Email is where trust compounds. With a few lifecycle sequences, you can greet new subscribers, nurture prospects, and revive past customers—without blasting. The key is usefulness and timing.
The three core sequences
Welcome: set expectations and give one quick win.
Nurture: 4–6 educational emails that move a reader from “curious” to “ready.”
Win-back: a friendly nudge with value and an easy path back.
Welcome sequence (Days 0–7)
Email 1: Welcome + quick win. Deliver the promised checklist or template. Add a PS linking to your best pillar post.
Email 2: Story + proof. A short founder note and one mini case.
Email 3: Teach. Link to a tactical post—“On-Page SEO Checklist”.
Email 4: Soft CTA. Invite a consult or a free mini-audit.
Nurture sequence (Weeks 2–5)
Pick a theme (Web Design, eCommerce, SEO, or Automation).
• Value email: a how-to pulled from your blog .
• Comparison: when to choose option A vs. B (e.g., WooCommerce vs. Shopify.
• Proof: a short case with numbers and screenshots.
• Offer: a time-boxed consult day or limited teardown slots.
Win-back (Quarterly)
Acknowledge the lull, offer a helpful update (new guide, template), and invite a friction-free next step. If you’re eCom, include a gentle incentive and clear returns policy.
Writing that respects the inbox
One idea per email, short paragraphs, scannable bullets, and descriptive links. Make the CTA button consistent: Get My Plan, Book a Consult, or See Templates. Keep images light and accessible (alt text, contrast).
ESP setup and automation
Start simple: segments for subscribers, leads, and customers. Trigger sequences on sign-up, download, purchase, or inactivity. Use UTMs on links so GA4 attributes traffic correctly. Keep your sending domain authenticated (SPF/DKIM/DMARC).
KPIs that matter
Welcome open rate, nurture click-through, consult bookings, and revenue influenced. For stores: revenue per recipient, placed order rate, and unsubscribe rate. Measure per sequence and per email to spot the keepers.
Repurpose across channels
Turn each email into a LinkedIn post, a Facebook caption, and a blog snippet; link back to the full article. Coordinate posts with your posting calendar.
