Are You Making This Costly Email Mistake?

It seemed like such a great idea. Last summer, with four Lead Magnets offered on my website’s Home page, I created five more (private) Lead Magnets, each coordinating with one of my five-part continuing sessions at a Christian writers’ conference.

Nine active Lead Magnets! Sweeeet, right? Read on!

Content, design, and creation went smoothly. At the end of each continuing session at the conference, I shared the link to that session’s Lead Magnet with class attendees. (They were not made public.)

A few conferees opted-in for one session-related Lead Magnet. Some for three. Some for all five. It was smooth sailing until (cue the scary music)…my 4-part Welcome email series, unique to each Lead Magnet’s topic, ran its course.

That’s when I realized I’d goofed. BIG TIME! My email well had run dry because though I’d worked ahead and had my Welcome email series uploaded, I stopped working ahead without realizing I’d pay for it.

One bright morning, having already posted a well-thought-out email for each of my four Home page’s Lead Magnets each week, it hit me…I’d need an email for each of the five new Lead Magnet subscriber groups, too.

Nine weekly emails, each requiring content unique to that Lead Magnet’s topic.
1,2,3,4,5,6,7,8,9. Every week. Along with my many other duties. Ack! But I met my obligation.

I rode that horse for four months. Then, exhausted, I merged all nine Lead Magnet subscriber groups together and sent the same email to everyone.

But that’s not a long-term solution. In my *Welcome email series, I’d promised to guide new subscribers deeper into the topic of their chosen Lead Magnet. I couldn’t keep that promise if I stopped writing nine separate emails.

In a revolving door of poor choices, I had to choose one.

So I’ve been sending one weekly email to all subscribers of all nine Lead Magnets,
rotating topics each week. Not just a short paragraph or two; a fully developed article. But only one per week. Not nine.

Subscribers are getting powerful content, but it’s not focused on their unique interest, revealed by the Lead Magnets they requested. Sigh. 🙁

I’m asking Christ for a better solution. (He is The Perfect Marketer, you know.)

Unintentionally trapping myself into this content corner is a valuable lesson I’ll not forget. Plus, it’s embarrassing. Then why share it here…publicly? To help you avoid such a slip-up.

Does That Mean You Should Only Offer One Lead Magnet at a Time?

No! Lead Magnets are your most effective marketing asset…and they’re FREE! Done well, each one helps you grow your online platform by showcasing a different slice of your knowledge to your ideal audience. Show them you know “your stuff” via this short content piece, and they’ll want more from you including, perhaps, your just released book. 🙂

Here’s the Secret to Getting It All Done on Time

Create your Lead Magnet: design, content, and great title. Next, write your Welcome email sequence. Then plan and write your next 4-8 weekly emails. Upload everything…BEFORE promoting your lead magnet.

Continue working ahead. This healthy habit gives you room to breathe, to address unexpected issues in your personal or professional life, and to enjoy peace of mind. BIG payoff there!

This is how you can avoid the costliest email mistake I’ve made in 20+ years.

Click here read part 1 of my Welcome Email Series and here for parts two-four.

Patricia Durgin is an Online Marketing Coach and Facebook Live Expert. She trains Christian writers and speakers exclusively, helping them develop their messaging, marketing funnels, conversational emails, and Facebook Live programs. Patricia hosted 505 (60-minute) Facebook Live programs from 2018-2020. That program is on indefinite hiatus. She’s also a regular faculty member at Christian writers and speakers conferences around the country.