You ask new subscribers to leave your site. They might never come back.
  • There often is a delay before the welcome email arrives.

When and How to Use the Download Link in Welcome Email

Use this method when you only have one opt-in offer and you need a confirmed opt-in process. Make sure to clearly indicate what steps your new subscriber has to take to get the opt-in offer on the thank you page or on a thank you state. You do not want your subscribers wondering if they'll get the PDF!

If you're being smart with your thank you page, you can use this delay (the 10 min between signing up and actually receiving the welcome email) to build a relationship or even make another offer but make sure to avoid the most common funnel mistakes.

Method 3: Use Automations to Send Download Link

Most of the top email marketing service providers allow you to start an automation based on a specific action. An automation allows you to send a series of follow-up emails. The action can be when a subscribers enters a specific group, gets a certain tag, is added to a list, etc.

Use Automations to Send Download Link - Pros & Cons

  • You're in full control of the welcome message each subscribers gets.
  • You can use a universal thank you page.
  • Works with a confirmed (AKA double) opt-in process.
  • Difficult and time consuming to set up.
  • You ask new subscribers to leave your site. They might never come back.
  • There often is a delay before the welcome email arrives.

When and How to Use Automations to Send Download Link

The only reason to use automations to deliver different opt-in offers would be if you have a complete follow-up sequence tied into that specific opt-in offer.

If you're only using automations to send one email (the welcome email with the download link) there are better and quicker ways, such as the asset delivery method.​

Method 4: Asset Delivery

If you're using Thrive Leads for your lead generation, you have access to the Asset Delivery feature.

This allows you to send a specific email, with the right download link​ without ever having to open your email marketing service provider. You can set up the emails from within your Thrive Leads dashboard. 

This means, no hassle to deliver as many different opt-in offers as you like.​

Use Asset Delivery to Send Download Link - Pros & Cons

  • You're in full control of the welcome message each your subscribers gets.
  • You can use a universal thank you page.
  • Email delivery services are free up until a very large amount of emails sent.
  • Quick and easy to set up from within your Thrive Leads dashboard.
  • You need to set up an email delivery service (but don't worry we have you covered with tutorials and it's free)
  • You ask new subscribers to leave your site. They might never come back.
  • The email doesn't come from your usual service which means the next email you send from your "normal" email service is technically the first email your subscribers ever receive. 

When and How to Use Asset Delivery to Send Download Link

The asset delivery feature was built with content upgrades in mind. Content upgrades are opt-in offers specific to a single blog post.

Setting up a new list, new automation, new tag, new group, etc. for each of these content upgrades quickly becomes exhausting.

Use this feature if you have multiple opt-in offers and use your thank you page to create a relationship with the new subscribers. Make sure to use the same "from" names in the Asset Delivery as you use in your email delivery service so new subscribers recognize your name in their inbox.

Step 3: Implement Your Choice

There are pros and cons for each delivery method and one method might fit your needs better than the other.

The most important thing is: Pick one and set it up to start growing your email list as soon as possible.​

Do you have any questions? Did I forget methods? Let me know in the comments below!

Author: Hanne Vervaeck

Hanne knows exactly what companies have ever retargeted her (she keeps an updated file). And when she's not busy discussing high-level funnel design over cocktails with the equally geeky, you'll find her discovering a place for the first time