In the previous lesson we talked about using Marketing Automation to nurture people who download our lead magnets.
In this lesson I want to show you exactly what a nurture sequence could look like.
While the content of these emails will change depending on your specific business, the overall structure and sentiment should work in most situations. Feel free to take this example and customise it for your own business.
The Sequence
Below is an overview of the sequence. Our goal is to get each subscriber to the end of the sequence without boring or annoying them. Give this sequence a quick look over then we’ll dive into the specifics of each step.
If This Happens
Someone downloads my lead magnet
Then Do This
Welcome email
Wait one day
“Any questions?“ email
Wait one day
“Useful content“ email
Wait one day
“Success story” email
Wait one day
“Promotional” email
Welcome Email
The only goal of this email is to encourage the subscriber to click on the link. Do this by reinforcing the benefit of the lead magnet and by teasing some of the specific content.
Hey [subscriber name],
As promised, here is your copy of [Lead Magnet Title].
Get ready to dive in and learn how you can [main benefit].
Look out for [page number / specific tip] - that's my personal favourite.
Resource Link
Tip: Use an emoji at the beginning of your subject line to help your email stand out in the recipient's inbox.
Any Questions Email
When people read your lead magnet they will often have some follow-up questions. This is a good thing - it means the subscriber is developing and naturally moving through the discovery process. Make your reader aware that you are here and available to read and answer any questions they might have.
Hey [subscriber name],
Learning about [lead magnet topic] can get pretty overwhelming.
Sometimes it helps to have someone talk you through the more difficult parts.
I've been doing this for [x years] so if you ever want to bounce some ideas off me, or even if you just have a random question then please send it my way.
Chat soon,
[Kevin]
Useful Content Email
It is entirely possible that people who downloaded your lead magnet haven't read any of your other content.
This is a good opportunity to point your subscribers to other pieces of content that they might find useful.
Hey [subscriber name],
Since you downloaded [lead magnet title] I thought you might also be interested in a few other things I've written.
These are my favourites:
- [Article One]
- [Article Two]
- [Article Three]
Let me know what you think,
[Kevin]
Tip: Include content upgrades in each of the articles you link to so you can continue to segment the reader.
Success Stories Email
If people are at the beginning of their journey they can sometimes feel overwhelmed. This can make them lose sight of their long-term objectives.
By sharing some success stories from your industry you can help them to see some light at the end of the tunnel AND reinforce your position as an industry expert at the same time.
Hey [subscriber name],
When I wrote [lead magnet title] my goal was to help people like you [solve specific problem].
I know that my approach works because of the results we have achieved over the years.
Take [customer name] for example. I was able to help them [increase / reduce] [problem] by [50%] in only [time-frame].
Read their story here to find out how we did it.
Chat soon,
[Kevin]
Promotional Email
The biggest mistake that people make when nurturing leads is that they don't make it clear what products and services they offer.
In fact, lots of people won't mention their premium offerings at all!
People can't buy from you if they don't have a clear idea of what you offer and how it can help.
This email is designed to educate people about what it is that you do.
Hey [subscriber name],
In my last email I told you about [case study participant] and how I helped them [achieve results].
If you're interested in achieving something similar then you may be interested in these:
[Service / Product 1]
[Target audience / problem solved]
More information
[Service / Product 2]
[Target audience / problem solved]
More information
[Service / Product 3]
[Target audience / problem solved]
More information
If you need more detail on any of these just let me know!
Take care,
[Kevin]
Quick Tips
- Each email should have ONE job - don't confuse people by asking them to complete lots of tasks.
- Keep your emails short - people should be able to scan read them.
- Encourage people to reply so you can start a conversation.
- No need for fancy email designs - plain text loads faster and feels more personal.
- Don't be so serious! Keep the tone friendly and informal - it helps remind readers that a real person sent this email.