LeadMagnetGeniusNow that someone has joined your list via the lead magnet, this is a critical phase. They’re most engaged right after sign-up. They thought, “Sure, I’ll give my email for this info.” Now you need to show them that was a great decision and keep that momentum going.
A welcome email sequence (or autoresponder series) is what you set up to automatically go out to every new subscriber over the first few days or weeks. The goal is to: - Introduce them to your brand/personality. - Provide additional value and maybe quick wins. - Gently showcase how you can help them (the products or services you offer). - Ultimately, encourage an initial conversion (which could be a purchase, a trial sign-up, a demo booking – whatever your primary offer is).
Here’s a simple outline for a welcome sequence (you can adjust timing, but let’s assume one email every day or two after the initial welcome):
Email 1: Deliver Lead Magnet & Warm Welcome – We discussed this: immediately deliver what was promised. Also use this email to set the stage. Perhaps share your excitement (“I’m thrilled to have you here.”), and let them know what kind of content you’ll send. You can even encourage them to whitelist your email (to ensure deliverability) and maybe ask a question like “What’s your biggest challenge with [topic]? Hit reply and let me know!” – this can engage them and also give you valuable insight (plus better email engagement signals).
Email 2: Your Story / Value Email – Send maybe a day after the first. Here, consider sharing a bit of your story or your brand’s story in a relatable way, and tie it into useful advice. For instance, “When I started gardening, I actually killed my first three plants. I felt pretty hopeless, but then I discovered something that changed everything… [story continues]. Here’s the lesson I learned: ___ [useful tip].” This does a few things: it humanizes you, builds connection, and delivers value. People begin to know and trust you, not just as some faceless company, but as a person who’s been in their shoes or a company that understands them.
Email 3: More Tips or Quick Win – Now give them a purely value-packed email. For example, “5 Quick Tips to [Do Something Related to Lead Magnet]”. Since they got the lead magnet, you can complement it. If the magnet was an ebook, maybe this email is a checklist or a cheat sheet tip summary – something they can consume quick and say “nice, that’s useful.” You’re training them to open your emails because there’s good stuff inside. Also, by giving value without asking for anything in return (in this email), you build goodwill.
(Optionally, email 2 and 3 could be swapped or combined; the idea is within the first 2-3 emails they should both get to know you/your brand and see you provide great content.)
Email 4: Introduce Your Offer (Soft Pitch) – After a few days of value, it’s time to segue into your paid offer. This should feel like a natural extension: e.g., “We’ve been talking about how to improve your home’s energy efficiency with those tips I sent. I wanted to let you know about something that can take it to the next level. I’ve actually created a full step-by-step course on Home Efficiency called ____. In this program, I guide you through A to Z, including things I couldn’t cover in the emails like X, Y, Z. Since you’re on my list, I’d love to invite you to check it out.” Then include a link to your sales page or product page. Emphasize benefits (what they get, how it helps them). This isn’t a hard sell, it’s an invitation and sharing of something that you truly believe will benefit them.
Also, provide some social proof or credibility if you can: “Over 500 homeowners have used this course to cut their energy bills by 30%” (if that were true) or “I built this based on 10 years of industry experience” – something to show it’s legit.
Email 5: Overcome Objections / Highlight Outcomes (Harder Pitch) – A day or two after introducing the offer, send another email focusing on results or tackling common objections. Perhaps share a quick case study or testimonial: “Meet Sarah: When Sarah started the program, she had $200/month energy bills. After implementing just a few tactics, her latest bill was $140. She said ‘I was amazed... [short quote].’ I want you to have similar (or better!) results, which is why I really encourage you to consider [Your Product].” Then address a potential objection: “I know some worry that they don’t have time. That’s why the course is broken into 10-minute videos you can watch anytime.” Then a call to action: “The link to learn more and enroll is here: [link].” Possibly mention any guarantee or limited time aspect if you have one (like “price goes up next week” or “only 3 spots left for this month” – only if true).
Email 6: Last Chance / Final Nudge (if appropriate) – If your offer has urgency (sale ending, doors closing, etc.), send a final reminder on the last day. “Just a quick reminder – the 20% off launch deal for [Product] ends tonight at midnight. Quite a few folks have joined already – if you’ve been on the fence, now’s the time. Remember, you’re covered by our 30-day guarantee, so you can try it risk-free. I’d hate for you to miss out if improving your [whatever] is a priority for you. Here’s that link one more time: [link]. Hope to see you inside!” That sort of thing.
If your product is evergreen (always available with no special urgency), you might skip a “last chance” email or instead just send one more after a week like “Do you have any questions about [Product]? Reply and let me know, I’m happy to help.”
You might wonder, is it okay to send say 3 emails that mention my product? Generally yes, because: - Not everyone reads every email, so repetition ensures they see it at least once. - The later emails provide more context, address questions, etc., so they are still value in terms of making an informed decision. - People expect to be pitched somewhat if they signed up to a business list – as long as you’re not only pitching all the time and you delivered value first.
Always give an easy opt-out or even mention, “If [topic] isn’t your thing, feel free to unsubscribe anytime or just ignore these offers – no hard feelings.” Because you want engaged readers, not people who dread your emails.