Something I see a lot of marketers overlook: email sequences.

You’ve put in the effort to create a killer lead magnet—an ebook, a webinar, something valuable enough for someone to hand over their email in exchange.

Great. But what happens next?

If your answer is “nothing” or “just a quick thank you,” you’re missing out on a massive opportunity to build a relationship, offer value, and move your audience closer to doing business with you.

Today, I’m diving into why your email sequences might be the most important (and most neglected) part of your funnel.

The 2 Most Common Mistakes With Email Sequences

Mistake #1: Not Creating One At All

Some people don’t even have a sequence after someone opts into their lead magnet.

Maybe it feels "salesy" or "spammy" to send more emails, so you avoid it.

But here's the thing: they opted in because they had a problem they needed solved.

This is your chance to keep the conversation going in a meaningful way, on a topic they care about, at a time when they’re actively engaged.

It’s not spammy. It’s a strategic continuation of a conversation they started.

Don’t leave them hanging.

Mistake #2: Treating It Like a Box to Be Checked 

On the other side of the spectrum, some entrepreneurs create sequences just to check the box. But not all email sequences are created equally.

“Done” is not the same as “good.”

If your emails aren’t targeted, intentional, and valuable, they’re not helping anyone—not your audience and certainly not your business.

A great email sequence is crafted with purpose, considers where the subscriber is in their buying journey, and speaks directly to their current problem or pain point.

In short: you have to put in the effort.

Why Sequences Are So Important

The reason these sequences matter so much is that they are high-leverage.

Yes, it might take some effort (or money) to write them well, but once they’re up and running, they work for you on autopilot.

They reach your prospect when the problem is top of mind and are delivered consistently without you having to do anything else.

It’s quite literally what we mean when we say, selling in your sleep.

Good sequences speak to a more qualified audience at the right time, helping you stay relevant and stand out in an otherwise noisy inbox.

And the impact can be huge.

For example, I recently overhauled a few of our own email sequences.

For months, these funnels had performed well, but when it came to engagement on the emails that followed—crickets.

After spending time changing our email strategy and improving the messaging, we had six new conversations with our ideal clients initiated within 72 hours.

That’s the power of a well-crafted sequence.

A Simple Framework to Level Up Your Sequences

So, what does a great email sequence look like?

Below is the simple framework I used to start getting more engagement and conversations started.

Email 1: Welcome & Deliver (Day 1)

• Provide the lead magnet they signed up for (webinar link, PDF download, etc.).

• Thank them for subscribing and offer additional guidance on how to get the most out of it.

• Reinforce that they made a smart decision—confidence is key here.

• Include links to your social media or website in the signature.

Email 2: Check-In & Support (Day 2)

• Ask how their experience has been with the lead magnet.

• Invite them to share feedback or ask questions.

• Offer support and reinforce your expertise subtly.

Email 3: Case Study Insight (Day 4)

• Share a case study that highlights how your product or service solved a problem similar to theirs.

• Break down the problem, the solution, and the outcome.

• Use this opportunity to position yourself as an expert.

• Add a P.S. with a soft CTA like “Book a call.”

Email 4: Overcoming Objections (Day 6)

• Address common objections that might be stopping them from moving forward.

• Back up your points with testimonials or a strong metaphor.

• Gently nudge them with a CTA to reach out or take the next step.

Email 5: Direct Offer with a Strong CTA (Day 8)

• Recap the value you’ve provided in previous emails.

• Present your core offer with clarity and confidence.

• Highlight any limited-time bonuses or promotions.

• End with a strong call-to-action (join, purchase, etc.).

Seeing It In Action

This framework has made it easier for me to create email sequences that actually get results.

Here’s an example of one of those sequences (with a bonus case study in this particular one) that I created for our new “Ultimate LinkedIn Client Acquisition System” training.

Don’t Sleep On This

I learned the hard way how many opportunities slipped through the cracks because of poorly executed sequences.

My recommendation: don’t make the same mistake.

Put in the work upfront to build a sequence that engages, adds value, and ultimately drives conversions.

Because the truth is, your lead magnet might be awesome, but if you’re sleeping on your email sequences, you’re leaving money on the table.

Hope this helps!