Congratulations on making it to the bottom of the funnel. If you've been following along, your welcome sequence is in place, your nurture sequence emails are doing their job, and your audience is primed.

Now comes the challenging part—it's time to present your offer.

I'll be honest with you… this is where things often go sideways. I've seen countless solid email strategies fall apart at this crucial stage. Heck, I've been there myself. My first BOFU sequence was a mess of "best practices" and corporate-speak that left my subscribers cold.

But here's the good news: We can learn from those mistakes. In this section, we'll break down a BOFU sequence that actually works—one that's built on empathy, value, and genuine connection.

The 5-email BOFU sequence

Each email in this sequence serves a specific purpose, strategically moving your subscribers closer to a decision. Let's start with the first and perhaps most crucial email in your arsenal.

1. The "Objection Addresser" Email

This email tackles the doubts your subscribers might have about your offer. It's about showing that you understand their concerns and have solutions.

Key elements:

  • Identify and address common objections
  • Reinforce the value of your offer
  • Share a relatable experience

Example

Subject:
Addressing your concerns (because I've had them too)

Body:
If you're on the fence about the Email Mastery course, I get it. I've been there too.

When I was starting out, I worried about:

  1. "Do I really have time for this?" The course is designed for busy folks. Each module is bite-sized and actionable.
  2. "What if it doesn't work for me?" That's why there's a 30-day, no-questions-asked refund policy. Your success matters.
  3. "Is this relevant to my niche?" We've had students from knitting to quantum physics see results. If you have an audience, this can work for you.

I had these same doubts before investing in my first course. But taking that leap changed everything for me. Not because it was magic but because it gave me a structured path to follow.

In the next email, I'll share how this course has helped others. For now, if you have any specific concerns, just hit reply. I'm here to help.

Why it works: This email shows empathy by acknowledging doubts upfront. It builds trust by offering solutions and sharing a personal experience. The open invitation for questions encourages engagement and shows you're accessible.

2. The "Success Stories" Email

Social proof can be powerful when used authentically. This email showcases real results without overhyping.

Key elements:

  • Share diverse, relatable success stories
  • Highlight specific, achievable outcomes
  • Remind about the guarantee and community support

Example

Subject:
Real stories from Email Mastery students

Body:
The best way to show you what's possible with Email Mastery is to let the students speak for themselves. Here are a few of their stories:

Sarah, Freelance Designer: "I started with 500 subscribers and little engagement. Three months after the course, I had 3,000 engaged subscribers and my income had doubled. The community support made all the difference."

John, Tech Blogger: "The subject line techniques alone increased my open rates by 30%. I'm now connecting with my audience in ways I never thought possible."

Maria, Fitness Coach: "I was skeptical at first, but the course helped me launch my first four-figure product. The step-by-step approach made it feel achievable."

Remember, these results came from putting in the work. The course provides the roadmap, but your effort drives the results.

If you're ready to join this community of learners, enrollment is open for the next 48 hours. And don't forget, there's a 30-day refund policy if you find it's not the right fit.

Questions? Just hit reply."

Why it works: This email uses relatable stories to show potential outcomes. By including various niches and results, it helps readers see themselves succeeding. The reminder about the refund policy and open invitation for questions reduce perceived risk.

3. The "Sneak Peek" Email

Giving a taste of your content can build desire and showcase value. This email provides a useful tidbit while hinting at the depth of the full course.

Key elements:

  • Offer a valuable, actionable tip from your course
  • Show how this fits into the larger picture
  • Create curiosity about the full offering

Example

Subject:
A free tip from Email Mastery (because why not?)

Body:
Today, I want to share a small but powerful technique from the Email

Here's how it works:

  1. Identify a common problem your audience faces
  2. Hint at an unexpected solution
  3. Promise to reveal the answer in the email

For example:

Instead of: "5 Ways to Grow Your Email List"

Try: "The Counterintuitive Tactic That Grew My List by 50%"

The second one makes you curious, right?

In the full course, we dive deeper into:

  • 6 more subject line formulas that boost engagement
  • The psychology behind effective email marketing
  • Real-world case studies and how to apply them

This is just a glimpse of what's in Module 2. If you're interested in learning more, enrollment is open for another 24 hours.

No pressure, though. I hope you find this tip useful either way.

Why it works: This email provides immediate value, demonstrating the quality of your content. It gives a concrete example of what students will learn, building credibility. Showing there's more to learn creates a desire for the full course without being pushy.

4. The "FAQ" Email

Address lingering questions to help subscribers make an informed decision. This email demonstrates your expertise and commitment to student success.

Key elements:

  • Answer common questions about your offer
  • Provide logistical details
  • Reiterate key benefits

Example

Subject:
Your Email Mastery questions answered

Body:
As we near the end of enrollment, I've received some great questions about the Email Mastery course. Here are the most common ones:

Q: How long do I have access?

A: You get lifetime access, including all future updates.

Q: Is this suitable for beginners?

A: Absolutely. We start with fundamentals and build from there.

Q: How much time should I commit weekly?

A: Each module takes about 2 hours. I recommend 2-3 hours per week for best results, but you can go at your own pace.

Q: Is there a payment plan?

A: Yes, we offer a three-month installment option.

Q: What if I fall behind?

A: No worries. You have lifetime access, and our community is always there to help.

Still have questions? Just reply to this email. I'm here to help you make the best decision for your needs.

Enrollment closes tomorrow at midnight. If you're ready to join us, you can do so here. If not, no pressure—I'm grateful you're here either way.

Why it works: This email addresses common concerns directly, removing obstacles to purchase. The Q&A format makes it easy to digest. Offering personal responses builds trust and shows commitment to student success.

5. The "Last Call" Email

The final email creates a sense of urgency while recapping the value of your offer. It's about encouraging action without being pushy.

Key elements:

  • Remind about the closing deadline
  • Recap the main benefits
  • Provide a clear, simple call-to-action

Example

Subject:
Email Mastery closes in 12 hours (final thoughts)

Body:
In 12 hours, enrollment for Email Mastery closes. Before that happens, I wanted to share some final thoughts.

This course isn't just about email marketing tactics. It's about building genuine connections with your audience and creating value that transforms subscribers into loyal customers and advocates.

Here's what you'll get if you decide to join us:

  • 6 comprehensive modules on email marketing
  • 20+ tested email templates
  • Access to our supportive community
  • 3 months of live Q&A calls
  • 30-day money-back guarantee

But more importantly, you'll gain the skills and confidence to grow your business through email.

If you're ready to join us, you can enroll here.

If not, that's completely okay, too. I hope the tips I've shared over the past few days have been helpful.

Whatever you decide, I'm rooting for your success. Here's to building meaningful connections, one email at a time.

Why it works: This email creates urgency without resorting to high-pressure tactics. It focuses on the transformation students can expect, not just the features of the course. The supportive tone and well-wishes, regardless of the decision, reinforce the relationship with the subscriber.

Wrapping Up

Remember, your BOFU sequence isn't about hard selling. It's about addressing concerns, showcasing value, and gently guiding subscribers toward a decision that's right for them.

Your goal is to make saying "yes" feel like a natural next step in their journey, not a high-pressure sales pitch.

Craft these emails with empathy, provide genuine value, and trust that the right subscribers will recognize the opportunity you're offering.