Giving things away for free is a great way to grow your email list and even increase sales. But it turns out that "free" might not be the best way to phrase it. Increase conversions by saying that it'll cost "$0".
After testing a number of different offers, researchers showed that free promotions are more successful when presented as costing "$0" than they are when presented as being "Free". This might be because phrasing it as "$0" reminds the customer that it has monetary value and therefore brings their attention to the cost-saving aspect of the offer. As might be expected, the effect is greater the more price-sensitive the customer is about the product, so keep that in mind. And remember to A/B test, as quick tips like this are rarely one-size-fits-all.
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