Lead Nurture: Email Sequence Guide

Here's a classic lead nurture sequence to move prospects through your purchase funnel.

E-commerce
Services
SaaS
Leads

Day 1: Welcome

Welcome leads to your email list and tell them what to expect.

Create with Hoppy Copy:

[[ tool: welcome_new_subscribers_v3 | Welcome Email (new subscribers) > ]]

Consider:

  • Send immediately after trigger event (when they sign up)
  • Deliver on the promise of why they signed up via your lead magnet
  • Tell them what to expect
  • Introduce a valuable piece of content to kick it off

Day 3: Educational Content

Address your customer’s paint point with educational content. Ideally, this the pain point should be closely related to the offer/promise that triggered them to sign up for this email series.

Create with Hoppy Copy:

[[tool:lead_nurture_v3| Lead Nurture (Educational)  > ]]

Consider:

  • Focus 1 topic per email
  • Use a story or anecdote
  • Use ‘How To’ content
  • Tell them something new i.e. a striking fact
  • Use FAQs, trending topics, and core desires as inspiration topic ideas
  • Address any elephants in the room
  • Include testimonials when speaking about your product

Day 5: Educational Content 2

Address your customer’s paint point with educational content.

Create with Hoppy Copy:

[[tool:lead_nurture_v3 | Lead Nurture (Educational)  > ]]

Consider:

  • Progress / expand on a topic from your previous email
  • Focus 1 topic per email
  • Use a story or anecdote
  • Use ‘How To’ content
  • Tell them something new i.e. a striking fact
  • Use FAQs, trending topics, and core desires as inspiration topic ideas
  • Address any elephants in the room
  • Include testimonials when speaking about your product

Day 7: Educational Content 3

Address your customer’s paint point with educational content.

Create with Hoppy Copy:

[[tool:lead_nurture_v3 | Lead Nurture (Educational)  > ]]

Consider:

  • Progress / expand on a topic from your previous email
  • Focus 1 topic per email
  • Use a story or anecdote
  • Use ‘How To’ content
  • Tell them something new i.e. a striking fact
  • Use FAQs, trending topics, and core desires as inspiration topic ideas
  • Address any elephants in the room
  • Include testimonials when speaking about your product

Day 10: Soft Sell

Make a direct offer to sell your product or service.

Create with Hoppy Copy:

[[tool:multipurpose_email_v3 | Multipurpose Email > ]]
[[tool:sales_letter_v3 | Sales Letter > ]]

Consider:

  • A simple, strong offer / call to action that’s easy to respond to
  • Social Proof
    - Media, Celebrity, or Customer Testimonials
    - Simple case study (even 1-2 sentences)
    - Reviews & Awards

Email 13: Social Proof

Build more conviction in what you’re offering while reducing resistance that might be preventing customers from trying your product.

Create with Hoppy Copy:

[[tool:social_proof_v3 |  Social Proof Email > ]]

Consider:

  • A case study, story, or anecdote about how someone’s problem was solved using your product
  • Media, Celebrity, or Customer Testimonials
  • Awards
  • Reviews
  • Social media likes / followers / engagement

Day 15: Hard Sell

Follow up on your offer, and put greater emphasize on the benefits and how it solves the pain points addressed in this nurture sequence.

Create with Hoppy Copy:

[[tool:sales_letter_v3 | Sales Letter > ]]

Consider:

  • A simple, strong offer / call to action that’s easy to respond to
  • Video and imagery to showcase your product’s benefits and how it works
  • Relevant or timely data/statistics illustrating your product’s benefits
  • Compare yourself to competitors and other alternatives
  • Social Proof
    - Media, Celebrity, or Customer Testimonials
    - Simple case study (even 1-2 sentences)
    - Reviews & Awards

Day 20: Incentive

Offer an incentive to act now.

Create with Hoppy Copy:

[[tool:promo_deal_giveaway_v3| Promotional Email > ]]

Consider:

  • Offer limited time incentive (discount, deal, free gift)
  • Address potential concerns holding them back (cost, shipping, fears)
  • Links to educational blog content, or FAQ
  • Contact info for questions

Day 23: Incentive Last Chance

Remind customers who haven’t taken action yet.

Create with Hoppy Copy:

[[tool:follow_up_reminder_v3 | Reminder / Follow-up Email > ]]

Consider:

  • Offer limited time incentive (discount, deal, free gift)
  • Address potential concerns holding them back (cost, shipping, fears)
  • Links to educational blog content, or FAQ
  • Contact info for questions
Cold Outreach

Here's a classic cold classic cold outreach framework that can be used to sell any product or service.

E-commerce
SaaS
Services
Promotion

Here's a multipurpose promotional sequence to announce special discounts, deals, giveaways and contests.

E-commerce
SaaS
Services
Reactivation (Win-Back)

Use this sequence to re-engage inactive contacts who have made purchases or signed up for your email list but stopped opening your emails.

E-commerce
SaaS
Services

Start writing emails effortlessly

START WRITING—FOR FREE
Join 100,000+ marketers

Imagine if your newsletter could write itself?

Try the Newsletter Creator to generate fresh ideas, copy, and imagery with a click

Try it free →
Open modal