A Simple Nurture Sequence Formula for New Email Subscribers


When done right, a simple nurture sequence formula builds rapport with your new email subscribers. A nurture sequence is a series of autoresponder emails intended to welcome and nurture anyone who signs up for your lead magnet or email newsletter.

Over the years, I’ve had multiple lead magnets each with its own nurture sequence formula. And while it strongly depends on your ideal client and audience in general, today I wanted to share a nurture sequence formula that works well for my business.

My target audience is busy interior designers who don’t have the time or desire to fuss with their websites. They’ve gotten away with their DIY or uninspired website for now… but feel it’s holding them back now and likely leaving money on the table for their studio. They land on my website, usually by Google Search or a word of mouth referral, ready to discuss a website that effortlessly turns leads into clients.

But perhaps these new website visitors aren’t quite ready to book an introductory call, maybe they’re just poking around to see if we’d be a good fit. Or maybe they know they want to work together but now isn’t the right time. 

That’s when a lead magnet and nurture sequence can create and nurture our relationship until they are ready to discuss working together.

Currently, my lead magnet is a PDF resource: 5 Website Essentials for Interior Designers. A quick-win that positions me as the expert I am an established rapport.

Once my lead magnet is delivered, I set expectations with this new email subscriber letting them know I’ll be emailing them 1x week for the next couple of weeks. Then after the nurture sequence completes, I’ll begin emailing them monthly as a part of my email marketing broadcasts.

5 Steps to Creating a Simple + Effective Nurture Sequence 

Step 1: Know your ideal client.

Before diving into your nurture sequence, you’ll want to get clear on your ideal client avatar. Ask yourself, who is your dream client? What type of projects do you want more of? Get clear on who this is and how you serve them.

Step 2: Choose a lead magnet.

A lead magnet is a downloadable resource that you offer for free in exchange for someone’s email address. To receive the resource, your website visitor (ideally your dream client) will type in their email address and join your mailing list.

Step 3: Outline your nurture sequence.

First, you’ll send new subscribers an email with directions on how to access the lead magnet you promised them. Then, you’ll want to outline the frequency and topics of the emails moving forward.

Step 4: Write your nurture sequence.

With the topics identified above, begin writing out your autoresponder emails. You can also delegate this out to your favorite copywriter. For support with my latest lead magnet and nurture sequence, I worked with Jaquilyn at Ochre&Beige.

Step 5: Set up your autoresponder in your email marketing software of choice.

Once everything is finalized and perfect, you’ll want to move it over to your email service provider (ESP). I personally use and love ConvertKit (affiliate link). Their platform is simple to use and their support is excellent. Flodesk (affiliate link) is another popular choice for interior designers. 

Prefer the done-for-you route? When we work together on your brand + website project, I’m happy to set up and implement the above steps for you from the lead magnet design to the autoresponder email setup in your email marketing software.

Behind-the-scenes: My Nurture Sequence Formula for New Email Subscribers

Email #1: Deliver lead magnet + set expectations.

Delivered immediately, this incentive email provides a link to download the lead magnet promised on the landing page. This email reiterates what they have to gain from the lead magnet, includes a small detail about me to build a connection, and sets expectations for future communication.

Email #2: Client project + case study.

Delivered one week later, this email builds on the lead magnet I sent them last week. It also provides a quick snapshot of the featured project case study and invites them to open and read the full blog post about this client’s project.

Email #3: Overview of my design process.

Delivered one week later, this email includes a short personal story for a deeper connection and rapport, highlights key points from my design process, and then invites them to open and read a full blog post about my design process.

Email #4: Provide value.

Next up is an email that’s intended to provide value. While not directly related to my brand and website design services, building an email list is an important strategy of any interior design business. So I’ve written a blog post about smart lead magnet ideas for interior designers and mentioned that in this email.

Email #5: Client project + case study.

Sent the following week, I share a different client’s project and case study while addressing a common objection prospective clients might have working with me. I provide a quick snapshot of the project and overturn the objection mentioned above. I make sure to link to the full case study here, too.

Email #6: A personal story.

Delivered one week later, I share a personal story while continuing to position myself as an expert in my field. This story shares my business pivots and lessons learned from 10 years in business. This is one of my favorites. This is also the first email that directly invites them to work with me on their brand + website design project.

Email #7: Short + sweet invite to work together.

The final email sent in my nurture sequence is short and sweet. It checks in with my new subscriber and asks them if now is the right time for a new website. It also lets them know I’ll be moving from a once-a-week email frequency to a monthly check-in.

Nurture sequences provide you with an effortless and automated way to nurture prospective clients while you sleep. 

After reading this article, if you have any questions about nurture sequences or email marketing in general, happy to help. Pop them in the comments below.

And as always, if you need help with a brand + website design that is just as strategic as it is beautiful, I’m here for you. Click here to get in touch.

About Katie O'Brien

About Katie O'Brien

As a seasoned brand and website designer, Katie O'Brien brings simplicity to business growth and peace of mind to daily life. She specializes in clean and simple websites, working closely with interior designers to elevate their digital presence with poise and personality.

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