How to Write a Story-Driven Email Nurture Sequence in Flodesk

Let’s spill the tea on something I recently dove headfirst into – revamping my email nurture sequence in Flodesk. And oh, what a journey it’s been! As a storytelling strategist, I’m always preaching the gospel of the power of stories, but applying that to my own emails? Let’s just say – it was fun putting my own recommendations to practice! I’m talking about creating a sequence that feels like your subscriber just sat down with a gripping novel they can’t put down (that they can’t wait to open!).

So, pull up a chair and let me walk you through how to write a story-driven email nurture sequence in Flodesk that captivates, engages, and, most importantly, converts. Because in the end, it’s not just about the clicks. Let’s get your subscribers hooked on your every word until they’re “Who TF did I Marry?!” level obsessed.


writing an email sequence


Understanding Email Nurture Sequences

First – let’s back up a sec in case you don’t even really know what an email nurture sequence is yet (don’t worry – I’m here to help!).

When you first meet someone, you wouldn’t just say hi and then ask them to help you move next weekend, right? That’s what an email nurture sequence does for you. Instead of immediately asking for the sale, a good email nurture sequence helps you make a good first impression, and builds a connection with your new subscriber before asking for the sale. Ideally – all while you sleep or work on other things in your business!

Put simply, an email nurture sequence is a series of emails that you send out automatically to new subscribers over a period of time. This can really take place over 2 weeks or 2 months – so there isn’t a “limit” on how long your nurture sequence can or should be. Personally, I like to think of these emails like a friendly guide that leads them through your world, showing them around and making them feel at home. With each email, you’re sharing valuable content or telling a part of your story. Your email nurture sequence isn’t just about bombarding them with information or sales pitches; it’s about enriching their experience with your brand so that they become a loyal fan before you even ask for the sale. 


Do you need to have an email nurture sequence?

If you’re a busy business owner like me, you might be asking yourself right now, “do I really need this?”, and I can hardly blame you. Updating mine has been on my to do list for longer than I’d like to admit. But the truth is, the benefits of using an email nurture sequence are too great to ignore. Not only do email nurture sequences boost engagement by making sure you keep in touch with new subscribers no matter how busy you are, they also build stronger brand loyalty. We know that consistency breeds trust (especially in today’s environment) and by consistently delivering valuable content and stories, businesses and brands alike can benefit by using an email nurture sequence to build trust with their audience.

Finally, let’s talk about CONVERSION. While your email nurture sequence doesn’t have to lead to an evergreen funnel where you are selling one of your products or services, it’s been proven time and time again that these sequences can significantly increase conversion rates. In fact, studies show that nurtured leads make 47% larger purchases than non-nurtured leads.


Why I Think Flodesk is the Best Email Marketing Platform

I’m going to dive into exactly WHAT to include in your email sequence next, but first I want to talk about why I’m using Flodesk and why I believe it’s the BEST option for creative small business owners choosing their email marketing platform in 2024.

Here’s the scoop: Flodesk offers unlimited subscribers. Yeah, you heard that right—unlimited. And they do it all for one low monthly price that’s as straightforward as it gets. No more sweating over rising costs as your list grows (because trust me, it’s a PAIN to move everything over). And the emails? Gorgeous. The drag and drop features make you feel like you’re writing your emails in Canva and especially for those of us in creative industries, aesthetics matter.

Sure, it might not have all the bells and whistles of the pricier behemoths out there, I do believe in transparency, but let’s be real—when you’re running a creative business, you need a tool that gets the job done without needing a PhD in email coding. For that, Flodesk has my heart!


What to Include In Your Email Nurture Sequence

OK – while each business is different, here are a few things that I think almost everyone should include!

1. A Warm Welcome

Kick things off with a warm welcome email. Use this opportunity to introduce your brand’s voice, what you stand for, and what your new friend (aka subscriber) can expect from your emails. Keep it light, inviting, and sprinkle in a bit of personality to make it memorable. I usually recommend keeping the first email as short as possible, while still making sure you deliver what you promised (in the freebie you likely bribed them with to give you their email in the first place).

2. Provide Immense Value

I know this is vague and I’m sorry but your subscribers subscribed for a reason. They saw something in you or your offer that piqued their interest. Whether it’s insightful tips, an exclusive download, or a sneak peek behind the scenes, make sure each email leaves them equally satisfied AND wanting more (we don’t want a cliffhanger in every email, but we all love something to look forward to). More value doesn’t mean that you need to write a novel either. Sometimes, a simple checklist or a relateable story is enough.

3. Showcase Success Stories

You’re likely writing an email sequence to sell something, and so including social proof is going to be your BFF in building trust and credibility. Include a few emails that share success stories, testimonials, or case studies from happy customers or clients. Seeing real-life examples of how your product or service has helped others can turn skepticism into confidence. But do me a favor and move beyond the origin story, okay? I share tips for how to do that here.

4. Educate and Inform

Remember, in your inbox is a chance to shine as the expert you are. Share something that your audience can’t just Google. The key here is to address their pain points and present your offerings as the solution, but in a way that feels helpful, not pushy.

5. The Soft Sell

Now that you’ve warmed up your audience with loads of value and trust-building content, you can gently introduce your offer. Notice the emphasis on gently. Your email nurture sequence likely isn’t the time for a hard sell. Instead, frame your product or service as the next logical step for them to achieve whatever transformation you’ve been discussing.

6. A Personal Touch

Remember, people buy from people. Don’t be afraid to get personal in your emails. Share a story, a struggle, a win, a photo—anything that humanizes your brand. This builds a deeper connection and makes your emails feel less like a broadcast and more like a conversation. Encourage people to hit reply!

7. A Thank You

Gratitude goes a long way. Include an email towards the end of your sequence that thanks your subscribers for their time and attention. This not only leaves a good impression but also reinforces the positive feelings they have towards your brand. Plus, it’s a great way to get them excited for what’s NEXT now that they’ve graduated from the automated part of your email list!


storytelling strategist holding laptop


Frequently Asked Questions About Email Nurture Sequences

Lastly, I want to share some answers to the Q’s you might have about writing an email nurture sequence in 2024.

How Many Emails Should Be Included in an Email Nurture Sequence?

I touched on this briefly above but the ideal number of emails in a nurture sequence depends on your goals and the depth of your sales process. Like any piece of content, it should be “as long as it needs to be.” While shorter sequences might contain 3-5 emails, longer ones may include 7-10 emails or even more. Your job as the business owner is to balance informative content with the frequency of contact to keep your audience interested without overwhelming them. So, if you have a longer sequence of 15 emails, for example, that process will likely take place over a few months (and likely lead to a higher-ticket item) than an email sequence of 5 emails that might be done in a couple of weeks!


What Are the Best Practices for Crafting an Effective Email Nurture Sequence?

If you are sitting down to write your nurture sequence, my biggest recommendation to you would be to start by thoroughly understanding your audience and tailoring that content to their preferences. If you have multiple freebies or email opt-ins, consider having slightly different sequences based on the opt-in they selected (that tells you what’s important to them). Beyond that, implement a consistent schedule and sprinkle in storytelling elements, like engaging stories or testimonials or data-driven stories, to maintain interest.


How Can I Measure the Success of My Email Nurture Sequence?

OK – this might not be a frequently asked question but it SHOULD BE. It’s all well and good to sit down and write the thing, but you need to make sure that you also take time to evaluate how well it’s doing. Some things I like to track are: open rates, click-through rates, and (my favorite) conversion rates.


Writing Your Email Nurture Sequence with Flodesk

The TL;DR is: crafting an email nurture sequence with Flodesk (or another email marketing platform) is a good idea if you want to nurture and build lasting relationships with your audience. Plus, as a storytelling strategist,I know that integrating storytelling techniques not only adds a personal touch but also helps create MEMORABLE  connections that resonate with your subscribers. And it’s WORTH doing well. Remember, a well-crafted nurture sequence tailored to your audience’s needs can significantly boost engagement and conversion rates. Happy nurturing!

PS: While I have you here, want to learn more about YOUR storytelling strengths (and how to use them)? Head here to take the quiz (and get some advice on how to leverage YOUR unique storytelling style).