Once someone signs up for your lead magnet, your job isn’t done—it’s just beginning.

Now, it’s time to nurture them.

An email nurture sequence is a series of automated emails that educate and build trust with your audience. If done right, it turns cold leads into warm prospects, and warm prospects into paying clients.

So, what exactly should go into these emails?

The Two Goals of an Email Nurture Sequence

Every email in your sequence should do two things:

✅ Show that you understand your ideal client’s pain points and know how to solve them.

✅ Build trust by positioning you as an expert who delivers on promises.

When people feel understood and trust that you can help them, they’ll naturally want to work with you.

Your First 3 Emails Should Focus on the Lead Magnet

Your subscribers just signed up for your free resource, but that doesn’t mean they’ve actually opened it yet.

That’s why the first three emails should all push them toward consuming it.

💡 Email 1 (Day 1): “Here’s Your Free [Lead Magnet]” → Include the link again and reinforce why they need it.

💡 Email 2 (Day 2): “Have You Seen This Yet?” → Tease a key takeaway from the lead magnet to encourage them to open it.

💡 Email 3 (Day 4): “Quick Win: [Key Insight from Your Lead Magnet]” → Give them immediate value, even if they never open the full resource.

By the end of these three emails, they should have either consumed the lead magnet or already received the main benefit from you. Either way, you’ve started building trust.

What Happens After Email 3?

Now, it’s time to expand their awareness of what you do.

In Email 4 and beyond, start introducing other topics that connect with your coaching expertise. For example, if your lead magnet is a “Living Your Best Life” Quiz, your next emails might cover:

•How to improve self-awareness

•Ways to boost confidence and self-esteem

•Simple mindset shifts for personal growth

Engagement and Relationship-Building

At this stage, it’s also smart to introduce calls to action that deepen the connection. These could be:

•Inviting them to a live Zoom Q&A

•Encouraging them to join your Facebook group

•Linking to a podcast episode where they can hear you speak

When subscribers see your face (or hear your voice), it fast-tracks their trust in you.

How Many Emails Should You Have?

The short answer: as many as possible.

But if you’re just getting started, aim for at least 7 emails spread out over time. Here’s an ideal sending schedule:

📅 Day 1: Immediate autoresponder with the lead magnet

📅 Day 2: A follow-up email nudging them to check it out

📅 Day 4: A quick tip pulled from the lead magnet

📅 Day 6: Your first non-lead magnet topic

📅 Day 8: Another helpful tip related to your coaching

📅 Then, once per week ongoing

That Day 8 email is key because it lands on the same day of the week they originally signed up. Whatever conditions led them to your email list in the first place (maybe it was their day off, or their usual scrolling time), this increases the chances they’ll stay engaged.

The Biggest Email Marketing Mistake Coaches Make

Most new coaches sound like they’re selling in every email—even when they’re not.

If your emails feel too promotional, people will tune out. Instead, write as if you were talking to someone face-to-face. Focus on helping first, and the sales will follow.

How to Get Content for Your Emails

If you already send out weekly emails or social posts, look at your past content. Identify which topics got the best responses, and repurpose them into your nurture sequence.

That’s how I built mine. After testing different emails with my full list, I took the best-performing ones and automated them. Now, new subscribers get my most engaging content without me lifting a finger.

The result? A 48% open rate and an 8% click rate—and these are from people coming in cold from ads.

If you want your emails to build trust and get clients, set up your nurture sequence with these best practices.