LeadMagnetGeniusPerhaps the deadliest mistake for your marketing funnel is not having a plan for what happens after someone downloads your lead magnet. If you collect an email and then never communicate, or just add them to a generic newsletter with no context, you’re missing out on converting that lead. Some folks pour all their energy into the magnet itself and forget that the fortune is in the follow-up.
Consider: someone found your offer compelling enough to give their email – that’s a hot lead in that moment. If you go silent or only send them a “thanks, here it is” email and nothing else, they may forget about you in a week. Or their excitement fizzles without guidance. Remember, the lead magnet is often top-of-funnel; you must guide them down the funnel after.
The fix: Create a dedicated email follow-up (nurture) sequence for every lead magnet. At minimum, send a welcome email series that delivers the magnet and then provides additional value, introduces your brand, and eventually (soon) a call-to-action. Experts often recommend a welcome or onboarding sequence that might span a few days or weeks.
For example, avoid the mistake of letting leads languish by emailing them weekly newsletters that have nothing to do with the magnet they got. Instead, tailor the first few emails to reference the topic of the magnet, ask if they have questions, provide a bonus tip, etc. This shows you’re responsive and truly helpful, not just after their email. Plus, it trains them to open your emails because they see immediate benefit.
Critically, one of those follow-ups should gently pitch your paid offering or next step (like scheduling a call, joining a webinar, etc.). Inpressionedit highlights that not setting up an email series and then suddenly emailing leads way later can annoy them. People expect some ongoing contact when they subscribe. If you clarify upfront “I’ll be sending you more good stuff over the next week,” even better.
Additionally, set expectations at sign-up (or in the first email) that they’ll be on your list. It’s a mistake not to tell subscribers what to expect, because they might be surprised or irritated to get future promotions. A simple line: “You’ll also receive my best marketing tips each week, but you can unsubscribe anytime” is good etiquette and compliance.
To sum up: treat the lead magnet download not as a one-off transaction but the start of a conversation. No follow-up = wasted potential and lower conversion rates. This is arguably as big a mistake as any content flaw in the magnet itself.