Product Email Sequence for Leads

Overview

I built a timed email nurture sequence that automatically enrolls every new lead and walks them through the product's value over several days. Each email is written for a specific stage of the buyer journey, with escalating calls to action. The sequence runs entirely through Make.com and Mautic, starting the moment someone submits the lead capture form.

The Challenge

Leads were coming in but going cold. After the initial sign-up, there was no consistent follow-up: some leads got a response quickly, others waited days, and some got nothing. The longer the gap between sign-up and first contact, the less likely a conversion became. The client needed a system that would never let a lead slip through.

How I Did It

1. 1

   Map the buyer journey

   I broke the sequence into three stages: awareness (they just signed up and need to know why the product matters), consideration (they need to understand how it solves their specific problem), and decision (they need a clear reason to act now). Each email maps to one of these stages.

2. 2

   Write the five-email sequence

   Email 1 is a warm welcome that sets expectations. Email 2 highlights the core value proposition with a specific use case. Email 3 builds credibility with proof. Email 4 handles the most common objection directly. Email 5 is the final CTA with urgency. Each one is short, direct, and has one clear next step.

3. 3

   Build the sequence in Make.com

   Make.com handles the timing logic: it watches for new leads entering the system and queues each email at the correct interval. Day 0 sends email 1 immediately. Day 2 sends email 2. Day 4, 7, and 10 send the remaining three. The timing is designed to stay top-of-mind without overwhelming the lead.

4. 4

   Connect lead capture to auto-enrollment

   The lead capture form is connected to Make.com via webhook. The moment a new lead submits, Make.com creates the contact in Mautic, applies the correct tags, and enrolls them in the sequence automatically. No manual step between form submission and first email.

5. 5

   Tag leads by engagement in Mautic

   Mautic tracks opens and clicks on every email in the sequence. Leads who engage get tagged as warm, which can trigger a sales notification or move them into a faster-moving sequence. Leads who complete the sequence without converting are tagged for re-engagement later.

Tools Used