Back when I launched my first course, a beginner-level digital design workshop, I was convinced all I needed was one killer sales email.
I poured hours into writing the perfect pitch. Hit send. Then… nothing. I think two people clicked, and one of them was my mom.
That’s when I realized something critical: course sales don’t happen in one email. They happen in a sequence.
Email sequences are like conversations. You don’t walk up to someone and scream “Buy my course!” on the first hello. You warm them up, get them curious, answer their questions, and then make the pitch.
Here are 7 email sequence strategies I’ve used (some learned the hard way) that actually work.
1. The Welcome Sequence That Builds Trust from Day One
Your welcome sequence is like your first impression. And we all know how much those matter.
The first time I sent a “welcome” email, it was generic — something like “Thanks for subscribing! Stay tuned!” That’s it. Nobody stayed tuned.
Now? I write a 3–5 email sequence that feels like I’m showing a new friend around. I share my story, a little behind-the-scenes, what I believe in, and a taste of what they can expect. Not selling yet, just building trust.
Tips:
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Start with a story — how did you get into this field?
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Highlight one major win (without bragging).
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Invite replies. Make it a two-way thing.
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Soft preview of your course without pitching it yet.
If you’re not sure how to make your intro emails more effective, check out these best practices for writing engaging welcome emails.
2. Pre-Launch Nurture Sequence to Warm Up Your Audience
I once launched a course without warming up my list. Just dropped the link in an email and waited. Crickets again. Now, I know better.
A good pre-launch sequence educates people, gets them excited, and helps them feel like the course is being built for them. Think of it like telling them a story where they’re the hero — and your course is the helpful guide.
What works:
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3–5 emails teaching core concepts from your course
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Share relatable problems and how to solve them
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Tease transformation: “Next week, I’m revealing something big…”
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Make them hungry for what’s coming
Want to go deeper? Learn how to build an automated email sales funnel that does all of this on autopilot.
3. The Launch Sequence That Drives Urgency
When the cart opens, it’s game time.
I used to be scared of emailing too much. “What if people unsubscribe?” But when I finally ran a proper launch sequence — 5 emails over 7 days — my conversion rate doubled.
Here’s how I structure it:
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Day 1: Course is open! Here’s what it is.
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Day 2: Why I created this — behind the scenes.
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Day 4: Common objections + real testimonials.
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Day 6: 24 hours left — what you’ll miss.
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Day 7: Final call, cart closes tonight.
Use timers, limited seats, or bonuses to create urgency — but never fake it. People can smell BS from a mile away.
To increase clicks during these critical emails, try these subject line tips and examples that drive conversions.
4. Abandoned Cart Sequence That Recovers Lost Sales
This one’s a lifesaver.
I set this up after realizing half my audience would click the sales page… and then vanish. Turns out, they weren’t saying “no,” they were saying “not sure.”
The abandoned cart sequence I use is just 2–3 emails:
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Email 1 (1 hour later): “Hey, did you have any questions?”
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Email 2 (1 day later): Share a testimonial or bonus reminder.
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Email 3 (last day): “Still thinking about it?” + CTA
Add a real reply-to address. People actually write back with their concerns. That’s your window to help — and close the sale.
Not sure where to start? Here’s a full guide on writing abandoned cart emails that actually win back sales.
5. Post-Purchase Onboarding Sequence to Reduce Refunds
This one took me way too long to implement.
I used to think once someone bought, my job was done. Nope. That’s when the real work starts.
A solid onboarding sequence:
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Makes them feel good about buying
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Shows them exactly what to do next
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Reduces “I didn’t know what to expect” refunds
I send a welcome email right after purchase, followed by:
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Tips to get started
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Encouragement to join the community (if you have one)
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Reminder to block off time for learning
And to keep your emails landing in the inbox (instead of the spam folder), apply these best practices for avoiding spam filters.
Final Thoughts
If you’re still just sending one-off emails, you’re leaving money on the table.
Each of these email sequences plays a specific role, from building trust to sealing the deal. And the best part? You don’t need to be a tech wizard or a copywriting pro. Just show up honestly, help your audience solve a problem, and guide them toward a solution — your course.
Start with one sequence. Tweak it. Track it. Then build the next.
Because one email won’t sell your course… but the right sequence will.
