If you’re running an info business and only sending broadcast emails to your list, you’re leaving money on the table.
Here’s why…
Automated email sequences work for you 24/7/365, engaging readers, selling your products, and recovering cold leads even while you sleep.
Based on my experience generating over $20 million in email marketing revenue for education businesses (including that $1 million email I wrote), here are the four main email sequences every course creator, coach, and info business needs:
Table of Contents
1) Welcome Sequence
What: A series of emails sent over 7-30 days after someone joins your list.
Purpose: Build trust, set expectations, demonstrate your expertise, and prime subscribers for your offers.
Length: 3-7 emails (depending on your business model).
2) Re-engagement Sequence
What: A series of emails sent when subscribers haven’t opened or clicked in 14-30 days.
Purpose: Recapture attention, rebuild engagement, and prevent list decay.
Length: 1-3 emails (any more risks irritating already disengaged subscribers).
3) Abandoned Cart/Call Sequence
What: Emails triggered when prospects start but don’t complete a critical action—viewing your sales page, starting checkout, or booking a call.
Purpose: Recover lost sales opportunities that were this close to converting.
Length: 1-3 emails that address common objections and obstacles.
4) Sales Sequence
What: A carefully crafted series of emails designed to convert interested subscribers into paying customers.
Purpose: Drive course sales and program enrollments through automated persuasion.
Length: 5-15 emails (longer sequences typically produce higher conversion rates).
Beyond just making sales, these sequences will help you:
Lower your customer acquisition costs by maximizing subscriber value
Increase engagement metrics (improving your email deliverability)
Convert more subscribers into customers without additional ad spend
Identify your most qualified prospects automatically
Build stronger relationships through consistent communication
Recover abandoned carts and significantly boost revenue
Save countless hours of manual follow-up
I recommend implementing these sequences in this specific order:
Welcome Sequence (first & most critical)
Re-engagement Sequence
Abandoned Cart/Call Sequence
Sales Sequence
The key is to start with a “Minimum Viable Version” of each sequence:
For your Welcome Sequence, start with just 3 emails and set them up in your ESP.
Then create a 1-email Re-engagement Sequence and implement it.
Next, set up a simple 1-email Abandoned Cart/Call Sequence.
Finally, develop a 3-email Sales Sequence for your core offer.
This approach gets your automation foundation built quickly without getting stuck trying to create “perfect” sequences. You can (and should) add more emails and optimize later.
Now, you’re probably wondering:
“What exactly should I write in these emails?”
“When precisely should each email be sent?”
“How do I segment my list for maximum impact?”
Let me break down exactly how you do that. Starting with how to create your Welcome Sequence…
Welcome Sequence Guide
Who gets it? Every new subscriber to your list, without exception.
When does it start? Immediately after someone opts in to your lead magnet, quiz, or newsletter.
How many emails should be in my welcome sequence?
For course creators and info businesses, I recommend 5-7 emails to properly introduce your brand, establish authority, and set the stage for sales.
Daily content businesses: Keep it shorter (3-5 emails) to avoid overwhelming subscribers
Weekly content publishers: Can go longer (5-8 emails) to build deeper connection
High-ticket course businesses: Consider 7-10 emails to properly warm up prospects
What’s the optimal sending schedule?
Here’s the schedule I’ve found works best for most info/education businesses:
Email 1: Immediately after signup (Welcome & deliver what was promised)
Email 2: 1 day later (Origin Story to build rapport, explain your unique philosophy and what you do with clients)
Email 3: 2 days later (Paradigm Shifting Emails to address common objections or misconceptions)
Email 4: 4 days later (Provide unexpected value)
Email 5: 6 days later (Share success stories or case studies)
Email 7: 10 days later (Light offer introduction)
Pro tip: Configure your welcome sequence to skip days when your broadcast emails go out. This prevents overwhelming new subscribers with multiple emails on the same day.
What are the key goals of a high-converting welcome sequence?
Based on my experience generating millions for education businesses, focus on these objectives:
Email 1: Get the deliverability basics handled (ask them to whitelist you, move to primary inbox, and actually open your future emails)
Set clear expectations: Tell them exactly what they’ll get from you, how often, and why it matters to their success
Establish your authority: Not by bragging, but by demonstrating deep expertise through insights others miss
Provide immediate results: Give them a quick win they can implement TODAY (this dramatically increases the likelihood they’ll buy your premium offerings)
Share your unique methodology: What makes your approach different from the “conventional wisdom” in your space?
Address the skepticism: Tackle head-on the specific objections your ideal customers have about solutions like yours
Plant seeds for your paid offer: Subtly introduce your core product/service without hard selling (yet)
How do I write emails that actually convert?
First, study what’s working from the best in the business. I recommend analyzing welcome sequences from top course creators like:
Ryan Diess (Digital Marketer)
Olly Richards
Sam Ovens
Amy Porterfield
Alex Hormozi
Ramit Sethi
Pat Flynn
Marie Forleo
Re-engagement Sequence Guide
Who gets it? Subscribers who haven’t opened or clicked any of your emails in the past 14-30 days.
When does it trigger? After a predetermined period of inactivity:
For daily content: 30 days of no opens/clicks
For weekly content: 60-90 days of no opens/clicks
How many emails should be in my re-engagement sequence?
Keep it short—these are already disengaged subscribers:
2-3 emails maximum
The optimal sending schedule:
Email 1: Immediately upon entering sequence
Email 2: 3 days later
Email 3: 5 days later (final attempt)
What should my re-engagement emails accomplish?
Remind them who you are and the specific value you provide
Get their attention with an unexpected subject line or offer
Create urgency by letting them know they’ll be removed from your list
Make it easy to stay with a simple one-click confirmation
Determine if they’re actually interested in your content and offers
Re-engagement email framework:
Keep these emails short, direct, and focused on a single action. These subscribers are already showing low engagement, so brevity is key.
Here is an example:
This re-engagement sequence not only helps recover subscribers who still want your content but also cleans your list of truly disinterested people—dramatically improving your overall email deliverability and engagement metrics.
Abandoned Cart/Abandoned Call Sequence Guide
Whether you collect sales over the phone, on a checkout page (or both), I’ll cover both strategies.
I’ll start with the abandoned cart flow. Then get into the abandoned call flow for high ticket phone sales businesses next.
Abandoned Cart Sequence
Who gets it?
Prospects who added your course/product to cart but didn’t complete purchase, or started checkout process but abandoned before payment
When does it trigger?
20-40 minutes after cart abandonment
After checkout page is exited without completion
How many emails should be in this sequence?
For info/education businesses, I recommend:
For non-customers: 3-4 emails
For existing customers: 2-3 emails (they require less convincing)
The optimal sending schedule:
Email 1: 30 minutes after abandonment
Email 2: 24 hours later
Email 3: 72 hours later
Email 4: 5 days later (final attempt)
Key traits of high-converting abandoned cart sequences:
1. Overcome Objections
Address specific concerns that cause abandonment
Tackle quality concerns, pricing objections, or implementation doubts
Use testimonials and social proof strategically to build trust
Share reviews and case studies that speak to specific objections
2. Create Urgency
Use timers and deadline elements when appropriate
Highlight limited availability of bonuses or spots
Emphasize any legitimate scarcity aspects of your offer
Create consequences for not acting now
3. Provide Incentives
Offer special bonuses for completing purchase
Consider payment plans as an alternative option
For non-customers: Remind them of any welcome bonuses
For existing customers: Emphasize loyalty benefits or exclusive access
4. Improve Offers Progressively
Start with a reminder and address objections
In later emails, potentially enhance the offer with additional bonuses
Consider flexible payment options in final emails
Make the final email offer the most compelling
Abandoned Cart Email Framework:
For Non-Customers:
Email 1: Cart Reminder + Welcome Bonus
Friendly reminder about items in cart
Emphasize your welcome bonus/discount
Include testimonials that address common objections
Provide direct link back to checkout
Clear CTA to complete purchase
Email 2: Objection Handlers
Address top 2-3 objections directly
Share more specific testimonials/case studies
Reiterate welcome bonus
Clear CTA with direct cart link
Email 3: Enhanced Offer
Incentivize fast completion
Create urgency with deadline for bonuses
Potentially add an additional bonus or discount
Include FAQ section addressing concerns
Final reminder of welcome offer
Strong CTA to complete purchase
For Existing Customers:
Email 1: Cart Reminder + Loyalty Benefits
Acknowledge their previous purchases
Remind them about their abandoned cart
Emphasize loyalty points/benefits they’ve earned
Provide easy path back to checkout
Simple CTA to complete purchase
Email 2: Value Enhancement
Show how new purchase complements previous ones
Highlight what makes this a perfect “upgrade”
Emphasize how it gets them better/faster results
Clear CTA to complete checkout
Email 3: Final Opportunity
Create legitimate urgency
Remind of loyalty benefits
Final CTA with specific deadline
Abandoned Call Sequence
Who gets it? Prospects who:
Visited your call booking page but didn’t schedule
Started filling out pre-call questionnaire but didn’t finish
Clicked on “book a call” links but didn’t complete booking
When does it trigger?
30-45 minutes after leaving the booking page
How many emails should be in this sequence?
For coaching, consulting and high-ticket courses:
5-7 emails (longer sequences work well for high-ticket offers)
The optimal sending schedule:
Email 1: 2 hours after abandonment
Email 2: 24 hours later
Email 3: 3 days later
Email 4: 5 days later
Email 5: 7 days later
Email 6: 10 days later
Email 7: 14 days later (final attempt)
Abandoned Call Email Framework:
Email #1: Short Follow Up
Simple acknowledgment they started booking
Friendly inquiry if they encountered issues
Clear link back to booking page
Brief mention of call value
Email #2: Short Follow Up with Basic Selling
Emphasize specific outcomes from the call
Outline the exact process of the call
Address common objections about the call experience
Provide direct booking link
Email #3: Testimonial Email
Share testimonial specifically about the call experience
Highlight what they’ll get from just the call itself
Reinforce no-pressure approach
Clear CTA to book
Email #4: Belief Shift + Testimonial
Challenge a limiting belief relevant to their goals
Present a paradigm-shifting insight they’ll discuss on the call
Include supporting testimonial
Clear CTA to schedule
Email #5: Strong Belief Shift + Testimonial
Deeper mindset shift about their industry or goals
Connect to what they’ll discover on the call
Include powerful testimonial
Direct booking link
Email #6: Urgency
Create legitimate scarcity (limited call slots)
Emphasize what they stand to miss
Clear, urgent CTA to book now
Email #7: Last Chance
Final notice about availability
Recap value they’ll receive from call
Strong CTA with specific deadline
The key difference between abandoned cart and abandoned call sequences is the focus: cart sequences emphasize the product and its benefits, while call sequences focus on the value they’ll get from the call itself rather than what you might sell them during it.
Both sequences should be personalized differently for cold prospects versus existing customers/students, with existing relationships requiring less convincing and more focus on the logical next step in their lifecycle with you.
By implementing both these sequences, my clients have recovered hundreds of thousands in potential lost revenue and significantly increased their customer lifetime value through strategic automation.
Sales Sequence Guide
Who gets it? Qualified prospects who have:
Completed your welcome sequence
Engaged with your content consistently
Shown interest in topics related to your offer
Downloaded specific lead magnets related to your course
When does it trigger?
After completing your welcome sequence
When launching a new course or program
During scheduled promotion periods
After engaging with specific high-intent content
How many emails should be in my sales sequence?
For info/education businesses, longer sequences typically convert better:
Standard sales sequence: 7-10 emails
Launch sequence: 10-15 emails
Evergreen funnel: 5-8 emails
The optimal sending schedule:
For a 10-email launch sequence:
Email 1: Announcement/Pre-launch (Problem identification)
Email 2: 1 day later (Solution overview)
Email 3: 2 days later (Your methodology/framework)
Email 4: 3 days later (Social proof/results)
Email 5: 4 days later (Official launch/open cart)
Email 6: 5 days later (FAQ/objection handling)
Email 7: 7 days later (Case study/transformation story)
Email 8: 8 days later (Bonus stack reveal)
Email 9: 9 days later (Last chance/24 hours remaining)
Email 10: Final day (Final hours/cart closing)
What should your sales sequence accomplish?
Present the problem in a way that resonates deeply with your audience
Position your solution as the most effective approach
Demonstrate your expertise and unique methodology
Build credibility through case studies and social proof
Address objections proactively before they become roadblocks
Create urgency with legitimate scarcity or time limitations
Make a compelling offer with clear value proposition
Guide prospects to the next step with clear CTAs
Sales sequence email framework:
Email 1: Problem Agitation
Highlight a costly misconception in your industry
Describe the consequences of the traditional approach
Hint at your unique solution
CTA: “Watch for tomorrow’s email where I’ll reveal…”
Email 2: Solution Introduction
Introduce your methodology/framework
Share the origin story of how you discovered this approach
Contrast with conventional wisdom
CTA: Learn more or join waitlist
Email 3: Proof & Results
Share specific results from clients/students
Use data and concrete examples
Include testimonials from people like your prospects
CTA: Express interest or join waitlist
Email 4: Pre-Launch Content
Deliver high-value actionable content
Demonstrate your teaching style
Plant seeds for your offer
CTA: Implementation task + watch for announcement
Email 5: Official Launch/Open Cart
Announce your program is now available
Outline core benefits and transformation
Share program details (format, modules, etc.)
Early-bird bonus or incentive
CTA: Enroll now
Email 6: FAQ & Objection Handling
Address common questions and concerns
Tackle price objections head-on
Clarify who the program is and isn’t for
Reinforce guarantees and risk reversal
CTA: Enroll now with confidence
Email 7: Deep Dive Case Study
Tell one compelling transformation story
Show the before, process, and after
Draw parallels to prospect’s situation
CTA: “Ready for your transformation? Enroll now”
Email 8: Bonus Stack
Reveal special bonuses for limited time
Increase perceived value substantially
Explain how each bonus enhances the core offering
CTA: Enroll to secure all bonuses
Email 9: 24-Hour Warning
Create urgency with deadline
Remind of what they’ll miss (focused on transformation)
Reinforce guarantee and low-risk decision
CTA: Enroll before deadline
Email 10: Final Hours
Final call with specific closing time
Recap transformation and benefits
Address last-minute objections
Strong CTA: Last chance to enroll
My sales sequences have generated millions for education businesses, with my highest-performing email bringing in $1,030,000 from a single send. The key is understanding the psychology of your audience and addressing their specific objections in a way that builds trust while creating legitimate urgency.
That’s a wrap!
I hope you enjoyed this and use these email flows to scale your business more easily.
Remember: Your goal should be to automate your email content, engagement, and sales process as much as possible.
See you next week.