When people ask for something for free, they’re excited. But that excitement doesn’t last long.
I can’t tell you how many free things I’ve downloaded and never touched afterward. Now, just imagine that happening with thousands of people.
Just signing them up isn’t enough…
You need to sell them while they’re still eager.
The moment their interest cools, they start looking for something else shiny and new… and they don’t buy from you.
25 years ago, you could take your time to build a connection.
Not anymore.
Today, people have the attention span of goldfish poop. If you offer a freebie, you need to give them a strong reason to make a purchase fast.
I’ve learned that you have between 2 to 48 hours to make that sale before interest dives.
Ideally, you should make your best offer for whatever you want them to buy right on the confirmation page when they grab their freebie.
But for those who don’t buy on the confirmation page…
Here’s a simple three-email sequence that works wonders
(Day 0 – Instant) Email #1 – Here Ya Go + Something Amazing
The first email should deliver what they requested but also create excitement around a special offer.
Use a subject line like “Your Freebie Is Here (+ A One-Time VIP Deal).”
Share their free download right away, but pivot immediately to explain that there’s a fantastic deal that enhances what they just received.
Make it sound priceless and well worth their time to check out.
(Day 1 – 24 Hours Later) Email #2 – Proof of Results They Really Want
The second email is all about building trust.
Use a subject line like “How [Name/Company] Turned This Freebie Into $$$ (Almost Sold Out).”
Share a quick story or testimonial from someone who upgraded to your paid offer and saw amazing results.
Don’t forget to add urgency by letting them know how many spots are left or when the offer expires.
Scarcity, quantity, limited bonuses, disappearing bonuses, or a deadline is key to making this work.
(Day 2 – 48 Hours Later) Email #3 – Deadline / FOMO
Then comes the final email, where you really push for action.
A subject line like “Last Call: Your VIP Deal Ends Tonight” works well here.
Make it clear that the offer closes at [midnight].
Highlight any bonuses they’ll miss out on if they wait.
It’s all about reminding them that this is their last chance to grab something valuable.
(Day 2 – 54 Hours Later) Email #3B – Final Reminder
A nice tip is to add a fourth – very short – email if you want.
Just a quick reminder saying the deal is ending. This little nudge around 6:00 p.m. at night can make a big difference.
WARNING
All this works just fine if you’re doing a live event or a webinar as a freebie. Since a live webinar has a date, all the deadlines happen naturally.
If, however, you’re going to use urgency with an evergreen freebie, your tech has to back it up.
If people find out they can still access the deal after it’s supposed to be gone, they’ll lose trust (because you’re lying!).
It’s critical to be honest and straightforward at all times…
There’s a tool called Deadline Funnel that can help enforce those deadlines effectively.
I’ve used it before, and while the owner has changed, it still seems solid. It’s a little clunky to set up, but it definitely creates a legitimate evergreen funnel with deadlines for individual subscribers.
Side Note: I mentioned earlier that you can easily use this strategy after a webinar or event.
One thing that’s worth mentioning, we’re currently testing out a three-day follow-up sequence versus a five-day one, just to see what works best.
Remember, these follow-ups are what turn curious onlookers into buyers. Don’t take them for granted…. happy follow up!
Don’t just read the strategy—automate it. Create your 3-email sequence now with CopyandContent.AI.
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