How to Create Your First Email Nurture

Amy Caiger Brand, Content, Website Design


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With all the different ways out there to meet a potential new client, and building up social media followings are all well and good, having a great funnel in place is essential for building your business. The reason email addresses are so important are for two reasons. Firstly if Facebook or Instagram were to suddenly disappear or a new social platform took over, you would still be able to contact your loyal fans and potential customers. Secondly emails are still the main way people become clients so it is still something that is very much worth putting in the effort to grow.

I can hear you say, but what do I have to do and what is an email nurture anyway?? Don’t worry I will go through this in a mo.

The email nurture we are going to be speaking about today is a basic welcome nurture, and it is good to have this in place no matter how near the beginning of your business journey you are. This is all about getting new subscribers to your list and then following up with a few emails to give them more information about how you can help. These are your intro emails, and could be the first time someone has come across you, so may know nothing about you, or they may have been following you for a while but maybe they don’t know exactly how to work with you.

These emails are a chance for you to warm up your new subscribers and to let them know you are here to help relieve them of that problem that is stopping them from getting to where they want to be be or who they want to be. But the aim is to do it in a engaging and exciting way that they open your emails and get to know, like and trust you.

So first things first - how are you going to get people onto your list?

It isn’t necessarily as easy just asking for people’s email addresses, or asking them sign up for your newsletter. People are a lot more protective of their email addresses, so you may need to think a bit more outside the box. Think of what you can give in exchange for an email address, something that will be super helpful for your ideal client. This is called a lead magnet

Some great ideas for lead magnets

  • A downloadable pdf - perhaps a checklist or a ‘Top 10’ something

  • Access to a webinar

  • Access to a video training

  • Discount or free delivery (more suited to product based businesses)

Now you have you freebie - what happens next.

This is when you have to start designing your nurture funnel and this starts with a landing page.

There are many places where you can design your landing page. You can go for something such as which is a platform dedicated to creating landing pages, you can add a page to your website. Although you want to keep it as simple as possible so you don’t want your navigation showing - too much of an opportunity for someone to get distracted, click away, look round your site and not enter their email address! Or you can create one using your email marketing provider. If you are just starting out, or just want an easier life, I recommend using your email provider as then everything is all in one place and it is much easier to manage. I use Mailerlite which give you great templates for creating your landing pages. See my blog post Mailerlite VS Mailchimp - Why I now use Mailerlite.

What a landing should include

A landing page needs to first and foremost have a place for someone to enter their name and email address. This page should be fairly simple with not loads of text as the main call to action is to enter their email address so you don’t want to detract from this.  Just a simple and catchy header, and just a couple of sentences to explain what your lead magnet is and what the outcomes are if they were to get your freebie.

You don’t need to go in too much detail here, as they will have already got the info they needed to get them interested in the blog post, social media post or ad that you first mentioned your download in.

The main aim is to make it as easy as possible for someone to sign up. Keep the sign up at the top of your landing page, you don’t want them to have to scroll down. Any extra bit of effort they have to put in, gives them a chance to not do it.

Try to make the sign up button as obvious as possible, the main purpose of this is to stand out. If that means you go off brand colours so it stands out more, then that is ok (this actually applies to all call to action buttons anywhere on your site - you want them to stand out, not blend in)


Ok so there are couple of things to think about here when it comes to GDPR. Nothing actually as horrendous as everyone was making out, all a bit of another Millennium bug scenario, but at some point in this sign up process you do need to state what they are exactly signing up for.

You can do this in 2 ways

  • You can have a tick box at the bottom after the sign up boxes so they can opt in or not - you will have to state that they will be signing up for - ultimately your mailing list, and you need to say what sort of things you will be sending them. I.e “tips and how tos to creating a simple and successful marketing strategy’’.

  • You can create a double opt in - this is my preferred option. What this means is that you send a confirmation email once someone has entered their email address, which once again explains that by confirming their subscription (there will be a confirm button) that they will be signing up to you mailing list which means they will be getting XYZ.

The reason I like a double opt in, is that I find it a lot simpler to set up, and also it is less likely to be missed. It is also a real action someone has to do, so you know when someone has signed up, they normally are a bit more interested. A tick box can be overlooked, even by those wanting to sign up to your mailing list.

Depending on what option you want to do - the next part you need to do is create the success or thank you page. This is the automatic page someone is sent to once they have entered their email address and pressed submit. This will either be a page on your website or if you are using something like Mailerlite, there will be an option to create this page alongside your opt in page.

This page either needs to say thank you, if you chose the tick box method, or it needs to tell them to look out for their emails as you are sending a confirmation email to them.

Once you have created these pages, make sure the emails are going to their own specific list. This helps you know where your sign ups are coming from, rather than just being added into the same mailing list, but this also allows you to create the automated emails you are going to want to send them once they have signed up.

Adding a subdomain

If you want to, you can add a subdomain to your landing page. A subdomain is when you have a different url to that of your website, but it is still linked to your website - basically you are swapping the www for something else - perhaps ‘freebie’ or ‘webinar’. Therefore your domain would be You create a subdomain via your domain hosting provider (1&1, Go Daddy etc).

If you think this is a bit complicated, then don’t worry, your landing page builder should give you the option of using one they provide. For example on Mailerlite they use

Setting up the nurture

Now for the fun part - getting the email nurture set up. These should be around 5-8 emails spanning a 2 week period. You could do them every day, or every couple of days - this is entirely up to you and what you feel is best for you and your audience.

You will set up your email nurture or automation in your email marketing system. You will start with an instruction as to how to start your email automation off. This will be when someone signs up to your list (this list will be the name of your lead magnet, so you can see everyone who has signed up), you will then send the first email immediately. After the first email you will set a delay, this will either be 1 day or 2 days, you will add the next email into the sequence, after this you will add a delay, and so on.

You can do a lot of fancy things with a nurture but as this is a simple email nurture, once someone has gone through the nurture, you will then send them onto your main mailing list. This should be very easy to do and should be the final instruction to your automation.

So what should be in your emails?

The first one of these emails will also be giving them whatever they have signed up for, so if it is a download, they will get the button to download the pdf etc.  This email will concentrate on that, but will also give a bit of an intro to you and what they will be receiving in the next few days. The next emails will be giving background into what you do, why you are different, what your values and beliefs are and how you help solve that pain point your ideal client has. Your final email should mention how to work with you - this will be the first mention of your offer. The main thing to remember is keep these emails interesting and intriguing, give them juicy tips or funny stories that they will relate with. This is their opportunity to get to know you. Use each email as lead on to the next email. End each email on a ‘cliffhanger’ so they will want to read your next email to find out how, what or why. This is your chance to make a good first impression and for them to get into the habit or readings your emails.

All emails should have a clear call to action, every single one of them. Whether that is inviting them to join your facebook group, follow you on social media, booking a call with you, or in the case of the last one, signing up to work with you.

Now, how do I schedule my emails?

Now you have your emails ready to go, it is time to make them automated, this means that as soon as someone joins your list, they will automatically start to receive these emails not matter what time of day it is. You will set this up as an automation in your email marketing system. If you are using the same email marketing system to create your landing page, you can link them so it is known that once someone has filled out their details they are automatically entered into your email automation. How you do this will be different depending on which system you use, but each automation will start with how it is triggered - for this instance it will be when someone is added to a list. This list will be named after the name of your lead magnet. The next action in your automation is for them to receive their first email, and this is the one that also contains their free download. After this email add a delay of 1 day or 2 days depending on what you decided on, and then add you next email. Repeat this until you get to your last email. After your last email your final action will be moving them to another list, normally this will be your general mailing list.

Check and double check!

Remember to check the process all the way through to make sure that is all works properly. Start with entering your details into your landing page (use an email address that is not currently in your email database as that can sometimes interfere with the steps), and check that you receive all the confirmation emails, as well as the crucial email number 1 in your sequence.

Then that is it - your first email nurture 😃👏🏻

So to recap, what you will need before you start your email nurture

1. Open an email marketing account if you don’t have one already. I recommend Mailerlite ( as it is super easy to use and free for up to 1000 subscribers. See my post Mailerlite vs Mailchimp - why I know use Mailerlite.

2. Copy for your landing page - This needs to be engaging and punchy, no one wants to read reams on this page, the main aim is to get their email address.

3. Copy for Thank you page (once someone has given their email) - this will be along the lines of 'Thank you, I will be sending an email, please check your spam.... Etc"

4. Copy for Confirmation email - including subject line (The email they get once they give their email address) - This will be along the line of '... by confirming and clicking button below you will be added onto my email list etc... if you don't want to be added please ignore this email.... you can unsubscribe at anytime ....' Basically the GDPR caveat.

5. Copy for Confirmation Thank you email including subject line (the email they get after confirming their subscription) - Something along the lines of ' Subscription confirmed.. I look forward to keeping in touch..'

6. Copy for your email funnel including subject lines - including the first one with the downloadable in.

7. A jpg/png of your logo, size 400x118 pixels - This is for your landing page and confirmation emails.

8. Any images for your landing page - depending on which template you choose this is normally a big image that fills the background.

9. Any images for your confirmation emails/ emails you may want to add.

10. An external link (url) as to where your pdf is hosted - this could be a hidden page of your website or a document hosting site like google drive or dropbox (you create a shareable link).

11. A subdomain url if you would rather not use Mailerlite's url. Mailerlite's landing page url is (you customise the xxxxx)


About Me

I'm a Brand and Marketing Strategist with over 12 years experience. My mission is to help biz owners connect with their ideal customers through the power of brand, content and website design. 

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