Email Sequences

The Drip That Converts

🔄 Quick Recall: In the previous lesson, we built complete landing page copy with a seven-section structure. Landing pages capture leads—email sequences convert them into customers over time.

Not everyone buys on the first visit. In fact, most people need 5-12 touchpoints before making a purchase decision. Email sequences provide those touchpoints automatically, building trust and desire until the reader is ready to act.

By the end of this lesson, you’ll design a complete email sequence that nurtures leads from sign-up to purchase.

How Email Sequences Work

An email sequence is a series of pre-written emails sent automatically based on a trigger (signup, purchase, abandoned cart, etc.). Each email has a specific purpose in the journey.

The journey:

Trigger → Welcome → Value → Trust → Offer → Conversion

The Welcome Sequence (5-7 Emails)

This is the most important sequence for any business. New subscribers are most engaged in their first week—capitalize on it.

Email 1: The Welcome (Sent immediately)

Purpose: Deliver what was promised, set expectations.

Structure:

• Thank them for subscribing
• Deliver the lead magnet (if applicable)
• Set expectations: what emails to expect and how often
• One CTA: access the resource or take the first step

Subject line: “Here’s your [resource name] + what’s coming next”

Email 2: The Quick Win (Day 1-2)

Purpose: Deliver immediate value.

Structure:

• Share one actionable tip they can use today
• Keep it focused and short
• One CTA: try the tip

Subject line: “Try this [specific thing] today”

Email 3: The Story (Day 3-4)

Purpose: Build connection through narrative.

Structure:

• Share a relevant story (your origin, a customer’s transformation, or a lesson learned)
• Connect the story to the reader’s situation
• One CTA: reply with their experience or check out a resource

✅ Quick Check: Why is a story email more effective at building trust than a list of features?

Email 4: The Value Deep-Dive (Day 5-6)

Purpose: Demonstrate expertise.

Structure:

• Teach something substantial
• Share a framework, method, or insight they won’t find elsewhere
• Position yourself as the expert
• One CTA: share feedback or explore related content

Email 5: Social Proof (Day 7-8)

Purpose: Reduce risk through others’ experiences.

Structure:

• Share 2-3 customer stories or testimonials
• Include specific results
• One CTA: see more success stories or try the product

Email 6: The Soft Offer (Day 9-10)

Purpose: Introduce your product or service naturally.

Structure:

• Reference the value you’ve provided so far
• Introduce the product as the “next step”
• Explain what it does and who it’s for
• One CTA: learn more or start a trial

Email 7: The Direct Offer (Day 12-14)

Purpose: Make a clear ask.

Structure:

• Summarize the problem and solution
• Present the offer with specific terms
• Include social proof
• Add urgency if genuine (deadline, limited spots)
• One CTA: purchase or sign up

Email Copywriting Principles

Subject Lines

The email’s headline. Apply everything from Lesson 2:

Keep under 50 characters for mobile display. Personalize when genuine: “[Name], your guide is ready” Curiosity works: “I almost didn’t share this…”

Opening Lines

The first sentence must earn the second sentence. No throat-clearing.

Bad: “I hope this email finds you well. I wanted to reach out because…” Good: “Last week, one of our customers doubled their revenue with a single change.”

The One-CTA Rule

Every email gets one call to action. Not two, not three. One.

If you want them to read a blog post, don’t also ask them to follow you on Twitter. If you want them to start a trial, don’t also invite them to a webinar.

One email. One goal. One CTA.

PS Lines

The PS is the second-most-read part of an email (after the subject line). Use it:

• Reinforce the CTA
• Add urgency
• Share a bonus or secondary offer
• Add a personal touch

Example: “PS — This offer expires Friday. After that, it goes back to full price.”

Beyond Welcome: Other Sequences

The Abandoned Cart Sequence

• Email 1 (1 hour): “You left something behind” — remind them what’s in their cart
• Email 2 (24 hours): Address objections — FAQs, reviews, guarantees
• Email 3 (48-72 hours): Urgency or incentive — limited stock, discount

The Onboarding Sequence

After someone becomes a customer, help them succeed:

• Email 1: “Getting started” — first steps
• Email 2: “Quick win” — one feature to try first
• Email 3: “Going deeper” — advanced features
• Email 4: “Success story” — inspiration from similar customers

The Re-Engagement Sequence

For subscribers who’ve gone quiet:

• Email 1: “We miss you” — acknowledge the gap, share what’s new
• Email 2: “Best of” — highlight top content they missed
• Email 3: “Last chance” — ask if they want to stay or unsubscribe

Email Metrics That Matter

Try It Yourself

Design a 5-email welcome sequence for a product or service:

1. Email 1: Welcome + deliver lead magnet. Write the subject line and first paragraph.
2. Email 2: Quick win. What tip will you share?
3. Email 3: Story. What narrative builds connection?
4. Email 4: Value. What framework or insight will you teach?
5. Email 5: Soft offer. How will you introduce the product naturally?

Key Takeaways

• Email sequences automate the trust-building journey from subscriber to customer
• The welcome sequence (5-7 emails) is the most important—new subscribers are most engaged
• Each email follows: Hook (subject line) → Value → One CTA
• Subject lines under 50 characters, no throat-clearing openings, one CTA per email
• Beyond welcome: abandoned cart, onboarding, and re-engagement sequences serve different goals
• The PS line is the second-most-read element—use it strategically

Up Next

In Lesson 6: Social Media Copy, you’ll adapt copywriting principles for the unique constraints and opportunities of each social platform.