A lead magnet is a powerful tool to attract potential subscribers to your email list. When a visitor signs up for your lead magnet, they have shown a level of interest in your industry or product.
However, leads are like lost souls who haven’t yet made their decision to buy your product or service.
In order to convert them, you need to nurture them. Building an email nurture sequence can help you here. It is highly effective for businesses to convert leads into customers.
In this post, we will guide you on the same.
So, let’s jump right into that!
How to create an effective email nurture sequence?
1. Start your email sequence campaign by expressing gratitude
Once, the leads have interacted with your lead magnet, you can start your email nurture series by simply saying a ‘Thank you’ for their interest in the lead magnet.
The purpose of this email should be solely to establish a positive relationship with your potential lead. Do not pitch your service/product at this point.
Here, is an example that can help you craft effective emails.
Demo Template: Email #1
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| Subject: Thank You for Downloading the #Lead Magnet# |
| Hi #Lead Name#, Thank you for downloading the [Lead Magnet] from #Your Company#. We hope you find it useful and informative. In this guide, we’ve shared our top tips and strategies to help you #insert goal of lead magnet#. If you have any questions or need further assistance, please don’t hesitate to reach out to us. We’re always here to help. We would be glad to help you out. Regards, #Signature# |
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2. Encourage engagement with a feedback email
The third email in your email nurture series can be sent your second email 3 days later asking for feedback on your lead magnet.
Following up with your leads to gather feedback is a great way to improve your future marketing efforts and gain valuable insights into your audience’s needs and preferences.
Here is an example of a follow-up email that you can send to your leads to request feedback on your lead magnet.
Demo Template: Email #2
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| Subject: Your Feedback Is Valuable |
| Dear #Lead Name#, We hope you found our recent #Lead Magnet# useful and informative. We are always striving to improve our resources and make them as valuable as possible, which is why we’d love to get your feedback on the guide. Would you be able to spare a few minutes to answer a few questions about the #Lead Magnet#? Your input is incredibly valuable to us and will help us continue to improve and create resources that meet your needs. #Insert link to survey or feedback form# Thank you in advance for taking the time to provide us with your feedback. We appreciate your time and support. Regards, #Signature# |
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3. Build trust and authority
Trust and authority can help overcome skepticism, reduce perceived risk, and increase confidence in the decision-making process.
When potential customers feel they can trust your brand and view you as an authority in your industry, they are more likely to make a purchase.
So, your third email in the email nurture sequence should focus on acquiring your leads’ trust.
Share your customers’ success stories and case studies to showcase your authority in that particular industry. This will help you gain your potential leads’ trust.
Then, driving sales will just be as easy as it could be. However, remember to keep a gap of at least 5 days between your previous and this email.
Demo Template: Email #3
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| Subject: How We’re Helping Others Succeed |
| Hi #Lead Name#, We wanted to share some success stories and case studies from our customers who have achieved their goals with our products/services. We hope these stories inspire you and demonstrate our commitment to helping our customers succeed. #Insert brief overview of a few success stories and case studies# We’re proud to help our customers achieve their goals and take their #insert niche# to the next level. If you’re interested in learning more about our products/services and how we can help you succeed, please don’t hesitate to reach out to us. Regards, #Signature# |
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4. Introduce your products/services
Now, that your leads trust you and are interacting well with your emails, you can introduce your product/service to them in your 4th email. Send it one week later.
Give details about your products/services and tell your leads how can it benefit them. You can also consider their pain points and tell them how your product/service can solve their problem.
Make sure to keep your email, short, crisp, and straight to the point.
Demo Template: Email #4
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| Subject: Discover Our Best Products/Services for #Your lead’s need# |
| Hi #Lead Name#, We just wanted to follow up and introduce you to our top products/services that align with your interests and goals. #Insert a brief overview of your top products/services that are relevant to the lead magnet# We believe that these products/services can help you achieve your goals and take your #insert niche# to the next level. If you’re interested in learning more, please don’t hesitate to reach out to us. We’d love to discuss how we can help you succeed. Regards, #Signature# |
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5. Offer exclusive discounts
Most of your leads will convert after the 4th email itself. To convert the rest, you can bribe them with some discounts or offers in your 5th email that can be sent at least 6 days later.
There is a high probability that they will make a purchase. If some don’t buy even after this email, do not bother them with further emails. Just try one more time and leave it.
Demo Template: Email #5
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| Subject:Exclusive “Content/Promotions” Just for You |
| Hi #Lead Name#, As a valued subscriber and lead, we wanted to offer you exclusive #content/promotions# that are tailored to your interests and goals. We believe that these offers can help you achieve your goals and take your #insert niche# to the next level. If you’re interested in learning more, please don’t hesitate to reach out to us. Regards, #Signature# |
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6. Keep the conversation going
Congrats! The majority of your leads must be converted after the 5th email from your email nurture sequence. But don’t get excited.
Like nurturing leads, retaining customers is equally important. You can encourage your first-time customers to repurchase.
Stats from invesp show that the probability of selling to existing customers is 60-70%, while the probability of selling to new leads is 5-20%.
Send them emails based on their previous purchases probably 9 days later. Provide a link to other products and services as well.
Demo Template: Email #6
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| Subject: Let’s Keep the Conversation Going |
| Hi #Lead Name#, We wanted to follow up and check in with you. How are you doing with your #insert goal of lead magnet#? Do you have any questions or need further assistance? We’re always here to help and support you on your journey to success. If you’re interested in exploring our products/services further or have any questions, please don’t hesitate to reach out to us. Regards, #Signature# |
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Conclusion:
Email nurture sequence is one of the best email marketing techniques to drive maximum conversion. However, it is important to note that your campaign is well-structured and well-planned.
Once your email nurture series is ready, you can automate your campaign with a drip email automation tool like SafeMailer. This tool will allow you to schedule your emails according to your recipient’s time zone and desired time window.