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The Basics: Creating An Email Sequence

Everyone says that the money is in the list. What list are they talking about? Your email list of course. But a lot of people think that you need to have thousands of subscribers to actually make any money. This isn’t the case, here’s an customizable email sequence to make money from a tiny email list. The following will show you how you can start to monetize your email list so you can start making money right away, even if you don’t have anything of your own to offer yet.


#1 —State the goal of your sequence. What is your end point? Are you going to ask for a sale? Are you looking to turn them into a client? Do you want them to join your mastermind?

#2 – Schedule your “cart open” and “cart close” dates. Down to the minute! Your cart normally opens the day that your free training ends if you’re doing a “proper” launch.

#3 – Pick days to send email. For my own business, I normally plan on sending an email every other day (if the cart is open for 2 weeks) except for the last 48 hours when I’ll send multiple emails. Most people buy at the last minute.

#4 – Use a logical sequence. I’ve watched, observed, executed dozens of launches. Those who are doing it better than anyone else are using the same general flow / framework.

#5 – Always send people to your sales page. If you need help writing a sales page, you can use the Sales Page Kit (this will help you create content to use in your emails, too). Every email needs to have at least 2 links to your sales page.


Email #1 – Unveil the offer

  • In this email, the goal is to build the
    bridge between the free content the reader has just consumed and the offer that you are now promoting. (There should be a VERY clear link between the two!)

Email #2 – Give the details

  • Now that the person is aware of your offer, it’s time to make sure that they have all of the details. Think of this email as the “mini sales page”. You can literally steal sections right off of your sales page to send in your marketing.

Email #3 – Share testimonials and case studies

  • If you’ve got ‘em, flaunt ‘em! Don’t be afraid to ask for testimonials or to approach some of your best clients for more in-depth case studies (you can even ask them to write an email for you!). Social proof always helps.

Email #4 – Go deep with your big WHY

  • These are always my BEST, most impactful emails. I often get responses from these emails saying, “This made me cry!” That’s because I always get super vulnerable, share real down-and-dirty details about my own life and why I’ve created the offer that I’m promoting. To me, if you had to pick ONE email, this would be it.

Email #5 – Overcome the big objection(s)

  • There are always a couple of big hesitations people have to saying “yes” to your offer. Is it something external like time / money? Is there something internal like not feeling ready? This is info you will have once you have spent time creating your sales page.

Email #6 – Warn that the cart is closing

  • Normally I send 2-3 (or even more) emails toward the end of a launch because more than 50% of customers purchase at the last minute! (That’s one reason why it’s nice to offer limited-time bonuses throughout your launch… it gets some of these people to make up their minds earlier rather than later).