Average website conversions hover dismally around 2%.

A lead magnet is supposed to help, providing something of value to people in exchange for their email and a chance to follow up in the future.

But… then what?

It’s a start. A good one. However, emails don’t = buyers.

You need a systematic approach that automatically follows up once someone becomes a lead.

Trouble is, setting up ‘marketing automation’ techniques like drip email campaigns can be daunting at first.

But it won’t be after you read this step-by-step process that shows you exactly how to do it.

A Brief Introduction to ‘Marketing Automation’

‘Marketing automation’ is the fancy term used to describe how marketing activities (like email autoresponders) are ‘triggered’ when different events take place (like form opt-ins).

It outperforms Facebook and Twitter 40x in acquiring new customers. It can deliver a 451% increase in qualified leads, while also increasing sales by 34%.

Not bad.

Problem is, most still aren’t using it. While more than 60% of marketers (including yourself) commonly use broadcast-based emails, only a tiny fraction – 13% – use marketing automation.

Chances are, you just need a roadmap. So here’s how it commonly works.

A single sequence (or ‘workflow’) of emails is created to follow up after a particular goal or objective is accomplished. For example, a product purchase or lead magnet download.

Once that action happens, the person receives your pre-crafted emails on a regular basis (say every 3-4 days) to nurture them, build trust, and eventually bring up your next offer or product to purchase.

You’ve no doubt seen these emails in your own inbox, like every time you add a product to your cart on Amazon and they send you a reminder email to purchase the next day.

And there’s more good news. Setting these sequences up, allowing you to set-and-forget a critical piece of your lead conversion funnel, is insanely easy with the right tools and systems in place.

Infusionsoft, Ontraport, Convertkit and HubSpot are all amazing choices. But even inexpensive options like MailChimp can do this too.


The important part is that you know what to do before even logging into the tool. Here’s how. Breaking Down the 5 Steps of a Successful Autoresponder Series

The key to having a loyal and highly engaged email list is sending the right message, to the right person, at the right time.

Don’t you hate trite marketing quibs like that?!

However in this case, if you follow the next five steps, you can make that lofty goal a reality.

Step #1. Create Triggers

Autoresponder campaigns work best because they’re specifically designed for a very small subset of people.

So how, exactly, are you going to identify them?

Typically you need to create ‘triggers’ that automatically enroll people when successfully completed. The easiest method is to use a new form submission or when someone joins a new specific list to enroll them to your new autoresponder sequence.

Here’s a quick view of what that looks like in MailChimp.

Step #2. Establish Your Goal

Lead magnet autoresponders shouldn’t go on-and-on-and-on forever. There should be an endpoint; a goal or objective you’re trying to hit.

Think about it for a second.

A lead magnet exists to attract a quality lead. The goal obviously is to get them to purchase something. Anything!

Even if it’s a tiny fraction of the much larger info-product you have in mind. The goal is to get them to hand you a single dollar, so that you can now separate the buyers from the tryers (ok, that was corny).

Again, you can use a similar ‘trigger’ as the last step when someone makes a purchase or joins a new list (so that they’ll automatically be removed from this one and not receive any further messages).


Why is this important so early on? Once someone purchase the initial product, you’ll want to remove them from this automation sequence and add them to another.

Receiving redundant or irrelevant emails is one of the quickest ways to lose credibility, and is a huge risk when you’re automating so many functions of your business.

Step #3. Create (or Repurpose) Content

Most people begin building an autoresponder series and make it this far.

Then, they hit a wall.

They don’t realize exactly how much content they’ll need (trust us, it’s a LOT).

The best news though, is that you don’t have to worry about duplicate content or any issues like that with emails. You can simply repurpose your best stuff from blog posts, interviews, offline presentations, or eBooks that you’ve already created to put together a few bite-sized emails.

For example, one long blog post can quickly be broken down into a few emails by taking each section one piece at a time. So the first one might introduce, while the next few provide follow up bits of information.


The hard part is sitting down at once and creating all the emails. But this step will save you tons of time when it comes to actually building each sequence because you’ll be able to quickly pull together all of the new emails.


Step #4. Set-Up Your Frequency

Once you’ve got a library of content to pull new emails from, all that’s left is to set-up how often you’d like these to go out.

This is entirely up to your own business. Some send daily emails. While others back it off to every 3-4 days.

Whatever you pick, the goal is to keep them coming frequently for at least a period of 30 days so that people won’t forget about who you are, and why you’re sending them stuff.

In almost every single email marketing product, you simply set a delay for the time you’d like between actions or emails sent.


It really is that easy.

Step #5. Get Advanced with If/Then Scenarios

You’ve got a solid autoresponder foundation in place if you’ve made it this far. Building out a sequence of emails to nurture new leads over the next few weeks will give your product sales a tremendous lift.

However you can take this even further based on what people do, or don’t do.

For example, let’s say your lead magnet is a webinar. Here’s how that might look:

  1. First, they register.
  2. Then you need to actually get them to attend.
  3. Then of the ones who do attend, you want to get them to sign up or purchase something.

You can create tailored email sequences (or ‘branches’) for each of these three segments in order to increase results across the board, getting the most people to attend and purchase as possible.



Getting people to download or opt-in for your new lead magnet is only the first step.

Next, you’ll need to carefully nurture those leads over time, increasing trust, engagement and loyalty until they’re ready to purchase.

Fortunately, a few well-crafted email autoresponder sequences can do the heavy lifting for you. They’ll trigger, go out, and adjust based on people’s action to give them exactly what they’re looking for at the right time.

Best of all, these autoresponders sequences, once up-and-running, allow you to remove yourself from the business and focus on tweaking or managing the systems instead.