I set these up for coaches, consultants and service businesses whose landing page brings in sign-ups but very few bookings. Here’s the sequence I use and why each email is there.
Why one email isn’t enough
A download shows interest, not a decision. People save the PDF, mean to read it, and forget. If the only email they get is the one with the download link, your name disappears from their inbox within a day.
A short sequence keeps you in front of them while the interest is still there, and it does the explaining that a single landing page can’t. By the time you invite them to a call, they’ve had a few days to get to know you.
The 5-email sequence
Email 1: Deliver the guide (send immediately)
Subject line: Your guide is here. Put the download link near the top, add one line on who you are, and tell them the single most useful page to read first. Keep it short. The only job is getting the guide opened.
Email 2: Did you get a chance to read it? (day 2)
Point to one specific idea from the guide and explain how to use it this week. Ask a simple question they can reply to, like “What’s your biggest challenge with this right now?” Replies tell you what people need and help your emails land in the main inbox.
Email 3: A short story (day 4)
Share how a client (with permission, or anonymised) went from where your reader is now to the result they want. Keep it specific: the situation, what changed, what happened after. Stories do more selling than lists of benefits.
Email 4: Answer the main objection (day 7)
Every service has one reason people hesitate: price, time, “I’ll try it myself first”, or doubt that it works for them. Name it and answer it honestly. This email often gets the most replies.
Email 5: The invitation (day 9 or 10)
Invite them to the next step: register for your webinar or book a free consult. Say who it’s for, what they’ll get from it and how long it takes. Use one link and one button.
After the sequence, move them into your regular newsletter so they keep hearing from you.
Tips that make the sequence work
- Write like a person. Plain text or a very simple design usually does better than a heavy branded template.
- One idea per email. If an email needs headings, it’s probably two emails.
- Use your real name as the sender, not “Team” or “No Reply”.
- Stop the sequence when someone books. Nothing feels more automated than an invitation to book a call you already booked.
- Tag people by what they downloaded, so later emails stay relevant.
- Set up email authentication (SPF, DKIM and DMARC on your domain) so your emails don’t go to spam.
Which tool to use
Any email platform with automations will do it: MailerLite, Kit (formerly ConvertKit), Mailchimp, ActiveCampaign, Brevo, or GoHighLevel if you already use it for bookings. The important part is connecting it to your WordPress form so new sign-ups enter the sequence automatically, and tagging them so you can see which guide brought them in.
If your form plugin doesn’t connect directly, a tool like n8n or Zapier can pass each new lead across.
Where the thank you page fits
The sequence starts the moment someone signs up, and so does your thank you page. Use the thank you page to tell people the guide is coming by email and to offer the next step straight away. Some people will book from the thank you page, and the emails catch everyone who doesn’t.
How to tell if it’s working
- Open rate on email 1: if it’s low, the subject line or your sender setup needs work.
- Replies to email 2: a few replies means people are engaged.
- Clicks on email 5: this is your booking or webinar rate.
- Bookings per 100 sign-ups: the number that matters. Track it monthly and change one email at a time.
Common mistakes
- Sending only the download email and nothing after.
- Asking for a call in the very first email.
- Long, newsletter-style emails with several links.
- A sequence that keeps going after someone has booked.
- Leads sitting in a spreadsheet because the form isn’t connected to the email tool.
If your landing page is getting sign-ups but few bookings, a follow-up sequence is usually the quickest fix. Get in touch and I can write the emails, connect them to your form and test the whole flow.