Recently, I did a deep dive into a client’s email automations.
I found some insights I’m way too hyped about.
Even if no one else finds them as cool as I do, I need to get this out of my system. So here we go.
The client I work with have two co-founders.
The co-founders are social media influencers.
Which means by the time someone lands on the business’s website, they’ve already been nurtured through tons of content from the founders.
They trust the founders because they’ve seen them show up consistently online.
So what does that mean for email marketing, which is what I focus on?
Here’s what I discovered.
When someone opts into a lead magnet, like a resume template (my client is in the job search niche), they’re doing it at the moment of highest buying intent.
How do I know?
I reviewed all the customer journeys from people who bought something after signing up through email.
And I noticed something interesting.
Most people make a purchase within one or two days after downloading the resume template.
That tells me this:
When someone downloads a free resource, they’re in action mode.
They’re not just browsing. They’re intentionally trying to solve a problem.
They’ve got momentum. And that momentum makes them way more likely to buy.
So now the question is, what do we do with that insight?
Here’s what I recommended:
Add a CTA to the services page right in the email that delivers the resume template
Send two or three follow-up sales emails immediately after, to take advantage of that peak moment of buying intent
The goal is to meet them where they are, while they’re motivated and ready to act.
But here’s the catch.
I don’t think this strategy works for every business.
And here’s why.
My client runs a content-first business. Their social media builds trust before anyone even joins their email list.
So by the time someone downloads something, they’re already warmed up and ready to buy.
That’s why so many people convert so quickly.
But if you’re running ads to a cold audience, it’s a different story.
When someone downloads a freebie, they probably don’t trust the brand enough yet to make a purchase right away.
So what’s the takeaway?
Study your customer journey closely. Every business has its own path.
You can’t just copy and paste something you found on Google or asked ChatGPT. What works for one business might totally flop for another.
-Alif