How to Nurture Leads with Automated Email Sequences

Capturing a lead is only the first step. The real magic happens in the follow-up. A well-crafted automated email sequence can build trust, establish your expertise, and keep you top-of-mind, so when your prospect is ready to act, you're the first person they call. Here's how to set it up.

The Welcome Email (Day 0)

This is the most important email you'll send. It should be sent immediately after the lead is captured. The goal is simple: deliver the value you promised and set expectations.

• Deliver the Goods: Immediately provide the link to their quiz results, calculator output, or downloadable guide.
• Introduce Yourself: Briefly explain who you are and what you do.
• Set Expectations: Let them know what to expect next. "I'll be sending you a few more helpful tips over the next week," works well.

The Value-Add Email (Day 2)

Don't ask for anything. Just provide more value. This email should be related to the original lead magnet. If they used a mortgage calculator, send them an article on "5 Common Mistakes First-Time Homebuyers Make." If they took a staging quiz, send a guide to decluttering. This reinforces your role as a helpful expert.

The Social Proof Email (Day 4)

People trust other people. Share a short case study or a testimonial from a happy client. Frame it as a story. "I wanted to share the story of Sarah, who was in a similar position to you..." This makes the success feel attainable and builds credibility.

The Soft Call-to-Action (Day 7)

Now that you've built trust, you can gently introduce a call-to-action. It shouldn't be aggressive. Instead of "Book a call now," try something softer: "If you're thinking about the next steps, I've opened up a few spots on my calendar for a no-pressure 15-minute strategy session. We can chat about your goals and see if I can help."

The Breakup Email (Day 14)

If they haven't engaged, it's time for a final, friendly email. Acknowledge that they're busy and let them know you won't be emailing them as frequently anymore, but you're always there to help. This often triggers a response from those who were interested but got sidetracked.