Having a set of follow-up emails for any free item or product purchase is a good way to strengthen the relationship with your readers.
Sometimes people get stuck as to what to send to their mailing list after the initial email (that contains your freebie or paid product) and the email series (additional info with tips and tricks about the lead magnet or product) are sent. And sometimes they are unaware of the hidden opportunity to market their freebies and products that resides within an email series.
This is where cross promotion in your follow up emails comes into play. Once you are done with the initial part of the email series, continue it with an introduction to another lead magnet or product that relates to the initial item.
For example, if a dietitian has a set of free breakfast menus and a free eBook on nutrition tips, they could add an email to the series that could explain how they compliment one another. You need to connect the items while explaining why the new one is helpful. But be careful that the freebies and/or products make sense as a combined offering, otherwise it would not make a good addition to the email series and you risk confusing your readers.
And it doesn’t need to stop there!
If you have other lead magnets or products that would combine nicely with them, you can add them too! For example, if the dietitian also had a book about creating a lasting healthier lifestyle they could add that as well. If they all work together, you can enrich each of your email series and drastically add to the value of the initial item that got the reader on your list in the first place!
This infographic demonstrates cross promoting in the email series or follow-up emails.
Bonus Tip – If the added items are free, don’t use a link that will send the reader to an optin page, but instead, provide them with the download link because they’re already on your list! There’s no point in asking them to re-optin to your mailing list and you want to make it easy for them to get the new lead magnets.