Most giveaways collect leads, but let’s be honest – many of those leads are just freebie hunters who never buy anything. That’s why a smart evergreen giveaway isn’t just about growing your email list – it’s about making sure those new leads turn into paying customers right away.
This strategy runs on autopilot, continuously bringing in fresh leads and sales without constant updates or relaunches. Here’s how to set it up so you stay profitable from day one.
What is an Evergreen Giveaway?
An evergreen giveaway is a never-ending contest that runs on autopilot, bringing in new leads and customers without constant updates or relaunches.
Unlike one-time promotions that require manual resets, this system keeps working in the background, consistently attracting fresh leads and turning them into buyers – with only occasional tweaks to the creative.
Step 1: Optimize for Purchases, Not Just Leads
Most giveaway campaigns focus only on collecting email addresses. That’s great for building a list, but if those leads never buy, what’s the point?
Instead, set your ad campaigns to optimize for purchases rather than just entries. Here’s why:
- It tells platforms like Meta to find people more likely to buy, not just enter a contest.
- It improves return on ad spend (ROAS) by bringing in higher-quality leads.
How to do it:
- Run Meta ad campaigns that target buyers, not just contest entrants.
- Test different campaign structures like Advantage+ Shopping Campaigns (ASCs) with a 0% existing customer cap to focus on new customers.
- Prioritize campaigns that drive immediate conversions instead of just gathering emails.
This ensures that your giveaway isn’t just an expense – it’s a customer acquisition machine.
Step 2: Use Evergreen Ads That Don’t Expire
Many giveaway ads include expiration dates, which means you constantly have to update them. Instead, make sure your ad copy and creative stay relevant indefinitely so your campaign can run without interruptions.
How to do it:
- Keep ad copy timeless. Focus on product benefits and the giveaway prize, not specific dates.
- Use high-quality visuals. If the product is visually appealing, let it shine in the creative.
- Avoid urgency tricks like “Only 2 days left!” Since the giveaway is ongoing, you don’t need fake scarcity.
By removing any time-sensitive elements, your ad campaign stays hands-off and scalable.
Step 3: Build a Landing Page That Converts
Once people click the ad, they land on your giveaway entry page – and this is where most brands lose them. A confusing or cluttered page kills conversions, so keep it simple and clear.
Elements of a high-converting landing page:
- A strong visual of the giveaway prize (people need to see what they’re winning).
- A short, compelling headline – no fluff, just excitement.
- A clean entry form (Name + Email required, Phone optional).
- Clear call-to-action (CTA) like “Enter to Win Now.”
- Giveaway rules and eligibility for transparency.
- Customer testimonials and social proof to add credibility.
One mistake to avoid: Don’t ask for too much information upfront. Keep it simple – fewer fields = more entries.
Step 4: The Thank You Page That Drives Immediate Sales
Most brands waste their Thank You Page with a generic “Thanks for entering!” message. Big mistake.
This is prime real estate to turn new leads into instant buyers by offering them an exclusive discount right away.
How to do it:
- Offer a special deal only for giveaway entrants (e.g., 20-30% off their first purchase).
- Reassure them: “If you win, we’ll refund your purchase.” This reduces hesitation and encourages immediate sales.
- If you don’t want to use the Thank You Page for this, you can send the discount via email instead (see next step).
By giving people a reason to buy NOW, you ensure that the giveaway isn’t just collecting leads – it’s making money.
Step 5: Automate Sales With an Email Sequence
After someone enters the giveaway, the follow-up emails make or break the success of your funnel.
Here’s how to structure your email flow for maximum conversions:
Email #1: Instant Value & Incentive (Sent Immediately)
- Thank them for entering.
- Give them their exclusive discount code.
- Remind them that if they win, they’ll get refunded. (This removes hesitation to buy now.)
- Add an expiration date to create urgency.
This first email should drive a surge of instant sales.
Email #2: Winner Announcement (Sent Monthly)
Most brands post their winners on social media, but sending an email works even better because:
- Open rates skyrocket. (People LOVE checking if they won.)
- It’s another chance to pitch an offer.
Even if someone didn’t win, this is a perfect opportunity to offer them a consolation discount to turn them into a paying customer.
Example: “Didn’t win this time? No worries! As a thank you for entering, here’s 20% off your next order – valid for the next 48 hours.”
This simple follow-up generates even more revenue from giveaway entrants.
The Results: A Giveaway That Pays for Itself
This approach isn’t just about collecting emails – it’s a profitable lead-generation system that keeps running without constant effort.
- Cost per lead stays low (typically under $3.00).
- ROAS remains positive, since sales happen right away.
- The email sequence keeps driving revenue long after signups.
Instead of launching new campaigns all the time, this one system keeps growing your email list and your sales automatically.
How to Implement This in Your Business
If you want to build your list and drive sales on autopilot, an evergreen giveaway is one of the easiest ways to do it.
- Set up a simple, high-converting landing page.
- Run Meta ads optimized for purchases.
- Use a smart email sequence to drive immediate revenue.
- Leverage the winner announcement for extra conversions.
With this strategy, you’re not just giving away free stuff – you’re building a sustainable, profitable marketing funnel that keeps working while you focus on growing your brand.
Try it out, and watch your leads and sales take off!