How to set up your opt-in freebie using MailerLite

Setting up your opt-in freebie with MailerLite is one of the fastest ways to start growing your email list (and your business!). Follow these steps and you’ll have everything ready to share your lead magnet, ebook, or fillable PDF—even if you’re brand new to email marketing.

Step 1: Create (or choose) your freebie

Before you can set up your opt-in, you’ll need your actual freebie—something valuable your audience can download after signing up. If you need ideas or want to create a fillable PDF, check out my step-by-step guide on how to create a fillable PDF workbook, read my step-by-step guide to lead magnets, or browse my lead magnet ideas for health & wellness coaches.

Step 2: Set up a shareable link for your freebie

You want your new subscribers to easily access your freebie. The most common method is to store your file in the cloud and generate a shareable link. Here’s how to do it with Google Drive—the same general approach works in Dropbox or OneDrive.

How to create a shareable link in Google Drive:

1. Upload your freebie file (e.g., PDF) to Google Drive.
2. Right-click your file and choose “Share.”
3. Under “General access,” select “Anyone with the link.”
4. Make sure they have “Viewer” access (not Editor!).
5. Click “Copy link.”
6. Click “Done.”
7. Test your link: Open it in an incognito window to make sure anyone can access and download your file.

Tip:
Are you offering a fillable PDF? Let subscribers know they must download the file to their computer to use the fillable fields—those features won’t work in most browsers. Consider adding these instructions to your delivery email.

If you’re sharing something other than a PDF (like an unlisted YouTube video), all you need is a public link where your audience can access or download it.

Step 3: Sign up for MailerLite

MailerLite (affiliate link) offers a generous free plan for up to 1,000 subscribers. However, you’ll need a domain-based email address (e.g., yourname@yourdomain.com) to use it. Most domain or hosting providers let you set this up for free.

Step 4: Decide which type of opt-in form you want

MailerLite offers two easy options:

• Embedded form: Place this form right on your website (WordPress, Squarespace, Showit, etc.).
• Landing page: Create a standalone page you can share as a link—even if you don’t have a live website yet!

There’s no “best” option—it’s all about what fits your business right now. For help choosing and prepping your platforms, check out getting started with WordPress or best WordPress page builder for coaches.

Step 5: Create your subscriber group

MailerLite uses “groups” to keep your subscribers organized.
Pro tip: Create a clear naming convention now (for example: “Opt-in: [Your Freebie Title]”)—future you will thank you!

• Go to the Subscribers area in MailerLite.
• Click “Create Group.”
• Name your group (e.g., “Opt-in: Amazing Freebie”).
• Click “Create.”

Step 6: Set up your form or landing page

Option 1: Create an embedded form

1. Go to Forms > Embedded forms > Create.
2. Name your form.
3. Assign it to your subscriber group (from Step 5).
4. Add your fields: At minimum, ask for their email. You can add first name or other fields if you want. 
5. Update the button text (e.g., “Get my freebie!”).
6. Customize form colors, fonts, and button styles to match your brand.

Option 2: Create a landing page

1. Go to Sites > Landing Pages > Create.
2. Assign it to your subscriber group.
3. Skip the ready-made templates if they’re not available—start from scratch.
4. Adjust your landing page settings: Turn off the page navigation and the page footer.
5. Add an attention-grabbing CTA section: image of your freebie (here’s how to create a mockup graphic in Canva), your pitch, and the opt-in form.
6. Rearrange or add form fields as needed. Make “first name” required if you want.
7. Set your brand colors and button styles.

8. Decide what happens after someone subscribes:
   • Show a custom success message
   • Redirect them to another page
   • Link directly to your freebie (don’t forget: turn off double opt-in if you want this to work instantly)
9. Set your landing page URL to something simple and easy to share.

Step 7: Choose your delivery method – success message vs. automated email

You can deliver your freebie link through:

• A success message with a link to the freebie: Shown immediately after the subscriber opts in. If you share the link in this message, make sure to turn off double opt-in so subscribers don’t have to confirm before being added to your email list.
• Redirect them to the freebie URL: Redirect the subscriber to the freebie immediately after they opt in. If you do this, make sure to turn off double opt-in so subscribers don’t have to confirm before being added to your email list.
• Double opt-in message: Turn double opt-in on (or keep it on), change the double opt-in confirmation email to have the button say “download [freebie name] now” or something similar, and link to the freebie. If you use double opt-in, subscribers aren’t added to your list until they’ve clicked the button to confirm and download the freebie.
• An automated welcome email (or sequence): Sent right after they subscribe. This is my recommended option: turn off double opt-in so they get added to your list, and set up an automated email sequence to deliver your freebie and get them used to opening your emails.

Important: Double opt-in vs. single opt-in

• Double opt-in requires the subscriber to confirm their email before getting the freebie. It helps keep your list clean and boosts deliverability.
• Single opt-in immediately adds subscribers and sends the freebie (or shows the link). If you choose this route, regularly clean your email list to avoid deliverability issues.

How to set up automation in MailerLite

1. From your Form or Landing Page, go to the Automation settings and click Create workflow. Alternatively, go to Automation and click New automation.
2. Choose “When subscriber joins a group” as the trigger (select your group). This makes it so you can have multiple forms or landing pages for the same freebie without having to set up an automation for every form and landing page.
3. Add a step to send your welcome email.
4. Write your subject line and sender name.
5. Use the drag-and-drop editor to create your email:
   • Personalize the greeting (e.g. use their first name)
   • Add the shareable link to your freebie (or directly upload it to MailerLite)
6. If you want to set up a sequence, add a delay (e.g. 1 day), then add the next email.

Step 9: Go live! Publish, embed, and share

• If you created a landing page: Publish it, then copy and share the link everywhere (Instagram bio, website, Pinterest, etc.).
• If you created an embedded form: Copy the embed code. Paste it into your website.

Need ideas to promote it? See my 25 launch post ideas and how to grow your audience before a launch.

That’s it! You now have a fully functional opt-in form or landing page set up in MailerLite. New subscribers will automatically get your freebie, and you’re on your way to building your email list.

If you want a done-for-you template for your next lead magnet or opt-in freebie, check out my Canva template shop.