The Ultimate Lead Nurturing Email Sequence for Maximizing Conversions

An initiation email sequence (also known as indoctrination) is the best tool for lead nurturing. It’s also the first step to building an automated workflow that seamlessly turns your leads into customer.

Unfortunately, a lot of businesses will skip lead nurturing campaigns and go straight to selling. Leaving them scratching their heads when their email funnels have terrible conversion rates. 

Getting good leads is tough, so don't waste all that effort you spent acquiring them by skipping the lead nurturing stage.

To draw the right audience, you have to build 'must have' lead magnets and use paid traffic to share your amazing content.

After all that work and significant ad spend, you only have a few chances to get your lead to know, trust, and like you. 

Before you can turn your leads into customers, you need to introduce yourself through an initiation email sequence. That way you can let them know who you are, what you do, and how you do it differently from your competitors.

Only after you introduce yourself can you move onto engaging and selling to your leads. If done right, you'll have an automated email workflow that builds a strong connection with your customers for higher conversions and repeat business.

How To Use Initiation Emails for Lead Nurturing

A typical initiation email sequence is made up of 3-4 emails designed to further the relationship with your leads and spearhead your lead nurturing efforts.

The goal is to build trust, create a relationship, and establish authority. That way you can build a strong connection with your leads before you ask anything of them. 

With this lead nurturing campaign,  you'll tell the story of your brand across multiple emails, using open loops in your copy to keep your leads opening each email.

What's an open loop? It's a psychological technique based on your brain wanting to answer questions. Storytelling constantly uses them to keep you reading or watching.

A perfect example of an open loop is in the season 5 finale of Game of Thrones... Jon Snow gets jumped by a rival faction and is bleeding out in the snow, but is he really going to die?

From an email perspective, you'll use this powerful need for answers to encourage your readers to open your next email.

Like the open loops in the initiation emails from Optinmonster:

Optinmonster Open Loop
Optinmonster Closed Loop

Closing loop

This initiation email sequence is also a perfect time to build credibility with third party proof. That way the lead actually trusts that your product or service will actually help them, which is a crucial part of the lead nurturing process.

Here's a great example of some third party proof in the opening emails from Ramit Sethi:

Ramit Sethi Third Party Proof

Closing loop

Another great thing about initiation emails is that you can send them simultaneously with your other engagement emails. This will likely result in the new people getting two emails a day for the first few days. 

This may cause you to panic a little, but don't worry... your leads won't care if you're providing them value in each email.

Basic Four Email Initiation Sequence

The kind of emails needed for your initiation email sequence depends on your business, but there are some pretty standard options that will give you great results. 

Welcome Email

This email is the first they'll see from your lead nurturing campaign. It'll include a thank you and welcome to your community with a call to action that focuses on whitelisting. Whitelisting will ensure that all your following emails will reach their inbox instead of the spam or promotional folder.

Here’s a great example of a welcome email that features a whitelisting CTA by Drop Ship Lifestyle:

Whitelist Drop Ship Lifestyle

Since it's the first email, you should consider creating an open loop with a P.S. message. One of the easiest open loops is to tell the reader something unique about yourself and then promise them how you reached that point in your life.

For instance, if you're an entrepreneur, you could say something specific like, "3 years ago I was at the blood bank for the third time that month to pay for rent, now I'm investing in my second apartment building. I'll tell you how I did in the next email."

The About You Email

This email is all explaining who you are. The most common message in this type of email are origin stories that show transformation. That way they can see the potential impact your business can have on their lives.

This is a natural second email if you used an open loop in the first email.

Here’s an about you email from CopyMonks:

Copy Monk About Email
Connect With Us Email

This email is all about getting the customer connected to your social media. That way the lead feels a stronger connection and can engage you in other channels. The higher the engagement, the better your chances are of converting the lead.

One good example of a connect with use email from MarketingProfs:

MKTprofs Social Email
What To Expect Email

These emails are all about setting up expectations so that their engagement is higher with all future communication. It's a great place to show some social proof to increase credibility.

Customer.IO has a fantastic example of this kind of email:

What To Expect CustomerIO Email

Your sequence can be longer, but this is a good starting point for any business’s lead nurturing efforts.

After you build and implement your initiation sequence you'll be on your way to a highly converting email workflow. But the initiation email sequence is just the first step to automating your email marketing.

To complete the automation of your email marketing you'll need:

  • Engagement Campaigns

  • Promotional Campaigns

  • Abandoned Cart Campaign

  • Post Purchase Campaign

With these email sequences you'll only have to build your content once, then leads will automatically be pulled through a seamless experience that turns them into customers.

Are you using initiation email sequences in your business? Let us know in the comments below.

Bryan Culver

Bryan is the Copywriter at Performance Marketer. He has years of marketing experience with a heavy focus on content creation. He lives to create, entertain, and share valuable insight.


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