<aside> <img src="/icons/gift_blue.svg" alt="/icons/gift_blue.svg" width="40px" />

Resources

Automation templates

Lead magnet delivery automation template

Short welcome and nurture automation template

Note: You will need to swap out the triggers in these automations with the appropriate forms and/or tags in your account.

Email copy

Lead magnet delivery email copy templates

Short welcome and nurture email copy

</aside>

Explanation and instructions

These automations can be used together, or separate. Here are some possible subscriber journeys you could build.

Lead magnet delivery → Short welcome and nurture

If you have multiple points of entry on your list, including one or more lead magnets, this could be a good option.

The subscriber journey starts when the fill out a form for a lead magnet. After the automation delivers the lead magnet, it waits a day, then applies a tag that starts the welcome and nurture automation.

Alternatively, you might have other entry points for subscribers to come onto your list. So, you can add additional entry points to the welcome automation in case a subscriber signs up directly instead of signing up for a lead magnet first.

Short welcome and nurture on its own

If you haven’t made a lead magnet yet, you can also just build the welcome automation and use the “any form” trigger at the top of the automation, or any other form you choose.

A note on incentive emails

Remember that by default incentive emails are turned on for forms. So if you choose to use the incentive email, make sure the email copy makes sense in the context that a subscriber would see it. For instance, if a subscriber is expecting to get a lead magnet, the incentive email should acknowledge that.

I also don’t recommend using the confirmation button in the incentive email as the link to download the lead magnet for a couple of reasons.

1. Right now there are no analytics available for incentive emails. You can’t see how many people opened or clicked on them.
2. Subscriber quality is really important, and we want to avoid putting subscribers in a situation where they may be inclined to download your lead magnet and then never open your emails again. Treat the double-opt in as a normal double opt-in and then follow up with the lead magnet delivery after they’ve confirmed their subscription.