The best way to gather subscribers is to offer them an incentive to sign up for your list (also, an email magnet). If you’re an author, this gift could be a free chapter of your latest book. In the marketing field, subscribers often get excited about content like infographics, guides or eBooks. A lead magnet email sequence using automation delivers your content gift for you, directly after a subscriber joins your list.
Lead magnet email sequence example
Setup
The lead magnet automation workflow is triggered when a new subscriber is joining the group attached to the signup form. You’ll first need to create a signup form dedicated to the content offer. Content offers are usually sent out immediately, without any delays. This way, the reader can immediately enjoy the content they’ve applied for.
How do I build this workflow?
Create a new signup form or pick an existing one that’ll be used for the content offer
Create a new workflow and give it a name, for example: “Content offer”
Select the trigger When subscriber joins a group*
Select the subscriber group
Add the first email with the content offer. In the email, insert either a link that redirects to a landing page with the content offer or add a URL that directly downloads the content. You can host your content online (website, DropBox or Google Drive) and use the URL, but you can’t attach documents directly to the email
After you’ve sent this content email, you can activate the email lead magnet workflow and contact the subscriber again when, for example, sending out your regular newsletter
Alternatively, you can extend the workflow:
Add a delay of a couple of days
Create a new email that asks for feedback on how they liked the content to encourage interaction. You can also offer similar content
Or, option 2:
Add a delay of a couple of days
Send an email that encourages readers to take action (e.g. buy the complete content or signup for a course)
Add a delay of 1 day
Add a condition based on the workflow activity (clicked on a specific link). If a subscriber clicked on the link to make the purchase, you can stop the automation
If there was no click on the link, you can repeat the workflow again after a few days. Add a delay and send another email with a motivational boost to take action
*Note: You can also use the trigger When subscriber completes a form. The difference is that it applies to any form in your MailerLite account, so you don’t need to worry about what group is assigned to the form.
This works well if you have a form for a specific interest group or the form allows subscribers to self-select several groups. Since forms can have more than one interest group, you can target several groups at once and send them the same content offer email automatically.
