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Email System Directive

Value: $2,000 Timeline: 2-3 days Tools: Go High Level, Eleven Labs (optional for audio emails)

Purpose​

Build complete email automation system in GHL including welcome sequences, nurture campaigns, re-engagement, and transactional emails. All emails follow StoryBrand principles and client voice.

Inputs​

InputSourceRequired
CLIENT.mdClient folderYes
BrandScriptCLIENT.mdYes
GHL sub-accountConfiguredYes
Lead magnetIf transitional CTAOptional

Deliverables​

SequenceEmailsPurpose
Welcome Sequence5New lead nurturing
Nurture Sequence7Long-term relationship
Re-engagement3Win back cold leads
Post-Service3Review generation + rebooking
Lead Magnet Delivery3Value delivery + conversion

Total: 21 emails

Email Framework (StoryBrand)​

Structure for Every Email​

1. SUBJECT LINE (curiosity + benefit)
2. OPENER (empathy or problem)
3. BODY (value, story, or insight)
4. BRIDGE (connect to solution)
5. CTA (clear single action)
6. PS (urgency or bonus)

Voice Guidelines​

  • Write like a trusted friend who happens to be an expert
  • Short paragraphs (2-3 sentences max)
  • One idea per email
  • One CTA per email
  • Personal tone (use "I" and "you")

Welcome Sequence (5 Emails)​

Email 1: The Welcome (Day 0)​

Send: Immediately upon signup

Subject: Welcome to [Business] – Here's what's next

Body:

Hi {{contact.first_name}},

Welcome! I'm so glad you're here.

At [Business], we believe [philosophical statement from BrandScript].

Over the next few days, I'm going to share some insights that will help you [achieve their goal].

But first—I'd love to know what brought you here. What's the #1 thing you're hoping to [achieve/solve]?

Just hit reply and let me know. I read every response.

Talk soon,
[Name]
[Business]

P.S. If you're ready to get started right away, [DIRECT CTA + link].

Email 2: The Problem (Day 1)​

Subject: The real reason [problem] happens...

Body:

Hi {{contact.first_name}},

Most people think [common misconception about the problem].

But here's the truth...

[Insight about the REAL problem—the internal frustration, not just the external symptom]

I see this all the time. [Brief example or story]

The good news? Once you understand what's really going on, the path forward becomes clear.

Tomorrow, I'll share [what's coming in the next email].

[Name]

P.S. Know someone dealing with this too? Forward this email to them.

Email 3: The Guide (Day 3)​

Subject: Why I do what I do

Body:

Hi {{contact.first_name}},

I want to tell you a quick story...

[Brief origin story or why you got into this business—shows empathy]

I've [authority credentials—years of experience, certifications, results].

But more importantly, I've been where you are. [Empathy statement]

That's why I created [Business/service]—to help people like you [achieve outcome].

You don't have to figure this out alone.

[Name]

P.S. Ready to take the next step? [CTA]

Email 4: The Plan (Day 5)​

Subject: Here's how it works (simple 3-step process)

Body:

Hi {{contact.first_name}},

Getting [result] doesn't have to be complicated.

Here's our simple 3-step process:

**Step 1: [Step name]**
[Brief description—what they do, what happens]

**Step 2: [Step name]**
[Brief description—what we do, what happens]

**Step 3: [Step name]**
[Brief description—the outcome]

That's it. No confusion. No runaround.

[CTA—Schedule your consultation and let's start with Step 1.]

[Name]

P.S. Most people see [specific result] within [timeframe].

Email 5: The Invitation (Day 7)​

Subject: Your turn, {{contact.first_name}}

Body:

Hi {{contact.first_name}},

Over the past week, I've shared:
- The real reason [problem] happens
- Why [Business] is different
- Our simple 3-step process

Now it's your turn.

Imagine [paint picture of success from BrandScript].

That's what we help our clients experience every day.

The only question is: Are you ready?

[STRONG CTA—Book Your Free Consultation Now]

I'm here when you're ready.

[Name]

P.S. Have questions? Just reply to this email. I'm happy to help.

Nurture Sequence (7 Emails)​

Sent weekly to leads who haven't converted. Mix of value, stories, and soft CTAs.

Email 1: Value Tip​

Subject: Quick tip: [specific actionable advice]

Email 2: Common Mistake​

Subject: The #1 mistake people make with [topic]

Email 3: Client Story​

Subject: How [Client] went from [before] to [after]

Email 4: FAQ Answer​

Subject: "Is it normal to [common question]?"

Email 5: Behind the Scenes​

Subject: What actually happens during [service]

Email 6: Myth Buster​

Subject: Stop believing this about [topic]

Email 7: Soft Invitation​

Subject: Whenever you're ready...

Re-engagement Sequence (3 Emails)​

For leads who've gone cold (90+ days, no engagement).

Email 1: The Check-In​

Subject: Still thinking about [goal]?

Hi {{contact.first_name}},

It's been a while since we connected.

I just wanted to check in—are you still interested in [achieving their goal]?

If so, we're still here and happy to help.

If things have changed, no worries at all. Just reply "remove" and I'll take you off the list.

[Name]

Email 2: What's New​

Subject: Things have changed at [Business]...

Hi {{contact.first_name}},

Since we last talked, we've [new service/improvement/offer].

I thought you might be interested.

[Brief description of what's new and why it matters to them]

[CTA]

[Name]

Email 3: Final Goodbye​

Subject: Should I close your file?

Hi {{contact.first_name}},

I haven't heard from you in a while, and I don't want to keep filling your inbox if you're not interested.

Should I close your file?

If you're still thinking about [goal], just reply "keep" and I'll keep you on the list.

Otherwise, I'll remove you in a few days. No hard feelings.

[Name]

P.S. If timing is the issue, just reply with when would be better and I'll follow up then.

Post-Service Sequence (3 Emails)​

Triggered after service completion.

Email 1: Thank You + Survey (Day 1)​

Subject: Thank you, {{contact.first_name}}!

Hi {{contact.first_name}},

Thank you for trusting us with [service]!

We loved having you, and we hope you're thrilled with [the results/the experience].

Quick question—on a scale of 1-10, how was your experience?

Just hit reply with a number. I read every response.

[Name]

Email 2: Review Request (Day 3)​

Subject: Would you do us a quick favor?

Hi {{contact.first_name}},

If you had a great experience with us, would you mind sharing it?

Your review helps other people find us—and it means the world to our team.

[LINK TO GOOGLE REVIEW]

It only takes 30 seconds. Thank you so much!

[Name]

Email 3: Rebooking (Day 14)​

Subject: Time for your next [service]?

Hi {{contact.first_name}},

It's been a couple weeks since [your treatment / your cleaning / your service].

How are you feeling about [the results]?

Most of our clients [come back every X weeks / schedule their next appointment around this time].

Ready to book your next visit?

[BOOKING LINK]

We'd love to see you again.

[Name]

GHL Setup Instructions​

Trigger Configuration​

SequenceTriggerEnrollment
WelcomeTag added: "New Lead"All new leads
Nurture7 days after Welcome endsIf no conversion
Re-engagement90 days no activityIf no conversion
Post-ServiceAppointment status: CompletedAfter any service

Email Settings​

  • From name: Owner/Business name
  • From email: hello@[domain].com
  • Reply-to: Same or direct inbox
  • Sending time: 9-10 AM local

Tags to Create​

  • new-lead
  • welcome-sequence-active
  • welcome-complete
  • nurture-active
  • re-engagement-active
  • customer
  • review-requested
  • review-received

Subject Line Formulas​

Curiosity​

  • "The real reason [problem] happens..."
  • "What nobody tells you about [topic]"
  • "This might surprise you..."

Benefit​

  • "How to [get result] without [pain]"
  • "The fastest way to [achieve goal]"
  • "Get [result] in [timeframe]"

Personal​

  • "{{contact.first_name}}, quick question"
  • "I was thinking about you..."
  • "This reminded me of you"

Urgency​

  • "Last chance: [offer]"
  • "Ending tonight..."
  • "Don't miss this"

Quality Checklist​

  • All emails follow voice guidelines
  • Single CTA per email
  • Subject lines under 50 characters
  • Preview text configured
  • Merge fields work correctly
  • Links tested
  • Unsubscribe link present
  • Triggers tested end-to-end
  • Timing set correctly

Learnings​

Update as you discover what works.

Changelog​

DateChangeAuthor
2025-12-04Created directiveClaude