How to Write a Simple Lead Magnet Email Sequence that Boosts Sales
Are you a small business owner who is looking for strategies to grow your email list? Then you need a lead magnet! Once you create an intentional lead magnet, you can promote it to increase your email list subscribers and make more sales automatically.
The key to sales on autopilot via your email list lies within the email sequence. In this post, I'll guide you through a 5-step email sequence that will encouragement engagement and drive sales to a low-ticket and high-ticket offer. Please note that if you don't have multiple offers, you can sell whatever you have that's related in both emails 4 and 5.
Be sure to only promote things related to your lead magnet of choice, otherwise your subscriber may not be interested. Last thing to note is that this is ONE lead magnet email sequence. There is not right or wrong way to do this, but this is the sequence that I've noticed makes an impact in my business and my clients' businesses.
What is a lead magnet?
A lead magnet is something free you receive via your Inbox in exchange for your email address. You likely have opted-in for many lead magnets before.
For example, have you ever filled out a form on a website for a free coupon code, delivered to your Inbox? That's a lead magnet! Have you ever downloaded a free guide to XYZ? That's a lead magnet! Once you know what a lead magnet is, you'll start spotting them all over the web and social media.
Lead Magnet Examples
To help get your wheels turning, here are some different lead magnet examples. Before you select a format, think about what your ideal client is struggling with and how you can give them a quick win via your lead magnet.
You also want to think about what would they'd need to know BEFORE paying for your product or service. Your lead magnet is the very first step someone will likely take with you before they buy from you, so think about how you can serve them where they're at.
Common lead magnet examples include a PDF guide, checklist, mini-course, video series, private podcast, email challenge, quiz, or coupon code. Think about which format would be best for the information you're sharing, and what your audience will benefit from the most.
What You Need to Set Up Your Lead Magnet
In order to get your lead magnet out into the world, there are a few things you'll need to set up. First, you'll need to create the lead magnet. If it's in a PDF format, Canva is the perfect place to do this. If it's a video format, you can host it as an unlisted YouTube video. If it's a quiz, I recommend creating it via Interact.
Next, you'll need an email marketing provider. Flodesk is the email marketing service I highly recommend, and you can try it free for 30-days and get 50% off your first year using this link. Within your email marketing provider, you'll have to set up a workflow that segments those who opt-in and automatically delivers their lead magnet via email. You'll also set up the email sequence outlined in this blog post there. Click here to watch a reel walking you through this process.
Lastly, you'll need a landing page. You can embed a form from your email marketing provider onto a landing page on your website, or directly create a landing page via Flodesk. Here is an example of a landing page on my website, and here is an example of a Flodesk landing page.
The Simple Lead Magnet Email Sequence
Here is a 5-part lead magnet email sequence that is simple to set up and adopt for any type of lead magnet. I recommend sending the first email out immediately and including a 3-5 day delay between emails 2-5.
Email 1: Delivery
Your first email of the sequence is the delivery email. People want to receive what they opted-in for instantly, and delivering it quickly builds trust. Ensure this first email has no time delay after people opt-in for your lead magnet.
This email can be pretty simple. Remind people what they opted-in for, and attach the PDF/video link/template/etc. for instant download. You can briefly introduce yourself if you'd like, or wait until the next email to do so.
Email 2: Engagement
This second email is all engagement and connecting with your audience. First, attach the lead magnet again and remind them how they can access it in case they forgot. Give a brief introduction to who you are and what you do.
Next, ask a question related to your lead magnet! Encourage people to hit "reply" and tell you something they learned or what result they got from engaging with the lead magnet. Then, reply to every email back you receive. It may be time consuming, but this will really build trust with your subscribers.
If someone downloaded your lead magnet then forgot about it, this engagement email will give them a slightly nudge to check it out. It will make them feel cared for, and that's the goal of your email list.
Email 3: Helpful Resource
Next, provide additional value for your subscribers. Do you have a helpful resource related to your lead magnet that could further serve them? This could be an additional download, a podcast episode, YouTube video, Instagram post, etc.
Think about what further questions they'd have after going through your lead magnet, and answer them in this email. What we are doing here is nurturing and serving our audience before we go to sell.
Email 4: Selling (Low Ticket)
You're more than welcome to include additional value-packed emails before this one, but we are keeping things simple in this lead magnet email sequence. This is your first selling email, and you'll share a low-ticket offer you have related to the lead magnet. For me, I usually promote my content calendar template in this email.
If you don't have a low-ticket offer, no worries! Promote whatever you have that's still related. You likely have a good idea of what your audience is struggling with if they downloaded your lead magnet, so focus on the transformation of your offer and how it could help solve their problems.
Email 5: Selling (High Ticket)
This last email is also a selling email, and this is where you'll promote your high-ticket products or services. For me, this is typically 1:1 support like my monthly marketing strategy packages. Prioritize the transformation here over the features.
For example, I'll talk about feeling fully confident in your marketing and have accountability to never miss a post again. I'll share how they'll have a marketing strategist in their back pocket to ask questions and brainstorm with. Doesn't that sound more fun than listing all the features—monthly calls, Voxer support, etc.?
Feel free to share client case studies in these selling emails if that feels aligned for you, too. Play with what your subscribers resonate with the most! And if you need help planning out your lead magnets and email sequences, book a 60-minute strategy session with me here. We can dive into all of this good stuff together.
