Imagine this: You’ve poured your heart and soul into creating a freebie so good it practically guarantees coaching gold. People sign up for your email list, excited to learn from the master (that’s you!). But then… crickets. Your inbox remains eerily silent. No enquiries, no consultations booked – just tumbleweeds rolling through your online coaching corral. Sound familiar? The truth is, simply having a freebie and an email list isn’t enough. To truly convert those leads into paying clients, you need a secret weapon: a high-converting welcome sequence.



Think of it like a friendly handshake that leads them down a path of discovery, trust, and, ultimately, a successful coaching relationship. This isn’t about pushing services right away; it’s about establishing your expertise, building rapport, and gently guiding them towards the transformation you offer. So buckle up because we’re about to craft a welcome sequence so good that your inbox will overflow with eager clients in no time!


Why a High-Converting Welcome Sequence Matters

Welcome sequences are an automated email series that greet your new subscribers with a warm welcome and a steady stream of valuable content. But they do so much more than just say “hi.” Here’s why a well-designed welcome sequence is your secret weapon for building a thriving coaching business:

  • Builds Trust and Establishes Expertise: A welcome sequence lets you showcase your knowledge and experience. By sharing helpful tips, insights, and success stories, you position yourself as a trusted guide who can help them achieve their goals.
  • Keeps You Top-of-Mind: In today’s overflowing inbox, it’s easy for people to forget about you after signing up. A well-timed sequence keeps your coaching services fresh in their minds, nudging them closer to booking that consultation.
  • Nurtures Leads and Drives Conversions: High-quality content educates and inspires your audience, paving the way for a natural transition from potential client to paying client.


Designing Your High-Converting Welcome Sequence

Before you start crafting those emails, let’s dive into the three key steps to design a welcome sequence that sings:


Step 1: Know Who You’re Coaching

Not all leads are created equal. The key to a high-converting welcome sequence is knowing exactly who your ideal client is and segmenting them based on their needs and interests. For instance, a coach specialising in career development might segment their audience by desired career path (e.g., marketing, entrepreneurship), or a relationship coach might segment their audience by those who are single or in relationships.

By tailoring your content and offers to their unique goals, you’ll resonate with them on a deeper level, leading to higher engagement and, ultimately, better conversion rates.


Step 2: Mapping Your Content Strategy

Now, let’s talk about the content that forms the backbone of your welcome sequence. This isn’t about spamming your audience with sales pitches. Instead, offer a variety of valuable content that keeps them hooked and hungry for more:

  • Informative Emails: Share actionable tips and strategies related to their goals. This establishes you as an expert and builds trust.
  • Success Stories: Showcase transformations you’ve helped others achieve. This will inspire your audience and demonstrate the power of your coaching.
  • Personal Anecdotes: Share personal stories that tell your story and show your personality. However, remember you don’t have to share anything you’re uncomfortable with.
  • Free Resources: Offer downloadable guides, checklists, or cheat sheets that provide immediate value.

Once your content types are nailed down, plan your sequence with specific topics for each email and a schedule for sending them (e.g., one email every 3-4 days).


Step 3: Crafting Compelling Calls to Action (CTAs)

Think of a CTA as the bridge that takes your leads from simply reading your emails to taking action. It’s essential that you tell the reader what you want them to do next; don’t let them wander aimlessly! Here are some tips for crafting irresistible CTAs:

  • Keep it clear and concise: What do you want your audience to do? Book a call? Visit a sales page? Be specific with your CTA.
  • Use strong verbs: Instead of “Click here, try “Download your free guide now!”
  • Offer an irresistible incentive: Are the doors closing on your coaching program? A bonus coaching session? Highlight the value proposition of taking that next step now.

Remember, your CTA is the key to driving conversions within your welcome sequence. So, make it count!


Crafting Your High Converting Welcome Sequence [Template]

Now that you’ve got the blueprint let’s build the house! Here’s a breakdown of some winning welcome emails you can use as inspiration:


Email #1: Warm Welcome (Focus on Value)

This is your first impression, so make it count! Here’s what to include:

  • A Warm Greeting and Introduction: Introduce yourself, your coaching niche, and a touch of your personality.
  • Deliver the Promised Lead Magnet: They signed up for something awesome, so deliver it! This could be a downloadable guide, a cheat sheet, or access to a free resource.
  • Share a Personal Anecdote or Client Success Story: This builds trust and connection. People connect with stories, so share a challenge you overcame or a client’s transformation journey.
  • Include a Clear and Concise CTA: Maybe it’s inviting them to book a free discovery call or download another valuable resource. Make it easy for them to take the next step.


Email #2 – #4: Building Expertise and Connection (Focus on Nurturing)

These emails are all about keeping them engaged and showcasing your expertise:

  • Offer Valuable Content Related to Their Goals: Remember your audience segmentation? This is where it pays off. Tailor your content to their specific challenges and aspirations.
  • Showcase Expertise Through Actionable Tips and Insights: Share practical advice and strategies they can implement immediately. This demonstrates your knowledge and makes them believe in your coaching ability.
  • Include a Video: This is still one of the best ways to build a connection. It should be short and snappy and show your personality and expertise.
  • Offer a Webinar or Q&A Session: Host a live session where they can interact with you directly. This is a great way to build rapport and answer their burning questions.


Email #5: Time to Shine! (Focus on Conversion)

In this final email, gently nudge them towards taking the plunge and scheduling a coaching session:

  • Briefly Recap the Benefits of Your Coaching Program: Remind them of the transformation you can help them achieve.
  • Offer a Limited-Time Incentive for Booking a Consultation: Maybe it’s a discount on your program or a bonus coaching session. This adds an extra layer of motivation.
  • Emphasise the Transformation You Can Help Them Achieve: Remind them of their goals and how your coaching is the missing piece they need. End with a powerful CTA like “Schedule your FREE consultation today and unlock your full potential!”

Remember: This is just a template. Feel free to personalise it with your unique voice and coaching style.


Bonus Tips for Success

Crafting a high-converting welcome sequence isn’t just about the content – it’s about the details, too. Here are some bonus tips to squeeze every drop of effectiveness out of your email series:

  • A/B Test Your Way to Success: Don’t be afraid to experiment! A/B test different subject lines and CTAs to see what resonates best with your audience.
  • Personalisation is King: Use their name whenever possible. This adds a human touch and makes them feel valued.
  • Maintain Brand Consistency: Keep your email design and voice consistent across the sequence. This builds brand recognition and makes your emails feel professional.
  • Track Those Metrics: Open rates, click-through rates, and conversion rates are your friends! Analyse your results to see what’s working and what needs tweaking.

Using these bonus tips, you can refine your welcome sequence over time, turning it into a powerful lead-generation machine.



Congratulations! You’ve now got the tools and knowledge to create a welcome sequence that’ll have your new leads shouting, Take my money! from the rooftops (or at least eagerly booking consultations). Remember, a well-designed welcome sequence is an investment in your coaching business. It fosters trust, builds rapport, and, ultimately, helps you attract and convert your ideal clients.

Finally, the secret behind a high-converting welcome sequence is actually getting your emails read. They can only be successful if they’re being opened, which means getting your subject lines right. So, while you’re here, grab 45 of my top-performing subject lines for FREE.

Now that you’ve finished your welcome sequence, keep in touch with your audience regularly, as some people need to get to know you better than others before signing up for your service. You can read more about email marketing here.



Who am I?Image of Emma Morris at MoxyCopy. Funnel Strategist and Launch Partner

Well, I’m Emma, an expert copywriter turned funnel strategist and launch partner. I help passionate coaches with everything from generating new client leads on demand to planning and executing their launch strategy that ideal clients can’t resist. I’ve witnessed firsthand the power of a well-oiled funnel, and I’m here to be your wing-woman throughout the process.

Schedule a virtual cuppa to discuss how I can help you create funnels that attract your ideal clients and moves your coaching business forward.