→ What to Include in an Email That Sends a Free Download
The email that delivers a free download should confirm delivery, make the download easy to find, and guide your reader toward what comes next.
It is not meant to sell. It is meant to establish context, set expectations, and give the reader a good first experience with your content.
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 trust and make the email harder to use.
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 deliver the file and set expectations for what happens next.
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 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 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.
