A Lead from Social usually meets you before they are ready to buy. They joined an IELTS group because they have a test coming up, or followed a CRM brand because they are tired of spreadsheets. When they opt in to your offer, they want help first and a sales pitch later.
This plan covers the first 30 days after opt-in. It assumes the person gave consent through your own form, which is the starting point of every message below.
Three rules for the whole plan
- Consent first. Email only people who opted in, and put a working opt-out link in every message.
- Help before you sell. The first three messages should be useful even if the person never buys.
- One offer. A single clear next step converts better than a menu of options.
The day-by-day plan
| Day | Channel | What to send | Goal |
|---|---|---|---|
| 0 | Welcome and the promised resource (guide, mock test, checklist) | Deliver on the opt-in | |
| 2 | One practical tip linked to their goal | Show expertise | |
| 5 | A short story or worked example from your field | Build trust | |
| 7 | Retargeting ads | The same resource for people who did not open it | Recover attention |
| 10 | Answer the most common question you get | Remove an objection | |
| 14 | Your offer, with price and a clear next step | First conversion | |
| 21 | Email + ads | Reminder with a time-bound reason to act | Second conversion |
| 30 | Internal | Review results and move non-buyers to a monthly newsletter | Keep the list healthy |
Matching the plan to the audience
The same structure works across very different audiences. What changes is the resource on day 0:
- For the IELTS Forecast Group, a free mock test with band-score feedback.
- For the Vietnamese in USA audience, a checklist of documents for studying or visiting the US.
- For the Keap audience of small business owners, a template for automating follow-up.
What to measure
- Open and click rates for each message, to find the one that loses people.
- Opt-out rate. A sudden rise means a message missed the mark.
- Conversion by day 30, which feeds your CAC. See How to Calculate Your Real Cost per Lead.
Want to know which day-0 resource works better? Test it without burning your list.
