7 Things Your Email Nurture Sequence needs ASAP to get it converting

Email Nurture Sequences have the highest open rates, here's how to get it right in 7 easy steps

First things first, I want to applaud you for even looking into this.

Email marketing can be a toughie if you don't know all the ins and outs of it BUT it is not a difficult marketing tool to learn and the returns beat out social media ANYDAY 😉

A nurture sequence / welcome sequence is the most important part of your email marketing relationship as a Health and Wellness Coach with your warmest audience. Yes, I said warmest - because these folks have given you space in their inbox.

You're not fighting for attention with 1000's of other creators, it's you and them. So let's start this off on the right foot, and keep that trust levels high and give them bestie vibes, not Mary Kay salesperson vibes (no disrespect to any MK seller out there!)

7 essential steps in this article will keep your audience toasty until they're ready to buy.

If you've been here a while you'll know that I'm all about non-sleazy marketing so these are genuine relationships we are creating. (If you'd like to cut to the chase and make your workload easier, head over to my products site where you'll see my Keep Em' Warm Email Sequence that's on sale 😉)

Ok, let's get to it.

Step 1 : The Warm Welcome

The first email in your nurture sequence makes a memorable first impression.

A welcome message sets the tone for your entire relationship with the subscriber, so focus on being authentic and personal. Your welcome email can confirm that they made a great choice by joining your list, give a brief introduction to who you are and what they can expect, and maybe even offer a small, instant-value tip.

Keep your tone of voice friendly and genuine, and it's important to say what benefits they can expect from your emails, AND when they can expect it.

I like to tell clients in the Health and Wellness space to always stick to a schedule they can manage.

If all you can do is 2 emails a month then say that. Don't promise weekly emails if you can't write weekly as that's jeopardizing the trust they put in you.

Quick Tips for Your Welcome Message:

- Introduce yourself authentically—show a little personality.

- Be clear on the type of content they’ll receive.

- Add a call-to-action to explore your website or social media.

Pro Tip: Use this email to link to one of your most popular pieces of content, like a blog post or a free resource, to offer immediate value.

Step 2 :Storytelling to Build Connection

People are naturally drawn to stories.

Sharing a personal story in one of your early emails helps shows the real person behind the brand. This could be a story about how you got started, a lesson you learned, or even a struggle you faced and overcame in your wellness journey. All of these are examples I included in my Keep Em' Warm Email Sequence.

This isn't focused on making subscribers see themselves in your story (although that is great) because I find a lot of Health and Wellness Coach trip up here trying to think of a story that 'fits'.

So instead, focus on a story that makes them feel a form of connection. For example, if you know your target audience is moms with young kids, tie in your experience as a mom with young kids (even if that was years ago) and how that relates to what you're doing now.

We all have struggles with confidence, body image, unhealthy eating, workout discipline, hormone balancing etc. These are common themes among Health and Wellness Coaches so choose a story that makes your subscribers feel like they aren't alone.

Quick Tips for Storytelling:

- Keep it short and relevant to your audience’s interests.

- Make the story relatable, showing empathy for your audience’s challenges.

- Tie your story back to the value you provide or the journey they’re on.

Pro Tip: Share an experience that highlights the benefits of what you offer in your welcome sequence. This helps them connect the dots when you're ready to sell.

Step 3: Keep it valuable and educational

I know there's a whole lot of creators out there who tell you to stop with the educational content. But in the case of emails, you want to be providing value in every single one and especially at least one in the nurture sequence

That can sound exhausting but it's really not when you realize how much good content you put out on a weekly basis. Clients in my Repurposing containers are always mind-blown when I pull out dozens of emails from their current content. So it absolutely can be done, it just takes a little time to find the best content to turn into a value piece.

If you're not big on using your current content then offer insights that they may not know or give them actionable tips that can be implemented right away - this gives them huge benefit since it's actionalble immediately. These type of emails also builds your authority and makes your subscribers trust you as a knowledgeable guide in health and wellness.

Educational content could be short, insightful tips, or even wellness myths you’d like to bust. Aim to make one email in your sequence feel like a small win, leaving readers feeling more informed by the time they finish reading.

Quick Tips for Educational Content:

- Address a common question or challenge in the wellness industry.

- Share practical tips they can implement without needing to buy anything.

- Be concise but impactful—focus on one valuable takeaway per email.

Pro Tip: Pull snippets from past podcasts or blog posts to save time and reinforce key messages.

Step 4 : Social Proof / Testimonials

Decisions are easier made when we see others having a positive experience too.

Including testimonials or case studies in your nurture sequence is an excellent way to add credibility. Share a brief story of a client’s journey, success stories, and even one where they overcame a challenge with your help.

The purpose of this is to give your subscribers proof that your insights and guidance can lead to real change. Even if you’re just starting out, sharing positive feedback from a beta program can add a ton of confidence to new clients.

Quick Tips for Social Proof:

- Include short, genuine testimonials relevant to your audience.

- Use client’s words to make it feel personal and authentic.

- If possible, highlight specific outcomes or results they achieved.

Pro Tip: If you already have a sales page for an offer, or a website with all your offers, add a link to this email so those who are ready to explore can take a peek.

Step 5 : Exclusive Content or Freebies

If you've been in the online space for a while, I'll bet you've created a ton of resources in your Health and Wellness Business. This is a great chance to share exclusive content or a freebie in to your subscribers to further strengthen your authority. This could be as simple as a checklist, mini guide, or even an early access offer.

For example, if your sequence focuses on wellness habits, you might offer a free guide on “Daily Wellness Habits” or an exclusive checklist on “5 Ways to Relax in 5 Minutes.” Subscribers will feel rewarded, appreciated, and more invested in your brand.

Quick Tips for Exclusive Content:

- Create something simple but useful that aligns with your message.

- Make sure it’s easy to download and access.

- Emphasize its exclusivity to your subscribers.

Pro Tip: This is not a must, this is more of a complement to what you already provided them within the original lead magnet.

Step 6 : Call to Actions that are clear and concise

Each email in your nurture sequence can include a CTA that encourages further interaction, even if it’s just a simple reply asking for their thoughts.

While it doesn’t always need to be a push for a sale, guiding your reader to take a small action helps create a habit of engagement. Especially as a Health and Wellness Coach because you're more service-based and less product based the engagement helps later on when you're doing pre-sales, waitlists etc.

Early in the sequence, CTAs could be as simple as encouraging subscribers to follow you on social media or reply with their biggest wellness challenge. As the sequence progresses, CTAs can include signing up for a free consultation, or checking out your latest offer.

It's important that every email moving forward as part of your regular email marketing also includes call to actions of some sort.

Quick Tips for Effective CTAs:

- Make your CTA clear and focused on one action.

- Vary your CTAs to keep engagement fresh and interesting.

- Consider “soft” CTAs early in the sequence and more direct ones later.

Pro Tip: A lot of Health and Wellness Coaches tend to forget CTA's in emails so before you sit to write ask yourself what's the purpose of this email - that usually helps bring out the CTA.

Step 7. A Final Offer or Invitation...for now

To wrap up your sequence you can introduce a final CTA that highlights your offer or invites your subscribers to take the next step with you. This is where you encourage them to take action, whether it’s signing up for a workshop, scheduling a consultation or if you've got self-paced courses they could look at this would be a great intro to your health and wellness services as well.

Remember, the goal isn’t to pressure but rather to provide a valuable solution that aligns with the what you’ve shared throughout your sequence. This final email should feel like a natural conclusion to a meaningful conversation you’ve had over several emails.

Quick Tips for Your Final Offer Email:

- Summarize the value you’ve shared over the sequence to remind them of what they’ve gained.

- Position your offer as the next step in their journey.

- Use friendly, genuine language to keep it pressure-free.

Pro Tip: If you've covered all these bases you're already on a good track with great open rates - so this last email is a good way to track how many took action so that you know how to tweak future emails.

Let's conclude!

An effective email nurture sequence isn’t about selling; it’s about creating a genuine connection with your subscribers, providing them with value, and guiding them naturally toward your offers. I know it can be daunting to think of and write out an entire sequence, keep in mind the type of relationship you want with your subscribers and start from there.

If you’re ready to simplify the process and create a warm, engaging sequence with ease, and take all the guesswork out, my Keep Em' Warm Email Sequence Template helps you do just that!

Email me for any questions or find me over on the 'gram.