What is an Email Sequence?

  • They nurture your leads and forms better relationships
  • They ensure your email leads get the best of your content at any time they join
  • They provide valuable information and advice to your audience They create a unique personalized experience to your leads
  • They automate your marketing efforts (selling your courses while you sleep!)

An email sequence is several emails scheduled to be sent in a specific timeframe where each one serves a different purpose. It is essentially a series of automated marketing emails.

Otherwise known as an ‘autoresponder’, an email sequence plays a huge role in your email marketing strategy and describes a series of emails that are sent out to your audience in a timely and methodical manner.

Email sequences have some obvious and hidden benefits attached to them.

To fully exploit the power of email marketing and set up an email sequence for your followers, first you need to build an email list with contacts that belong to your target audience – those people who your course is most relevant and a must-have product.

Once you have your email list, you are ready to learn more about what email sequence is and how it can help your online school get more sales and gain brand awareness.

Different Types of Emails and Sequences

There are many types of email sequences and the differences are found in the goal of each email campaign.

What it includes and urges your email list members to do is directly associated with what you want to do and your business goals.

Each sequence might have a different purpose like:

  • Welcoming new students
  • Informing with news, tips and blog posts
  • Nurturing leads (from a free course or a lead magnet) to buy a course
  • Launching a new course
  • Engaging in conversation

Each email you send out needs to follow a specific plan of action and a goal which will potentially bring your leads one step closer to ‘closing the deal’ or in marketing terms, ‘making the sale’.

For example…

Do you want people to get to know more about what you do? Then, you can create an email that links to your site – either your course description or blog.

Do you want people to build trust in your product? You can create an email that links out to customer reviews and testimonials.

Do you want people to engage with you more directly? Create an email inviting them to join a webinar or a podcast talking about your course.

Do you want to inform them about the launch of your new course? Then, create an email that tells them when and where this takes place in the form of an announcement.

Do you want to welcome people and show them around your site? Create an email that allows them to explore your website and find the information they need the most.

TIP: What’s awesome about sequence emails is that you getto write themONCE and then you choose an email marketing tool that will send them out to subscribers directly, and…your job is done!

TIP 2: Don’t forget to setup youremail notifications in Learnworlds. They arealso part of your email sequence welcoming new users, students, customers, and customizing the whole learning experience.

Each email sequence can include multiple different kinds of emails to engage your audience in different ways, leading them to the final desired result.

To guide your way through different types of email sequences, in this article we present the most prevailing ones that you will need as a course instructor.

The ‘Welcome’ Email – an email that welcomes new members to your onlinecommunity, It usually provides them with an incentive to explore your online school and purchase your courses. Also, informing email subscribers about what they expect to see in your emails and how useful is to be a member of the email list – presenting the benefits.

The Question Email – this is the email that aims to entice and attractattention. It takes the form of the ‘helpful email’ and lending them a hand – letting them know that you are there for them and building on awareness.

The Newsletter Email – an encouraging email that urges subscribers tocheck out your blog content, your videos/webinars, read and share your school’s or industry news, learn about new features, or trying out alternative solutions you provide.

The ‘Announcement’ Email – a notifying email that informs subscribers fornews/updates. For example:

  • Course Launch – announcing the launch of your course (date/day) – countdown, providing a course outline, and focusing on the benefits it offers.
  • Course Registration Open Call – encouraging them to take a pick in your course, linking to your course page description, and offering an open call to course enrolment/pre-registration.
  • Feature Update – letting know subscribers about the launch of a new feature or access to new course material.

The ‘Offer/Bonus’ Email – a specialized targeted email that promotes anoffer the email subscribers can claim within a limited-time, encouraging them to take new steps (get their coupon codes, download an ebook, join a VIP webinar, etc.)

The ‘Last Chance’ Email – this is similar to abandoning cart email that isused on retail sites – ‘Claim Your Spot’ providing a ‘Last Call’ to indecisive people.

The ‘Product Review’ Email – the email that asks your email subscribers,students, or community for constructive feedback and reviews on your product.

The ‘Nurture’ Email – an email that helps your subscribers get to know youbetter. It usually shares industry or company news and informs them of what’s going on ‘behind the scenes’.

The ‘Re-engagement’ Email – an email that is designed to ‘win back’ yoursubscribers and regenerate their interest in your product. It usually sends out a reminder or a warning that you are going to unsubscribe inactive users. This could also be packed with a unique offer.

The ‘Thank You’ Email – this is the email that sends out a ‘thank you’ noteto subscribers for being loyal, supporting your school, and taking an active role in the learning community.

These are just a few types of emails you can send out to your subscribers once you set your email marketing strategy up and running. Each one is used with a certain purpose in mind and helps to serve your business needs.

On that note, you should make sure to create emails that use the best and most appropriate visuals that go with it and match with your brand. Apart from designing good-quality photos, you need to come up with a catchy marketing copy and choose your colors and graphics carefully.

SUMO has a great deal of email marketing examples to show, coming from businesses who have nailed it!

How to Set up Your Email Sequence

Your email sequence could be about any topic, but it should always relate to your school’s subject and online courses. After all, it needs to create awareness and get people interested in what you are offering.

To help you create a winning email sequence, there are a few steps you need to take into account…

  1. Name the sequence

Naming the sequence can give you the pointers you need to create your sequence. In a way, it sets up the context and prepares the ground for it, it keeps you focused and driven to your goal.

The name of your sequence describes what it is going to come up in the next emails, and can easily become the headline/subject line of your email.

A few examples:

  • Step-by-Step Guide on how to Get Fit in 30 days [Sports/Fitness]
  • Mastering the Science of Social Media: Your Very Own Free Toolkit [Business/Digital Marketing]
  • Best Strategies on How to Ace Your Next Job Interview [Job Search/Career Advice]
  • Set up the sequence

Each autoresponder tool has different guidelines as to how you can set up your sequence, however, they all follow a ‘standard route’ to it.

First, create the sequence and give it the name you have decided for it. Then finish your email draft and complete your email series. Decide when you want each email to go out to your list of subscribers – these could only be a group of subscribers or everyone. Finally, click save and you are ready to go.

  • Set time to the content

Your email sequence starts as soon as each subscriber enters your email list. It’s up to you to decide how many days after the subscription you want these emails to be sent out. What’s great is that no email content is lost and each subscriber receives it on the days scheduled e.g. Day 1, Day 3, Day 5, and so on.

This means that you can create a 10 email sequence that is sent out within 30 days. Alternatively, it could be just one or two per week or even a total of 30 emails sent out on an annual basis!

Looking at it from this scope, we see that email sequences are a perfect fit for drip marketing campaigns that allow you to have control over what kind of content your subscribers get to have access to and when with specific times and dates.

A good rule of thumb is to have more emails that are crammed together at the beginning of your sequence and spread the rest out later. Sending an email each day for two or three days in a row to a fresh lead joining your email list is great to get them hooked!

This concept is probably easier understood once you get down to the real thing and check out some email sequence examples of your own…

Email Sequence Templates for Selling Online Courses

Whether you have created an email sequence or not yet, we offer a couple of templates to help you out. The logic behind these follows the two key phases of the course launch which are:

1) educating your audience and 2) presenting your course.

In phase 1, you can send out informative material to your email list to help create an understanding of the topic and build awareness on your subject. These could be 5 to 6 nurturing or engagement emails that are sent out before the launch of your course.

Such emails go out to people who aren’t yet fully aware of what you do and need more convincing information to decide whether to buy from you or not.

If it’s 14 days (two weeks) before your course launch, you can send them informative pieces of content that includes blog posts, ebooks, a PDF, case studies, invitation to webinars, videos, offer group coaching, short guides or checklists.

In phase 2, you are ready to take real action…sending that owl outside the Hogwarts grounds.


  • DAY 1

Email 1: Your course teaser

Announce the launch of your online course in due date (on a specific day/time)

Tell your audience what your course will be about, who is it for, what can it help others do

Create a media accompaniment e.g. a video talking about your course.

Here’s a video teaser example for an animation course.

  • DAY 2

Email 2: Your Course Description Details

Provide more details on your course – what does it include? Give some insight into your course – the basic outline including the number

of classes, modules and bonus material Focus on value proposition – what makes your course offer unique? Include the sharing option on social media to build excitement

  • DAY 3

Email 3: Your Course Becomes Available

  • Inform your audience that they can register on your course
  • Include testimonials on your email or a link to an external page
  • Provide a link to your course sales page and a more detailed description
  • Create urgency to join your course with a specific ‘closing’ date
  • DAY 4

Email 4: Gathering Feedback

Create a survey/questionnaire and ask your students for feedback Get a review or a quote on what was useful or not in terms of course content and administration

  • DAY 5

Email 5: FAQ Email

Study your feedback and provide answers to FAQs – Frequently Asked Questions

Tell your audience that you offer a money guarantee

Give out the course duration time, accessibility details and the closing date (cart closing)

  • DAY 6

Email 6: Give out a freebie

Extend the closing date.

Offer a renovated checklist for your online course (or a free 1:1 coaching session).

Encourage your existing students to bring a friend to get a discount on your next course.

  • DAY 7

Email 7: Thank your audience

Say  thank  you  to  your  audience  for  being  part  of  your  course  launch.

Include  more  testimonials from students talking about your course.

Show social media posts that people have shared boasting about your course.

Email 8: Your Cart is Closing (Email 1)

am on a second-to-last day: Come up with a logical argument saying that this is the best time to buy.

Give reference to your freebies and your course discounts Remind your audience that they have limited time left to buy your course.

Email 9: Your Cart is Closing (Email 2)

10-11 am: Mid-day reminder of the closing cart.

Email 10: This Is Your Last Chance (Email 3)

10 pm: A reminder sent out two hours before the closure of the cart saying that it is the last chance to buy.


  • DAY 1

Email 1: Making the Announcement!

Tell people when you expect to have your course ready Include a countdown image/Gif

  • DAY 3

Email 2: What is this all about?

  • Introduce yourself, your school and the upcoming course
  • Provide an outline of what it is about and how people can benefit from it
  • Build excitement around your course by creating a poll on a relevant topic
  • DAY 5

Email 3: Did you know? The News-letter Email

Tell people something they are more likely to NOT know about Provide links to your blog – if you have one or write about interesting statistics on your course subject

Present the results of your poll and showcase your content/learning material

  • DAY 7

Email 4: The Course is Live!

Offer a free ebook download

  • DAY 9

Email 5: Have you tried this?–FAQ

Provide explanations on how your audience can use your course Answer commonly asked questions and further guidelines to those who have enrolled on your course

Ask them if they need help with anything related to your course

  • DAY 11

Email 6: Thanking Your People & Review Email

Show your love to your audience and send out your ‘Thank You’ note

Share relevant testimonials and social proof Give out credits to other sites or key people sharing what they are saying

about your course Ask your audience if they are willing to share their learning experience with your course

  • DAY 13

Email 7: The Bonus 1+1 Offer

Offer a reward to your audience for their dedication to your business Encourage people to enroll in your course and offer a mini-course for free or the next one with a 10% discount

Email 8: Newsletter Email

Share an invitation to a webinar offering group consultation Provide a link to free resources – articles and industry news

  • DAY 15

Email 9: Don’t Forget –Closing Cart (Email 1)

9 am: Remind subscribers for your offer or discount, telling them this is the best time to buy and should not be left out – FOMO

Email 10: Complete Your Order–Closing Cart (Email 2)

Midnight: Mid-day reminder of the closing cart. They still have some time left to enroll in your course

Email 11: Still Here? Your Cart is Waiting (Email 3)

1 hour before closing: this is the final warning for closing cart


  • DAY 1

Email 1: Your Course Teaser

Create a video talking about your upcoming course Introduce yourself and what you do with your online school – what’s your purpose?

  • DAY 6

Email 2: Providing more details about your course

Tell your audience when they should expect the course to be live (specific date/time)

Provide an outline and insights to the course – what it is going to include? Come up with a value proposition and show how you stand out from your competitors

  • DAY 12

Email 3: Appearing on Media

Show testimonials and reviews coming from different sites and mentions/credits from popular companies Invite your audience to a live podcast where you will be appearing to talk about your course

Email 4: Newsletter Email

Link to your blog resources and offer a mini-course for free Share industry statistics focusing on FOMO (fear of missing out)

  • DAY 15

Email 5: The Follow Up Email

Ask your audience what are their thoughts on the previous podcast Share current reviews, social proof and testimonials from loyal followers and invite more people to have their say

Remind people that your course is going to be launched soon

  • DAY 17

Email 6: The Course is Available for the Public

Announce that the course is live and ready for people who pre-registered Call for people who might be interested

Provide a full description of your course and link to your sales page

  • DAY 19

Email 7: Newsletter Email

Offer a free checklist and a course outline to entice more people on joining your course

Provide a link to blog articles and show off customers testimonials

  • DAY 21

Email 8: Basic Guidelines & FAQ Webinar

Make it easy for people to leave their comments and reviews on your course

Ask for both positive and negative/constructive feedback Call for a webinar that answers FAQs

  • DAY 25

Email 9: Give thanks & Offer a Gift

Show your recognition and gratitude to your loyal followers and their prompt responses

Offer a complimentary ebook to help your audience understand your course learning material

  • DAY 26

Email 10: Newsletter Email

Call for a webinar that gives out a free consultation Share the newest article of your blog and link to other industry resources

  • DAY 28

Email 11: Giving out useful resources–The Newsletter Email

Create an infographic with useful stats on a topic relating to your course Conduct your research and share your results on your blog Link to your website or other business accounts e.g. YouTube, Instagram, Pinterest

  • DAY 29

Email 12: Pre-closing cart

Tell your audience that the cart is going to close on a specific date Remind them of the benefits of joining the course and the discount the get with it

  • DAY 30

Email 13: Your Head’s Up –Closing Cart (Email 1)

9 pm on a second-to-last day: remind people that the cart is closing and tell them that this is the best time to buy

Email 14: Are you here?–Closing Cart (Email 2)

11 pm: Second warning on a closing cart and that course accessibility will end

Email 15: Still interested?–Last Chance (Email 3)

3 Hours before the closing of the cart. This is the last call for joining your online course

These three email sequence templates can guide your way to creating yours. They show which are the most important emails that need to be sent to your email subscribers, preparing them for the launch of your course. Don’t be afraid to change them and make a unique sequence that will work for your audience!

As you can see, there is a variety in the use of emails (and their types) and this helps to create awareness and build excitement around the launch of your course. Thanking your audience and asking for feedback is also a necessary part of the process, which you will need to fuse into your email marketing campaign.

Now, check the following example to see how this works in real life…

Example of a 7-day Course Launch Email Sequence

The following email sequence is an example that gives you an idea of what yours should look like and how it works out. It uses the template of the 7-day course launch email sequence used in this article.

While it’s not necessary to have the same material send out for each email, you can just use it as a source of inspiration.

The following email sequence prepares a course launch email for a CV writing course created by an online instructor and career coach.


  • DAY 1

Email 1:

Email Subject: I have a great announcement to make.

Date: 7 May 2021


Hi Emma,

After spending years on how to write a CV effectively, you may have concluded that no amount of drafts are good to be sent out to employers or even close enough to what you have dreamed of.

But, it doesn’t have to be that way.

Searching for a job can become an exhausting process, and the burden to come up with the perfect CV to impress employers it’s painstaking. I know exactly how you feel. I have been there, and somewhere in the process, I have decided to give an end to that.

Check out my video:

[Image & Link to the video]

This is why I have decided to create a career-changing course that will help you land your dream job through the write-up of an awesome CV that will stand out from the competition.

Today, I am excited to introduce you to my new course ‘How to Write a CV That Gets the Job’ that is starting in 3 days from now, on May 9th at noon to be exact!

So, keep an eye on your inbox to see the course opening soon!

Talk soon!


CV & Career Coach


  • DAY 2

Email 2:

Email Subject: I think you might like this.

Date: 8 May 2021


Hey Emma!

I get it, you are tired of not getting the attention of employers.

That’s why I keep coming back to you. Reading the blog posts I am suggesting may help you engage deeply with what is being held there and the work that is taking place of the official launch of my course on CV Writing.

What if I told you I have created an exceptional bundle of text, quizzes, and activities on the subject?

Here are some tips and advice I give out on my blog to help you out and prepare you for the real thing…

[Button with Link to the blog]

I am glad to introduce to my new course ‘How to Write a CV That Gets the Job’ that will finally help you land your dream job.

In the course you will learn:

How to ‘sell’ yourself effectively How to strategically use action words and verbs on paper on your CV

How to write a career summary and other CV sections from scratch How to ensure nothing is missing on your CV!

So, I have to say, I am excited about this course! I hope you will get thrilled about it too…

Make sure to keep an eye on your inbox to see the course opening soon! And if you have any questions don’t hesitate to ask me.




  • DAY 3

Email 3:

Email Subject: ‘How to Write a CV That Gets the Job’ is open! (Go, go, go…)

Date: 9 May 2021


Great news!

Three days ago, I announced that my online course ‘How to Write a CV That Gets the Job’, and is live! Your support has been overwhelming and it’s amazing that until today over 100 people have already signed up and counting!

Here’s what a reviewer wrote about it:

“I joined the course to learn how to write a CV that would talk about my skills and work experience and discovered the secrets on how to present myself in the best light possible! I updated my CV and the next day I received an email invitation for a job interview. How awesome is that?”

Now you can see what others are talking about and what they can achieve with just a little work!

Remember, I’m offering you the chance to learn how to write a CV that will help you climb the stairs leading to the job interview room and land your dream job!

Join our community of 100+ people who are learning the same thing and get your interview invite in only a matter of days.

Be sure to claim your spot on this course while the enrolment period is open

– until May 14th! With respect! Kyriaki


  • DAY 4

Email 4:

Email Subject: Tell me something, Emma.

Date: 10 May 2021


Hey there,

Thanks for being part of our community! I want to ask one last thing before you start digging in…

Without your feedback and reviews, it is impossible that I improve your learning experience.

If you dig our stuff and get value out of it, I would appreciate it if you could please provide me with some feedback here:

[link to external site]

I want to personally thank you for being one of my students. I truly LOVE my students and will always be here if you need me.

Much respect,

Your Coach


  • DAY 5

Email 5:

Email Subject: Emma, what are you waiting for?

Date: 11 May 2021


My course on ‘How to Write a CV That Gets a Job’ is out and about!

Are you considering joining?

[Link to course page]

So, here’s the thing. If you don’t get called for an interview within a month after writing a CV that follows the course guidelines, I will give you your money back!

That is a guarantee!

Your Top Questions Answered:

Q1: How long does this course offer last?

The course is open for you to join until May 14th and you may enroll by following this link [insert your link]!

Q2: Is it possible for someone to check my CV? I need some advice.

Yes! Send your CV at [email protected] and I will get back to you in no time!

Q3: Do I need to enroll in ‘How to Write a CV That Gets a Job’ course?

Yes. It includes everything you need to know about CV writing that gets one step closer to where you want to go!

If you’re not yet sure about it, let me tell you this:

‘How to Write a CV That Gets a Job’ gives you the best tips, techniques, and direction to succeed in your job search and make a great impression on employers.

This course will get you from jobless to employed. No matter who you are, where you live, or what you want, ‘How to Write a CV that Gets a Job’ is the master key to unlock your career potential and get you right at the top of the professional ladder.




  • DAY 6

Email 6:

Email Subject: I rarelydo this, but I’m doing it for you, Emma.

Date: 12 May 2021


I want to take a moment and thank you, Emma.

I’ve been feeling especially grateful lately for all the support I am getting from our community. There is nothing that brings me more joy than helping incredible people realize their career potential and aim higher in professional life!

So, to show my thanks, I wanted to do something special for you:

I’m giving you 3 exclusive gifts…

Here’s how you get access:

For the next 48 hours, when you claim a spot at my online course, you will get exclusive access to these gifts:

Gift #1: A CV Checklist to find if your CV has everything it needs to make it past the ATS – Applicant Tracking System.

Get yours today! – [Link to Checklist Download]

Gift #2: Request your free of charge 10-minute 1:1 coaching session and essential advice and tips on your CV.

Drop me an email at [email protected] and we will arrange this on a dedicated time that suits both!

Gift #3: Tell a friend and get a 15% discount off the next course!

Tell a friend about this course and get a discount for the next course that is down the line.

[Social Button Link – Recommend to a Friend]

Remember – your chance to claim your spot on ‘How to Write a CV that Gets a Job’

…to grab your value-packed CV checklist …

…to claim your free 1:1 CV consulting session…

…to get your 15% discount on the upcoming course…

…ends Sunday on May 14th at 11:59 PM ET, so claim your gifts now before you miss out…


  • DAY 7

Email 7:

Email Subject: Just one moment to say thank you.

Date: 13 May 2021


I have no words to thank you, Emma…

I’ve been feeling especially grateful lately for your support! There is nothing that brings me more joy than helping incredible people like you realize their full potential and advance in their professional life!

These are just a few of the kind words I received as an appraisal:

[More Examples of Testimonials]

I have to pinch myself that I get to wake up every day and do this for a living.

I am always looking to add value to your life in whatever way possible. I love the connection we have and would hate to lose it.

I look forward to continuing our journey together! I will continue working to help you create and make the most of all the opportunities that lie ahead in every aspect of life, especially in your career.

Your coach



  • Email 8:

Email Subject: Last chance to claim your spot on ‘How to Write a CV ThatGets a Job’.

Date: 13 May 2021, Time: 9:03


Hey Emma,

This is unbelievable.

I thought the last time I released ‘How to Write a CV That Gets a Job’ was crazy, but this is pure insanity…

I was up most of last night, drinking my favorite cherry-flavored tea and answering emails from people about a CV class, which is part of my super-exclusive, career-changing course.

I dozed off for a couple of hours and woke up early this morning to realize that it almost completely sold out! The response on the CV checklists and 1:1 coaching appointments that are on offer was impressive as well…

Click Here to See if Your Spot on ‘How to Write a CV That Gets a Job’ is Still Available!

Now is the time to get yours because…

We Are Almost Completely Sold Out!

After having 10 spots available yesterday, there are just 4 left, and from the looks of things, they will be gone in a matter of hours.

Many people have asked if we can reserve them a copy since they are on holiday or work trips, but it’s just not possible.

If you were sitting around thinking you would get your spot in the next couple of days…

It won’t be there.

Once these 4 spots are gone, they’re gone. So make sure you don’t miss out…!

If you’re sitting on the fence about this program, now is the time to act.


  • Email 9:

Email Subject: Last chance to claim your spot on ‘How to Write a CV thatGets a Job’ Course.

Date: 13 May 2021, Time: 10:45



This closes tonight!

Today is the last day to enroll in my in-depth career-changing course that has the power to get you one step closer to your dream job!

[Link to the course page]

When you enroll before midnight tonight, drop me an email and I can go over everything you need to know about the course!

Talk soon, Emma!

P.S. I did something interesting. I asked previous students of mine what they would tell someone who is thinking about joining the program.

Here is the direct quote:

‘This course about CVs is amazing. It helped me see things differently! On top of that, it got me the job at the company I always wanted!

If you want this to happen to you, I would love to help you out!




  • Email 10:

Email Subject: The offer to enroll inthe ‘How to Write a CV That Gets theJob’ course ends… at midnight!

Date: 13 May 2021, Time: 22:00


Hello Emma,

We are only a couple of hours away to saying goodbye to the offer on ‘How to Write a CV That Gets the Job’ and it feels like it’s the end of an era…

Check if Your Spot on the course is Still Available!

If you want to join the course, you still have some time to do so before it’s gone!

[Link to the course page]

Talk to you soon!


With this email sent as the last in the email sequence, you close off the course launch email marketing campaign. It’s important to tell your audience that this doesn’t mean the end and that you are going to keep in touch sharing further information, learning material, and of course, online courses.

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