(And How It Works for Both Free + Paid Offers)
So, you’re wondering, what exactly is a Follow-Up Funnel? Let’s break it down for you.
A Follow-Up Funnel is a series of planned communications that kick in after someone takes action, like signing up for a free report or buying a product.
Typically, this happens through a structured email sequence, but it can also include retargeting ads, mobile texts, DMs, or other follow-up methods.
The main goal?
Keep the conversation going, deliver value, and build a stronger relationship after that initial purchase or request.
SIDE NOTE:
Let me preface everything I’m about to tell you by saying when somebody requests something for free, you may want to shorten this process and get to the pitch quicker.
Some people’s attention spans are pretty short and so you may want to skip parts of this and start pitching…. And you’d be well within your rights to do so!
In the end all you can do is test and see what creates the most sales in the short and long term.
END SIDE NOTE
Now, let’s dive into the main purposes of a successful Follow-Up Funnel.
First off, it’s all about delivering results. You want to make sure customers and subscribers are using the product / service and getting the outcomes they expected and wanted.
Next, confirm their transaction request to ease any anxiety and build trust that you deliver on your promises. This means sending order confirmations and access information IMMEDIATELY.
Encouraging product usage is key. Help your customers achieve a quick win right after their purchase by pointing out fast things they can do to get a result. This will help you immediately start developing customer loyalty.
Introduce your broader universe. Invite them to follow you on social media or check out your other content. Share testimonials and past content you’ve created to show them working with you goes WAY beyond this one transaction.
Finally, position yourself as a supporting guide. Share your origin story or a relevant story that explains WHO you are and WHY you do what you do.
Now, Let’s Get Into The 11-Email Sequence To Follow Up When Someone Buys From You
Here’s the breakdown:
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Welcome Email – Send this immediately. Confirm the purchase, provide access, and set expectations.
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Thank You Email – Shoot this out the next day. Keep it brief and polite.
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Quick Win Email – Help them achieve a fast result using their new purchase.
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Origin Story Email – Share your personal journey to build connection and trust.
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Let’s Get Social Email – Invite them to connect with you across platforms.
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Cool Bonus Email – Surprise them with an unadvertised bonus (shows generosity).
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Case Study Email – Show proof to reinforce belief and reduce any buyer’s remorse.
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Speed Hack Email – Offer shortcuts to achieving results faster.
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Efficiency Hack Email – Provide tips to save effort or streamline their experience.
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Links to Existing Content Email – Direct them to blog posts, videos, or resources for deeper insights.
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Feedback Request Email – Ask for input, questions, or testimonials.
Each email in this sequence plays a strategic role—whether that’s engaging customers, increasing retention, positioning for upsells, or simply adding that human touch.
If you’re creating a follow up email sequence for a freebie, I would do the following at a minimum:
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I would combine Email #1 & 2 into a single message.
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I would send Email #3 (Quick Win) with a CTA to check out your paid offer.
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I would send combine Email #4 & 5 into a single message.
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I would send Email #7 (Case study) with a CTA to your paid offer.
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I would send a time-limited offer for the paid offer (using some sort of legitimate urgency)
Ready to create your Follow-Up Funnel? Let’s get to it! There’s a Genie for that in CopyandContent.AI!
Did You Miss The Latest Posts?
- Jim Edwards Discusses Adding Value to Your Marketing in Your Cart *Upsell* [Podcast 266]
- The Ultimate Guide to Keeping New Buyers Happy and Engaged
- Jim Edwards Discusses the Follow Up Funnel Onboarding [Podcast 265]
- How to Turn Freebies into Sales with 3 Simple Emails
- What Is a Follow-Up Funnel?
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