Do you struggle with knowing how to leverage email marketing for your business?

I get it. There is a lot to learn when you’re a business owner and learning the intricacies of email marketing is no small feat. Which is probably why I get hired a lot to write content for emails and set up a funnel. It’s not for the faint at heart, but I want to reassure you that YOU can absolutely wrangle this beast.

One of the questions I am asked most often when it comes to email marketing is about automated sequences. Most of my clients are unaware of the different types of email sequences they should be utilizing in their business in order to generate leads, nurture, and convert.

Therefore, if you’re in this position too and don’t have a clue where to get started with creating your automated sequences then you’re in luck!

In this article, you are going to learn:

  • the importance of email marketing

  • the basics of getting started with email marketing

  • why you need automated sequences

  • about the nine automated sequences that’ll increase conversions

Pretty exciting, right? Woot woot!

Now, before we dive in. Let me quickly mention that email marketing can NOT be used as a solo marketing strategy. What does that mean? It simply means you need to use other mini-marketing strategies in conjunction with email marketing in order for it to effectively work. How do you plan to build your email list? Can’t do it without content marketing. Where do you share relevant content for your audience? Social media, blog, podcasts, etc.

Therefore, the foundation of your marketing strategy MUST INCLUDE three mini-marketing strategies.

  1. Content Marketing

  2. Social Media Marketing

  3. Email Marketing

As part of my signature framework, Communication Marketing™, I also include PR/Publicity Marketing and Relationship Marketing. These five mini-marketing strategies used together create one powerful EPIC MARKETING strategy for your business!

Alright, now that we got that out of the way, let’s discuss email marketing.


Email marketing is important for your business for a variety of reasons. However, to keep this short, I’m going to highlight my five favorite reasons why email marketing is important for your business.

  1. More effective for client acquisition conversions than social media.

  2. Ability to reach a larger number of your target audience easily and at low cost.

  3. It’s a personalized approach to marketing that quickly builds the know, like, and trust factor and increases conversions with segmentation and customized content.

  4. It is actionable because email marketing is transactional by nature'; which means you can direct your subscribers to take a desired action based on your strategy.

  5. An easy way to track and measure progress to know what is or isn’t working with your marketing strategy.

Never mind that you also “own” your list and aren’t bound by any terms and conditions of other platforms, like social media. Think about it…if your favorite social media platform were to shut down tomorrow, disable your account, or ban you, how would that impact your business?

My guess is…Significantly!

Therefore, don’t put all of your eggs in one basket. Diversify!

Looking for support with your email marketing? Join my F-R-E-E Subscriber Tribe to gain access to my incredible Resource Library that hosts 20+ resources to help you in all areas of your business and receive access to the 45+ Ways to Grow Your List. Join the Subscriber Tribe Resource Library today!


When you’re getting started with email marketing, there are a few things to consider. My biggest tip here is don’t over complicate this process. Take your time and move through each step and in no time, you’ll have your email marketing set up and ready to rock and roll!

To get started with email marketing, ask yourself these three questions.

  1. What do most people come to my site to find information on?

  2. What problem is my audience looking to solve?

  3. What can I do to capture these leads?

Once you have answered those questions, it’s time to move into the basics of email marketing.

  1. Email Marketing Service Provider

    • An email marketing service provider is the system you will use to collect, nurture, and store your leads. Some examples include *MailerLite, *ConvertKit, and Active Campaign.

      • *Disclosure: The above are affiliate links; which means I do receive a small commission at absolutely no cost to you if you choose to purchase through my exclusive links.

  2. Lead Magnet

    • A lead magnet is an irresistible offer that provides value to your leads in exchange for their contact information. Some examples include a checklist, video series, eCourse, workbook, or an eBook.

  3. Landing Page/Opt-in Form

    • A landing page or opt-in form captures your lead’s name and email, at a minimum, to deliver your lead magnet as part of the sales funnel process.

  4. Sales Funnel

    • A sales funnel is an automated sequence that will trigger emails to send to your leads that provides value, nurtures, and presents an offer to them. These emails can be based on a purchase, opt-in or segmentation of your email list.

  5. Core Offer

    • A core offering is what you plan to sell to your leads once they subscribe to your email list and are entered into your sales funnel. Examples of core offers could be to book a sales call where you’ll talk to them about a particular program or service, to purchase your new book, or to join a program or course.

  6. Strategy

    • An email marketing strategy is required so that you know how you plan to collect and nurture your leads. This includes determining where you will place opt-in forms on your website, how you plan to promote your lead magnet and the frequency, and evaluating how you intend to move your lead through the customer value journey process.

Those six steps are the basics of getting started with email marketing. Of course, you’ll also need to determine when you’ll send newsletters to your subscribers. That isn’t part of the “funnel” but that is part of your email marketing strategy that you’ll want to consider. If you’re unsure of how many to send, start with two a month and work your way up to weekly newsletters.

Are looking to automate your lead generation and relationship building process so that you can focus other important things within your business that can't be on autopilot?

Such as, actually serving your client! 

In the Email Follow-Up Planner you'll learn how to:

  • define your dream client. 

  • determine your follow-up goal. 

  • determine your opt-in incentive to collect leads. 

  • map out your email (sales) funnel. 

  • give value and promote in the series of emails. 

  • write click-worthy subject lines. 

  • create compelling calls to actions (CTAs).

  • automate your email sequences. 

  • test, track, tweak and improve your funnel. 


Email marketing automation is about optimizing yours or your teams time, costs, and client acquisition.

Just like like with the benefits of using email marketing, there are several advantages to using automated sequences. To keep this brief, I will spotlight my three favorite reasons why automated email sequences are important for your business.

  1. Increases yours or your teams time by allowing you to focus on other projects, serve more clients or give you time freedom.

  2. Increases client acquisition by nurturing and converting with 24/7/365 customer service.

  3. Increases revenue by promoting your offers 24/7/365 to interested leads.

If you would like to learn about more benefits to using email automation, take a look at the article from VentureHarbour, Power Up Your Digital Marketing: 23 Reasons to Automate.


Last, but not least, let’s discuss the nine most important email automation sequences your business should use to increase conversions.

Now there is one teensy tiny thing for me to mention first though. When it comes to automation sequences, there are several that you can use for your business that will do a variety of things for you. However, I am sharing with you what I feel to be the most important ones that’ll bring you the most conversions for your efforts.


A welcome email sequence is a series of emails for new subscribers to your email list.

The goal of a welcome sequence it to welcome the subscriber, tell them more about you, what to expect going forward and to deliver the lead magnet that you promised.


A nurture email sequence is a series of emails for newly subscribed subscribers.

The goal of a nurture sequence is to nurture the new subscribers by providing value, building trust, and connecting with them through a series of emails.


A connection email sequence is a series of emails for past or even current customers and clients.

The goal of a connection email sequence is to generate repeat business or ask for new business in the form of referrals.


A segmentation email sequence is a series of emails for current subscribers.

The goal of the segmentation email sequence is to segment your subscribers based on what’s relevant for your business to provide a personalized and high-touch form of marketing. Some segmentation options can be related to the specific topics they would like emails of or how often they would like to receive emails. They could even be market research type emails where you ask what their industry is and how they found you to join your list. The options are endless with the customization for segmentation.


A re-engagement email sequence is a series of emails for cold subscribers.

The goal of the re-engagement email sequence is to breathe life back into your email list and turn cold subscribers into active subscribers. If they don’t re-engage, you can remove the dead weight of the cold subscribers. By doing so, you’re cleaning up your list and you’ll see an increase in your analytics because they’re no longer dragging you down by skewing your analytics.


A conversion sequence is a series of emails for current subscribers on your list.

The goal of the conversion email sequence is to convert your subscribers by using a variety of content that nurtures, builds the know, like, and trust factor, and presents an opportunity for them to purchase a product or service. Some examples of a conversion email could be sharing a compelling story relevant to your target audience, sharing an interesting fact or mind-blowing results.


Transaction email sequences are a series of emails specifically for sales. One sequence should be for abandoned carts and the other for when customers or clients purchase a product or service from you.

The goal of the abandoned cart sequence is to remind the prospect of what they left behind in the shopping cart, overcome objections, and offer an incentive.

The goal of a purchase sequence is to send a receipt for the product or service purchased and to deliver any digital downloads.


A new client sequence is a series of emails for new clients. Typically it’ll include an invoice, agreement, and a welcome packet for service-based providers and follow-up emails for product-based business owners.

The goal is to deliver the appropriate paperwork to a new client automatically so that there isn’t a delay in getting started.


A raving fan sequence is another automated workflow that is used to target your “raving fans” so that you can turn them into advocates or promoters for your brand.

The goal is to deliver nurturing emails that present opportunities where they will endorse, market, and refer new customers or clients to your business.

And there you have it!

As you can see, email marketing is a crucial component of your overall marketing strategy. It is the lifeline of your business.

I strongly encourage you to take your email marketing seriously. Someday isn’t a day of the week, get your butt moving and grow your email list!

Share in the comments: What’s your #1 struggle with email marketing?