Starting a newsletter is easy. Getting subscribers is a bit harder. But the real challenge? Turning those subscribers into engaged readers who actually open your emails.

You might think that your job is done once you've got people on your list. Nothing could be further from the truth.

Having a long list of unengaged subscribers is like having a packed restaurant where nobody's eating.

The key to transforming your newsletter from a digital ghost town to a thriving community is a well-crafted nurturing sequence. It's not just another marketing tactic—it's the foundation of building a genuine relationship with your audience.

So what's a nurturing sequence, really?

At its core, a nurturing sequence is a series of emails designed to build a relationship with your new subscribers. A good nurturing sequence is your silent salesperson, your 24/7 relationship builder, and your secret weapon for turning casual readers into customers.

Let's break down the four-email formula that's worked well for me.

The 4-email formula that works

Let's dive into the nuts and bolts of an effective nurturing sequence, starting with an immediate connection.

Email #1: The "I get you" email

This is where you establish common ground. Share a challenge you've faced that your subscribers can relate to.

Example

Subject: "Why my 'perfect' strategy failed miserably..."

Body: "Last year, I poured three months of my life into crafting the 'ultimate' lead magnet. Late nights, sacrificed weekends, the works. The result? A whopping 17 downloads. Not 1,700. Not even 170. Seventeen. I felt like I was shouting brilliant advice into a void filled with indifference..."

The example above is specific—use the following content style to form the basis of your email:

  • Hook: An attention-grabbing, perhaps counterintuitive statement
  • Personal story: A specific failure or challenge you've faced
  • Emotional impact: How it made you feel (be brutally honest)
  • Transition: A hint at the upcoming solution (without giving it all away)

Why this works: This email does more than establish common ground—it shows you've got battle scars. It immediately differentiates you from the "overnight success" gurus. The specific details (three months, 17 downloads) make it real and relatable. It's not just empathy; it's proof you've walked the walk.

Email #2: The "Here's how I can help" email

Now that you've connected over a shared problem, it's time to offer a solution. But remember, this isn't about hard selling—it's about demonstrating value.

Example

Subject: "The 'backward' approach that 10x'd my results"

Body: "After my lead magnet fiasco, I had an uncomfortable realization: I was creating content I thought people wanted, instead of solving problems I knew they had. So I flipped my approach. I became a detective, diving into forums, comments sections, and yes, even cold DMing people. The result? My next lead magnet snagged 1,500 downloads in a week. Here's the counterintuitive method I used..."

The example above is specific—use the following content style to form the basis of your email:

  • Recap: Quick reminder of the problem (keep it brief)
  • Eureka moment: The realization that led to your solution
  • Action taken: Specific steps you took (the more unique, the better)
  • Results: Concrete outcomes (use numbers if possible)
  • Bridge: How the reader can apply this (without giving everything away)

Why this works: This email doesn't just present a solution; it challenges conventional wisdom. The stark contrast between 17 and 1,500 downloads creates intrigue. By offering a glimpse of your method, you're providing immediate value while leaving them wanting more.

Email #3: The "Don't just take my word for it" email

People trust other people more than they trust marketing copy. In this email, let someone else do the talking.

Example

Subject: "From 'Mom's the only subscriber' to 5-figure deals"

Body: "Remember Alex? The guy whose mom was his only loyal reader? (Sorry, Alex's mom.) He took the 'backward' approach we discussed. Instead of guessing what his audience wanted, he spent a week stalking... I mean, researching his target audience. Three months later? His open rates tripled, and he just landed a five-figure partnership deal. Here's Alex's unfiltered take on what made the difference..."

The example above is specific—use the following content style to form the basis of your email:

  • Introduce protagonist: A relatable character (ideally a previous skeptic)
  • Initial struggle: Their starting point (the more dire, the better)
  • Turning point: How they applied your method
  • Transformation: Specific, impressive results
  • Social proof: A direct, unfiltered quote
  • Implication: What this could mean for the reader

Why this works: This email leverages social proof with a twist. By sharing a success story of a previous skeptic, it addresses doubts your readers might have. The touch of humor keeps it engaging, while the specific results (tripled open rates, five-figure deal) provide concrete evidence of success.

Email #4: The "Last chance" email

It's time to create a sense of urgency. Maybe you're closing course enrollment or ending a special offer. Whatever it is, make it clear that now's the time to act.

Example

Subject: "Two paths diverged in a yellow wood..."

Body: "In 48 hours, enrollment for the 'Audience Whisperer' workshop closes. This isn't just another course. It's a fork in the road for your newsletter journey. Path A: Three months from now, you're still refreshing your stats, wondering why your brilliant insights aren't getting the traction they deserve. Path B: You're fielding partnership offers, your open rates are the envy of your peers, and your subscribers are evolving into your biggest advocates. The choice is yours. But remember, not choosing is still a choice."

The example above is specific—use the following content style to form the basis of your email:

  • Urgency: Clear, specific time limit
  • Stakes: What they stand to gain or lose (be vivid)
  • Future pacing: Two contrasting outcomes
  • Call to action: Clear, simple next steps
  • FOMO trigger: What they'll miss out on by not acting

Why this works: This email creates urgency without resorting to cheap tactics. By painting two contrasting futures, it motivates the reader to take action. The literary reference adds a touch of sophistication, while the reminder that "not choosing is still a choice" provides a subtle but effective push.

Putting it all together and making your sequence work

  • Tools of the Trade: I swear by Beehiiv for nurturing sequences. Their automation features are so intuitive that even my technology-challenged uncle could set up a sequence. Plus, their segmentation capabilities let you get as granular as you want without needing a PhD in data science.
  • Timing is Everything: Bombarding subscribers daily is like asking for a restraining order. I've found that spacing emails 2-3 days apart hits the sweet spot. It gives people time to digest without forgetting you exist.
  • Get Personal (But Not Creepy): Using someone's name is Email Marketing 101. You need to go deeper. If someone always opens emails about writing but ignores your marketing tips, they're telling you something. Listen.
  • Test, But Don't Obsess: Yes, A/B test your subject lines. Experiment with send times. But remember, you're writing for humans, not algorithms. Don't sacrifice your voice at the altar of optimization.
  • Keep It Conversational: Write like you're talking to a friend over coffee, not delivering a keynote to a corporate board. Use contractions, ask questions, let your personality shine through. Your subscribers signed up to hear from you, not a watered-down, "professional" version of you.

The bottom line—it’s about connection

A nurturing sequence isn't about tricks, growth hacks, or secret formulas. It's about building genuine connections in a world of digital noise. Show your subscribers you understand their challenges, offer real help, and prove you can deliver results.

You're not just building a list—you're cultivating a community. Treat your subscribers like the real, complex, sometimes-frustrating-but-always-fascinating humans they are. They'll reward you with something far more valuable than their email address: their trust and attention.

Now, go make it happen. Your future fans are waiting.