EMAIL COPYWRITING BLUEPRINT

PRE-PURCHASE EMAIL SERIES

CUSTOMER JOURNEY

Lead Magnet or Opt-In –> ​Email Sequence​ –> Tripwire or Purchase

Example: ​A prospect downloads your ebook, then receives 4-5 emails in a series, which ultimately leads them to a
sales page for your info-product or consulting service.

BASIC STRUCTURE OF
PRE-PURCHASE EMAIL SERIES

EMAIL 1 // INTRODUCE

● First, give them what they opted-in for:

○ E.g. “Here is your free ebook [Insert E-Book Title]!”
● Set expectations:
○ E.g. “Over the next week I’m going to be sending you a series of 5 brief emails about _____ with
exclusive tidbits and takeaways…”
○ E.g. “Each day this week I’ll send you a new tip that will help you [do X and achieve Y] on your
journey to [transformation]...”
● Show your personality. It’s your subscriber’s first introduction to you!

EMAIL 2 // EDUCATE

● Give them free value.

● Content is key!
● Get them used to clicking; always include some sort of action that they can click
○ e.g. watch this video, check out this article, etc.
● Tip: If you’re feeling stuck, think back to your webinar content and use that outline as a starting point
 ● Note: This “Educate/Content” section could comprise of multiple emails spread across several days,
depending on the price point of your offer and how long you feel you need to spend with your prospect.

EMAIL 3 // OFFER

● Sell.
● Don’t be shy.
● Be clear & direct.
● Invite them to join you & make the offer feel special:
○ E.g. “This is an exclusive opportunity to access a very special offer [insert your offer] [bullet out the
benefits]…”
● Note: At this stage, you may consider adding another “Educate” email and switching back and forth between
“Educate” and “Offer.”

EMAIL 4 // FINAL PUSH

● Inject urgency/scarcity.
● Close the offer:
○ E.g. “This is the last you’re going to hear from me about this…”
○ E.g. “I am not going to send any more emails about this…”
○ E.g. “The price is guaranteed to go up tomorrow…”
○ E.g. “I only have 10 more spots left and after that, the program is full until next year…and even then,
the price will be double and I won’t be able to offer you this early bird rate...”