Seal the deal with these five bottom of funnel emails

If you've been following along, your welcome sequence is humming along, your nurture emails are building trust, and your audience is warmed up. Now it's time to actually present your offer.

But this is where even good email strategies fall apart. I know because my first Bottom of Funnel (BOFU) sequence was a mess of corporate jargon and "best practices" I'd copied from other people. It bombed.

Mistakes teach you a lot though. So let me walk you through a BOFU sequence that actually connects with people and gets them to buy.

The 5-email BOFU sequence

Every email in this sequence has one job: guide your reader toward a decision.

1. The "objection addresser"

People hesitate for a reason. If you address those doubts directly, it shows you get where they're coming from and that you've thought about it.

You want to hit the common objections, back up your offer with proof, and weave in a personal story that makes it relatable.

Example:

Subject: Let's talk about your doubts (I've had them too)

Body: Deciding to join the Email Mastery course isn't easy. I get it. I've been in your shoes, wondering:

"Do I have the time?" Yes, because each module is designed for busy people: short, practical, and to the point.
"What if it doesn't work?" That's why there's a 30-day, no-questions-asked refund policy.
"Is it right for my niche?" Students across industries (from knitting to quantum physics) have seen results.

I wrestled with these same questions before investing in my first course. But taking that step gave me the framework I needed to grow.

Have questions? Hit reply. I'm here to help.

2. The "success stories" email

People trust stories. Sharing real examples of what's possible helps your audience picture themselves getting those same results. Include a mix of relatable testimonials, specific outcomes, and a reminder of your guarantee.

Example:

Subject: Real results from real people

Body: The best way to show what Email Mastery can do is to share these stories:

Sarah, Freelance Designer: "Three months in, my subscriber count tripled, and my income doubled."
John, Tech Blogger: "A 30% boost in open rates just from the subject line techniques."
Maria, Fitness Coach: "This course helped me launch my first four-figure product. The step-by-step guidance made it possible."

These results aren't magic. They're from putting in the work. If you're ready to join us, enrollment is open for the next 48 hours. Questions? Just reply to this email.

3. The "sneak peek" email

Give them a taste of what's inside. Something useful that leaves them wanting more. Share a practical tip from the course, show how it fits into the bigger picture, and open up a curiosity gap.

Example:

Subject: A quick tip for your next email

Body: Today, I want to share a subject line formula from Module 2:

Identify a common problem.
Hint at an unexpected solution.
Create curiosity.

Instead of: "5 Ways to Grow Your List", try: "The Tactic That Grew My List 50%."

In the course, we explore six more formulas like this, along with the psychology behind them. If you're curious, enrollment is open for the next 24 hours.

4. The "FAQ" email

Clear up the lingering questions so there's nothing standing between them and a yes. Hit the most common questions, cover the logistical stuff, and remind them the clock is ticking.

Example:

Subject: Your questions, answered

Body: Here are answers to the top questions I've received:

How long do I have access? Lifetime, with free updates.
Is this for beginners? Absolutely. We start with fundamentals.
What if I fall behind? No problem. Go at your own pace.

Still unsure? Reply to this email. I'd love to help. Enrollment closes tomorrow at midnight.

5. The "last call" email

This is your final nudge, but don't be pushy about it. Remind them of the deadline, hit the key benefits one more time, and give them a clear call to action.

Example:

Subject: Final hours to join Email Mastery

Body: In a few hours, enrollment closes.

Full email strategies from start to finish
20+ tested templates
Lifetime access and updates

More than that, you'll gain the confidence to grow your business through email.

Enrollment ends at midnight. I'd love to have you in the course, but if it's not the right time, that's okay too. Thanks for considering.

The big idea

A good BOFU sequence doesn't push people into buying. It guides them. Address their concerns, show them what's possible, and make saying "yes" feel like the natural next step. Write with empathy, offer real help, and trust that the right people will take action.