A lead magnet is a free incentive that you offer to people who join your list of e-mail subscribers. Sometimes lead magnets are referred to as “ethical bribes”. They matter because most website owners want to turn website visitors into leads and leads into clients or customers.
Someone who signs up to your e-mail list automatically becomes a warm lead.
He or she places enough value on what you have to offer to be willing to divulge an e-mail address and give you permission to keep in touch. In return you are supplying value to your subscriber in the form of a lead magnet.