Ever created a lead magnet that gets tons of downloads but zero conversions? You’re not alone. The missing piece? A strategic nurture sequence that guides your new subscribers from “just downloaded your freebie” to “ready to take the next step with you.”
I’ve had countless clients ask me about this: “Should it be one email? Five? Twelve?” While I don’t claim to have cracked the ultimate code on nurture sequences, I do maintain solid open rates and regular conversions from my lead magnets. So today, I’m walking you through the five essential emails that make up my post-lead magnet sequence before new subscribers flow into my main list.
Email #1: Deliver the Goods (Keep It Simple!)
The first email is all about giving them exactly what they signed up for—nothing more, nothing less. This isn’t the time to overwhelm them with “follow me here” and “check this out” and “don’t forget to subscribe.”
Keep it short and sweet with a clear subject line like “Your [Lead Magnet Name] Inside” or “Here’s Your Training on X.” Your new subscriber opened this email for one reason: to get what you promised them. Don’t distract them with extras.
Pro tip: Set up an automatic redirect after they opt in so they get immediate access to your lead magnet. This way, even if they don’t check their email right away, they’ve already received what they wanted. The email then serves as a backup.
At the end of this first email, tease what’s coming next. Something like: “Over the next few days, you’ll receive a few more emails from me, including [something extra they’ll want that relates to your lead magnet].” This creates anticipation for your upcoming emails.
Email #2: The Introduction (Let’s Get Personal)
Email number two is where you introduce yourself. Depending on how people found your lead magnet, they might already know you—or they might have no idea who you are (especially if they found you through a bundle or summit).
I recently sent an email with the subject line “Should we go on a second date?” after participating in a summit. It got a fantastic open rate because it was cheeky and acknowledged that we were just getting to know each other.
Two engagement-generating approaches I love:
- “Three facts about me… will you share one about yourself?”
- “Two truths and a lie: can you guess which is which?”
Both invite replies and start building that relationship. Then, deliver on what you promised in Email #1 (like those smoothie recipes you mentioned), and tease something valuable coming in your next email.
Email #3: High-Value, Actionable Content
This is where you deliver something substantial and actionable. Start with something like, “Okay, let’s dive right in. I promised you the solution for X, so here we go!” This captures attention immediately.
Keep it concise—people have short attention spans. The value can be right in the email body; it doesn’t need to be an attachment or another download. Make it tangible and immediately useful.
In your closing, mention you have one more valuable thing coming in the next email. And remember, keep these emails close together! This is the most crucial time in your relationship-building process. Daily emails aren’t overkill—they’re welcome, especially when you’re providing genuine value.
Email #4: Value + Subtle Pitch Preparation
In your fourth email, deliver one more valuable piece of content, but start hinting at your offer. If you’re teaching nutrition, this might look like: “Today I want to share the four things my latest client did to lose 20 pounds in two months.” This provides value while subtly showing how you’ve helped others get results.
This is also where you begin teasing your upcoming offer: “In tomorrow’s email, I’m going to share a solution that has helped dozens of my clients achieve X faster than they thought possible.”
Client stories work wonderfully in this email because they help subscribers see themselves getting similar results with your help.
Email #5: The Pitch (With Value)
This final email is your pitch, but it should still provide value! Start by recapping what they’ve learned so far and what’s possible for them. Then transition with something like: “I want to take this relationship to the next level, and here’s how we can do that together.”
What you offer next depends on your strategy. If these are cold leads from ads or bundles, consider giving them another free touchpoint before asking for money. This could be a free masterclass, challenge, or (my personal favorite) a 30-minute clarity call.
Be specific with your offer! Don’t just say “book a call”—instead, say something like “Join me for a 30-minute coaching clarity call where we’ll map out your top three goals and create an actionable plan to achieve them.” The more specific your offer, the better it speaks to their desires and pain points.
Remember: It’s a Numbers Game
When it comes to converting from a lead magnet, it’s about volume. You’re looking at roughly a 1-2% conversion rate. So if you have 100 subscribers, you’ll likely get 1-2 conversions. That’s why it’s important to continuously grow your email list through multiple channels.
This nurture sequence is just one tool in your marketing toolbox—not the be-all and end-all of client generation. But the more of these components you have working for you, the more consistently you’ll convert subscribers into clients.
Everything I’ve shared today is just scratching the surface of what’s inside my Grow Business and Marketing Academy. Inside, I have a document with 30+ email templates for different scenarios that you can literally copy, paste, and customize for your business.
I teach service providers and coaches how to build sustainable, simple, and scalable businesses where you can make six figures while working part-time hours. My approach covers all aspects of your business—not just the “sexy” marketing stuff, but the complete picture: business structure, foundation, messaging, content, your digital storefront, lead generation, and sales.
Want to chat more about your nurture sequence or see if Grow Business and Marketing Academy is right for you? Drop me DM and I’ll help you figure out the next best step for your business. I’m an open book and a straight shooter—if something isn’t a good fit for you, I’ll tell you directly.
