→ What should be included in the email with a free download?

The email that delivers a free download should do three things clearly: confirm delivery, explain what the download is for, and tell the reader what to do next.

The purpose of this email is clarity, not selling.

The three required elements

Every free download delivery email should include these elements.

1. Confirmation and access

The reader should immediately know they are in the right place.

This includes:

• A clear confirmation that the download is included

• A direct link or button to access the file

• Simple instructions if access requires a login or additional step

Avoid making people search for the download.

2. Context for the free download

Briefly explain what the download is and how it should be used.

This helps the reader understand:

• Why the download exists

• What problem it addresses

• When or how to use it

This section should be short and practical. One or two paragraphs is enough.

3. A clear next step

Every free download email should guide the reader to what happens next.

This can include:

• What to read or watch next

• What email to expect next

• What action to take after using the download

The next step should feel helpful, not promotional.

What to avoid in a free download email

Certain elements reduce clarity and trust.

Avoid:

• Long personal stories

• Immediate hard sales language

• Multiple unrelated links

• Over-explaining your business or credentials

The goal is to support the download, not compete with it.

Should you sell in the free download email?

Usually, no.

The delivery email is not the best place for a sales pitch. Its job is to create a good first experience.

If you include an offer, keep it minimal and optional. The primary focus should remain on the resource they requested.

How long should the email be?

Shorter is better.

A good guideline:

• One clear purpose per section

• No unnecessary background

• Easy to scan on mobile

If the email feels longer than the download itself, it is too long.

Example structure

A simple structure looks like this:

• Confirmation and access link

• One short explanation of the download

• One clear next step

This structure works across industries and platforms.

Frequently asked questions

Should the email come from a no-reply address?
No. Use a real sender name and address when possible.

Should you introduce yourself in this email?
A brief sentence is fine, but a full introduction is not necessary.

Should you mention what emails are coming next?
Yes. Setting expectations reduces confusion and unsubscribes.

Can the email link back to your website?
Yes, but only if the link supports the download or next step.