Welcome back to our series on setting up automations that make your work more efficient and effective!
Today, we’re diving into another email sequence you can use on your website to help grow your business.
Previously, we’ve talked about how to set up an automation sequence for an email newsletter. This time, we’re shifting the focus to something equally powerful: a lead magnet.
If you’re not familiar, a lead magnet is a resource you’ve created to give away for free, specifically designed to add value to your potential clients. The lead magnet could be a document, a video, a checklist or more!
This email automation sequence will nurture the people who download your lead magnet, introduce them to your business, and warm them up as potential leads. Let’s get into how it works!
How the lead magnet automation works
Setting up the lead magnet automation is simple, but it does have a few steps. If you’ve read our article on how to set up an automation sequence for a newsletter, you should already be pretty familiar with the process.
1. Step One: The Download
Someone visits your website and clicks to download your lead magnet. They are then prompted to enter their name and email address to receive the resource.
Crispy Tip
Include an ‘opt-in’ for marketing communication/newsletters here as well!
2. Step Two: Capture the Details
If set up properly, their information should automatically go into your email management system – like ActiveCampaign, Mailchimp, or HubSpot or whatever you use.
The system creates a profile for them and adds a tag (e.g., the lead magnet’s name) to their record.
3. Step Three: Deliver the Resource
Send an automated email with a simple friendly message basically saying:
“Hello [Name], here’s your resource!”
Crispy Tip
Your freebie should be made accessible by a link to a hidden page on your website. This way, if you update the resource, you only need to update the webpage, not the automation.
Don’t Stop There!
I see a lot of businesses stopping at this point in the process. They think: my potential client will see the value in the resource and come back to book in a call.
I’m sorry to say, but this is wishful thinking and – quite frankly – a missed opportunity. Here’s how I think you should take the automation sequence further:
- Follow-Up Email 1: The Second Resource
5–7 days after sending the initial resource, you should check in on them and give them yet another valuable resource. Your message should basically say:
“Hello! How was it? I hope the resource was helpful. If you liked it, here’s another free resource for you to explore!”
The second freebie should build on the first resource – perhaps a deeper dive into the topic or a related article, podcast episode, or checklist. - Follow-Up Email 2: The Call To Action
After the first follow-up email is sent, wait another 5–7 days and send them a final email.
This one should check in on how they enjoyed the second resource, tell them a little more about your business, and then – most importantly – invite them to book a call with you!
Why This Works
It’s such a simple concept, but this automation sequence works because it delivers value twice before asking the potential client to take an action.
By the time you invite them to book a call, you’ve already demonstrated your expertise and built trust. The truth is: most people won’t take action unless it’s offered – this simple structure ensures they have the opportunity.
Plus, if they’ve opted into your newsletter, they’ll automatically be added to your mailing list, keeping the connection alive even if they don’t book right away!
Ready to set up your own automation?
This lead magnet automation sequence may seem like a lot of steps, but really it’s super simple. Plus once you set it up, it requires little to no effort to keep it running!
If you want to set up a lead magnet automation sequence and grow your business, book in a call with Abi today!