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How to Use an Email Sequence to Turn Prospects Into Customers


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Building a successful email nurture system is crucial for building loyalty, engagement, and growing sales. In this blog post, we will walk you through the six types of emails that you should include in your nurture system every month. By following this system, you can nurture your audience in an authentic and exciting way, leading to increased conversions and the ability to scale your system.

1. Permission Email:

The first email in your nurture system should focus on making your audience feel like they belong. This is important because they receive emails from many different sources. By giving them permission to not be perfect, you create a sense of community and encourage them to stick around.

2. Clout Emails:

These emails are designed to show your audience that you are someone worth listening to. You can do this by highlighting your authority platform, such as a podcast, YouTube channel, or blog. Alternatively, you can showcase any features or mentions you have received, demonstrating your expertise in your field.

3. Training Email:

This type of email is where you provide valuable information to your audience. You can fill a knowledge gap, change their perspective on a topic, or offer a helpful hack. You can either include the training directly in the email or direct them to a video where you provide the training.

4. Recommendation Email:

In this email, you recommend a product, book, or service that you love. This is an opportunity to infuse affiliate links and show your audience that you care about more than just selling your own products. By associating yourself with a recommended item, you create a win-win situation.

5. Ask Email:

Many people overlook this type of email, but it is crucial for driving sales. In this email, you directly ask your audience to buy your product or service. By consistently including ask emails in your nurture system, you increase the chances of converting your audience into customers.

6. Feedback Loop:

After asking for a sale, it is important to ask for feedback. This shows that you value your audience’s opinions and care about their thoughts on your brand. By incorporating a feedback loop into your nurture system, you can continuously improve and strengthen your relationship with your audience.


These six types of emails make up what we call the “permission sandwich.” By repeating these emails in a specific order, you can nurture your audience over time. You can customize these templates by adding different types of training, features, and permissions to keep your audience engaged.


If you have an existing email list that is not engaging, you can reinvigorate them by addressing the issue directly. Simply send them an email explaining that you haven’t been around much, but there are exciting changes happening in your business. Let them know that they can expect to hear from you more frequently and that you will provide valuable content and training. By acknowledging the situation and expressing your enthusiasm, you can reignite their interest and engagement.


To learn more about creating an opt-in that converts and helps grow your email list, watch our video here. Additionally, you can check out our playlist on how to write each of these emails by clicking here. We hope this blog post has provided valuable insights into building an effective email nurture system. Stay tuned for more content in the future!


Dana Malstaff

Dana Malstaff

Dana Malstaff is the Founder of Boss Mom and creator Nurture to Convert.
She is a mother, author, speaker, messaging strategist, podcaster, blind spot reducer, and movement maker. She believes that too many brilliant moms are struggling to figure out how to grow their business while balancing all that is required to be a good mom, partner, and woman. So many moms are trying to grow their business using trends that feel inauthentic and aren't realistic for their inconsistent schedules. She has helped thousands of women become known for their brain and not their dance moves

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