Autoresponder Email Series | What to Write in Autoresponders so You Can Turn Website Leads Into Paying Clients

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Hey there

It’s Jennie Lakenan, certified life coach & consultant for your web design strategy needs. Over the last handful of years I’ve designed dozens of websites for coaches. My mission is to get more coaching into the world and help elevate the quality of life of humans at large by delivering expert custom website design and strategy to coaches.

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The Life Coach's Tech Roadmap

The only 5 pieces of tech a coach needs to set up an online business without overwhelm.

5 simple website fixes to get more coaching clients

Five sure-fire ways to increase the number of clients you sign from your coaching website.

A couple of blog posts ago I wrote about what an email autoresponder is and why it’s important for you to use to market your coaching business.

I recommend you read that post before reading this one. Because it’ll be to your benefit to have that foundational understanding before we build on it with this post. Today I’ll explain how to structure your email autoresponder so you can turn those website leads into paying clients.

what should i write?

Okay, if you’ve read that post, you know that capturing website leads is important, and that writing an email autoresponder to nurture them is, too.

But now you’re probably thinking, “Where in the world do I start in writing these emails? What content do I put in them so it’s interesting and helpful to my ideal client?”

I felt that way, too, the first time I wrote a series of email autoresponders for my own email list. But then I did a bunch of research and found that there’s really a pretty simple formula to effectively writing these emails.

In this post I’m going to sum up all my research as concisely as possible so you don’t have to do it yourself. I’ll explain step by step how to write an email autoresponder for your coaching business in a way that welcomes your ideal client into your world and offers your help without sounding super sales-y.


First: this email writing process is meant to complement a free download, like a PDF or audio. I write more about this strategy in my lead capture post here. That means your lead magnet is something they must click on to open and read/listen to/watch.

But you can also adapt as needed for an email or video course. If you’d like me to write a guide about writing for those sorts of lead magnets then comment below and let me know.

Second: this is just one way to write these emails. It’s meant to give you a head start and keep things simple. Once you grow, you can expand this autoresponder sequence and provide even more value, depending on what your lead magnet is.

For example, Stacey Boehman has SEVEN emails in her opt-in sequence for her new 5 day business training course. That’s a ton! But they are all super high value. (Because that’s the only way people will read that many emails!)

The important thing is that no matter how many emails you have in your autoresponder, you need to stuff them full of value for your ideal client. Then if they unsubscribe, you know they were never going to buy anyway.

Harsh, but true.

the meat: What to write in your email autoresponder

The first email

You will send website visitors an email as soon as you capture their email address. The purpose of this email is to welcome them and deliver the lead magnet.

First, you will offer the lead magnet. You’ll say, “You can download your free guide right HERE,” or something to that effect in your own voice. You’ll link to it in that sentence.

Then, very briefly you’ll remind them of what their result will be once they read/listen to/watch your free download. People don’t care about the features of the guide – they want to know how it will HELP THEM. For example, “if you read this guide, you’ll learn how to overcome overwhelm and be able to feel better today.”

Then, you’ll address a major rejection your ideal client has, in the form “Most people think X, but if they only knew Y, then Z.” This helps build trust and break down the roadblocks they might have to what you’re sharing in your download.

Lastly, you’ll give them a call to action. In this first email it should just be to open and read the lead magnet. You’ve offered it at the beginning, now offer it again at the end.

The second email

The next day, you will send them another email. The purpose of this second email is to help them consume the lead magnet by teasing about the contents.

First, you’ll hint on something specific about the contents, like “Hey, watch out for #2 on the list, it’s the one that really gets people going.” This is to pique their curiosity and get them more interested in reading it if they haven’t already.

The call to action in this second email will be to offer help. You might ask them to reply with the biggest obstacle their facing, “Stuck? Need some help?” And then offer to help in a way that’s relevant to your ideal client’s problem(s).

The last email

The purpose of this last email is to go into detail on what your mini session is like and the benefits they’ll get from it.

You’ll offer the session and explain why it’s the logical next step after reading/listening to/watching your lead magnet.

Then you’ll tie the benefits of the mini session into the RESULT they’ll enjoy. For example, “Hey, if we coach in a mini session, you’ll learn all about how to be in control of your thoughts (benefit), and then you’ll be able to avoid those bad days and feel happier (result).” That isn’t specific enough, but you get the idea.

The call to action in this last email will be to sign up for that mini session. You can ask them to reply to set up the session, or you can link to your booking page via a scheduling service like Calendly or Acuity.

Offer this call to action in the middle of the email when you first bring it up. Then link to it again at the end, ideally with a button so it’s very clear.

Just remember this crucial piece

For each email you write in this sequence, whether you write three or decide to write more, consider: how does this provide value to the person reading it if they’re my ideal client?

If you genuinely care about your ideal client – and this is the KEY piece my friends – then you will be able to provide way more value and help to them than any step by step guide I could ever give you.

This will also help you avoid sounding super sales-y.

You must BELIEVE in your ideal client and their ability to succeed in whatever you’re offering them.

Don’t set and forget your email autoresponder

Rarely will these emails be A+ work at first. You’ll write them and the number of mini-session sign-ups may be so-so. That’s completely normal. You’ve got to tweak them, sometimes a lot. Look at the conversion rates on these emails (open rates, click rates, mini session sign-up rate), and see where you need to edit.

Do more of what works and less of what doesn’t.

The first email will likely have the highest conversion (for reference, your weekly emails maybe get a 20-30% open rate, while this one could be 50% or higher). Good conversion rates are just ones that are better than what you have now.

If you have more questions traffic, you can read this post I wrote about what good website traffic looks like here.

Hope that was helpful! If you aren’t sure which email service marketing to go with, I’ve written an extensive comparison to give you the low-down on which one is best. Click here to read it.


P.S. Here’s what to write in your email autoresponder sequence:

  1. Deliver your lead magnet. Remind them of the result if they consume it. Address rejections. CTA: consume the lead magnet.
  2. Help them consume it. Tease at the contents. CTA: offer help.
  3. Go into detail on the mini session. Explain how it’s the logical next step. CTA: sign up for a free mini session.

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