Phase 7~4 hoursMedium-Hard
7.2 Email Sequences (Automation)
Step-by-Step
Build your welcome sequence (5 emails over 14 days)
This is the most important sequence. Every new subscriber gets it automatically:
- Email 1 (immediately): Welcome + deliver what they signed up for (lead magnet, confirmation). Set expectations: "Over the next two weeks, I'll share [what]."
- Email 2 (day 2): Your story. Why you started the business, what you believe in. People buy from people they trust.
- Email 3 (day 5): Value email. Your best tip, insight, or resource related to their problem. No selling.
- Email 4 (day 9): Social proof. A case study, testimonial, or before/after. Show results.
- Email 5 (day 14): The offer. Now they know you, trust you, and have seen proof. Present your service with a clear CTA: book a call, get a quote, or buy.
Build a post-enquiry sequence (for leads who don't convert)
Someone filled out your contact form but didn't book. Follow up automatically:
- Email 1 (24 hours after enquiry): "Just checking -- did you get everything you needed? Happy to answer any other questions."
- Email 2 (day 4): Share a relevant case study or FAQ
- Email 3 (day 7): Address common objections ("Most people wonder about X -- here's how we handle it")
- Email 4 (day 14): Final follow-up with a time-limited offer or incentive
Build a post-service sequence
After completing work for a client:
- Day 1: Thank you email + request for Google review (with direct link)
- Day 7: Check-in: "How's everything going? Any questions?"
- Day 30: Request referral: "Know someone who could use [service]? We offer [referral incentive]."
- Quarterly: Maintenance reminder or seasonal offer to keep the relationship alive
Write emails that get opened
Rules for email copy that works:
- Subject lines: Keep under 50 characters. Be specific, not clever. "Your photo booth planning checklist" beats "You won't believe this!"
- From name: Use your personal name or "[Name] from [Business]" -- not just the business name
- First line: Get to the point. No "I hope this email finds you well."
- Length: 150--300 words per email. Shorter is almost always better.
- One CTA per email: Each email has one job. Don't ask them to read a blog post AND book a call AND follow you on Instagram.
Set up in your email platform and test
In your email platform's automation builder:
- Create the automation/workflow with the trigger (new subscriber, form submission, tag added)
- Add each email with the correct delay between them
- Set the sending time (business hours in your timezone -- typically 9--10am gets the best open rates in Australia)
- Test by subscribing yourself and confirming each email arrives on schedule
- Monitor open rates after launch. Average for small business: 25--35% open rate, 2--5% click rate
The 80/20 Rule
Your welcome sequence will generate 80% of your email revenue. Get that right before building anything else. A mediocre welcome sequence running today beats a perfect 10-sequence system you never finish building.
You're Done When
- Welcome sequence (5 emails) written, built in your platform, and tested
- Post-enquiry follow-up sequence built and connected to your contact form
- Post-service review request sequence built
- All sequences tested end-to-end (subscribe yourself and verify delivery)
- Open rates monitored for the first 2 weeks
Still here? You're basically an agency now.
74 hours of DIY, or one phone call to us.