email campaign

There are many structures that work for email campaigns – this is just one example.

First you need a free document with great value to open the offer.  This might be a ‘How to …’, Top Tips, Checklist for …, or even a 3 mistakes [target audience description] need to avoid.

Set a pdf version of your document up on a hidden page on your website that you can direct people to where they can download it.

Now you’re ready to launch your campaign.

Email 1 subject: Title of your free document

This is the kind of message this email would have:

I’m often asked about [document subject] and I decided to put together what I’ve learned over X years in this business as a report.  This is now all ready for you to download completely free of charge.

I’ve dug deep and shared all my knowledge to ensure you don’t make any of the mistakes I have (some of which have been quite expensive) and give you the means to get from A to B in the most stress-free, direct route possible.

Getting your report is simple – just hit the button below:

[Give me my report now]

It’s a good idea to add a P.S. as well that tells them that there are more emails coming over the next couple of weeks and what they’ll share (a big benefit)

Email 2 subject: Do you suffer from [big problem you know your target audience have]

This is where you build your authority by talking about a problem that you know they have and sharing your advice on this. 

The email needs to be all value – no selling.

In the P.S. link to a blog or video on YouTube about the subject (yours, not someone else’s)

Email 3 subject: Does this sound familiar?

This is an opportunity to share a case study explaining how a business (like theirs) ran into a big problem.  DON’T give the solution, DO tell them that you provided the solution and DO highlight the benefits that they experienced when the problem was fixed.

The P.S. should be a message telling them to look out for the next email – which will have the solution!

Email 4 subject: Problem solved!

Tell your story of how you came up against this problem and how you went about solving it.  You can reference other ‘solutions’ you tried that didn’t work.

Then outline your solution (product/service): what it does, the format for delivery, third party validation (i.e. testimonials) and then make the offer:

You’ll need a landing page for this to send them to and perhaps a code for them to access a limited time discount.

Add a button that takes them directly to the page.

P.S. Remind them of cut off date and saving.

Email 5 subject: Have you claimed your special offer yet?

Remind them briefly of the problem, benefits and offer (solution).

Add at least 3 case studies/testimonials – featuring results.

P.S. Remind them that this is a limited time offer and the discount code.

Email 6 subject: Last chance …

Keep it short – just a reminder that the offer expires on [date] and the discount code.  Add a button to take them to the landing page – make it easy!


You can set these emails up as an automated series on most of the email marketing platforms.  The question is frequency – some people will send one every day for 6 days – other people don’t feel comfortable with that, but they do need to go over no more than two weeks or your campaign will lose momentum.

Get everything ready first – your free download, the landing page, the discount code, the email campaign – then hit go!