LeadMagnetGeniusPrimary purpose: Store your leads (email list) and send out your lead magnet via email immediately after sign-up. These platforms also allow you to set up automated email sequences to nurture leads.
ConvertKit: A favorite for creators and small businesses. ConvertKit makes it easy to create simple opt-in forms, deliver your lead magnet file (they allow you to attach or link files in the incentive email), and set up an automated series of emails. Its tagging and segmentation features are user-friendly, so you can send targeted content to your leads. Why it’s great: It’s built with lead magnets in mind – when someone subscribes, you can have ConvertKit automatically send a “freebie delivery email” without complicated setup. Also, its automation builder is visual and beginner-friendly for sequences. As one expert noted, ConvertKit helps you send the download link with a personal touch and kick off either a one-email handoff or a welcome sequence easily. Pricing: Free for up to 1,000 subscribers (basic features), then starting around $15/month for automations.
Brevo (formerly Sendinblue): Known for a generous free plan (up to 300 emails per day), Brevo is great if you’re starting out. It offers email marketing and simple automation. You can design nice emails with their drag-and-drop editor. Brevo lets you set up automation workflows, for example: “When contact joins list X (from lead magnet form), send Email with attachment, wait 2 days, send follow-up email, etc.” Why it’s great: Cost-effective and features like SMS marketing and a built-in CRM if you need those. Brevo also emphasizes deliverability – ensuring your lead magnet emails land in inboxes, not spam. If you’re budget-conscious, Brevo’s free tier is attractive.
Mailchimp: An industry veteran. Mailchimp can certainly handle lead magnet delivery – you’d set up an “Automated Welcome Email” that triggers when someone subscribes via your form or landing page. You can include the download link in that email. Mailchimp’s interface is friendly, though their free plan has tightened (as of 2025, free up to 500 contacts with limited features). Why it’s great: Many integrations – lots of apps and websites connect to Mailchimp easily. If you use WordPress, Shopify, etc., there’s likely a plugin. However, for heavy automation, Mailchimp isn’t as intuitive as ConvertKit or ActiveCampaign. Still, for basic delivery, it does the job well.
ActiveCampaign: More robust automation capabilities, great if you want to build more complex lead nurturing flows (like conditional content, scoring leads, etc.). ActiveCampaign will let you do things like: if lead clicks the download link, then wait a day and send Email B, if not, resend Email A, etc. It’s powerful but with a steeper learning curve and cost (plans start around $29/month). Probably overkill if you just need simple delivery, but fantastic if you plan sophisticated segmentation and multi-step funnels. It also has CRM features, so sales teams can follow up on leads – good for B2B. Why it’s great: Extremely customizable automation and known for good deliverability. If you have multiple lead magnets, you can set up separate automation for each and even funnel leads into different sequences based on what they downloaded.
All these email tools essentially cover the basics: capturing the email, sending the lead magnet instantly (very important – leads want their content now, and you can set most tools to email immediately upon signup), and then doing scheduled follow-ups. When choosing, consider ease of use vs. power. For many starting out, ConvertKit’s simplicity for lead magnets is a winner – as one 2025 review noted, it reliably sends that initial email and allows tagging for further personalization.
Pro Tip: Whichever platform you use, craft a compelling delivery email subject line so people open it to get the magnet. Something like “Your [Lead Magnet Name] is here! 🎉” works well. Also, all these platforms allow you to embed forms on your site or create hosted landing pages, which brings us to the next tool category.