When Someone Joins Your Email List, Add Them to a Nurture Sequence
Whether you offer a lead generator (ideal), send emails to existing customers (good), add random people without asking (seriously, don’t do that), or ask people to “Join Your Newsletter” (no one wants it), the first thing you should do is warm them up.
They should become accustomed to receiving emails from you. Add value without being sales-y. Give away free resources. Tell them more about your products’ benefits.
You can automate all of this to start going out the moment they type in their email address and click submit.
In ActiveCampaign, we like to write a 6-8 email sequence that goes out over a couple of weeks to new list members. These emails can be the same to every person or personalized based on their form submission.
[Not sure what to write in your emails? Go pick up a copy of Marketing Made Simple or take the course at Business Made Simple University.]
Let’s say you ask them to identify the industry in which they work in the request form. You could provide a completely different Case Study based on their response.
It may be tempting, then, to add a bunch of form fields you can use to personalize the emails. Just remember, the more information you ask for, the better the perceived value of the gift or lead generator must be.
Now, it won’t matter if you get 15 requests for a lead generator at 2 am. You don’t have to respond immediately or remember to reach back out. Set up a nurture sequence and warm them up to doing business with you. Make sure there’s a clear call-to-action in each communication so they can start the process when they’re ready.