Email Nurture Sequence for Coaches: Build One With Claude

My Branding Kit Sequence has 11 emails spread over 42 days, and the first one goes out three days after someone opts in.

Kajabi currently shows 4,226 sends for that sequence, and it is still active. I built it for the visitor who reads my site, likes what she sees, and leaves without buying anything.

A visitor like that has usually not made up her mind yet. A nurture sequence gives her a reason to keep hearing from you while she does.

This post covers what a nurture sequence is, how mine is set up, and how Claude can help you draft your own. ChatGPT can do the same job, so I mention it where it matters.

Why I Believe in Nurture Sequences

Most people find a website, like what they see, then get distracted and move off the page only to try and remember where they saw that website only to never find it again.

A lead magnet + nurture sequence is a way to solve this.

I treat a nurture sequence as the part of my marketing that keeps working after the visit ends. The visitor gives me an email address, and I give her something useful before I ask her for anything.

That order is the whole idea. Trust builds before the sale, so when I do make an offer, she already knows how I think.

What a Nurture Sequence Does for Visitors Who Don't Buy

A nurture sequence is a series of emails that goes out automatically after someone joins your list. Each email adds value, and the selling comes later, once she has had time to get to know you.

It does four jobs at once.

Brand recognition. Your name, your design, and your voice land in her inbox on a schedule. Over several emails she starts to recognize you before she opens the message.

Trust. Useful emails show how you think. A reader who has learned something from you several times is more comfortable replying, booking, or buying.

Authority. A sequence lets you explain your frameworks and show client results in order, which a single sales page has no room to do.

A lead you can reach again. Once she is on your list, you can email her about future offers. An email address on your own list stays with you even when a social platform changes how many people see your posts.

How My Branding Kit Sequence Works

How People Get In

People opt in from the sidebar of my blog and from my menu to get the High Ticket Coach's Branding Guide. That puts them on my list, and the emails in my Branding Kit Sequence follow.

The guide gives her something to read right away, and the sequence keeps the conversation going after she has finished it.

The 11 Emails Over 42 Days

The first email goes out on day 3. The next six follow every three days, through day 21. After that the gaps stretch out, with emails on days 26, 30, 36, and 42.

Here is what each one covers:

• Day 3: a branding mistake I see coaches make
• Day 6: my back story, from frustration to a fully branded business
• Day 9: the branding ecosystem and why high-ticket brands convert better
• Day 12: the Calendly funnel I use to convert sales calls into clients
• Day 15: my Who, What, How framework for closing high-ticket sales
• Day 18: onboarding kits and why they bring repeat clients
• Day 21: identity-driven marketing and selling without pushing
• Day 26: a lead magnet strategy for closing high-ticket deals
• Day 30: the Kyra case study
• Day 36: the Etsy funnel I use to get paid to grow my list
• Day 42: the framework I used to launch a 6-figure course

The early emails set up my point of view and my story. The middle ones teach the frameworks I use to sell and onboard clients. The last few show proof and two strategies I have used in my own business.

If lead magnets are new to you, my post on Kajabi lead magnet landing pages for coaches covers how I think about them.

What the Numbers Look Like

Kajabi shows 4,226 sends for the sequence, a 47 percent open rate, and a 5 percent click rate. A send counts one email delivered to one person, so that figure counts emails and not subscribers.

Open rates can read high because some mail apps load images automatically, so the click rate is worth watching alongside it.

But the most important metric is actual sales that come from traffic that would have otherwise been lost. 

Planning Your Own Nurture Sequence Before You Open an AI Tool

Claude drafts faster when you hand it a plan. These five decisions make up that plan.

1. Pick the opt-in. Choose one free offer your ideal client would want, such as a guide, a checklist, or a short training. Mine is the High Ticket Coach's Branding Guide.
2. Choose the reader. Write down the one or two kinds of client the sequence is for.
3. List the topics. Start with the questions a client asks before she books or buys. Each question can become an email.
4. Set the spacing. Mine starts three days apart and widens over time. You can begin with five or six emails and add more once the first ones are running.
5. Choose one next step per email. That might be a blog post, a product page, or a booking link.

What Each Email Needs to Do

Each email works best with one idea. Add a story or example from your own business, and end with a single next step for the reader.

Keep the length short enough to read on a phone between meetings. A plain subject line that names the topic gives the reader a clear reason to open.

Using Claude to Draft Your Sequence

Claude is good at the drafting stage because it can interview you first and then write one email at a time in your voice. If you are new to it, my beginner's guide to Claude AI covers signing up and prompting basics.

Here is a prompt you can adapt:

I am a [type of coach] and my free offer is [name of offer]. My ideal client is [describe her]. I want a nurture sequence of [number] emails that goes out over [number] days to people who download the offer but have not bought. Ask me one question at a time about my business, my voice, and the topics I want to cover. When you have enough, draft the first email only and wait for my feedback before writing the next one.

Paste in two or three emails you have already written so Claude can match your voice. Ask it to leave a bracketed gap wherever a personal story or result belongs, so nothing invented ends up in an email that goes out under your name.

ChatGPT can run through the same prompt and the same interview. I use Claude, so that is the tool I describe here.

Read every email before it goes into Kajabi, and fill each gap with something real from your business.

Getting the Drafts Into Kajabi

You have two options.

Paste manually. Copy each email from your chat into a new email in your Kajabi sequence. This needs no setup.

Use the connector. If your AI app is connected to Kajabi, Claude can create the sequence and its emails as drafts for you to review. Nothing sends and no contact is enrolled until you open each email in Kajabi and publish it. My post on connecting Claude to Kajabi covers what the connector can and cannot do, and Kajabi keeps its own setup instructions current, so follow those for the exact steps.

Connectors work with a wide range of apps. Chapter 7 of The Claude Playbook covers connectors and integrations beyond Kajabi, including Gmail and Microsoft, so you can see how the same idea applies to the other tools in your business.

A reminder, you can use a Chat GPT or Claude connector to edit the copy of any of my Kajabi Templates as well as use my AI concierge to interview you and create your brand matched copy. 

Where to Start

Pick your opt-in offer and write down five or six email topics. Then open Chapter 7 of The Claude Playbook to see how connectors work, and use the prompt above to draft your first email.

The Claude Playbook is 133 pages on how I use Claude across my template business, written for coaches and creators. Get The Claude Playbook here.

Simon

Want to keep learning?

• Previous Article: Kajabi Template Copy With AI: Meet the Customization Concierge