You’ve probably seen it before: a freebie in exchange for an email. Whether it’s a meal plan, a service guide, or an exclusive workout regimen, content gating is one of the smartest ways to grow your email list and build trust with your audience.
Plus, it’s a win-win: they get something valuable, and you get to slide into their inbox with content they actually care about.
If you’re curious about setting up content gating on WordPress using MailerLite, you’re in the right place. I’ll break it down step-by-step, so you can start turning website visitors into subscribers like a real marketer.
What’s Content Gating?
Content gating (or content locking) is like putting up a virtual velvet rope around your premium content. People can only access the goods (think: PDFs, guides, or exclusive webpages) after they share their personal info, usually their name and email.
How it’s different from a paywall:
- Gated content = Free, but you trade info for access.
- Paywall = Requires actual $$$.
Why it’s content gating is useful:
It’s a no-pressure way to start building relationships with your audience, giving them value upfront while earning their trust. Gated freebies also help you pinpoint what your audience cares about most, providing insights into their needs and interests. Plus, it’s an ideal strategy for segmenting your email list and delivering hyper-personalized content that truly resonates.
Examples of Gated Content:
- Med Spas: Service lists, post-treatment care guides.
- Dietitians: Recipe books, meal plans, or diet guides.
- Agencies: Quick guides or reports on industry-specific topics.
- Fitness Coaches: 10-day challenges, workout regimens, or fitness trackers.
Basically, if you’ve got something valuable that solves a problem or makes life easier, you can gate it!
Why I Love MailerLite
MailerLite is my go-to tool for managing newsletters, especially for small businesses just getting started. Why (as of December 2024)?
- Free plan: Manage up to 1,000 subscribers.
- Automations included: Yes, even on the free tier.
- User-friendly: You don’t need to be a tech wizard to figure it out.
Want to try it out? Sign up for MailerLite here and see for yourself, it’s free!
How to Set Up Content Gating with MailerLite
Here’s how to lock down your content and make it work for your business:
1️⃣ Decide What You’re Gating
- Webpage: Perfect if you have a full page of exclusive content.
- PDF or eBook: Great for guides, meal plans, or downloadable worksheets.
- Text Content: For challenges or multi-step freebies that roll out over a few days.
2️⃣ Create an Embedded Sign-Up Form
The first step is to create a sign-up form in MailerLite. It’s what your visitors will use to hand over their email in exchange for your freebie.
- Here’s a guide to setting up embedded forms.
- Once your form is ready, embed it on your WordPress site—on the homepage, blog posts, or a dedicated landing page.
3️⃣ Set Up Automations in MailerLite
Automations = the MVP of content gating. This ensures your new subscribers get their freebie without you lifting a finger.
Here’s what to do:
- Create an automation that triggers when someone signs up through your form.
- Add an email to deliver the freebie.
- For webpages: Either password-protect the page and email the password, or redirect them to the page after sign-up.
- For PDFs: Attach it to the email or include a download link.
- For multi-step freebies: Create a series of emails that drip out the content over several days.
Need help setting this up? Check out this MailerLite Automation Tutorial for a step-by-step guide.
4️⃣ Personalize the Sequence
Don’t just send the freebie and call it a day. Use automations to create a tailored experience.
- Add your subscribers to a specific group based on their freebie interest.
- Send them a welcome sequence or guide them toward your next offer (like a paid service or product).
For example, if they sign up for a “Back to School Meal Plan,” you know they’re likely parents, teachers, or students. This makes it super easy to send future content they’ll actually care about.
Things to Keep in Mind
- Automations = set up once and live forever. Once they’re set up, they do the heavy lifting for you.
- Multiple gates = more data. Sprinkle different freebies across your site to learn about your audience’s interests.
- Build trust first. Deliver on your promises, so subscribers know they can count on you for great content.
Step-by-Step Recap
- Create an embedded form in MailerLite.
- Embed the form on your WordPress site.
- Set up an automation to deliver your freebie.
- Customize the destination: Is it a webpage, PDF, or multi-step challenge?
- Personalize your sequences to guide subscribers toward your next offer.
Final Thoughts
Content gating is like the ultimate handshake in the digital world. You’re giving your audience something valuable while building your email list and trust at the same time. With WordPress and MailerLite, it’s a SO EASY to set up and the best part? It’s free to start.
If you need help setting things up or want to brainstorm the perfect gated content for your audience, let’s work together!