🌟 Module 21: Email Nurture Sequence

Design a 6–10 email sequence that builds trust, overcomes objections, and books consults on autopilot.

⏱️ 90–120 min to draft • 20 min to schedule Difficulty: Intermediate

By the end of this module, you’ll have a complete 6–10 part nurture sequence (subject lines, outlines, and CTAs), scheduled in your email tool, with tracking in place to measure opens, clicks, and booked consults.

2. Why It Matters

Healthy businesses are built on relationships, not algorithms. A strong nurture sequence keeps leads warm, teaches your approach, and invites action—without chasing people on social media.

For health pros, warm leads convert 3–5× higher than cold traffic. This sequence lowers your cost per consult, improves retention, and turns your expertise into consistent bookings.

3. Step-by-Step Guide

Map the Journey

Decide who this sequence serves (new list, lead magnet downloaders, assessment completers). Define the end goal: book a consult, reply “READY,” or complete your assessment.

Pro Tip: Use stages—Awareness → Alignment → Authority → Invitation. Tag each email with its stage.

Outline Your 7-Email Spine

Recommended flow: (1) Welcome & Promise, (2) Your Story & Method, (3) Quick Win Lesson, (4) Case Study, (5) Objection Breaker, (6) Value Stack/FAQ, (7) Clear Invitation.

Pro Tip: Send on days 0, 2, 5, 8, 12, 16, 20. Keep 150–300 words each—one idea, one CTA.

Write Value Mini-Lessons

Use the H-L-M-I formula: Hook, Lesson (1 tip), Micro-action (“Try this today”), Invitation (“Book a 15-min fit call”). Simple, practical, encouraging.

Pro Tip: Save 30 min—repurpose your best 3 posts into emails using the same structure.

Layer Social Proof

Add one proof element per email: a 1-line win, a before/after, or a 45–90s video. Link to your testimonials page or Google reviews.

Pro Tip: Use “Screenshot + 1 sentence” as quick proof. No design needed.

Set CTA Cadence

One clear CTA per email. Alternate soft (reply “READY”) with direct (book consult). Rotate to assessment/lead magnet when appropriate.

Pro Tip: Add “P.S.” with the same CTA for 10–20% more clicks.

Deliverability & Design

Plain-text look, single column, 500–650px width. Authenticate domain (SPF/DKIM), use a recognizable from-name, write natural subjects + preview text.

Pro Tip: Test by sending to Gmail, Outlook, and Apple Mail. Avoid link-heavy templates on the first 2 emails.

Schedule & Measure

Load as an automation. UTM-tag your links. Track: Open Rate (welcome 45–60%), CTR (5–15%), Book Rate (3–8% of nurtured leads).

Pro Tip: If an email underperforms, first test a new subject + preview text before rewriting the body.

4. Examples & Options

Real-World 7-Email Outline (Example for Midlife Wellness Coach)

E1 (Welcome): “I’ll help you simplify your health—one tiny shift at a time.” CTA: reply “GOALS” with your #1 goal.

E2 (Story): 3-paragraph origin story + your 3-pillar method. CTA: read 1 client story.

E3 (Quick Win): 5-minute “Snack & Walk” protocol for energy. CTA: book a 15-min Fit Call.

E4 (Case Study): “How Linda lowered BP in 8 weeks.” CTA: assessment link.

E5 (Objection Breaker): “No time” → show 2×15-min weekly plan. CTA: reply “TIME.”

E6 (Value Stack/FAQ): What’s included, how it works, price ranges. CTA: Fit Call.

E7 (Invitation): “Doors open for 5 clients this month.” CTA: Calendly link.

DIY (Free / Low-Cost)

MailerLite Free or ConvertKit Free for 300–1,000 subs; Google Docs to draft; Google Sheets to track KPIs; Calendly free for booking.

Mid-Level (Faster Setup)

ConvertKit Creator or MailerLite Growing Business with automation, tags, and resend to non-openers; Loom for proof videos.

Advanced (Automation + Scale)

ActiveCampaign or HubSpot Starter, conditional paths, lead scoring, dynamic content; hire a copy pro (Upwork) for polishing.

“Objection Breaker” Email Snippet

Subject: “No time? Try this 15-min plan.”

Most clients think they need an hour a day. Not true. Here’s the 2×15-minute framework my busiest clients love: (1) 15 min walk + water in the AM, (2) 15 min mobility + protein snack in the PM. It builds momentum—fast.

P.S. Want a plan built around your schedule? Grab a 15-min Fit Call.

5. Common Mistakes to Avoid

Stuffing multiple CTAs. Instead of 3 links, use one clear action and repeat it in the P.S.
Teaching too much at once. Instead of a lecture, give one tip + one micro-action.
Heavy templates/images. Instead of image-blocks, use a clean, plain-text look for better deliverability.
No segmentation. Instead of “one list to rule them all,” tag by source (lead magnet, assessment, referral).
No preview text. Instead of leaving it blank, write a 50–90 character teaser that extends the subject.

6. Quick Win Highlight

💡 Quick Win: Send a 2-sentence welcome email to your newest 20 leads today.

Script: “Subject: You’re in 🎉 — I’ll help you simplify your health. I’ll send one tip every few days. Hit reply with your #1 goal and I’ll point you to a resource that fits.”

Set your email tool to auto-send this as Email #1 for all new subscribers.

💬 DM Prompt

“Write a plain-text welcome email (max 120 words) for a {{your niche}} coach. Tone: friendly, expert, simple. End with: ‘Reply “READY” if you’d like a 15-minute Fit Call link.’”

Sent the DM Mark Complete ✅

7. Mini-Implementation Exercise

Fill the table to lock your 7-email spine. Keep each cell to one sentence.

Email #	Purpose	Subject Line	Key Lesson/Proof	CTA	Send Day
1	Welcome & Promise	______________________	______________________	Reply “GOALS” / Book	0
2	Story & Method	______________________	______________________	Read Case/Reply	2
3	Quick Win	______________________	______________________	Book Fit Call	5
4	Case Study	______________________	______________________	Assessment Link	8
5	Objection Breaker	______________________	______________________	Reply Keyword	12
6	Value Stack/FAQ	______________________	______________________	Book Fit Call	16
7	Invitation	______________________	______________________	Calendly Link	20

8. Tools & Resources

ConvertKit

Simple automations, tags, and resend-to-unopens—great for creators and coaches.

MailerLite

Budget-friendly automations, visual builder, solid deliverability for small lists.

ActiveCampaign

Powerful if/then paths, lead scoring, and CRM when you’re ready to scale.

Calendly

Frictionless booking linked in every CTA; auto-reminders reduce no-shows.

Loom

Record 60–90s proof videos for emails 3–5; boosts clicks and trust.

Google Sheets + UTM Builder

Track subject tests, CTR, and bookings; tag links for attribution.

9. Checkpoint / Success Criteria

✅ 7-email outline finalized with one CTA each

✅ Domain authenticated (SPF/DKIM) and test sends delivered to 3 inboxes

✅ Automation live; links UTM-tagged and booking link tested

✅ Benchmarks set (Welcome OR ≥45%, CTR ≥5%) and a plan to A/B subjects

✅ Proof elements added to at least 3 emails (quote, screenshot, mini-video)

10. Summary & Next Step

A simple 7-email spine warms leads and invites action without pressure.
Keep it light: one idea, one CTA, plain-text look, and proof layered in.
Schedule, tag, and track—optimize subjects before rewriting bodies.
Aim for 3–8% of nurtured leads booking a consult over 30 days.

Next → Module 22 Direct-to-Consumer Outreach