A lead magnet email sequence transforms a content download into a relationship with a potential customer. Someone just traded their email address for your ebook, checklist, or template. Now what? Without a follow-up sequence, most of these leads go cold within days. They read (or don't read) your content, forget about you, and move on.

The right sequence nurtures these leads from initial interest to genuine consideration of your product. It builds trust by providing more value, establishes your expertise, and introduces your product in a way that feels helpful rather than pushy.

This guide covers what happens after the download, the structure of an effective 5-email sequence, timing considerations, how to branch based on engagement, and provides complete templates you can adapt.

What Happens After the Download

The moment someone downloads your lead magnet, you have their attention—but only briefly. Most people download content, skim it, and move on. Your email sequence needs to capitalize on this initial interest before it fades.

The download confirms intent. Unlike random website visitors, someone who downloads content has a specific problem they're trying to solve. They've taken action. That's valuable information you can use in your follow-up.

But intent doesn't equal readiness. Just because someone downloaded your "Ultimate Guide to Email Segmentation" doesn't mean they're ready to buy an email platform. They might be researching, comparing options, or solving a problem that won't require your product at all.

Your sequence has two jobs: continue providing value (which builds trust) and gradually introduce your product as a solution (which creates opportunity). Rush the second part, and you'll burn the trust. Skip it entirely, and you'll never convert.

Email 1: Deliver the Lead Magnet

Your first email is simple: deliver what you promised. But delivery emails have more opportunity than most SaaS companies realize.

Timing: Immediately. Within seconds of form submission. Delayed delivery creates doubt about whether the download worked.

Purpose: Confirm the download, deliver the content, and set expectations for what comes next.

What to include:

Clear download link (make it prominent)
Quick reminder of what they're getting and why it matters
Brief preview of what you'll send next
One suggested next step

What to avoid:

Overwhelming them with product pitches
Including multiple CTAs
Lengthy introductions about your company

Template:

Subject: Your [Lead Magnet Name] is ready

Hey [First Name],

Here's your copy of [Lead Magnet Name]:

[Download Button: Get Your [Lead Magnet Name]]

Quick tip: Start with section 3 if you want the most actionable strategies first.

Over the next week, I'll send you a few related resources that expand on the ideas in this guide. No fluff—just practical stuff you can use.

Enjoy the read,

[Your Name]

Email 2: Expand With a Quick Tip

Two to three days after delivery, send a follow-up that adds value related to your lead magnet topic. This keeps you top of mind and demonstrates ongoing expertise.

Timing: Day 2-3 after download

Purpose: Provide additional value without asking for anything. This email builds trust and positions you as a helpful resource.

Strategy options:

Quick win tip: Share a specific tactic related to your lead magnet topic that they can implement immediately.

Common mistake: Highlight a mistake people make when trying to apply the concepts in your content. This shows you understand their journey.

Bonus resource: Offer something complementary—a template, checklist, or tool that helps them apply what they learned.

Template:

Subject: One thing most people miss about [topic]

Hey [First Name],

Hope you've had a chance to dig into [Lead Magnet Name].

Here's something I didn't include in the guide that makes a real difference:

[2-3 sentences sharing a specific, actionable tip]

It's a small change that [specific benefit].

Tomorrow I'll share a quick story about how [Company Name] used these strategies to [achieve result].

[Your Name]

Email 3: Share a Case Study or Social Proof

By day five, your lead has had time to consume your content and try your tips. Now introduce social proof—evidence that the strategies work in practice.

Timing: Day 5-6 after download

Purpose: Transition from "this is good advice" to "this advice works for people like me." Social proof builds confidence and creates desire.

What works:

Mini case study: A brief story about a customer or user who achieved results with the approach you've been teaching. Keep it specific and relatable.

Aggregated results: "Last month, 200 companies used [strategy] and saw an average of [result]." Numbers create credibility.

Before/after comparison: Show the transformation without lengthy explanation. Visual contrast is powerful.

Template:

Subject: How [Company] got [specific result]

Hey [First Name],

Quick story about [Company Name or Role Type] that might be relevant.

They were struggling with [problem your lead magnet addresses]. After implementing [specific strategy from your content], they saw [specific result with numbers].

The key insight: [one sentence explanation of what made the difference].

Not every company will get the same results, but the pattern is consistent. [Strategy] leads to [outcome] when you [key condition].

Something to think about as you apply these ideas.

[Your Name]

Email 4: Soft Product Introduction

Around day eight, you've earned the right to mention your product. But this isn't a hard sell—it's a bridge from "helpful advice" to "here's how we make this easier."

Timing: Day 7-9 after download

Purpose: Connect the value you've provided to your product without pressure. Plant the seed.

The connection matters. Your product mention should flow naturally from the content you've shared. If your lead magnet was about email segmentation, explain how your platform makes segmentation easier or more powerful.

Focus on outcomes, not features. Instead of listing what your product does, explain what it helps people achieve—especially related to the problems discussed in your lead magnet.

Template:

Subject: Making [strategy from lead magnet] easier

Hey [First Name],

Over the past week, we've covered [summary of main strategies].

If you're doing this manually, it works—but it takes time. A lot of the companies I've seen succeed with [strategy] use tools to automate the tedious parts.

That's actually why we built [Product Name]. It handles [specific pain point] so you can focus on [higher-level activity].

Not pitching you here—just wanted you to know it exists if the manual approach gets overwhelming.

If you want to see how it works: [Link to demo or tour]

Or just reply with any questions. Happy to help either way.

[Your Name]

Email 5: Direct CTA

Your final email in the core sequence includes a clear call to action. The lead has received value, seen social proof, and heard about your product. Now ask directly.

Timing: Day 12-14 after download

Purpose: Convert interested leads to the next step. This is your direct ask.

What to offer:

Free trial invitation
Demo scheduling
Consultation or onboarding call
Limited-time offer (use sparingly)

Create a reason to act now without false urgency. "Start your free trial" is fine. "Last chance before we remove this forever" is manipulative.

Template:

Subject: Ready to try [Product Name]?

Hey [First Name],

You downloaded [Lead Magnet Name] a couple weeks ago. I've shared some strategies, a success story, and a look at how [Product Name] can help.

If you're still trying to [achieve goal from lead magnet], I'd suggest giving [Product Name] a try.

[Button: Start Your Free Trial]

The trial is [14 days], no credit card required. You can test everything we've talked about and see if it works for your situation.

Questions? Just reply to this email—I read every response.

[Your Name]

P.S. If this isn't the right time, no worries. You'll stay on our list for occasional helpful content. You can update your preferences anytime.

Timing Between Emails

Spacing matters. Too fast and you'll overwhelm leads. Too slow and they'll forget who you are.

Email	Day	Rationale
1: Delivery	0 (immediate)	Fulfill the promise right away
2: Quick Tip	2-3	Give them time to consume content
3: Case Study	5-6	Build on the foundation with proof
4: Soft Introduction	7-9	Natural transition to product
5: Direct CTA	12-14	Final push after relationship built

Adjustments based on lead magnet type:

For simple content (checklists, templates) you can compress the timeline slightly. For comprehensive guides or courses, extend it—leads need more time to consume and implement.

If your sales cycle is long, consider extending to 3-4 weeks with additional value emails between the case study and product introduction.

Branching Based on Engagement

Not all leads engage equally. Use open and click data to tailor your approach, moving engaged leads faster and nurturing disengaged leads differently.

High engagement (opens all emails, clicks links): These leads are interested. You can accelerate the sequence or add personalized outreach. Consider moving them to your main product sequence sooner.

Moderate engagement (opens some emails, occasional clicks): Standard sequence. They're paying attention but not deeply engaged. Continue as planned.

Low engagement (rarely opens, no clicks): Slow down or pause. Consider a re-engagement email after email 3 to gauge continued interest before continuing.

Example branching logic:

If a lead clicks on your case study email link (showing clear interest), skip the soft introduction and go straight to a direct CTA with a more personalized approach.

If a lead never opens emails 2 and 3, pause the sequence and send a "Still interested?" check-in instead of continuing to broadcast.

For advanced lead nurturing strategies, see our guide on nurture sequences and subscriber segmentation.

Complete 5-Email Lead Magnet Sequence Template

Here's the full sequence in one place for easy reference.

Sequence Overview

Lead Magnet: [Your Lead Magnet Name] Goal: Convert content downloaders to free trial users Duration: 14 days

Email 1: Delivery (Day 0)

Subject: Your [Lead Magnet Name] is ready

Hey [First Name],

Here's your copy of [Lead Magnet Name]:

[Download Button]

Quick tip: Start with [specific section] if you want [specific benefit] first.

Over the next couple weeks, I'll send you related resources that expand on these ideas. Just practical strategies you can use.

Enjoy, [Your Name]

Email 2: Quick Tip (Day 2-3)

Subject: One quick tip for [achieving outcome]

Hey [First Name],

Hope you've had a chance to dig into [Lead Magnet Name].

Here's something that makes a real difference: [specific tip in 2-3 sentences].

It's a small change that [specific benefit].

More coming soon. [Your Name]

Email 3: Case Study (Day 5-6)

Subject: How [Company/Role] achieved [specific result]

Hey [First Name],

Quick story you might find useful.

[Company/Role] was struggling with [problem]. After implementing [strategy from lead magnet], they saw [specific result with numbers].

The key: [one sentence insight].

Something to think about as you apply these ideas. [Your Name]

Email 4: Soft Intro (Day 7-9)

Subject: A faster way to [achieve outcome]

Hey [First Name],

We've covered [summary of strategies] over the past week.

If you're doing this manually, it works—but takes time. That's why we built [Product Name]. It handles [pain point] so you can focus on [higher-level work].

See how it works: [Link]

Or just reply with questions. [Your Name]

Email 5: Direct CTA (Day 12-14)

Subject: Ready to try [Product Name]?

Hey [First Name],

I've shared strategies, a success story, and how [Product Name] helps with [goal].

If you're still working on [outcome from lead magnet], give [Product Name] a try.

[Button: Start Free Trial]

[X days] free, no credit card. See if it works for you.

Questions? Reply anytime. [Your Name]

Measuring Your Sequence

Track these metrics to optimize your lead magnet sequence:

Delivery rate: What percentage of emails actually reach inboxes? Issues here indicate deliverability problems.

Open rate by email: Which emails get opened? Early drop-off suggests your subject lines or timing need work.

Click rate: Are people engaging with your links? Low clicks on the case study email might mean your social proof isn't compelling.

Conversion rate: What percentage of lead magnet downloaders eventually start a trial or take your desired action? This is your north star metric.

Unsubscribe rate: High unsubscribes indicate you're sending too frequently, the content isn't relevant, or expectations weren't set properly.

Building Your Email List

Lead magnet sequences only work if you have leads to nurture. If you're still building your list, check out our guide on how to build your SaaS email list from zero.

The combination of a compelling lead magnet, proper subscriber segmentation, and a well-crafted nurture sequence creates a predictable pipeline from content to customers.