Creating a welcome series of emails, a nurture sequence, for my email subscribers had been on my to-do list for several months. I kept putting it off because I couldn’t figure out the exact formula to use while crafting my emails.

I scoured the internet and my favorite Facebook groups for the magic formula for crafting a nurture sequence and didn’t come up with much. I found a few copywriters and fellow web designers had some good resources, but they just weren’t the right fit for me.

I typically write all my own copy so it felt inauthentic using a template or script. So I closed all my browser tabs and looked within to craft the perfect nurture sequence for my ideal clients.

I honed in on the way my ideal client is feeling when they’re about to sign up for my list and thought about what they want.

I considered how they’re feeling, how they want to feel and how can begin to form a deeper relationship with them.

After getting quiet and asking myself those questions, I came up with the following formula.

This is not a copy + paste template but it is a free-flowing formula I found that works best for my business and invites my subscribers to take immediate action.

Take a look below and begin brainstorming your own nurture sequence:

Email 1: The “Download + What to Expect” Email

Scheduled to send immediately after they confirm opting into my list. I briefly remind them who I am, what I do and why I do it. I share the link again to the free download they received upon signing up. And I shared what they can expect moving forward.

Moving forward they’ll begin to receive my monthly updates but they’re also going to get a few more getting-to-know-you emails, so I’m super transparent about what’s to come.

I also ask them what their biggest takeaway is after receiving and reading the free download. It’s always a great idea to invite interaction and a conversation in each email.

Email 2: The “My Story + Deeper Connection” Email

Scheduled to send one day after the previous email arrives. This email is where I share the story behind my brand and my business. I share how I got started, why I’m passionate about my work and where I’m at today in both life and business.

I also invite them to share their story with me. Another invitation for interaction and relationship building.

Email 3: The “I get it” Email

Scheduled to send one day after the previous email. This email’s only objective is to be helpful. And in the process of being helpful, I’m showing that I get it. I get where they’re at, I get their frustrations… and here is a quick win to help.

Most of my new subscribers are frustrated with their current website. While they might not be ready to move forward with a new re-design at the time, I want to give them a quick win where they’re at. So I connect with them and then provide a link to this post.

I simply want to be helpful to them here. No sales. No hidden agenda. Just providing value.

Email 4: The “Favorite tools” Email

Scheduled to send one day after the previous email is sent, this next email provides value but not necessarily related to their branding or website design. It’s aligned but not related.

One of the most common pieces of feedback I receive from clients is how streamlined my systems are. I have 5 tools that really simplify my daily life as an entrepreneur, and in this email I share the top tools I couldn’t live without.

Again, providing value.

Email 5: The “Invitation” Email

Lastly, this email is sent one day prior to the last. This email is short and sweet and invites them to take action. By this point, we know each other a bit more and I want to invite them to take the next steps.

Not everyone will be ready to jump into a brand + website design project, so the main invitation is to a strategy session.

I also include a quick PS for those who ARE ready to discuss a new project.

And that’s it!

Within just a few hours of starting this workflow, I had THREE new subscribers take action on the very first email sent. That’s three subscribers that would have been sitting stagnant on my list for a month until my next ‘update’ if I hadn’t set up this nurture sequence.

Bottom line is that nurture sequences work.

They authentically create deeper, more personal relationships with people wanting to be connected with you.


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