How to Create an Engaging Email Series – Guest Post

One of the hardest parts about connecting with your readers is figuring out what to write in your emails. When I first started my blog, I had no idea what to send subscribers and, often, my emails wouldn’t even get opened!

After a lot of trial and error, reading other people’s emails and blog posts, and listening to podcasts, I’ve learned what works and how to write an engaging email series that your readers will actually open.  I’d like to share with you what I’ve learned so that you can set this up for yourself!

Before We Start

Before we kick things off, you need to make sure that you have a few key items in place.  Otherwise, the rest of this blog post won’t make much sense:

  1. An enticing lead magnet (why would someone hand over their email address to join your list?)
  2. A landing page that is only focused on “selling” them that lead magnet
  3. An email service provider that is equipped to handle automation/sequences or autoresponders

The Basics of an Engaging Email Series

There are several components that make an email series work:

  1. lead magnet or content upgrade that your readers actually want. There’s no point in offering a free video series on how to bake blueberry muffins if your blog/business is about web design…unless it’s a blog about web design for bakers, of course!
  2. Something to tell subscribers about – this goes beyond your newsletter!  Are you blogging regularly? Do you have a paid course, product, service etc.?
  3. A segmented email list, based on the actions that subscribers take. If you’re using a service like Mailchimp, Aweber or GetResponse, you can definitely segment your lists. Make sure that you know how to do this before you start creating a new email series.

What Should I Write?

The are a ton of ways that you can write your email series; it really comes down to what your end goals are and what actions you want your readers to take once they complete the email series.  That’s the first thing you need to figure out: What actions do you want subscribers to take as they progress through your email series?  Below are examples of several email series that I personally use for my own business, which is focused on helping my clients succeed in their “side hustle”.

Welcome Email Series

There are four emails in this series and, at the end, subscribers start receiving my weekly newsletter.

  • Email 1: I send out this email immediately after someone confirms their email address.  This gives them access to my resource library or a content upgrade, depending on what they’ve chosen.
  • Email 2: Introduction email. This email lets my new subscribers know who I am, why I’m qualified, and what to expect from me. It also asks them to unsubscribe if they don’t feel like they ‘gel’ with what I’ve said so far. You’re not going to be a good fit for everyone, so you might as well get it out of the way upfront and get rid of people who are just looking for free stuff.
  • Email 3: Here I share my personal story. This email is meant to further connect with your reader, letting them know that you understand where they are right now, because you’ve been there. I also provide some blog posts that I feel would be helpful to them at this point.
  • Email 4: This is the final email in the series, and  it shares a bit more about how subscribers can get started.  I direct them to another free resource and tell them that, from now on, my newsletter will arrive in their inbox once a week.

If you’re anything like me, you like to see things in a visual format, so below is an image of what this actually looks like.

Screen Shot 2016-04-28 at 2.22.58 PM

Core Offer Sales Funnel

The next email series that I have in place is a sales funnel for my core offer. I have a lead magnet to a free 7-day email course that walks people through how to identify their most profitable business idea.  From there, they go through a few more emails that up-sell them into my paid course.  There are 11 emails in this series, and they’re intended to entice subscribers to buy my course.

  • Email 1: The first email deals with two of the three questions most people have when looking at starting their own side hustle. It’s sent out as soon as a subscriber confirms their email address.
  • Email 2: This is the official first day of the 7-day course. It has a link that takes them to a page on my blog outlining the process.
  • Emails 3-7: These emails take subscribers through the rest of the steps of the course.
  • Email 8:  I provide subscribers with a PDF download of the entire 7 days, so they have it to refer back to. They are also softly introduced to the paid course.
  • Email 9: This email provides subscribers with more free resources and content.  It also gives them a discount code for the paid course.
  • Email 10: In this email, I provide even more free resources and a reminder that the discount code is going to expire on the paid course.
  • Email 11: The final email is a hard sell into the paid course, outlining what they get, the value it will provide them, and how they can take advantage of the discount one last time.

You could adjust this email series to include an introductory paid course, something around the $7-$20 price point, so that people are used to buying from you and trusting you. You could insert that around Email 10 and extend this email series by another 5-10 days.  Want an image? See below:

Screen Shot 2016-04-28 at 2.27.39 PM

There you have it!  Two different email series that you can send out to your new subscribers that will not only engage them, but will keep them on your list, especially if you continue to provide them with value in your newsletter.

Create your own autoresponder series:

  • Consider the goals of your autoresponder
  • What is your final outcome?
  • Plan out your email series and the content of each email
  • Don’t forget to ask for the sale if that’s your end goal!




Author Bio: Lise Cartwright is a Freelance Writer, Full-Time Author, and Coach who’s on a mission to help others be successful in their side hustle or freelancing career utilizing sites like Upwork, Fiverr, Etsy and Amazon. You can connect with her on Pinterest and Twitter, where she shares even more tips and tricks.

Grab the email templates for the Welcome Email Series here:

By | 2018-01-13T23:10:56+00:00 April 29th, 2016|Marketing|0 Comments

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