You will be able to lay out a short welcome sequence with the subject, purpose and delay for each email.
One common welcome sequence has a single email that says "Thanks for subscribing" and nothing else. The opposite mistake is twelve emails in twelve days, each one ending with a buy button. The first wastes the moment. The second burns through the goodwill that made someone sign up. Most small businesses do best somewhere in between: three to five emails, spaced out over a week or two, each with one clear purpose.
Lesson 4.1 listed the jobs a welcome sequence does. This lesson puts them on a calendar.
The first email goes the moment someone signs up, or the moment they confirm if you use double opt-in. Its main job is delivery. Put the lead magnet link near the top, where nobody has to scroll for it.
Keep the rest short. A two or three sentence hello saying who you are, one line about what comes next, and the small action from lesson 4.1, such as asking for a reply. Priya's first email is under a hundred and fifty words: the checklist link, a line saying she has taught upper primary maths at her centre in Tampines for years, a promise of a few useful emails over the next week, and her question about which topic the child finds hardest.
The emails in the middle build trust. Each one should give the reader one useful idea, tell a little of your story, or show proof that you deliver.
One useful idea means one. A tip they can use today, a common mistake and how to avoid it, the answer to a question many customers ask. Priya's second email shows the single most common error she sees in P5 fraction questions and how to spot it in the child's working. It takes two minutes to read and a parent can use it that evening.
Your story belongs here too, briefly. Why you started, what you care about, what makes your way different. Keep it to a paragraph or two, tied to the reader's problem, because nobody signed up for a biography.
Proof means showing that what you do works for people like them. A short quote from a customer, with their permission. A before-and-after. A photo of the cake next to the customer's reference picture. The course Content and copywriting that people read covers this in lesson 3.2, Specific claims and proof readers can check.
The final email in the sequence makes an offer, or points to the next step. By now the subscriber has received what they asked for, learned who you are, and had a few useful ideas from you. It is fair to tell them what you sell and how to get it.
Keep it honest and specific. Priya's last email invites parents to bring their child for one trial class, says what happens in the class, states the price of a full term plainly, and gives one link to book. Mei Ling's tells people how far ahead to order, what a typical custom cake costs in her range, and links to the order form. Neither uses fake deadlines.
Not everyone will be ready, and that is fine. The ones who are not move on to your regular newsletter, which you will plan in module 5.
Space the emails a day or two apart. Closer than that and they pile up in the inbox. Much further apart and the moment of attention fades before the sequence ends. A five-email sequence might run on day 0, day 1, day 3, day 5 and day 7.
Add one rule from the start: if someone buys or books during the sequence, they leave it. A parent who booked a trial class on day 2 should not get the "book a trial class" email on day 7. Most email tools let you set this as an exit condition, and module 7 covers it in more depth.
Before you write any emails, plan the sequence as a simple table with five rows, one per email, and four columns: the day it is sent, the subject line, a one-sentence purpose, and the single link it contains. If you plan only three emails, leave two rows empty.
Priya's example plan starts like this. Day 0: "Your heuristics checklist is here", to deliver the checklist and ask which topic is hardest, linking to the checklist. Day 1: "The fraction mistake I see every week", to give one useful idea, linking to a short worked example on her blog. Her later rows cover her story, a parent's comment on the classes, and the trial class offer.
In the activity below you will fill in your own five rows for your business.
Fill in a sequence plan with five rows: day sent, subject line, one-sentence purpose and the single link each email contains.
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